Category Archives: Random

Our second store turns one! Happy birthday Twelve by Elly!

I can’t believe it’s been one year since we opened our second store, Twelve by Elly! Cliche as it may sound, it really seems like yesterday when I was blogging about starting our second store from scratch and when we had our Grand Opening.

Our Grand Opening on 4 Aug 2013

Our Grand Opening on 4 Aug 2013

Since then, we’ve brought in a gazillion new products and brands! We now stock Rainbow Looms, Catseye, Notbooks by Epigram books, Salted Caramel accessories, Herschel bags, Shwings, Old Soles and Pura Vida bracelets. We had to do minor renovations in May to create more display space for the accessories and clothing, and to get more storage for the new products!

Our new look after minor renos this year

Our new look after minor renos this year

We added more display hooks on the wall

We added more display hooks on the wall

We added more storage cabinets in the store!

We added more storage cabinets in the store!

We have a new section for our inspirational art prints!

We have a new section for our inspirational art prints!

We moved our lemonade carts to the front of the store!

We moved our lemonade carts to the front of the store!

Today, we have more than twice as many suppliers as when we first opened and we’ve slowly expanded our age range to 6 to 14 year olds. And that’s just for this one store. Whilst we’re sad that a lot of our early Elly supporters have outgrown Elly dresses, it is quite exciting to know they’re moving into the Twelve age group and we’re looking forward to hearing more about what your tweens want to see in our store! 

At the same time, we’ve had to watch over Elly as we grew our online store and uploaded more products such as Jellycats, Automoblox and Old Soles shoes, and in particular, our newborn baby hampers partnership with Pamper Me products. And of course, the Elly store at Cluny Court is still in operation, so it’s really felt like we’ve had 3 stores for the past year! What we’ve had to do for each store has been to:
– constantly monitor stock with the many suppliers we work with and refresh our inventory;
– update our social media platforms (i.e. preparing blog posts, emailers, instagram posts and Facebook posts) and this includes first taking product pictures / styling pictures / store pictures ourselves before editing them (yes we like to do it all from scratch);
– design our collections;
– source for fabrics and work on production for our in-house brand;
– train our new staff at our stores + work at the store ourselves on days we have no staff + send parcels out;
– do extremely mundane paperwork and accounts for both companies;
– meet with our (old and new) business and marketing partners and suppliers and interview new team members; and
– code and price tag all the incoming stock.

Rinse and repeat. 

It’s been madness. Yes. Madness.

On top of that, we’ve had a new addition to the Elly modelling squad. Lil S had a new baby sister earlier this year – talk about having our hands full!!! (I’m just pleased I have a chubby new model!) 

Well, at least I think we’re coming out the right side of the craziness now with some semblance of a system in place. I think we’ve learnt much more about running our own business in the past twelve months alone than we did in the first two years of running Elly. 

And as icing on the cake, little magazine delivered this wonderful surprise last week! (Thank you little!) 

Little (Aug 2014)_0001

This gorgeous magazine turns one this August too!

This gorgeous magazine turns one this August too!

YES! Twelve by Elly won the award for the Best Retailer of the Year – Kids’ Fashion!!!!! 

I don’t think the awesomeness of the award has hit yet but there’s going to be an award presentation on 16 August 2014 – I think that’s when I’m going to be bawling unceremoniously like a baby. 

Each of our store has won an award this year (Elly won the Sassy Mama 2014 Award for Best Children’s Clothing Boutique earlier this year!) and that’s just crazy! We’re super happy for all your support and we definitely are spurred on to work harder to keep both our stores fresh and original! We’ve got a new clothing label joining us in September, and new accessories and our own designs launching soon, but more importantly, our annual sale is coming up in the middle of this month! So do pop by the stores to check out the sales! It’s going to be good! 

Happy 1st birthday to Twelve by Elly! 

x, Audrey


A Mother’s Day Weekend of Promotions

mothers day


This is going to be a fairly long post about the many promotions we have going on this weekend at both our stores at Cluny Court. Everything starts at 4 pm this Friday 9th May and ends at Sunday 11th May 6 pm!

Terms & Conditions: No reservations + No exchanges + No refunds + No gift wrapping on sale items 

First up! Cluny Court will be hosting a Mother’s Day 3 hour special on Friday 9th May from 4 to 7 pm! Enjoy complimentary wine tasting on the second floor whilst you shop!



DAY ONE:  Friday 9th May between 4 to 7 pm

Enjoy 30% off all Adult Holsters! Yes we know how much you love the Holster jelly sandals so come on down to get them whilst enjoying free champagne and doing a spot of shopping JUST FOR MOMMIES!










DAY TWO: Saturday 10th May between 10 am to 7 pm was one of Elly’s earliest online stockists! She’s moving back to the UK and whilst we’re very sad to see her go, we’re happy to host a POP UP CLOSING DOWN SALE for the brands she carries! We’ve already had sneak peaks at her stash and Carol’s eyeing a few pieces for the little one so make sure you get in early whilst stocks last!  *Everything must go!

Please note that she will only accept cash and cheques so bring out those chequebooks!

Clearance sale




















DAY TWO AND THREE: Saturday 9th May and Sunday 10th May

Elly itself will be having a mini sale (what we call a Pre-GSS weekend) so you can shop all the brands at the same time.

  • 2013 Maxomorra rompers: Buy 2 for $55 (from $64)
  • Manny & Simon tees: Buy 2 for $50 (from $78)
  • Elly girl onesies Red Fish+Red Birds: $36 (from$45)
  • Girls’ Mandarin-collared polos: Buy 2 for $30 (from $78)
  • 2013 Absolutely Elly cheongsam collection: 30% off
  • 2014 Horse Parade collection: 20% off

Please note that there will be no gift wrapping on all promotional items.

In case you can’t wait for the weekend, our 2014 Horse Parade collection is now available at 20% off online from now til 18th May 2014 so you can start your weekend of shopping right now!

horses collage 4

horses collage 3 ~~~

tbe-logo (small)

So what’s going on over at Twelve by Elly?

DAY ONE TO THREE: Friday 9th May from 4 pm to Sunday 11th May 6 pm

CLEARANCE SALES for twosparrows and capri by audrey.

Well, did you know that Carol and I both had separate businesses before we joined forces to start ELLY?

Carol used to own bag label called twosparrows and she sold these gorgeous snake-skin bags and clutches online.  I’ve given the clutches as birthday presents and of course these make wonderful Mothers Day gifts!  These are now going to be reduced to clear!!






photo 2photo 1











The other label, capri by audrey, was my first business.  In the 8 years I worked in the corporate world, I had gotten sick of wearing boring shift dresses so I designed my own ready-to-wear dresses that were simple, sometimes black but with a twist. My designs could take you from the boardroom to a cocktail dinner without any hassle. I also branched out into designing casual dresses and cocktail dresses. It was really a very different hobby from what my colleagues and friends were indulging in – they went to the gym, pilates, yoga, scrapbooking, wake boarding in their spare time, I would go fabric shopping and browse fashion magazines! I loved it! We were stocked at Swirl in Stamford House, Soon Lee on Haji Lane and Odette & SHUU at Hitachi Towers.

Well, now that I’ve turned my focus to running our two businesses, Elly and Twelve by Elly, I’ve had to give that up and I’ve decided to make space in my third bedroom to set up a proper workroom.  Do come down this weekend and support us! All dresses are going for $39 (from as high as $279) or you can get 2 dresses for just $60!  I’m sure you’ll find something you like!

























































































See you this weekend!

x, Audrey

Elly wishes everyone a Happy New Year!

Thank you all for your enthusiastic support for our Horse Parade collection and in this past lunar year. We can’t wait to see your children wear Elly during CNY! Please feel free to share your pics on our fb page or post it on instagram (tag us @theellystore and use the hashtag #thehorseparade) so we can see all your lovely pics!

We wish you and your families a Happy, Healthy and Prosperous New Year!!

gong xi

– Audrey & Carol

Happy Holidays!

Hi everyone!

We hope you’re almost done with your last minute Christmas shopping! If not, we’re still opened tomorrow (Christmas Eve) from 10 am to 6pm!

Our holiday opening hours:
– Christmas Eve: 10 am to 6 pm
– Christmas Day: Closed
– New Year’s Eve: 10 am to 3 pm
– New Year’s Day: Closed

Thank you for shopping at Elly this holiday season! We hope you have a wonderful festive season and we’d like to wish everyone a blessed Christmas and a Happy New Year!

Merry Xmas

x Audrey & Carol


Thank you


A huge thank you to everyone who made it down today! A huge thank you also to everyone who’s supported our collection with your reservations and online purchases!! We are very grateful for all your support!!

It’s been an exhausting week leading up to this but we’re thrilled to finally have launched our brand new website so do check it out at! We’ve also launched two shoe promotions with Holster and pediped Singapore!!

PHEW! Lots going on at the Elly store for Christmas! Do drop by the store to take a look for yourself! See you soon!!

– Carol & Audrey