Category Archives: Tween clothing

Elly – Who we are

It’s hard to believe that it’s been five years since 2012 when we opened our single retail store in Cluny Court, barely filled with our dresses and crocheted toys. Over the years, I’ve been asked several questions in the interviews we’ve given and I thought I would share the story myself here.

How did Elly start?

Lil S was born in 2009 when I was still working in London. Carol used to send me her shopping lists for clothing before I came back for the holidays. She had a shopping list of brands she couldn’t find in Singapore or that were more affordable in the UK. On weekends, I would browse Harrods, Harvey Nichols and Selfridges which had gorgeous baby departments (albeit more premium) clothing.  This inspired us that we could fill a gap in the market for quality, beautiful and comfortable children’s clothes at affordable prices. The other thing is I had have a thing for fabrics. I would go to fabric fairs in Birmingham (where my husband and I single-handedly reduced the average age in the expo) and shop for fabrics all weekend. Back in 2009, I was already designing shift dresses for work and had tailors who agreed to sew baby dresses at the same time. Our first range was sold on Pupsik Studio, an established online baby retailer.

How did we get our name? 

Elly is the name of my favourite stuffed toy, an elephant.

How did we decide on the logo and colours?  

We wanted something fresh and eye-catching. We chose red for its boldness and turquoise because it’s a strong gender-neutral colour. We had bought our logo + website design from a designer online. We then hired someone to build our website technically on a platform we didn’t understand (and which is so archaic that we now can’t find any IT person in Singapore willing + able to upgrade it for us). Hence the need to start on a brand new platform.

How did we decide on the name of our website, 

To be honest, we would’ve picked as first choice. But when we tried to buy the domain name, of course we learnt four letter websites were impossibly expensive to buy, oh and, erm Elly was the name of a famous Thai category III actress. Who knew!!!

Since we were being sold on another retailer’s website, we thought it wasn’t a big deal not to have an type of address.  But remember this was in 2010 – our online website wasn’t our main priority seven years ago. So we chose, registered our company with the same name and started calling our collections “Elly Loves Spring”, “Elly Loves Planes, Trains and Automobiles”.

Why did we decide to open a store?

When I came back to Singapore in October 2010, we decided to sell our clothing ourselves. We started first by exploring fairs with our clothing every other month in 2011. It was exhausting. We had to take leave from our everyday jobs in order to stand on our feet, in the heat or rain, to sell our clothing. During that year, we figured our strengths (and also our weaknesses). We knew that fairs were never going to help us grow our business in the long run. We found a rare conservation unit and took the plunge and signed our lease in Cluny Court, quit our jobs and had our Grand Opening on 4 March 2012. We experimented by opening a sister store for tweens called Twelve by Elly in August 2013. Then Elly moved to a larger store on 14 November 2015 bringing in a wider range of shoes (with 10 international brands), toys and accessories. In December 2016, we had a new stockist, Motherswork at Great World City.

How did we decide on our brand collaterals? 

Because we were going to open a store proper, we sat down and looked at the bags and gift boxes from various international brands we had recycled over the years. We then designed our own. Yes, we did – we decided on every little detail ourselves, from the shape, colours to the little gift tag on the other side of the bag where you can write your name.


We also designed our little gift boxes ourselves which turned out to be our most iconic collateral!


The flip side of taking things one step at a time and doing it all ourselves is that we didn’t always have a big picture in mind as we went along.  We designed products on an “as-needed” basis. We used the concept from our old website and put it on our paper bags. We loved and still love our very first gift box – it was meant to pack our Elly clothing. But it wasn’t big enough to wrap clothing and other things e.g. rattles and toys. Hence we designed the hut box. Since this box was going to be rather big, we didn’t want it loud and colourful. So we toned down the turquoise to more of a light teal colour and shaped it like a cake box because we were starting to sell products of all shapes and sizes.

The last box we designed was to be able to wrap multiple pieces of clothing. The hut box left a lot of hollow space whenever we packed two or three dresses so we designed a striped box with a white satin ribbon around. We put an elephant in gold foil to make it special! We loved the look but it didn’t seem to fit well with our original elephant logo. In fact, if you stood all our collateral in a row, the different colours and look felt abit out of place.


So we decided late last year that it was time to relook at our brand, our website and try to weave all the different adhoc looks together. We’ve worked with Fifth Column for the past six months (who thankfully has immense patience) and we’re finally ready to launch the new Elly brand and website on 10 May 2017.

So who are we, really?


Elly – is our homegrown clothing line.

Our new Elly logo is inspired by Picasso’s drawings. Using a simple singular line to draw the shape of the elephant, we want to emphasise the design philosophy of Elly – sophisticated play.  Our new logo represents our timeless design principle – designed for comfort, classic style and playful simplicity.

Turquoise remains a core colour in the form of water splashes (derived from elephants at play) but now instead of a strong red, elly is in a softer coral colour, more befitting of a baby and children’s clothing brand.  (P.S. if you turn the logo anti-clockwise, you can see the E!)

Our flagship store at Cluny Court is The Elly Store – a store which stocks the Elly label of clothing, and curates the best toys, clothing and shoes for children.

Our all-new online store will launch on 10 May 2017 at a new domain on a brand new platform:

Our online store is, and always has been, a multi-label website designed to showcase the variety of international products sold in The Elly Store. This website will be mobile-enabled so you’ll be able to finally shop from your phone with ease! We’ve enabled a Quick Shop feature so when we launch our CNY collections and you can just add the pieces you want from the main catalogue page without having to click on individual products.

If you would like to create an account for easy checkout, you will need to register a new account on this website even if you have shopped with us before. We’ll be blogging about our new website in a separate post because there is just so much to say about it!

Will there always be clothing (or other products) you can only find in the Cluny Court store and not online?

The answer is, absolutely.  We want you to come to our store to have the full Elly experience, which is not just our products, but our service as well.  We will however also have special online previews and/or sales, so you will always have reasons to shop with us in both spaces.

How about your tween store, Twelve by Elly (or TBE in short), for 6 to 12 year olds?

From 10 May 2017, we will consolidate both our online stores and our social media accounts and marketing. The physical “Twelve By Elly” store will remain at #02-06 Cluny Court. After spending three years curating TBE, we are really loving the mix of products now. TBE will no longer maintain a separate instagram, Facebook page or mailing list. It will be merged with Elly’s so you will find at Elly a whole range of products for children from newborn to tweens sold on – this is especially useful for shoes in sizes up to EU36.

What can we expect from your rebranding exercise?

We’ve taken a back seat with designing these past two months because it was too much managing a store, trying to port over 800 products to the new online store and get new collateral created with the rebranding exercise.  We have still been launching new products in store regularly – in the past two months, we’ve launched the Monster clothing collection, Sticker Makers from Stickiemail, a new collection of books for your toddlers and new collections of shoes from Bobux, Old Soles and Livie & Luca.

We’ll be having a Mothers’ Day crafting event with Stickiemail at our store this Saturday 6 May between 2 – 5 p.m. so do look out for a post about it soon!

It feels like a reset for us – like a fresh start. But at the same time, it is an opportunity to return to why we are doing this in the first place, to remember everything about the kind of store and brand that we want to be.

When we started, we were accidental entrepreneurs – we just loved making clothing and it so happened that selling it helped us make more. Carol and I don’t have exciting entrepreneurial stories which inspire the young to quit their boring desk jobs and start their own company. We aren’t instagram savvy – in fact, we’d rather not manage personal accounts because it’s strange to post pictures of ourselves to the world or do Instagram Live.  In fact, we feel totally out of place in the e-commerce / social media generation. What we loved doing in the first place was (i) designing clothes and (ii) selling them. We loved meeting children wearing our clothing. Carol loved decorating the store and making it her own.  I loved fabrics and dresses. That was it.  Along the way, we got completely caught up with managing the store, stocking and restocking other products which weren’t even our own label, having constant meetings, marketing meetings, cold calls, collaborations etc. We were/are buried under HR/accounts/admin, trying to shoot our own Instagram photos or product pictures, uploading pictures on our website and trying to run two stores. There was never any time to think and we stopped having time to do what we wanted to do/loved doing and we let the work dictate how each day would turn out.

In many ways, a big part of who we are today was a result of what we needed to be as we grew – we catered to customers’ needs and filled a gap in the market for solid quality, non-kitschy shoes and clothes.  But it’s dawned on us these past few months that we perhaps have lost our own path in who we are in trying to just keep up, take new stock, inventorise, stick price tags, restock, pay rent, hire staff, do sales reports and accounts and chug along daily.

Because in fact, the best part about running your own business is that we get to write our own story at Elly. So the question we have to answer for ourselves is what kind of store do we want to be?

It starts with knowing what we don’t want to be. We don’t want to be just another kids’ store in this day and age with social media constantly in our faces that it all gets overwhelming with that media noise. We don’t do over-inflated pictures of our products. We don’t sell our products by bad-mouthing other stores in the mall to our customers. We want to be a different kind of business.

We want to be honest retailers. We tell it as it is. We tell you as we see it. The quality of our products, especially our shoes, speak for themselves. If you cannot find a shoe that fits, we would rather suggest another brand which might fit. Over time, we want to share with you our experience these past five years in selling products (such as shoes for your toddlers) so we can help you make the right decisions for your own needs.

We want customers to love shopping in our store with their children because they can find beautiful and timeless children’s clothing, well-curated and unique shoes, toys and accessories. We want to continue to make comfortable, easy to wear and classic pieces for your child to wear and be able to hand it down to his/her siblings.

And we want Elly to be a place for everyone. Starting this May, we will have a Quiet Hour shopping for special needs children on the third Tuesday (from 7 – 8.30 pm after closing) and third Saturday (from 8.30 am to 10 am before opening) every month (there will be a separate post on how to make prior appointments so we ensure that we have one team member for each child).

We love watching your children grow up with us. My team loves that the children come by for hugs every week after class just to say hi. We hope you will continue to love shopping with us so that we can keep growing and bringing you more unique things for your children. At the end of the day, we want to do what we love, which is to always find new ways to make retail fun so that you can look forward to coming to Elly week after week.  That’s why we started this in the first place.

And so the rebranding countdown begins for us – join us on 10 May 2017 for the launch of our new website.


x, Audrey


i: @theellystore



Presenting our CNY 2017 collection – Spring


Photo credits: This campaign was shot by the talented Maryann with the help of her team from The Studio Loft

Our Cheongsams in 8 fabrics



Our Mandarin-collared shirts in 7 fabrics


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Our Bermudas in 5 fabrics


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Our Baby Rompers in 3 fabrics (expected delivery date – 2nd week of Jan 2017)

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Our Flare Cheongsams in 7 fabrics



Our Sarah dress in 4 fabrics



Our Twinkle dress in Blue Satsuki


Our Tinkerbell dress in 2 fabrics  (At the time of this post, the Tinkerbell in Pink Yinghua was not available yet)


Our Halter Tops in 2 fabrics and White Pantshalter-top-turq-gingko-leaf-fbhalter-top-fuchsia-gingko-leaf-fbwhite-pants-fb

Our Ladies’ Tops in 4 fabrics



The Sibling Sets and how to wear the collection

We always create a collection to provide you with options to mix and match the cheongsams and dresses without having to buy identical designs!

If you’ve got girls only, you’ve got the widest selection of 8 cheongsams, 7 flare baby cheongsams, 3 Tinkerbell dresses, 4 Sarah dresses, 2 Twinkle dresses, 2 halter tops and matching white pants!

If you’ve got boys only, you’ve got 8 shirts and 5 bermudas to choose from!



The Sibling Sets





Everyone I’ve talking to / texting says they will probably go with a gingko set for CNY Day 1 and Pandas for CNY Day 2!  Before you decide, here are some other options you can look at!

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Set One – A panda cheongsam,  a Sarah dress in red gingko leaf and a pretty normal non-CNY outfit with turquoise yinghua! 



Set Two – A popsicle cheongsam,  a Sarah dress in cherries and a Twinkle dress in Blue Satsuki

I could go on with multiple options but I think I shouldn’t confuse you any further!


The collection launches online at 9 p.m. on Wed 21 Dec 2016 and at the Elly store at Cluny Court at 10 a.m. on Fri 23 Dec 2016. 

From 9 p.m. on 21st Dec to 9 p.m. 31st Dec 2016:

  • Use the discount code CNY2017 to enjoy 20% off our new Ladies Top.

If you’ve got queries about our collection, do check our FAQs to see if you can find your answers there! If not, do drop us an email ( or Facebook message and we’ll respond as soon as we are able to.


Happy Shopping!!

x, Audrey

Designing Elly’s CNY 2017 collection

I’ve just spent days staring at the CNY pictures from The Studio Loft wondering how I would tell you about the past few months worth of stories which culminated in this large collection, all in one blog post.  There’s so much to say!

We started working on this CNY collection in June (way before we started working on our Holiday 2016 collection which you can read about here).  Coming out of CNY2016, it was always going to be hard to do something different again. CNY2016 was about embroidery. We wanted our 2017 collection to have two distinct looks – a luxe collection and an everyday collection.  Two looks to give you a good variety to select for each day of Chinese New Year (and this year there are 3 days)!

The Luxe collection

Without hesitation, Carol knew she wanted gingko leaves as a theme because it was traditional and yet when drawn as an outline, it looked modern. I guess you could say the luxe gingko collection is the “Carol” part of our team.  She loves pretty florals and traditional colours and trims.

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The result as you can see is really something different.  It’s something you can wear not just for CNY, but suits any other formal occasion too!

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Our new Sarah dress design!

We’ve been known for our jade buttons on our Cheongsams, which have always given them a touch of luxury. In our luxe collection this year, we used gold foil and gold piping for our gingko prints, which just brings them to a whole new level of luxe!  The best thing is that for us, luxe doesn’t mean expensive.  We are keeping our prices for the luxe collection the same as the rest of our collection so you don’t have to think twice about buying them as gifts or as extra dresses for day two or three!  Just like anything else that is precious, you need to treat these pieces with gold foil with extra care – you must only lightly hand-wash and iron on the reverse with a cloth over it.

Our luxe collection comes in three colours for the Cheongsams- red, turquoise and fuchsia, and two colours for the Mandarin-collared shirts – red and turquoise. Moms can also choose from red and fuchsia for their matching Ladies’ Tops!  (P.S. If you’re buying our outfits for a CNY Family photoshoot, the red gingko leaves and pandas photographed really well in our studio shoots.)

To cater to tweens who might prefer not to wear dresses, we’ve designed a halter top in two colours. You can get light cotton pants from us or wear them over a pair of leggings or jeans.  Your tween can dress them up or down according to their mood!


Carol’s second theme was cherries and birds.  We didn’t like the solid red / round / symmetrical cherries you commonly find on fabrics, especially nearing Christmas. We wanted a faded vintage look and we added a touch of gold foil so that the birds would shimmer in the light. I love how special this fabric turned out with the highlight of gold foil on what would otherwise be a normal cotton fabric. Subtle luxe!


In keeping with our luxe theme, Carol and Stacy handmade gingko leaves and painted individual squares of our rainbow wall sets for the shoot and our store display.  I love how our sets bring out the prints so clearly.  We can’t wait to show you our pictures from The Studio Loft taken specially by Maryann and her team!


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The Everyday collection

Of course, we can’t forget the fun part of everyday Elly  – the crazy fun that we, as a family, are sometimes all about. When we started to think about designing this year, we realized that in our earlier days, a lot of what we designed had been inspired by Lil S, before Lil E came along. Even this year our Holiday collection (which you can find here) was inspired by Lil S soon becoming a tween. So we thought it was about time Lil E got a collection inspired by her! She inspires us all the time anyway with her constant laughter and crazy antics.

So this year, we chose “pandas” as our theme.  Yes, PANDAS! Although I bet some of you were thinking I’d choose Pokemons (if you heard how Carol and I went abit mad playing Pokemons back in September, even making our staff follow us at lunch to catch Dragonites and Snorlaxes near our office at Bukit Merah and Telok Blangah Hill Park)!

So why pandas?  Because earlier this year around the time we were designing this collection, Lil E was crazy about pandas!  We brought her to a toy shop at Serene Centre and the ONLY thing she wanted from this huge toy + Lego shop were two tiny pandas which she could hold in her hand.  (Ok luckily that makes her more affordable between my two nieces to bring on outings since that present cost me only $6. Haha.)  For days, these two pandas followed her around in her chubby little hands. She would hold them in the car, to Grandma’s house, to dinner and ever so often, would ask, “Where my panda?” whenever she couldn’t find them.

So we thought it would be so fun to have them on our cheongsams as our theme this year!  But because pandas are black and I’ve been told by customers that grandparents can be superstitious about wearing black on the first day of CNY visiting, we needed to include festive colours and other themes! So our panda prints come in two colours – with a bright red or a blue lattice!

Panda teaser.jpg

When this print was first drawn, we showed it to Lil E and asked if she liked it. She excitedly got down on her mat and showed us the panda’s poses (because “Eme panda”).

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Safe to say, I think she liked the pandas!

But pandas alone were not going to be enough.  As you know, Elly is about variety as well so you can choose your entire CNY wardrobe from us!

So what else does Lil E like?  Ice-cream!!!  She has such a happy face whenever she gets to hold a cone!

(I know what you’re going to say… bad auntie… ice cream is a terrible bribe!  But how can you say no to that face???)

So for our final print for CNY2017, we decided to put together a combination of what Lil E loves – pandas and popsicles.  And this is what we got:


We played around with the Pantone shades on the actual piece to ensure the grid didn’t obscure the popsicles on the fabric.  I think the finished fabric has just the right effect to ensure there is not too much white on the dress. So there you go – the final product.


Side note:  I was having fun during the shoot with this tua pao which I asked Hayley to gamely pose with (much to my prim and proper older sister’s horror).  Before that, I tried asking two other children but got snubbed by them because, well, I guess the bao is so uncool… Hayley on the other hand hammed it up for the camera and got us such adorable pictures!

As always, we will have four other prints from the U.S. joining our CNY collection. Do note that only the blue satsuki print comes in a cheongsam design. The other four have been made in our everyday dress designs – so you’ll have a variety of options for CNY Days 1, 2 and 3.

The others.jpg

The best news this year is that we will have bigger sizes for boys (finally)!  Our shirts and bermudas will go up to sizes 8Y, 10Y and 12Y.  Instead of just our usual red or white, we will have four new colours of bermudas so you can mix and match!  I find yellow and chambray a really nice departure from the usual red and best of all, these new colours will be usable every day of the year, and not just during CNY and National Day!

Older boys finally.jpg

Because this collection turned out to be massive with the increased number of sizes, designs and prints, we didn’t have time to run the Chinese knot buttons or the sling bags and clutches which we had last year.  Instead, moms can choose from four ladies’ top designs to match their children.  Look out for our launch promotion in our CNY 2017 FAQ  here.

We hope you’ll find something you love! Look out for the complete album on 19th December on Facebook and our blog.

Ladies Top Fuchsia Leaf 1.jpg

When we look back at all the stories in getting this collection (and the Magic collection and the Holiday collection) completed this year, it is impossible to jot down in one blog post how we feel – the constant vacillation between the feeling of accomplishment and of failure, of joy and of tears, and so many moments where your heart is on the table – that, is the difference between running your own business and working for a large corporation. This is our heart on the table.

We proudly present Elly CNY 2017 – Spring – launching online at 9 p.m. on 21 Dec ’16 and in-store at 10 a.m. on 23 Dec ’16.  

x, Audrey

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Elly – Holiday 2016 collection

It was right around this time last year when we opened Elly number 2 (or larger Elly). Just when we thought we were settling down, we leapt into our expanded shoe range with 11 shoe suppliers and a whole host of other new products we were finally able to stock with the larger space (which meant even more suppliers, more sale reports, more re-ordering etc).  The one thing we didn’t have time to focus our energies on was our clothing, which was rather ironic.  At some point, we promised ourselves to re-focus our energies this past twelve months.  To be honest, there was a point running a retail front (actually two!) and an online store started to wear us down, especially when we were having to design our own clothing plus manufacture plus constantly manage inventory for thousands of SKUs in a retail front that had to stay open for 362 days a year.

So, we sat back down and re-prioritised how we worked, what we did, what we didn’t or shouldn’t be doing; and the most wonderful thing that came out of re-prioritising was first of all, really being able to go on breaks without carrying the burden of work through the holiday and that meant being more energised to come back and pick up where you left off. It also meant being able to take the time to design our pop-up store at the recent Boutiques, work with bloggers, do professional photoshoots again, make our own props and of course, design more collections like this one.

In previous years, we skipped Christmas collections because Christmas was / is too close to Chinese New Year (when we normally launch our largest collection in the year). But this year, we thought it would be a good change to have a sea of blues, whites, blacks, cream or pastels and turquoises before the CNY red hits the store.

We wanted this Holiday collection to be special. We were so busy just “doing” anything and everything to keep our store going that for awhile, it stopped being fun. We stopped doing what we loved (i.e. designing, pouring through fabric catalogues regularly, being able to spend time conceptualising and creating) and it stopped having meaning to us. (Yes I’m an idealist about life having to have some meaning.)  So I roped in family members to help me brainstorm. This collection we worked with Lil S and a cousin from overseas – you’ll see how Lil E influences CNY2017 when we blog about that in December.

We chose the Love and Hearts theme. Why?  Because in the many years before her mei mei came along, Lil S would have sleepovers at our house and she would always leave notes for us to find if we were away or if we didn’t come home early enough to say goodnight to her. They would be stuck on our walls with a lot of tape!  The top left one she did years ago but the bottom right one, she just wrote for us yesterday when she spent the day at my house being baby-sat.  She has formed smiley faces with the peas at the Japanese restaurant and then made me take a picture to remember our solo dinner date. She asked for heart balloons! If these hearts do have smiley faces, I noticed she draws the eyes with long curly eyelashes (like the pokemon goldeen).

The hearts did stop for awhile when Lil E came along. We found it harder to reassure her that she wasn’t being neglected especially when everyone would rush to cuddle the baby wombat. It’s been tough putting time aside to spend with her now that she’s in primary school. We can’t just take off randomly like we used to when we first started.  Our week days now are crazy intense and relentless.  This year, I didn’t even get to spend her birthday with her until dinner because we were at Boutiques fair all day.

In June, I told her to draw something for me.  If she worked hard at it, I would print it for her on a tee and it would be her design.


So, this tee is by her, for her.

Her dad remarked that she’s been “promoted”. No longer just a model, now a designer too! You should’ve seen her face when she saw the finished tee for the first time. She grinned like a cheshire cat.

Why black? Because this 7 year old is starting to look for black tops. She scoured our tween store, Twelve by Elly, and remarked there was no black for her!  I don’t know why they start this early because I remember turning grunge-y only in Secondary 3!  But just as she likes black and wants to attempt to look cool in hip shorts, she’s still young at heart and loves long skirts and being a girly girl.

So we created this collection carefully to cater to the girl who’s struggling so hard to want to be like the “big girls” but really, is still only 6, 7, 8.  Our tween is a ready-to-wear shorts and tee child, just as she is a twirly girl with fairy skirts and long twirly dresses. We deliberately didn’t design themes or allover colourful prints and kept our designs classic, understated and extremely easy to mix and match because our next collection (CNY2017) will be all about prints.

We’ve styled this Holiday collection quite deliberately to pair tank tops with tulle skirts and shorts and to include turquoises and fuchsias alongside blacks and whites. Our collection is meant to be worn after the Holiday season – for school holidays and also for weekends when school re-opens.  Our skirts are just as versatile for dressing down after the festive season!




So whilst we designed matching onesies and rompers so babies could match their older siblings, the inspiration behind this collection was the tween we had started this label for many years ago. You can find love and hearts in all shapes, sizes and forms!


And, to complete our collection, we roped in our young cousin who is a truly talented artist to draw this print for us. She is hard at work in college and we hope she pursues art because talent like this is a rare find. I hope she never stops dreaming.



Yes there are days I feel like that clown with the party hat. Most of the time, we feel amazingly inadequate with designing, IT technology, accounts and well, basically everything we are confronted with every day. But hey, you should never stop dreaming.


x, Audrey

(Photo credit: The Studio Loft)

Elly x pediped | Annual Clearance Sale

Elly Clearance Sale

It’s back – the yearly affair of bringing in many many pairs of pediped shoes to fill the store!

pediped will be teaming up with Elly once again for our Annual Clearance Sale!  A new record of over 380 pairs of pediped shoes will be delivered to our store for the sale!  Expect discounts of between 25% to 60% on pediped past collections!

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pediped Originals (soft soles)

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pediped Grip N Go

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pediped Flex for Girls

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pediped Flex for Boys

Just to make it more exciting for you to pop round to Cluny Court this Saturday, we’ve added a whole lot of sweeteners to this year’s sale!

Since we’ve expanded our shoe range to 10 international brands, we’re now able to add more shoe brands to our clearance sale!

Bobux-logo A5 15 cm by 11 cm

An additional 90 over pairs of Bobux shoes from past collections will be joining our sale at between 30% to 70% off!


Over 100 pairs of Old Soles sandals, ballet flats and sneakers will be on sale at 30% to 40% off.  Past collections from both our stores will be on sale, which means sizes will range from EU22 to EU36!!  You can also find something for your tween!

converse_logo A5 15 cm by 15 cm

Converse shoes in core colours from both our stores will also be at 30% off (now only $32.13). Sizes available will range from US6 (for kids) to US3 (for tweens). 

Last pairs of past season’s colours of Natives and Salt Water Sandals will be sold at discounts of 30%  40% off.

And of course, since it is an Elly Clearance Sale after all, Elly’s past collections will be on sale:

  • Limited Little Man Shirts at 40% – 50% off.
  • Wonderland and Twinkle dresses at 30% – 50% off.
  • Tinker bell dresses at 30% off.
  • Pom Pom dresses at 50% off.
  • Emily dresses at 30% – 50% off.
  • Party Frock at 50% off.
  • Past season’s Maxamorra rompers and bodysuits will be at just $10!!!

For ages 5 years to 13 years, you can shop past collections from our tween store, Twelve by Elly, at the sale:

  • Skate Society Boys’ T-shirts (6 years to 14 years) at 40% off (now only $29.40).
  • Dresses at 50% off (now from $29.50 – $39.50).
  • Furry vests at 50% off (now only $29.50).
  • Winter coats at 50% off (now only $89.50).

Our CNY 2016 collection will be on sale as well!

  • Grab the last pieces of our mandarin-collared shirts at 30% off (now only $31.50 / $34.30).
  • Baby boy rompers will be at 50% off (now only $22.50).
  • Ladies Tops will be at 50% off (now only $34.50).
  • Cheongsams will be at 30% off (now only $45.50 / $48.30).
  • Emily dresses will be at 50% off (now only $29.50).
  • Tinkerbell dresses will be at 30% off (now only $36.40).
  • Boys’ mosaic, red and white shorts will be at 40% off (now only $23.40 / $25.20).
  • Mandarin collared polo shirts will be at 30% off (now only $27.30).

MC Red Geometric Flowers

CNY girls

Just a couple of things to note:

  • All sale items are non-exchangeable and non-refundable.
  • Because of how massive the preps will be for the sale, our store will be closed on Friday, 5th August 2016.
  • We will need all hands on deck for the sale! Hence, we will not be able to offer gift wrapping services during the Clearance Sale period. We apologise for any inconvenience caused! We want to do whatever we can to shorten your wait for someone to help you with shoes or sizes or clothing etc!  If you would like to purchase gifts, you can also shop online at!
  • During our Clearance Sale period, we will not be taking reservations.
  • Not sure how to get to Cluny Court or where to park? Take a look at this blog post!

Check in with us on Facebook and Instagram (@theellystore) this week to see what other sweet treats there may be in-store during the Clearance Sale Period! We’ll also be updating our Snapchat account during the sale period so you can check out the sale stuff!

It’s going to be a mad week of preps! See you there!!

x, Audrey

Pre-GSS Online Sale starts 9 p.m. Tues 17 May

Pre GSS Online Sale 1

The Great Singapore Sale this year starts on 3rd June 2016, which is a little late for parents with school-going children who will be rushing off for their holidays by the 28th May weekend!

We thought we’d run a Pre-GSS online so you have time to shop for things you might on holiday (like shoes) and be able to receive everything well ahead of your holiday!

Here’s a sneak peek at what’s going on sale tomorrow!

 (1) Old Soles Pre-Walkers shoes: 30% off

If your toddler is just about to start walking, you can stock up on these pre-walker soft soles! Over 15 styles going on sale!

(2) Polar Bear collection of PJs, hoodies and onesies: 30% off

These make great gift for friends you’re visiting in the Southern Hemisphere for their babies to keep warm this winter!


(3) Cheongsam in Home and Blue Japanese Fans: 40% off

Perfect time to stock up on racial harmony day outfits or bring a touch of Singapore to the overseas friends you’re visiting in June!

CS Home 1

CS Blue fans large

(4) Last pieces of Twinkle dresses, Tinkerbell dresses and Little Man Shirts: 30% to 40% off

(5) Bunny Skittles Set: 40% off

Ooh-so-cute skittle set in gorgeous floral prints for your toddler to play ball with!

bunny skittles LARGE

(6) Buntings: 30% off

To decorate your child’s bedroom with bright colours and a bit of fun!

nautical bunting 3

(7) Nautical Cushion: 30% off

sailing boat pillow 1

(8) Converse classic collection: 20% off


(9) Selected colours of Brule ballet flats: 20% off

brule distressed navy 1


For the first time, we’ve now created categories for the older children (especially those who have outgrown Elly) from age 6 to 12 years to showcase what we sell at our sister store, Twelve by Elly. Through running Twelve, we’ve discovered that the tween age group isn’t an easy one!

Boys between 6 to 12 years just want to fit in and not stand out at that age. They want  comfortable clothing which are not too kiddy and not too grunge. So at the store, we stock mainly tees and good quality solid bermudas because that’s like their weekend “uniform”. Tomorrow, you’ll be able to grab these cool Skate Society tees at 40% off online.

Skate Society Fly White Tee LargeSkate Society Logo Grey Large

I find tween girls (especially between 6 to 8 years) the difficult age group to try to figure out! They are trying so hard to be like their older sisters or the older “cool” girls they see in school and wear big girl clothing but the teen styles don’t suit them yet.  Having said that, they would still pick pretty purples (because pink is for babies) and other sweet prints over the cool prints. For awhile it was challenging to try to understand the children in that age group in order to stock things they would want to buy.  We decided that the best way was to design for them, so we created Salted Caramel clothing.  Whereas Elly is about pretty prints, the Salted Caramel girl is very much an individual who dresses up comfortably and fits in however she chooses – she can be in a sporty skirt and ballet flats or sneakers and be herself.  Salted Caramel was inspired by Lil S because as she grew, we realised she didn’t just want pretty dresses or tulle skirts, she was finding her own self in Primary 1 and it spoke in how she chose her own clothes. We’re releasing Salted Caramel for the first time online, and the best part is you can shop for them at 30% off.

petal yellow Top 1

Smile orange 2

sports skirt navy grey 1

Wow, didn’t realise how long this post was going to be but that does mean there are a lot of things to check out tomorrow! Whilst you’re surfing the new OLDER GIRLS and OLDER BOYS category, don’t forget to check out the accessories and shoes and other bits which aren’t on sale so you can get a better idea of what Twelve by Elly is all about!

See you online at 9 p.m. tomorrow (Tuesday 17 May)!

x, Audrey