Tag Archives: Sale

Our 5th Birthday Shoe Sale!


We turn 5 on March 4, 2017. Just like that.

I was just reading through one of my old blog posts (“A lookback on our first year“) and feeling nostalgic. Since our move to the bigger store in November 2015, we’ve been indulgent in celebrating two birthdays a year – in March when we first moved into #02-29 and in November when we shifted to our current double unit!

In the second quarter of this year, we will be unveiling a new website, new packaging and style – a fresh new look for this 5th birthday! We’re really excited about that!  But just as we’re trying to work on these behind the scenes, we’re keeping up with activities going on in-store as well.  We have to make space in our store and warehouse for new Spring/Summer ’17 arrivals, particularly for the many shoe brands we carry!

So, for our 5th birthday, we’ll be having a shoe sale at our Cluny Court store for six of the brands we carry.  Enjoy 30% off past collections from sizes EU 19 to Eu 36 (yes, even your tweens will be able to find shoes to take on their March school holidays)!

1. Old Soles

Time to stock up on your favourite styles such as Sienna sandals (in white, silver, navy, blossom)!


Other sandal styles such as Nevanas, Fiestas, Capreses will also be on sale!


If you’re a fan of the Cruise and Brule ballet flats, you’ll be pleased to know the classic colours such as silver, gold and pearl will be on sale! We think these flats make great dress-up shoes!


2. Saltwater Sandals

Selected Saltwater Sandals will be on sale including  and especially classic styles such as sweetheart sandals and surfer sandals! If you’re a fan of Saltwaters, this is the perfect time to pick up a pair or two!


3. Converse


A wide range of Converses will be on sale! You can find high tops for your tweens (largest size US3) or sneakers for the little ones to run around in!

4. Natives

Limited last pieces of Native shoes will be going on sale!


5. Livie and Luca

Lil E wore her Livie & Luca Pio Pio shoes in Japan and they were such sturdy, reliable shoes throughout her trip!



6. Pom d’api

It’s the first time Pom d’apis will be on sale in our store! Enjoy 30% off the full collection!



As a bonus, grab a pair of Meduse sandals for $15 to wear to the beach, for skate scootering or just hanging out on weekends!


As these brands’ past collections are at the end of their season, not all sizes will be available so we do advise you to come early to grab the sizes you’re looking for. Our full range will be launched on Friday and we will not be topping up any styles during the weekend.

Birthday Shoe Sale (3 – 6 March 2017)

Store opening hours:

Friday 3 March 2017: 10 am to 7 pm

Saturday 4 March 2017: 10 am to 7 pm

Sunday 5 March 2017: 10 am to 6 pm

Monday 6 March 2017: 10 am to 7 pm


The Elly Store is at #02-31 Cluny Court, 501 Bukit Timah Road, Singapore 259760.

Do note that on Thurs 2 March, our shoe section will be closed to set up for the sale!

See you there!

x, Audrey



Celebrating Another Year and an Anniversary Online Sale

We missed our one year anniversary of “New + Double Sized Elly” at #02-31 last Monday on the 14th of November 2016.  Yes, I feel like I’m starting to sound like a broken record whenever I say it was a busy week!  We were chugging along dealing with new stock, our holiday shoot and a host of other things on our “To Do” list. For a fleeting moment I remembered I wanted to do an anniversary post on instagram and the next thing I knew, it was 5 days later. I guess most people say that’s the fun of running your own business!  You get a constant stream of different things to immerse yourself in so every work day is different.

New + Double Sized Elly has brought a different set of challenges this past year!

We now have 11 shoe brands to manage, which means a lot more suppliers, sales reports and tighter inventory management.  In the first few months, we sold out our clothing at a much faster rate than we anticipated so we had to scale up our manufacturing.  It’s also been more difficult to play around with a larger space in terms of constantly trying to refresh our store design and put in seasonal decoration!

But the good that has come from expanding is that our team has gotten bigger and we’re having a lot of fun doing what we do each day.  For the first time, we’ve launched a holiday collection from ages 3 months up to 12 years!  This collection is filled with pastels and blues quite deliberately to give everyone a break from the red hues that will fill our store during CNY. We also wanted to present a collection that’s just as gorgeous for girls as traditional pinks and show that blue can be beautiful for girls too!  This collection will launch online next week so look out for it!  In the meantime, if you can’t wait, you can pop by the store and start shopping immediately!



But let’s reserve the new holiday collection for a different post!

 This post is about New + Double Sized Elly turning one and celebrating it with an online sale!

Yes you heard right! It’s Black Friday this week and we thought it would be the perfect time to celebrate just about everything!  We want to empty out our warehouse shelves to make space for CNY 2017 so here’s what you can expect!

Meduse Sun Sandals $28 now $15


Lacey Shoes $119 now $68

Lacey White LARGE.jpg

Maxomorra Pyjamas (Short-sleeved $50 now $30 ) / (Long-sleeved $62 now $35)


Expect prices of $5 / $10 / $15 / $20 etc for our *FINAL CLEARANCE* items!  

We’ve also put last pieces of shoes and clothing on Final Clearance under the Sale section so you’ll have lots of products to comb through!



For three days only, enjoy 20% off ALL our full-priced shoes online – just use the code TAKE20 when you check out!  Lots of customers come back to buy another pair of shoes their children have grown to love – find our staple shoes online, such as Sienna sandals, ballet flats from Old Soles, Converse sneakers, Livie & Luca shoes or Saltwater sandals! Now, you can shop online and buy the next size up without coming down to the store!

The easiest way to shop online is by category – our shoes are split up into girls (0 to 6 years and 6 to 12 years) and boys (0 to 6 years and 6 to 12 years)!  Add shoes from any of these categories, or the main SHOE category which lists all the shoes we carry alphabetically – the code will work on all SHOE categories online from now till 23 November!  We’re giving blog readers a headstart so you can start shopping tonight from 9 p.m., Sunday 20th November 2016!

Get a pair of ballet flats for Christmas or just glamourous sneakers for tweens which double up as chic weekend shoes for the holidays!

Best of all, we offer free standard 1 to 3 day courier for orders over S$100!

**Just to note that all sale items are not exchangeable or refundable so do check the sizes carefully before purchasing!  This Anniversary Sale and special TAKE20 code are only valid online, and not in-store! 


x, Audrey


Online Sale starts 10 pm TODAY!

online sale

Start your Christmas shopping early with our past CNY collections going at 30% off (you know our cheongsams make great Christmas presents!), our past LMS and Wonderland dresses going at 20% off, Pure Poppet play make-up sets going at up to 30% off, Automoblox toys going at 10% off (yes and automoblox almost never goes on sale at our store!!!), Aprons at 20% off, Lily dresses at 40% off and more!!

What’s more, enjoy THREE special deals during this 48-hour period:

1) We’re offering a special price on our horse parade skirt + flutter blouse sets! Originally retailing for $84, they’ll be going for only $45 during our online sale! A steal at 46% off!!

2) Enjoy FREE LOCAL SHIPPING by normal mail during this sale period!

3) AND, get an ADDITIONAL $10 savings for every $200 spent (on both sale and non-sale items) in a single transaction! Just use the code ADD10 upon checkout! 

What are you waiting for? Start your Christmas shopping tonight!! Join us online at www.ellyloves.com/sale at 10 pm tonight! Sale ends at 10 pm on Saturday 15 November 2014! 

x, Audrey

Automoblox-2014-S9-Police Large

Confectionery 1

Donuts 1 growth charts

apron sale

Lily Bright Horses 1

Lily White horses 3

LMS navy pyramids L

LMS Orange Pyramids

Skirt Red Horses

skirt set horse parade

Pediped Shoe Clearance Sale at Elly

Elly will be hosting Pediped’s Clearance Sale as part of its own clearance sale! Enjoy discounts of between 30% to 50% off all of Pediped’s range of kids’ shoes i.e. Originals, Grip and Go and Flex.  

Pediped will be delivering over 250 pairs of shoes! Talk about shoe madness! Take a look at some of the designs which will be going on sale below! Make it a one-stop trip down to Elly to get your hands on the best deals on clothes + shoes this weekend! 

Pediped Clearance Sale is from 15 – 20 August 2014.  Elly’s Annual Clearance Sale will be from 15 – 31 August 2014.

*Please note that the store will be closed on 14 August 2014 whilst we prepare for the sale! 

x, Audrey

Pediped originals 1 grip n go girls Grip n Go boys Flex girls    flex boys

Celebrate National Day with a sale!

national day sale 1

Are you on a lookout for red + white clothing for National Day or a traditional cheongsam for Racial Harmony Day celebrations in school? Enjoy 20% off all red + white clothing on our website!

What’s more, from now til 27th July 2014, key in the code NATIONALDAY when you check out to enjoy an additional 20% off!! Quick start shopping now! 

x, Audrey

Elly’s 2nd Anniversary Storewide Sale Weekend

happy birthday

We’re 2!!!

And we’d like to celebrate our birthday by giving YOU a present!

From Friday 28 Feb to Sunday 2 March, enjoy a STOREWIDE 15% discount across all items without any minimum spends!! It’s our way of saying THANK YOU for celebrating with us and being part of our past 2 years!!

If you’re new to Elly, you can expect to find all these brands in our store – Pediped shoes, Holster Jelly sandals (for both mommies and daughters), Bellios, Automoblox toys, Jellycats, Maxomorra onesies, Pure Poppet play make-up sets, hair accessories, and of course, Elly’s own range of clothing!

Ooh wait, there’s more!

We’ll be launching a brand new collection of Tinkerbell and Twinkle dresses, and yes, the 15% discount will apply to the new collection too!

Our Spring collection for the past 2 years have been geometrics (to take a break from the vibrant designs of the CNY collection)! If you’ve bought last year’s Spring collection (Pastels and Florals, Dots and Crosses), this set of fabric has the same texture and feel as the raspberry crosses and retro peach design!  I love how soft and cooling it is for our climate! You have to feel it for yourself!


You mean there’s still more?

Don’t worry if you can’t come down for our sale!  Our 15% storewide discount will be extended to items on our website as well!

All you have to do is to key in the code “HAPPYBIRTHDAY” upon checkout!

P.S. Whilst the full range of Jellycats have already been uploaded online, unfortunately our new collection of Elly clothing will only be available for purchase in-store!

Oh… one last thing

store window

Our sister store, Twelve by Elly, is going to offer a storewide 12% discount (on all full priced items) too! All you have to do is to go over to #02-06 (also in Cluny Court) and show your Elly receipt to our staff once you’ve completed your Elly shopping!  Some of you might not know that Twelve by Elly stocks clothes, accessories and stationery for children starting from 5 years! So mommies looking for casual tees for 5 – 12 year olds, we have plenty in-store from European and Scandinavian brands!

Happy birthday Elly!

x, Audrey

A lookback on our first year

Come this Sunday, it will be one whole year since the Elly store’s grand opening on Sunday, 4 March 2012! It has been an amazing one year, although it feels more like five! We have been overwhelmed with lovely Chinese New Year pictures of your beautiful children in Elly cheongsams and shirts on whats app, smses, emails and facebook and we love to see every single one of your pictures so please do keep them coming! We spotted two children in Great World City in our CNY togs on the third day of CNY and were so chuffed! Really supportive friends also told us they spotted children wearing Elly and shopping in Paragon and Taka! It is the absolute coolest thing to see random sightings of children wearing Elly clothing in town and when our friends told us about their sightings, I swear we even wanted to run down to Paragon to see more Elly sightings ourselves!

At anniversaries and birthdays, I always get all nostalgic about the past. Did you know how our store used to look like in February 2012?


Yup it was spartan! This was when our furniture and stock hadn’t all arrived but still we had to open for business since we had to start paying rent. Some shelves only had two (yes two!!) toys on the ENTIRE shelf whilst we were waiting for more stock to arrive! We were short of spotlights in the store so everything on the cupboards were in shadows. We were still hunting for the sideboard for the back of the store. We had not enough storage space for all our stock! Our paper bags hadn’t arrived and even our cashier counter top looked spartan!

Today, our store has at least 15 times more stock and brands than when we first opened! We carry fabulous gems for children such as shoes, jelly sandals, cuddly toys, handmade dolls, wooden push toys, step stools, beanbags, tees, hooded towels, soothers, musical pulls, art frames, playhouses, jewellery and hair accessories, and of course, a much wider range of Elly clothing. We are very grateful to our other brand partners for trusting us to sell their beautiful products in our lil’ store in this past year.

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Much as I complain about the mundane stock take and price tagging we seem to be constantly inundated with, there is much about this business that brings me great joy that cannot be described in a blog post. You kinda have to see the look on our faces that day at Great World City when we spied two children from different families in our clothes. It cannot be bought by high salaries in a Raffles Place office on a cushy Herman Miller chair with a sea view.

So, to celebrate our first year, we’ll be launching a brand new collection this SUNDAY 3rd MARCH 2013 10 a.m. and just for one day only, we will be offering a 15% discount off all Elly clothing (including the new collection), Bellio shoes, WWF tees, Pebble and Best Year toys! Read more about our new collection in the next blog post!

x, Audrey