IT'S OUR BIRTHDAY

We will be celebrating our third birthday next month. Some days I find that hard to believe; on others, it feels much longer!

The world is certainly a very different place to how it was three years ago. Yes, we have come through Covid, but people have (re)discovered the power and beauty of nature, found that they can work from home and still be productive; had more time for themselves.

Care for our environment is no longer a concern for the few; it is a subject for the daily news, a concern for the many.

I launched elliot. with the goal of promoting sustainability, ethical working practices and a more conscious way of living.

That is no longer an unusual brand model; we are one among many. So perhaps our job is done? I could stop now, let others take the lead; some days, that idea can be pretty tempting! But in actual fact, I am more convinced than ever, that we need to be leading the way with quality products that are made with respect for people and planet, products that are made to last, and that will improve with wearing.

I am a designer, I have been lucky enough to work for some great brands, all over the world. I have seen the best and the worst of the fashion industry, but I am still learning the ropes when it comes to running a brand.

The last three years have involved a lot of learning, a lot of mistakes, and a few joyful moments, when it has felt like our brand message is being heard, the product is being seen, our values are finding resonance.

And I am more sure now than ever before (with the cost of living rocketing), that if we are going to spend money, it needs to be done with consideration for how and where we are shopping, with focus on products that have been tried and tested, well designed, made with care.

So in the next few months, I will be focusing on refining and improving our range, offering the styles you really want and like, and expanding that range slowly, at the pace of nature.

“Your actions, however small they may seem, will truly make a difference.” - Jane Goodall

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