Yolande Ellis and Elle Pugh are the talented mother daughter duo behind the stylish and beloved cashmere brand, Elle & Riley. Verve had the chance to sit down with Elle to discuss fashion, life and inspiration.
How did you get started in fashion?
Fashion was an organic transition for both of us. Yolande worked as a makeup artist and stylist for years, and I worked in retail as soon as I could from a young age.
What motivated you to take those first steps to create the business?
We really felt there was a gap in the local market for luxury cashmere that was accessible all year round. Yolande had previously been to Nepal and met artisans there. The more we discussed it, the more the idea grew.
What’s your favourite piece in the collection?
There are too many to choose, we both love our latest collection, it has everything from cosy cashmere tracksuits, to glamorous off the shoulder sweaters for evenings out. Our new range, made of Loro Piana Italian Cashmere, is a must-have.
When do you find yourself in a creative mindset?
Usually when we’re away at the beach. We find our best ideas bounce off each other when we’re relaxed.
How important is sustainable fashion to you?
Very important. As with any luxury product ,cashmere is an investment and something that should belong in your wardrobe for years. It’s wonderful to have a product that provides such longevity for the consumer. We ensure our garments are not too trend driven, so that they can be worn season after season and be passed down through generations.
What are your three must have wardrobe pieces?
A black cashmere sweater, black blazer and a pair of fabulous black boots.
What has been the most rewarding part of your business?
Seeing how success can be created from hard work and resilience. We never thought we would be in the position to have 3 (soon to be 4) stores, and when we see people coming in and purchasing a product that we made from scratch; it feels amazing.
How do you unplug from work?
With difficulty! It’s never-ending. I usually take my dog for a walk, watch reruns of Sex & The City, or get in the kitchen and cook a delicious meal for my husband, with a glass of wine.
What was your dream job as a child?
I think I jumped around wanting to be either a lawyer, an actress or a fashion designer! I think if you know what you are born to do from a young age, you are incredibly fortunate. It can take a lifetime to figure that out for some.
What advice would you give to your past self?
Trust yourself. When starting a business you end up with so many people who offer advice, which is great! However, no-one knows or understands your business or your goals like you do, so trust your instincts.
