Verve chats with Cashmere queen, Elle Pugh, of Elle & Riley, to see what’s happening during lockdown.
What’s changed about your business?
The landscape changed significantly for all retailers when we hit lockdown. Our fourth store was due to open in Commercial Bay three days post lockdown. Figuring out how to engage differently with our customers has been interesting and exciting. We have been more active on social media and on our website chat which our customers are loving. It has made us focus on being even more considerate and kind—you never know someone else’s situation.
Do you see yourself coming out of this with a better idea of changes you wish to make in your business?
Absolutely. It has given us time to thoughtfully consider where we want to be and how we want to operate moving forward. This includes how we will design our future collections as well as relationships with our team, suppliers and customers.
Any special plans for the weekend?
We are full steam ahead preparing for Level 2 and working with our teams remotely so there will be some work this weekend, then relaxing in front of the TV in our cashmere tracksuits with our favourite takeaways (finally!)!
How are you handling all this extra time at home?
We’ve both managed to clear out and tidy our wardrobes, and have cleaned and refreshed all our cashmere ready for winter. We have been able to give more time and thought to work-related tasks that we’ve been pushing to the side and spending extra time with our dogs. The first week was definitely challenging, but now it feels slightly more routine. I have definitely done a lot of (unsuccessful) baking too.
Soundtrack of choice whilst working at home?
I’ve really been enjoying older music, Fleetwood Mac, Elvis, and Van Morrison to name a few!
What’s for breakfast?
We try and skip it during the week otherwise a smoothie or scrambled eggs on toast.
Where do you like to get your news from?
Business of Fashion, NZ Herald.
Walk the dog or downward dog?
Walk the dog, of course!
Working at home, what’s for lunch?
Often leftovers from the night before, or a smoothie if we haven’t had one for breakfast. It’s so easy to overeat and snack, it’s a real challenge keeping the fridge door closed.
Lockdown larder essentials you can’t do without?
We both love coffee! Also dark chocolate, and wine. Spaghetti, garlic and canned tomatoes for an easy meal.
A glass of something – most memorable / old favourite / keeps you sane?
I recently got engaged so we’ve been celebrating with champagne. Other than that, a large glass of pinot noir or tequila on the rocks.
Dinner venue you can’t wait to get back to, post-lockdown?
Too many to choose, Prego, Blue Breeze Inn, Ponsonby Bistro, Amano, Soul Bar, Chop Chop Noodle House! Plus, all the Auckland restaurants on our list that we haven’t tried yet!
Evening beauty or betterment routine?
Xcell skincare cleanse, vitamin A, lactic acid, and moisturiser. We both sleep with silk eye masks for the best night’s sleep.
Your look for working at home, what do you like to wear to get into the mood?
Mixing it up between cashmere tracksuit sets, jeans and a cashmere sweater, and always a pair of our cashmere slippers.
Least favourite thing about working from home?
The many distractions of housework, and puppies, as well as not seeing our team.
