In pursuit of timeless design and ethical luxury [Sponsored Content]
Elle Pugh, the co-founder of Elle & Riley Cashmere, has revolutionised the cashmere industry alongside her mother, Yolande Ellis. With passion, creativity, and a commitment to sustainable practices, the duo has taken the brand from humble beginnings to global recognition.
Elle’s entrepreneurial journey began in 2016 with a vision and a genuine love for fashion. Inspired by the elegance and timelessness of cashmere, she created a brand that brings together premium quality, ethical sourcing, and timeless design.
“We have both always loved cashmere and wanted to ensure it was available year-round for Kiwis and tourists traveling to colder climates. Initially, we were an online-only brand, but with backgrounds in retail, it was a natural Segway into opening our bricks and mortar stores,” says Elle.
“Our customers just love it. The tactile nature of cashmere means that the in-store experience is so important to them, so we have created warm, welcoming environments that make shopping memorable.”
In 2019, the team decided to set up their second retail store in Queenstown, a place close to Elle’s heart. “We felt a pull to the area, and of course, the climate is perfect for cashmere. I’ve spent half my life visiting Queenstown. I felt it was important to have a premium knitwear offering for high-net-worth tourists with more discerning taste.”
The gamble paid off, and the team has managed to survive a tough two years of border closures and no tourists.
Every Elle & Riley Cashmere garment is meticulously crafted by skilled artisans who bring out the inherent beauty and softness of the cashmere fibre.
“Trends do not drive our collections. We love timeless pieces that can transition into any wardrobe. We focus on custom dyeing our yarns with subtle design touches as our point of difference. We cater to discerning individuals who are seeking opulence and sustainability with a focus on minimalist essential pieces.”
Their success is grounded in their commitment to sustainable and ethical practices, carefully selecting suppliers based on rigorous ethical and sustainable standards. Elle’s unwavering pursuit of excellence has not gone unnoticed, the brand has garnered a loyal customer base and received acclaim both locally and internationally. With its timeless designs and exceptional craftsmanship, the brand has become synonymous with luxury and sophistication.
