Elle Pugh, Co-founder of Elle + Riley. Image supplied.
Elle Pugh founded elegant cashmere label Elle + Riley with her mother Yolande Ellis in August last year. The beautiful brand specialises in luxurious cashmere clothing and accessories at an affordable price which has seen the label quickly build up a loyal following. We came across Elle + Riley on Instagram and were struck by its dreamy aesthetic which is carefully curated by Elle to reflect the simple but chic look she loves.
Elle chatted to us about how Elle + Riley came about, what the best thing about cashmere is and how she finds being her own boss.
Where did the idea come from for Elle + Riley?
During a trip to Nepal a few years ago, Mum (my business partner) was at one of the main sources of cashmere. After learning how it was made and where it came from, she purchased a number of items – ponchos, scarves, and blankets – for friends and family. Ever since, we’ve thought cashmere needed to be more affordable and more accessible to consumers, less luxury more everyday. When I moved back from London we wanted to start a venture together and cashmere was the obvious answer. It is something that reflects our lifestyle and what we love about fashion; a blend of style and functionality, comfort and design, luxury and necessity.
How did you go about sourcing your cashmere?
We wanted to offer a varied range of products so we spoke to suppliers is Scotland, Nepal and China and chose the best from each area. We now use five or six suppliers who source the best cashmere from Inner Mongolia, where a large majority of cashmere yarn comes from.
How would you describe your personal style and how it influences your brand?
My style is very laid back which is perfect for cashmere. I love to feel comfortable but I also like to feel chic and sophisticated which means I can take my look anywhere. I’m not one to get really dressed up, so if I wear our black and white colour block sweater for example, I feel very chic and it is a great evening look. I then put on our oversized Binx cable knit and feel very cool and relaxed so there’s always something for both ends of the spectrum. When I come home and throw on my cashmere pants that tells my brain that I’m switching off for the day. Everything we create reflects this aesthetic, we want people to feel they can go from the beach, to the city in the same outfit.
Model wears cashmere pieces by Elle + Riley.
What has the response been like from your customers to your brand?
The response has been overwhelming, there are so many people out there who just absolutely love cashmere. I think by keeping our styles classic and a strong focus on keeping our prices low, customers are more engaged and buy the product because they love it, can wear it all the time, and most importantly can afford it.
How do you find being your own boss and working on the business with your mum? What’s your working relationship like and are you responsible for different aspects of the business?
Being your own boss is amazing. The passion you have your own business and the will to make it succeed is so different to anything else I’ve ever experienced. Working with Mum definitely has its challenges, separating your relationship from business and personal is always going to be difficult but I think we’ve found a really happy medium and respect each other’s opinions. We both work on product development and design together. Mum definitely manages more of the business side of things, accounts, and wholesale/supplier relationships, and I work on PR, social media, managing the website and content creation.
What’s the best thing about cashmere and why do you recommend it?
The best thing about cashmere is obviously softness, once you start wearing it, you never go back to regular wool. If it’s taken care of properly it does last forever. It’s light enough to wear in summer and warm enough for winter. I love wearing multiple layers, a poncho over a turtle neck in winter is a great way to keep warm but ensure that you have something to take off if you get too hot.
What are your top tips for caring for cashmere?
We’ve developed a range of cashmere care which is so important for ensuring the longevity of your garment. Cashmere is always going to pill especially in areas where there is a lot of friction. Having a de-pilling comb is key, I carry one in my handbag and use it whenever I need it. You should not wash your cashmere too often. As a fabric it doesn’t hold much smell, but using Elle + Riley deodorizing spray between washes ensures you keep it fresh.
Model wears cashmere pieces by Elle + Riley.
Who is your ultimate muse for the brand or celebrity you would most like to see in Elle + Riley?
I would definitely say Lauren Hutton, she is the epitome of laid back elegance and casual style. Rosie Huntington-Whiteley always looks effortlessly put together and wears a lot of cashmere so seeing her in Elle + Riley would be incredible.
Have you got any exciting plans coming up for Elle + Riley?
We’re still at such an early stage, but we have a lot of ideas in the pipeline that we’re working on and we definitely want to expand our range. Next year we hope to visit Inner Mongolia so we can follow every step of where the cashmere comes from and continue to build wonderful relationships with our suppliers.
Where do you see your brand heading in the next few years?
Our initial focus is getting through our first winter in the New Zealand market. Moving forward we would like to dominate the online space for cashmere, expand our collection and continue to service our wonderful customers – providing timeless, understated, beautiful and now, affordable cashmere.
Elle + Riley is available at their winter store until July at 77 Ponsonby Road.
Images supplied.