Interior of Elle + Riley’s new Queenstown store. Image supplied.
Cashmere brand Elle + Riley recently opened their third retail store with the label choosing Queenstown as the ultimate winter cashmere destination. The new boutique is the perfect place for visitors to purchase top quality ‘un-souvenirs’ and stock up on cosy wardrobe essentials.
“With the introduction of our new Made in New Zealand range, we knew Queenstown would be the perfect place for these pieces to sit,” says co-founder Elle Pugh. “We are excited to capture new international travellers and introduce them to our beautiful product but also provide another destination to shop for our existing customers who spend much of the winter in Queenstown.”
The elegant new store was designed by Katie Lockhart from Katie Lockhart Studio with the interior created to feel ‘intimate, timeless, and effortless, a reflection of Elle + Riley cashmere’. It features custom made loose furniture fittings in a unique palette of walnut, orchid white and white terracotta, reminiscent of Italian tile, working together to evoke the feeling of shopping in someone’s living room or studio.
Elle + Riley have enjoyed great success since launching in 2016 with sales increasing 691% its second year and a prosperous third year in business so far. The brand’s success has seen increased sales online and in store with Kiwi women loving Elle + Riley’s stylish take on cosy cashmere.
We asked Elle for her top tips for caring for cashmere:
– You shouldn’t need to wash your cashmere too often, usually this will only be every 5-6 wears if necessary. We have a cashmere spray which acts as a helpful deodoriser to refresh your cashmere between washes and our de-pilling comb is your best friend for removing any small balls that may form on your garment.
– When it does need a wash, do so by hand, in cold water and lay flat to dry out of the sun. Our cashmere wash is 100% natural and a part of our range of products developed in-house with a custom scent. It’s important to focus on high quality care products in order to ensure the longevity of your garment. If you look after your cashmere correctly then it should last you a lifetime.