The brand 'Ellie Grace' is the definition of girlhood—sophisticated, spirited and sincere. Founded in 2020 by Ellie, a self-taught designer based in New York. With Covid looming large, life got tough, and like many, she felt isolated. But this label became her safe space for her creativity, allowing her to delve deeper into her passion. As she shared her creations online, many began to fall in love, and soon after, she sold out all of her 40 handmade shirts in under 4 minutes. The brand celebrates the divine femininity of women, and her upcoming collection launching on the 10th of March presents exactly that.

6 March, 2024

Covid lockdown was a time we all won't forget but it gave you the moment where you founded your label at just 15, what was that time like?

Covid lockdown was an isolating time for me, as it was for most. However, amidst this challenging time, ‘Ellie Grace’ became my outlet for creativity and passion. This opportunity connected me to so many incredible people: I used my Instagram platform to not only expand my customer base, but also to forge friendships with teenagers from over 50 nations. Sharing about my life and the responsibilities that came with running my brand allowed me to meet other female founders my age and have deep conversations with my peers from around the world.

And the fact you taught yourself to design and sew is beyond incredible. What was the first piece you came up with?

My first original design was a white formal top. It had one shoulder, with a large bow tied on the alternate side of the hip. I loved that the design was asymmetrical and yet, visually balanced and cohesive.

Your decision to share your designs on social media opened up a new world of possibilities. Was there a specific moment that made you realise this could be more than just a hobby?

I realized that ‘Ellie Grace’ could be a future career during my March 2021 drop when I sold out all of my 40 handmade shirts in under 4 minutes. I vividly remember this moment. I was sitting on my bed with eager anticipation for the 5pm launch. Less than one minute after the launch, “new order” notifications from Etsy came flooding in, filling me with delight and excitement for the array of possibilities that ‘Ellie Grace’ could become.

You’re now at Cornell studying business and fashion. How do you balance all these different parts of your life?

It is certainly not easy balancing everything, but I find that life is all about priorities—finding out what is most important to you, and making time for those things. In juggling the multitude of “to-do’s” each day, I have learned to stay organized, be intentional with my time, and multitask. For example, during my walk to class, I often catch up with my family, and while sewing, I listen to fashion and business podcasts to expand my knowledge in the fields I am dedicating my career to. In addition, I plan out my schedule and try to reduce screen time as much as possible. My social life is very important to me, so I would rather sacrifice screen time if it means I can spend more time with friends.

So excited to see you introduce your fourth collection, what can the lovely people out there expect to see?

Collection IV, launching on March 10th, is my debut collection as a Cornell student. Since the last collection in 2021, I have developed my business acumen, deepened my knowledge of the fashion industry, and refined my personal style. I want ‘Ellie Grace’ and my designs to grow with me, and so, I have reimagined ‘Ellie Grace’ to better reflect my evolving style and aesthetic. ‘Ellie Grace’ celebrates the divine femininity of women, which Collection IV beautifully embodies with bows, laces, and fabric rosettes.

And what's the signature look of a classic Ellie Grace girl?

The signature look of a classic ‘Ellie Grace’ girl is simple, elegant, and most importantly, one that she feels confident in. However, being an ‘Ellie Grace’ girl is not defined by who she wears, but rather by her character and poise. The ‘Ellie Grace’ girl is sophisticated, passionate, loving, and kind. She holds herself with strength and dignity, showing grace to those around her.

What do you hope for young women to take away from your brand?

I hope that through ‘Ellie Grace’ young women can connect and build meaningful, fulfilling, and joyful friendships. I want them to have a community where they feel loved and uplifted. One day, I would love to open an ‘Ellie Grace’ store in SoHo, NYC, with a café and design studio all in one. A place where women can meet one another, enjoy a matcha latte, try on clothes, and watch new collections being designed in real-time.