Founded in Aotearoa, New Zealand in 2022 by designer and mother of two, Rachel Jones, Elma was born from a love of beautiful childrenswear and a desire to create clothing that feels as special as childhood itself. Each of Elma’s collections bring together nostalgic silhouettes, beautiful natural fabrics and considered details. Liberty florals and Japanese-milled cottons sit alongside gingham, delicate embroidery and hand-smocking, creating special pieces made to be worn, loved and treasured — little keepsakes of childhood to be passed from one child to the next.
Each collection begins with a feeling: a season, a memory, a colour palette or a beautiful fabric. There is a nostalgic quality woven throughout Elma, with references to traditional childrenswear reimagined in a way that feels playful and made for today. The brand has just launched its latest collection, entitled Honey.
“[Honey is] a celebration of spring in all its sweetness.” Says Founder Rachel Jones “Flower-filled gardens, golden afternoons and long days spent outside. Sweet ginghams, delicate Japanese-milled florals and beautiful Liberty fabrics come together in a collection of timeless silhouettes, pretty prints and thoughtful little details. Made for sun-kissed days, little adventures and all the beautiful memories along the way.”
Price for pieces range from £30 for sun-hats up to £69 for dresses. Sweet silhouettes, thoughtful details and beautiful natural fabrics have become signatures of the brand. Peter Pan and scalloped collars, puff sleeves, gingham, delicate embroidery, hand-smocking and carefully considered trims appear throughout the collections, balanced by relaxed shapes designed to be comfortable enough for the realities of childhood.
Fabric is an integral part of the Elma story. Liberty fabrics have become a much-loved signature, chosen for their intricate florals, exceptional quality and timeless appeal. These sit alongside beautiful Japanese-milled cottons, sourced for their distinctive prints, colour and hand feel. From tiny ditsy florals and nostalgic checks to soft ginghams and embroidered cottons, fabric often provides the starting point from which an entire collection unfolds.
Craftsmanship is equally important. Elma works with specialist makers to bring each design to life in small production runs, with an emphasis on considered construction and the details that make a garment feel truly special. Some pieces incorporate traditional techniques such as hand-smocking and hand embroidery, creating garments with a sense of character and individuality that cannot be replicated through mass production.
Designed to be worn and loved beyond a single season, each piece is made to become part of the memories of the little years – treasured, outgrown and passed from one child to the next, becoming a little keepsake of childhood along the way.
Based in New Zealand, Elma ships internationally (including to the UK). Visit www.elmathelabel.com to see the full collection.