At Elms, we’re all about self-discovery and improvement. Ever since we opened the doors to our shop in 2018, we’ve sought out and embraced change – adapting our business to meet the needs of the time and our community while maintaining our core values. We’ve continued to refine our vision, becoming even more purposeful in our actions, whether that has been our sustainability initiatives, the types of products we carry or the like-minded brands we engage.
Lately, we've been thinking more critically about the impact we want to have and how to better connect with our community both in person and online.
In May last year, we worked with the talented team at Smack Bang on a brand refresh. Our new space 387 Crown Street, Surry Hills, which opened last month, provided us with the opportunity to renovate and design a shop that we believe is truly reflective of who we are today. Most recently, we enlisted the help of ultra-strategist Kate Pascoe Squires to help us with some brand excavation work. We looked at what has been working and what hasn’t, and how to bring you a completely seamless experience.
So, to ensure all the pieces of the Elms puzzle fit together, we’ve been working hard behind the scenes over the last few weeks on our latest project… our new website!
We have spent countless hours making thoughtful changes to our online shop so that it not only aligns with our new aesthetic, but allows you to find all the beautiful, local products more efficiently. Ultimately, it is a hub of inspiration to help you live beautifully and consume mindfully.
We think Australian and New Zealand design is some of the greatest in the world, and we are passionate about supporting them, showcasing them in the best possible light and sharing our love with our customers. Our curated selection of fashion, accessories, homewares, books, skincare, wellness, and baby and children’s products emphasize quality, sustainability and embrace the principles of slow living, which we hope encourages you to buy less and choose well.
While change is necessary to encourage growth, it certainly isn’t an easy process. Building a brand takes time, perseverance, and a lot of elbow grease. We are so proud of where we’ve arrived and eternally grateful for the people who surround us, from family and friends to suppliers to other local small businesses to our amazing customers who motivate us to strive for better. Thank you for supporting us wholeheartedly.
We can’t wait to hear your thoughts on our new online shop and to show you around our new storefront soon!