The Curation of Beautiful Things: Our Brand Selection Process

Running a small business is no joke; it takes everything you've got, and then some. But that's the beauty of it! We're part of something bigger; a community of dreamers and doers. And for us, standing out is about sticking to the values we hold close, especially when it comes to the brands we partner with.

Choosing the right brands is like searching for a needle in a haystack - tricky, but oh-so-rewarding when you find the perfect fit. At Elms, we've made it our mission to curate a collection that embodies everything we stand for: quality, sustainability, mindful consumption, timeless style, versatility, and the creativity of local Australian and New Zealand design. We're also passionate about supporting female-owned businesses, championing their innovation and talent. These principles guide every decision we make, ensuring that each product we offer enhances your life and home.
Quality Craftsmanship

Craftsmanship is key in our book. We handpick brands that share our obsession with detail, because we believe in offering products that stand the test of time. From the stitching to the finishing touches, every item in our store is a testament to excellence in design and construction.

Sustainability and Ethical Practices

We believe in style with substance. Sustainability isn't just a buzzword for us, which is why we seek out brands that are committed to eco-friendly materials and fair labour practices. Plus, we're always on the lookout for innovative products that empower you to make more sustainable choices. When you support us, you're not just buying a product; you're making a conscious choice that positively impacts both people and the planet.

Timeless Style & Versatility

Okay, now let’s talk style. We're all about pieces that go beyond the trends, pieces that seamlessly fit into your life no matter the season. Think basics, but better. Everyday, but elevated. Whether it's a cosy knit or a handmace ceramic vase, every item in our shop is carefully curated to be a staple in your wardrobe or home – something you'll reach for time and time again.

Supporting Australian & New Zealand Design

Our love for local goes beyond lip service. As a Sydney-based business nestled right in the heart of vibrant Surry Hills, we're passionate about supporting homegrown talent showcasing the creativity and innovation of Australian and New Zealand brands and celebrating the amazing talent in our own backyard!

So, welcome to Elms! We’re so excited to have you here and can’t wait to help you live beautifully and consume mindfully.