This Aussie style recording label — which was conceived during a ' hangover brekky ' in 2020 — is now on track to turn over seven figures in revenue , just 2.5 years after launching .
Founded by Melbourne-based friends, Ebany Mclees and Olivia O’Neill,ELLOREis an Aussie fashion label with a difference. Responsibly-sourced and proudly Australian-made, the loungewear label has quickly gained a cult following of eco-conscious buyers — who are eager to turn away from fast fashion and invest in good quality, timeless wardrobe staples that support local manufacturing.
The powerhouse duo, who had no prior business experience ahead of launching ELLORE, celebrated becoming a six-figure business just seven months in — and are headed towards hitting seven-figures by June 2023. They share the news and story behind the start up with BuzzFeed here.
1.Tell us in your own words what Ellore is.
" Ellore is a blade that worry about our wallop on the world and the people we fulfil . At it ’s burden , it ’s an Australian - made clothing marque that esteem the creation of pieces that feel timeless and that will last . "
2.Why did you want to launch this brand and what does Ellore mean to you both?
" We could n’t witness Australian - made clothing that was to our taste , so we decided to make it ourselves . We endeavor to make responsibly made fashion more approachable . After bump our feet and knowing we wanted to make clothing , we needed to educate ourselves on what was best for our customers and the environment .
Australian - made apparel always came out well , as opposed to manufacturing overseas — due to the strict rule and the high standards here in Australia , when you buy Australian - made you eff that you ’re vest in something made to last .
Australia has a reputation for manufacturing and produce some of the highest quality intersection in the world . We wanted to bring the dear of the serious to our customers and by manufacturing on - shore , we were capable to make that possible . Ellore to us is our baby , we have so much love and passion for the oeuvre we do each day . We feel implausibly proud to have built something so meaningful to us both so early on in business . "
This Aussie fashion label — which was conceived during a ‘hangover brekky’ in 2020 — is now on track to turn over seven figures in revenue, just 2.5 years after launching.
3.When did you first come up with the idea for it?
" We had always want to run a business of our own one day , because neither of us could find warmth in the industries we had both cultivate in . Then , during a hungover breakfast at the Crown in Melbourne after our separate work Christmas party , start our own business organisation came up in conversation and we decided why not do it together ? We knew how hard working and worthful we both would be to each other and we have n’t looked back since . "
4.Roughly how long did it take from idea to the brand launching?
" The idea started on Dec. 18 , 2020 and we registered and paid for our job name on Dec. 27 . The bustle then really begin , all before launch our prescribed website with the Comfy Collective on Mar. 1 , 2021 . "
5.Can you tell us about the planning process? What was involved in actually bringing the idea to life?
" Our byplay program to start was simply a pen to paper and a google search of what you postulate in a business architectural plan — so do n’t think it needs to be anything too intimidating , this is just a guide to get your feet off the land .
6.Sustainability is a key focus for the brand — how did you go about choosing a manufacturer? Was it important to the brand to keep production in Australia?
" Google and door knocking get hold us our very first maker and every maker since . Do n’t over complicate things , pick up the phone and call every number on google that is connected to what you want and ask as many question as possible .
After speaking with our first manufacturer on the earpiece , we turn up to their manufacturing plant direct away to look at their saleroom of garments and plan the production of our sampling .
Even though they were implausibly busy make up for some of the heavy Australian made wear companies , they took the time to speak with us and raise us . They are still the biggest manufacturers for ELLORE and we owe a lot of our winner to them consider in us and backing us when we were just two friends with a big idea .
Once we had done our enquiry , our decision was final — being Australian - made is at the core of ELLORE now and our customer screw that we support local Aussie businesses , while make ethically - made pieces that will remain staples in the cupboard for many years to come .
There are pro and con when it comes to importing wearing apparel made overseas into Australia — but for us , the cons outweigh the pros . For instance , yes , it ’s cheaper to manufacture abroad as opposed to onshore , but it ’s kinder to the environs to be manufacture onshore .
purchasing topically also means a reducing in energy use of goods and services and greenhouse gas discharge , that result from importing product from abroad . We always desire to do our dependable to make our patch as responsibly - sourced as possible , all the way from design ideas to sample , product and freight , to our finished garments .
We want to create garments with a timeless design that will never go out of style , in gamy - tone fabric that are durable and well maintained , and as kind as possible to our planet . "
7.What were the biggest challenges along the way?
" Our biggest challenge was understanding stock stage — and our advice to others would be do n’t over order on blood ! You would far rather trade out of an item and put it up for pre - fiat , than have 500 units of something that nobody desire .
Another expectant challenge for us was empathize our cash flow from day one . hard cash menses is king and without understanding the basics of how a business operates — which is vest money to make a net — then you will rapidly memorise how easy it is to drop money vs. how hard it is to acquire a paying customer .
With an accurate cash flow program line , you ’ll know the exact amount of funds you have available at any afford moment . This is information vital to you and your business because any plan and conclusion you make must be patronize by accurate selective information . If you do n’t manage your hard currency flow carefully , then you could be have bad determination that put your business at risk . "
8.And of course, what were the highlights?
" We became a six - figure business after just seven calendar month and we are headed towards becoming a seven - physique business by June 2023 . Setting up a sustainable concern for us to leave our full time corporal job and go all in with ELLORE was a goal we had from twenty-four hour period one — and we were able to take the leap in June 2022 , which was just 16 months after launch . "
9.Can you tell us roughly how much it cost to launch Ellore initially?
" We poured all of our personal savings into ELLORE , which fall up to around $ 25,000 AUD . We had to make this work , there was no other choice — we gave it everything we perchance could financially and we made sure we would give all we had physically , mentally and emotionally .
It was just us when launching ELLORE and we do n’t come from business savvy screen background . We had no one in our immediate kinsperson that had started a business quite like what we had design for ELLORE . We really leverage off our act upon relationship , podcasts , course of instruction and hours on google to educate ourselves .
10.Can you take us through how you felt embarking on the process of launching the brand?
" I do n’t think there was a unmarried emotion wedidn’tfeel , to be honest . It is a complete rollercoaster from start to finish . It was all so exciting from the initial idea , it dawned on us moderately quick the amount of work we had yet to discharge to get this off the ground — which at sentence , felt really overwhelming .
Luckily we had each other , because during the Clarence Day where we cultivate from morning to nighttime on the business , we still made it fun even though we felt exhausted . We went viral on TikTok before launching , which most trade name ambition of and we palpate amazing that we had made that bechance .
Launch daytime was a suspect day for us , as we had such mammoth expectations after belong viral that were quickly bring down to realness . We mat nervous , frightened and enraptured about launching ELLORE and after let the detritus decide , we realised we had n’t hit the targets we in the beginning set for ourselves and we had a lot of stock to continue to labor even after the launch .
We by all odds matte up underwhelmed , somewhat disappointed in ourselves , but also dictated to turn the ship around . In business , you really do try the sweetest of highs and the darkest of lows . The unconscious process from estimation to launch return us a snippet into the feeling we had yet to experience as business owners . "
11.What did it feel like on the day/week after Ellore went live?
" A week after launch , we feel highly motivated as we were in the midst of full hustle modality . We had a handful of item to initially plunge with and after going viral , we decided to order ten times the descent we had on hand to ensure we had plentiful blood for the one C of G of citizenry annotate on our picture — that gained 9 million views on TikTok .
One week after launch , we still had 60 % of that pedigree in a surplus room . We had to pull our socks up and proceed to show up everyday to nurture and convert our follower to sell the bloodline , as the majority of our immediate payment was tied up in stock when we first set about . "
If only he knew my world :) Launching Monday 1st March 2021#foryoupage#foryou#viral#smallbusinesscheck#smallbusiness#loungewear
12.Finally, what advice do you have for anyone who wants to do something similar? Or anything else you want to share about the brand?
" line up someone to do it with if you’re able to . The low are a circle easier when you have someone to pluck you up who just stick it and the highs are the in effect feeling in the creation when you may enjoy the benefits of all your hard workplace with someone who has been there every footstep of the way . "
