Saturday, 23 April 2016

Press Days: E L A London Store Launch




One of the reasons I love going to press days/store launches is because I get to witness people's dreams coming to fruition. I love being able to see the smiles on their faces as they happily show off the garments and accessories that they've been working so hard on for so long.

I was invited by the lovely Daniel Dunt to attend E L A London's store launch in Knightsbridge on Thursday, so I asked Jodie to come with me and headed to their store after work. We were greeted by the most lovely gentleman, who showed us downstairs to where the launch was happening, and offered us yummy treats and glasses of champagne - mind you I only had one glass as I'm a lightweight! 

It was a global showcase of SS16 and AW16 collectionsfrom labels all over the world. From the likes of For Love & Lemons and Thurley to Jill Hopkins - a contemporary, Mexican jewellery label founded by Ely Hopkins who we were fortunate enough to meet (and must add she's absolutely lovely!). We also got to view the eponymous collection of the E LA London's store owner: MADAME FIGARO award-winning designer, Elena Antoniades. 

Throughout my almost-four years of blogging, I can say confidently that I have never been so bowled over by a store owner and designer. Elena, (picture number 13), has the most beautiful soul; she's so passionate about her craft and is absolutely remarkable with patterns, textured fabrics, and prints. She is also so passionate about wanting lesser-known creatives and labels to succeed in the industry, that she and her husband Ian Hart, sell a multitude of lesser-known labels in their store. 'Those who aren't well known - don't they deserve a chance to be successful too?' I believe the ability of a company to thrive lies with the people at the top and the type of energy they put out, and with such lovely owners as Elena , there's no way that E L A London won't be an international success.

When you're next shopping or spending a lovely sunny day in Knightsbridge, I urge you to pop into their store. There's something in there for everyone; they have a range of eclectic jewellery that will cater to those with a bohemian flair or those with an exquisite one, clothes collection for the chic and for the modern, and unique handbags for the statement makers.

x  


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