Editorial: 2024 Wrap Up!
As the sun sets on 2024, we’re taking a moment to reflect on what has been an extraordinary year for Ela & Earth! This year wasn’t just about introducing new products; it was about embracing growth, strengthening our community, and staying true to our mission of creating practical yet stylish everyday essentials.
From launching game-changing collections to reaching milestones that speak to our evolution as a brand, we’ve achieved so much thank to your unwavering support. Join us down memory lane to reflect on the highlights that made 2024 our best year yet!
Odyssey Launch
We kicked off the year with the launch of our Odyssey Collection, a range designed to blend everyday elegance with unmatched functionality. Whether it’s eliminating the hassle of juggling multiple bags or simplifying commutes and travels, our Odyssey range makes it easy to carry everything you need in one go-to companion.
With fully insulated, standout products like our sell-out Tote Bags, stylish Lunch Bucket Bags, versatile Pouches, and best-selling Water Bottle Bags, this collection quickly became a staple for effortless transitions - from office days to weekends away.
We were absolutely blown away by your support of this launch, with our Tote Bags selling out not once, not twice, but 3 times! Thoughtfully designed and beautifully made, the Odyssey Collection redefined what it means to be prepared, organised, and stylish - every single day. Stay tuned, because we have some exciting plans in store for this collection in 2025.
Warehouse Move
2024 was the year we officially outgrew our original warehouse space. While this milestone posed its challenges, it was a clear indicator of your support and love for Ela & Earth! Moving to a larger warehouse allowed us to streamline operations, improve efficiency, and stock even more of your favorite products.
The transition wasn’t just about logistics - it was about laying the groundwork for continued growth. With a larger space to work from, we’re now better positioned to introduce new collections, ship faster, and scale sustainably. Thank you for making this big move possible!
After getting settled in our new warehouse space, we also opened up our Click and Collect service. We’ve loved seeing your friendly faces and meeting so many of our amazing customers in person!
Arlo Launch
In October, we turned our attention to the tiniest tastemakers of the family with the launch of the Arlo Kids Collection - our boldest and most playful range yet! Designed to make school mornings a little smoother and a lot more exciting, this collection has everything busy little ones need: colourful backpacks for their essentials, spacious lunch bags and coolers to keep meals fresh, and water bottle bags made just for little hands. Arlo has made school days exciting and practical, putting the FUN back into functionality!
Our Arlo photoshoot was definitely a highlight of the year, allowing us to work with some very cute little models to capture the collection.
Our First Warehouse Sale
Our first-ever warehouse sale in Kingscliff was a huge success, drawing in a fantastic crowd of local shoppers and even a few who traveled from afar to grab a bargain. Being an online business, it was incredible to see and meet so many Ela & Earth supporters in person. The atmosphere was buzzing as customers browsed our range of clearance products, stocked up on gifts and got a head start on their back-to-school shopping.
Not only did this event give us the opportunity to clear some space, but it also allowed us to connect directly with our community, creating lasting memories and making this milestone even more special. Watch this space to see if it becomes an annual event!
Journal Re-Launch & New Edit: Lunch Box Series
A few months ago we gave our Journal a fresh new look, turning it into a go-to resource for product tips and BTS moments. But the real star of the relaunch has been our Lunch Box Series, which quickly became a fan favourite!
From school lunch snack ideas to quick-and-easy recipes, the series is all about making meal prep more enjoyable and less stressful. Some highlights include Vietnamese Rice Paper Rolls and Carrot Cake Overnight Oats, alongside tips for keeping lunches fresh and creative ways to incorporate Ela & Earth products into your everyday routine.
Our Biggest Sale EVER
This year's Black Friday sale was a standout moment for Ela & Earth, marking our biggest and most successful sale in the brand’s history. With a record-breaking number of orders, we had (literally) all hands on deck in the warehouse to get your packages out!
If you made a purchase during our Black Friday sale, thank you for supporting us - we are beyond grateful. It makes us feel so happy to know that our products will be sitting under so many Christmas trees this year!
Establishing Our Facebook Community
One of our proudest moments this year was creating the Ela & Earth Facebook Community - a space for you to connect, share tips, and find inspiration. The group has grown into a vibrant hub where members provide feedback on upcoming products, post pictures of their favorite Ela & Earth products in action, and build meaningful connections.
From helping us finalise designs and colorways for new collections to sharing your invaluable insights, you’ve played a crucial role in shaping what Ela & Earth has become and will continue to evolve into. It’s been incredible to see the collaboration, creativity, and connection within our group, and we couldn’t be more grateful. If you’re not part of the community yet, we’d love to welcome you in!
Thank You For Your Support!
Once again, we can’t thank you enough for supporting our brand this year - whether you placed an order, followed us on socials or referred us to a friend. We appreciate you!
These successes represent not just where we’ve been but where we’re headed as a brand that thrives on innovation and staying connected to what you love. As we look ahead, we’re energised by what’s to come and committed to creating even more products for you to love and use every day.
Here’s to celebrating the journey so far and all that’s on the horizon for 2025!
