What would it take?

I design contemporary resort wear line, called Ellera.

I decided to write and reach out to the ether of internet because I need your help…

I’ve been designing my line for 3+ years, and I’ve come to a point that I really need to know what I need to do to increase brand awareness, and create a viable business. And I need your help, I need honest feedback on what works, what doesn’t, so I can make the necessary tweaks.

First, let me tell you a bit about Ellera.

It’s my baby! It is what gives me reason to wake up every morning. I love how I get to create something that is part art, part function. I am happiest when I am fitting clothes, seeing how a pattern I created from an inspiration ends up as a dress. Pattern-making is like speaking a another language and communicating your thoughts into paper with lines and notches to let the incredibly talented sewing people know how to bring it to life.

My clothes are beautiful, they make women look good, and feel confident. I know they are good quality, they are made in the US by diligent and hardworking people in small factories (mostly family businesses). I know if someone buys one of my designs they are sure to buy more. I have a cult following among very few women ;)


I know the clothes are not for everyone, they are not for the faint-hearted, but they are timeless and unique. They are not cheap, but they are not expensive either, they are not the kind of clothes you would throw away after one season. They are for people who do not follow trends. I make clothes for independent, powerful, spectacular women, who have mastered their own style.


Let me now tell you a bit about myself:

Aside from Ellera, I have a full time job at a tech company in Silicon Valley - well, it’s in a totally different field (like 180 degrees), accounting anyone?? Yes, I guess I am a creative accountant, weird combo for sure.

Most of my time was focused on my day job, anyone working in tech knows that it is very demanding to say the least.

Recently, however, I started thinking, am I doing this (design) as a hobby ( if I am - this is a very expensive hobby to have) or am I going to get out of my comfort zone and try and turn this into a real business and realize my dreams.. What am I afraid of? What can I lose? Other than maybe the a very final knowledge of  this dream was not meant to be? But isn’t is better to try and fail then not to try at all? Like “positive” people always say (for the record - I would not consider myself a positive person, I am more of a realist :))

So last week, I was at a conference for my day job and was listening to the keynote speaker talk about positivity in business and his 5 keys, I realized that I have to look at this in a different way totally. I mean as a “positive” person may look at it. Here we go, I thought at the same time…. This is what life does to you - as soon as you ask “what can I lose?” hmmm... my skepticism, for example. (Mental note, potential new blog subject - Am I becoming a different person ?)

So here is what I came up with - and I need your help. And I can’t offer you anything in return except for my gratitude.

I see that people visit my website (Ellera is only available through the website and my studio in San Francisco) and they leave without buying. I know I have to get more people to visit my website and eventually some of them will convert to sales. But how?

Please, please, please :

Go to my website www.elllera.net, and give me feedback on anything really. You can send them  to elleraresort@gmail.com. What would make you wear my clothes? Be honest.

Thank you from the bottom of my heart.


Leave a comment

All comments are moderated before being published