What began as a Ponsonby pop-up powered by a shared passion for cashmere has blossomed into one of New Zealand’s most beloved brands – with six boutiques across Aotearoa and a fast-growing presence in the U.S. market.
Co-founders Elle Pugh and Yolande Ellis are the visionaries behind Elle & Riley, known for their commitment to timeless design, ethical production, and impossibly soft, high-grade cashmere. With Elle now based in Los Angeles to lead the brand’s international expansion, we caught up with the duo to talk about the rise of “quiet luxury,” their new Brushed Cashmere Collection, and what it really takes to build a global label rooted in warmth, craftsmanship, and connection.
P.S. We’re giving away a $500 Elle & Riley voucher – scroll to the bottom for entry details.
Hey, Elle Pugh & Yolande Ellis! How’s Business?
“Business is really strong. We’re growing steadily both in New Zealand and internationally, especially with our expansion into the U.S. market. The response to our Brushed Cashmere Collection has been amazing, and there’s a real appetite for timeless, high-quality pieces. It’s an exciting time for us – and it all still feels deeply personal, which is exactly how we like it.”
From Pop‑ups to Boutiques, and Now Hollywood: What inspired your journey from starting in Ponsonby pop‑ups to opening six boutiques across NZ, and what fuelled the decision to permanently relocate Elle to LA to drive your U.S. expansion?
“Our journey began quite organically – just two women deeply in love with cashmere, setting up a Ponsonby pop-up to share that love. From there, we listened closely to our customers, and what we heard affirmed that there was a genuine appetite for timeless, luxurious staples that could be worn year-round. Expanding into permanent boutiques across New Zealand felt like a natural extension of that trust.”
“Relocating to Los Angeles is both a strategic move and a personal one. The U.S. has always shown early interest in our brand, particularly online, and LA felt like the right balance of climate, clientele, and lifestyle for our aesthetic. It’s a market that values relaxed luxury (cashmere on the coast) and we’re excited to bring a piece of New Zealand to California.”
U.S. online sales have surged impressively even before your official U.S. launch – what insights have you gleaned from American customers, and how are you tailoring your brand experience (product, marketing, service) for the U.S. market?
“American clients are incredibly engaged; they appreciate detail, storytelling, and great service. They’re drawn to our ethical production and the rarity of true 100% A-grade cashmere, but also love how effortless and elegant our pieces feel. We’re tailoring the experience with lighter-weight options suited to the West Coast’s transitional weather, and styling that leans into the LA lifestyle – think cashmere with denim, layered over activewear, or wrapped around the shoulders for cool evenings out.”
“Service-wise, we’re extending our personal styling digitally by offering more one-on-one concierge support, exclusive previews, and curated content that helps our U.S. clients feel just as seen and cared for as those visiting our boutiques in Queenstown or Newmarket. We’re also introducing a calendar of intimate brand experiences from private trunk shows to curated events in beautiful settings designed to bring our community together and offer tactile, one-on-one moments that reflect the warmth and personal intimacy at the heart of Elle & Riley.”
Your new Brushed Cashmere Collection is described as “crafted to cocoon and empower” – can you tell us about the rare brushing technique behind the collection, and how you approached designing pieces that feel as soft as they look?
“The brushed texture in this collection is the result of a modern process that combines expert washing with gentle surface brushing. Each garment is first washed using a careful method that respects the delicacy of the fibres, which is essential for preserving their softness and structure. After drying, the fabric undergoes a light brushing using soft tools that lift the surface fibres ever so slightly, creating that signature plush, velvety feel. It’s a process that enhances what’s already there and makes it feel even more cocooning.”
“Design-wise, we wanted this collection to express quiet strength. The silhouettes are relaxed yet considered. They’re made to wrap, envelop, and move with you. It’s the kind of luxury that doesn’t shout, but supports the wearer by offering warmth, softness, and subtle structure.”
Elle + Riley started with Mongolian cashmere, spanning production in Nepal, Beijing, Italy, and China – what have been the greatest opportunities and challenges in managing a multi‑country supply chain, especially as you scale internationally?
“The beauty of working across countries is the level of craftsmanship and regional expertise we’ve been able to tap into. Each region brings something special to our product whether it’s the raw Mongolian fibre, the spinning techniques in Italy, or the skilled knitting artisans in Nepal.”
“However, managing a global supply chain comes with its complexities. Lead times can vary significantly depending on everything from local holiday schedules to seasonal demand surges, and it requires constant communication to stay ahead of those. Navigating different cultural expectations and working styles has been incredibly fascinating. It’s taught us to be more adaptive and more intentional.”
“What has become clear is that having a broad, well-established network of trusted suppliers not only brings richness to our product, but also de-risks our operations. We’ve always prioritised ethical partnerships, and as we scale, we’re investing in deeper transparency and stronger collaborations to ensure our values are upheld every step of the way.”
The global ‘quiet luxury’ movement seems to align perfectly with your aesthetic – how are you leveraging this trend in your design, and how does it guide your seasonal collections?
“Quiet luxury is a space we’ve naturally occupied since the beginning, and before the term was coined, where the quality of the fibre, the elegance of the cut, and the feeling it evokes matter more than logos or trends. It’s all about subtle confidence, which is at the core of Elle & Riley.”
“We anchor every collection in timelessness. Instead of reinventing the wheel, we refine it by evolving our essentials, introducing new textures or tones, and designing with longevity in mind. The quiet luxury movement simply validates what we’ve always believed: that the most powerful style statements are often the most understated.”
Cashmere care is clearly important to you (you even offer wash, spray, cedar blocks and combs) – can you walk us through your top tips for caring for cashmere, and why proper care matters so much to the longevity and sustainability of each piece?
“Cashmere is a living fibre, it responds to how it’s cared for. Our top tips: always hand-wash or use a gentle wool cycle with cold water and a special cashmere detergent; dry flat, never hang; and store with cedar to deter moths. Regularly using a cashmere comb helps maintain that buttery softness by gently removing natural pilling.
And of course proper care isn’t just about aesthetics, it’s about sustainability. A well-loved, well-maintained cashmere piece can last decades, making it one of the most responsible investments you can make in your wardrobe.”
Looking ahead, what does success look like for Elle + Riley in five years, both in the U.S. and globally? Are there new product categories, partnerships, or retail formats you’re planning next?
“Success, for us, is about meaningful growth, expanding globally while staying connected to our customers. In five years, we envision Elle & Riley boutiques in select U.S. cities, a stronger presence in Europe, and perhaps a few unexpected destinations that share our appreciation for craftsmanship and natural beauty.”
“We’re also exploring adjacent categories where cashmere can bring comfort and elegance to other parts of life. We’re also dreaming up some thoughtful collaborations. But despite our appetite for growth, the essence of Elle & Riley will remain the same: refined, personal, and our customers feeling complete in cashmere.”
Elle & Riley continues to set the standard for modern, mindful luxury – where every piece is made to be lived in, loved, and worn for years to come. Explore the latest collections at elleandriley.com and follow @elleandrileycashmere for updates, inspiration, and international dispatches from New Zealand to California.
