When Audrey Ng and her sister Carol’s search for high-quality, beautifully designed children’s clothing for Carol’s first daughter turned up empty, the duo did what few others would even think to do: They began designing and selling their own children’s wear in 2010.
After testing the market with initial designs tried on Carol’s daughter and children of friends, Audrey and Carol opened The Elly Store at Cluny Court in 2012.
Today, the store houses Elly, its original, in-house label, which is well-known for its signature Chinese New Year collection for the whole family. It is lucky that Audrey, a former lawyer, quit her day job, as it can take months to develop fresh ideas and produce fun prints for the line’s easy-to-wear pieces for children aged 0 to 14 years. “[But] practising law for 10 years gave me skills like project management and team management,” she shares. Since its beginning, the business has expanded into shoes, toys and accessories, as well as personalisation and gifting services.
While Audrey says she relaxes by watching TV reruns when she’s at home, Audrey also likes to indulge in a spot of wining and dining. “If I am bringing an overseas guest around, I take them to The Coconut Club for local fare or 7th Mile Seafood for crabs. For drinks, I enjoy the ambience and tipples at 13% Gastro Wine @ Killiney or The Other Room at Marriott Hotel.”
By Sara Lyle Bow, Muneerah Bee, Melodi Ghui + Christopher Ong Ujine, The Finder Issue 300, September 2019