Bow Scrunchie in Cherry Check

Founded by designer and mother of two, Rachel, Elma was born from a desire to capture the magic of childhood. After stepping away from the fashion industry to raise her daughters in the countryside, Rachel was inspired to create pieces that are as joyful, playful, and full of wonder as childhood itself.

Elma designs blur the line between playwear and sleepwear — crafted from natural fibers, with sweet silhouettes, nostalgic charm, and thoughtful details. Made to be loved, worn often, and passed along, each piece carries its own story.

Lovingly designed in Aotearoa, New Zealand.