Jonesborough, Newry

Elfie is an independent British childrenswear brand offering equal doses of tradition and whimsy.

As a homegrown British children’s brand, being original, charming and affordable are all high on our company’s agenda. Our aim is to provide fun, magical and durable designs. And our wish is to see families enjoying them from one generation to the next.

Proudly independent

A few favourite PIECEs

The story behind the business
Meet Elfie

Elfie explores the work of classic children’s illustrators including Arthur Rackham, Richard Scarry and Elsa Beskow for inspiration, and its designs embolden young imaginations. Smocking with playful embroidery, floral prints and hand knits in rich colours abound in our seasonal collections, which are complimented by an ever-evolving assortment of sleepwear and basics. We want to encourage children to explore outside, build dens and get creative – which naturally entails mud, dirt and scuffles. Mindful of this we set about designing clothes that look like they’ve come out of a fairy tale, but are still robust enough for children that frolic about. So after the adventures end—whether it be saving granny from the wolves or dancing with your goblin prince—and bath time begins, the day’s outfit can be thrown into the wash, soon ready for the next outing.

founder Credentials

  • Female Founded Business

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From Elfie


5b Church Hill



BT36 8SG

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