WHERE ELOWEN BEGAN

My name is Claire Bennett, and Elowen Melbourne began with a simple love for beautiful clothing and helping women feel good in what they wear.

What started as a small dream slowly became something much bigger in my life. I wanted Elowen to be a place where women could find clothing that feels comfortable, looks beautiful and is easy to wear in everyday life. But more than that, I wanted it to feel personal. A place where you feel welcome, whether you are shopping for something special or simply treating yourself.

Over the years, Elowen became more than a store to me. It became part of our family. And looking back now, I am incredibly grateful for every woman who has supported us along the way.

 

GROWING UP WITH ELOWEN

My daughter has been part of Elowen's story for as long as she can remember. She grew up around the store, watching new collections arrive, seeing me help customers and spending countless days by my side.

As she got older, however, she wanted to find her own path. As her mum, I understood. I wanted her to discover what made her happy rather than simply follow in my footsteps. So she stepped away from Elowen and began building a life of her own.

But with time, she slowly found her way back. She started helping more often, getting to know our customers and bringing fresh ideas of her own. I could see that the store she had grown up around was beginning to feel like home again.

FROM MUM TO DAUGHTER 🤍

One day, my daughter told me she was ready. Ready to return to Elowen and continue the story in her own way. As her mum, hearing those words meant more to me than I can explain.

After so many years of giving Elowen my heart, I know the time is right for me to slowly take a step back and enjoy more time with my family. And I could not imagine leaving Elowen in better hands.

We are now preparing to move Elowen into a new home, where my daughter can begin putting her own stamp on the store while keeping the warmth and personal feeling that have always been at its heart.

This is not the end of Elowen Melbourne. It is simply the beginning of the next generation.

From our family to yours, thank you for being here and for allowing our little story to continue.

With love,
Claire Bennett 🤍