Eluroom is a British fashion label that was started by designer and founder Rebecca after she decided to apply her extensive knowledge and experience in the fashion industry to her own business! Read on to learn more about their consciously created dresses.
How did your brand begin?
I wanted to share what I had learned from my experience in the fashion world. I have insight into how the way that you dress, your mood and your mindset are interwoven. The first 20 minutes of your day set the tone for the rest of it. And if I can give a woman one thing it would be to make that effortless. Nothing is easier than a dress you can throw on, knowing you are ready for anything.
Alongside this, I share style and mindset advice so you get to know your unique style and love it.
The brand started in 2020 so the first things I sold were face masks made from remnants of things I had made - lots of bright colours, sequins and sparkles.
When did you first fall in love with designing and knew you wanted to become a designer?
I have always loved designing. My earliest memories are of making dresses for my dolls from fabric remnants.
This involved draping or wrapping the materials. I have always been drawn to print and colour and love metallics - for me they act as a neutral as they go with anything.
Is there anyone in particular who has heavily influenced/guided you as a designer?
Vivienne Westwood was a big inspiration - one of the reasons I wanted to live in London.
Values are really important to us at JewelStreet. What are your core brand values?
Eluroom is committed to helping women to feel confident and beautiful in both body and mind, using clothing and lifestyle changes to express who they truly are.
We hope to contribute to all levels of success in relationships, careers and inner confidence.
Eluroom customers resonate with positive lifestyle choices and seek inspiration and encouragement.
Where do you draw inspiration from for your designs?
Often it is a fabric or colour which sparks my imagination. For example, when I was in India and saw all of the beautiful sari materials, they inspired me to create a dress that was easy to wear and captured the fabric's beauty.
How do you ensure your designs are ethical and sustainable?
First and foremost, by creating pieces that will become forever pieces. When looking for materials I used certified dead stock suppliers. Buying dead stock means I am saving materials from ending up in landfills. Alongside this, I use recycled materials.
Production takes place in London, not far from where I live, so I am supporting the local community. It’s so easy to see the team, put new styles into production, and answer production problems.
How are your products made?
I sketch a style. I make the pattern and the first sample. I then take this to the factory where they make a sample. If I am happy with it I get the pattern graded and go into production. Alongside this, I source the materials for the style.
How do you source your materials?
I source from certified dead stock suppliers. Most of the material comes from Italy ensuring a low carbon footprint. I buy from and mill which uses sustainable dying and printing processes. The water comes out cleaner than it started.
Are there any celebrities you would love to see wearing your designs?
I want anyone wearing an Eluroom dress to feel like a celebrity!
How do you want someone to feel when they wear/use your designs?
Eluroom means joy of life in Estonian where my father is from. I want women to feel beautiful and radiate joy, ready for anything.
If you hadn't become a designer, what would you be doing?
I would be a doctor - specializing in dermatology.
Do you have any exciting future plans and where do you see your brand in 5 years?
I want to introduce a hire service, and a circularity program.
I love hosting events and want to make more of this with the brand. And I'd like to create an Eluroom escape club as a physical space.
What music do you play in the studio whilst you’re working?
I like the serendipity of a random playlist, nothing beats hearing a song/tune I had completely forgotten about.
Who is your favourite artist?
Hard to name one. I love the immersive experience of Yayo Kusama, and the colours used by David Hockney. Andy Warhol is a life-long inspiration.
What's the best piece of advice you've been given?
To never give up!
If you could travel to one place in the world right now, where would it be and why?
Australia, I grew up there and I have not been back to see my family and friends since before lockdown.
What are your go-to style tips?
Think of metallics as a neutral. You can swap out blacks, navies or grey for something metallic. It adds some sparkle and shine to a dull day and shines on a sunny one. Give it a try - total game changer.
Are there any other designers whose work you particularly admire?
I have always been a fan of Isabel Marant. Not only do I love her work, but I also love her style.
What music inspires you to create new designs?
Anything you can dance to. Eluroom dresses are made with silk-like materials that caress the skin - wearing one makes you want to dance.
What drew you to JewelStreet?
I was drawn to the JewelStreet story and I like the brands showcased. I am so thrilled to be a part of JewelStreet and sit alongside some amazing brands.
If you could only wear one piece from your collection, what would it be and why?
The Ausus vintage silk sari maxi dress - I have the first prototype and always feel amazing in it. It’s also the dress that started the brand!
What is your favourite quote?
"I love drama in my clothes, not my life." It’s my own.
Which 3 books would you love to have on a desert island?
A sketch/notebook as I use it daily. The Tibetan Book of Living and Dying, its a great book to better deal with change, as death is the ultimate change. How to Survive on a Desert Island Guide - of course!
Thank you for talking with us Rebecca!
