About E L A

Founded in 2012, E L A London is the creation of husband and wife duo, MADAME FIGARO award-winning women's fashion designer Elena Antoniades Hart, and ex-city trader and hotelier, Ian Hart.
Originally established as a luxury boutique store for the past 10 years in the vibrant heart of Knightsbridge, E L A has now evolved into a fully online fashion brand. Despite this digital transformation, as a dynamic and forward-thinking brand, we remain committed to providing a personal touch through our carefully curated pop-up stores and events worldwide. These ephemeral boutiques provide an opportunity to engage with our collections firsthand. 
Pooling their expertise and fervour for the fashion industry, Elena and Ian have meticulously curated an extraordinary assortment of luxurious women's fashion, jewellery, and accessories. Our range includes exquisitely designed handmade fashion jewellery under our label E L A London alongside popular handmade jewellery by Greek brand, Yara Jewellery. 
At E L A London, you will discover an array of renowned and upcoming brands which include popular Italian brand Elisabetta Franchi, French fashion icon Edward Achour and the vibrant Spanish designer Celia B as well as Australian brands Bec & Bridge and Misha. We are also proud to introduce new sustainable additions such as 'Royal' favourite Norwegian brand By Timo, Danish brand Custommade, Australian Leo Lin, Mexican Carolina K and many more brands grace our curated selection.
Our aim is to offer a comprehensive shopping experience that seamlessly blends elegance, quality, and style. Join us on this exciting journey as we continue to expand our online presence and introduce our captivating pop-up stores to destinations worldwide. Explore our collections, indulge in the art of fashion, and discover the joy of expressing your unique style with E L A London.