Eluroom's Year of Transformation: A Journey of Focus, Community, and Sustainable Fashion

In the dynamic world of fashion, Eluroom has carved out a distinctive niche, blending a strong online presence with a commitment to ethical practices. Over the past year, founder Rebecca has guided Eluroom through a transformative journey marked by significant business advancements and personal growth. From cultivating a loyal customer base to pioneering sustainability initiatives, Eluroom is redefining what it means to be a modern fashion brand. This interview delves into Rebecca's reflections on the past year's challenges and triumphs, offering a glimpse into the innovative spirit that drives Eluroom.

Over the past year, what have been the most significant changes or advancements within Eluroom, both in terms of business growth and personal development?

The past year has seen growth and evolution for Eluroom. In terms of business, the most notable advancement if I could sum up in one word has been focus.  By focusing on building a strong online presence and cultivating a loyal customer base both online and instore I have been able to build a strong community and better cater to it.  For example taking residence in a pop up in St Christophers Place, Adeela & Friends has built a loyal customer and helped to give people the option to try before they buy.  This focus has allowed me to maintain greater control over the  brand narrative and customer experience.  

On a personal level, the journey has deepened my understanding of the power of community. Not only with the customers but working with other independent businesses/brands on the same journey.  

Can you share some of the most impactful feedback you’ve received from customers in the past year and how it has influenced your designs or business practices? 

When customers tell me how their purchase has become an integral part of their wardrobe and how good they feel when they wear it - it fills me with joy as I know I have achieved what I set out to do. I am definitely an in real life person and love being in the shop speaking to people about the product. 

What new sustainability initiatives has Eluroom implemented recently, and how have these efforts furthered your commitment to ethical fashion?

The dress fabrics are so beautiful so I decided to use the remnants from the dresses purses/pouches, scarves,  turban style headbands, scrunchies and lavender bags.  People can own a piece of eluroom without committing to a dress.   I  also offer one off custom pieces which people are delighted with for special occasions.  All of these initiatives insure a significant reduction in textile waste.  Another initiative you wont see is the garments are delivered on hangers which are then returned to the factory for reuse.

How has your rental service evolved over the past year? Are there any notable trends or customer preferences that have emerged?

The strategy with eluroom priceing is first price right price.  For dresses which are made in London using premium fabrics, alongside brands such as Erdem, Molly Goddard and Silka,  price points around £200 make for great value.  Counter productively it makes them less desirable to rent.  As a result no longer doing rental.

Have there been any new sources of inspiration or shifts in your creative process when designing new garments this year?

Inspiration, for me, starts with the fabric. I sourced some dead stock sequins which have added a new dimension to the collection.  Perhaps less everyday but I still maintain you make the occasion with what you wear so go for it.  I wear mine during the day for a boost of joy.

What have been some of the biggest challenges Eluroom faced in the past year, and how did you overcome them?

The reduction in consumer spending.  When growth is reported my the likes of Zara and Mango people want to treat themselves with new clothes but price is key and the sustainable message is pretty low on the agenda.  

Are there any new markets or demographics you’ve started targeting? How have you adapted your strategies to appeal to these new audiences?

The social media has become more diverse and dynamic, not necessarily to target a different demographic but to show a different side of the brand and present the brand message in a different way.  As I mentioned I am an in real life person so shining a light to this. 

How has your approach to community building and customer engagement evolved over the past year? What new initiatives or events have you introduced?

Being present in one location has helped build community and impact. Not only being in the store on a regular basis but hosting events in one place.   Prior to this the approach was to spread awareness with multiple locations on a short term basis.  

Have there been any collaborations with other brands or designers in the past year? If so, can you provide details about these partnerships and their impact on Eluroom?  

All of the designers in the pop up work together, we sell for each other.  As we cover different categories one customer can buy from the different brands.  It’s fun to work together and style a customer.  We host event’s together so shopping events where customers can meet the designer.  

Reflecting on your journey, what lessons have you learned over the past year that you wish you knew earlier in your career?

To ask. It's a simple act, yet for someone like me, fiercely independent by nature, it was a skill I had to consciously cultivate. I've always prided myself on self-reliance, often to the point of isolating myself. Over time, I've come to realize that asking for help, support, or clarification isn't a weakness but a strength. It's a testament to one's ability to recognize their limitations and seek growth. It's a journey I'm still on, but the rewards of overcoming this innate resistance have been immense. It's opened doors to collaboration, mentorship, and a deeper sense of connection.

In what ways have you expanded or diversified your product line in the past year? Are there any new collections or standout pieces you’re particularly excited about?

The sequin’s dresses are a stand out.  So much fun.  Alongside this the commitment to minimizing textile waste goes beyond our core collection of dresses. With the introduction of a range of exquisite accessories crafted from repurposed fabric remnants. Discover the magic of our silk sari fabric repurposed into luxurious purses, pouches, and scarves. Embrace the bohemian spirit with our turban-style headbands and add a touch of elegance to your hair routine. For a touch of luxury,indulge in our fragrant lavender bags, filled with calming botanicals and wrapped in our signature fabrics.

Based on your experiences over the last year, what updated advice would you offer to aspiring fashion entrepreneurs looking to start their own brand today?

I am going to use a quote from Jamie Kern Lima the founder of IT cosmetics which resonated with me when I was listening to a podcast she was on.  ‘You are not crazy you are the first’. Stick to your vision, dream client and don’t let so called ‘experts’ throw you off track.  There is no magic bullet for sales or social. 

What are the main goals and objectives for Eluroom in the coming year, and are there any upcoming projects or launches that you can share with us?

To continue making beautiful products which inspire women to radiate joy.  Super excited to be a part of the winter showcase with Hinton ( perhaps you want to elaborate on this?)

How have you personally grown or changed as a designer and entrepreneur over the past year, and how has this personal growth influenced your vision for Eluroom?

Over the past year, life and the business has continued to evolve, particularly about the power of storytelling. Alongside  creating beautiful garments; it's about weaving narratives that resonate deeply with our customers. By understanding their aspirations, emotions, and the stories they want to tell,  being able to design pieces that empower and uplift.

This newfound focus on emotional connection has driven me to prioritise inclusivity and sustainability. Eluroom is evolving into a brand that celebrates and honours the planet. By incorporating these values into our design process, I  aim to create a positive impact on both our customers and the environment. This evolution reflects my personal growth as I've become increasingly conscious of my role not only in the business sense but in life.

Ultimately, my goal is to create pieces that not only look good but also make our customers feel extraordinary. By understanding their desires and aspirations, we are on a journey together.

Rebecca, it's been great to catch up with you. Thank you for your time. 

Thank you.

Rebecca, the innovative mind behind Eluroom, reflects on a year marked by significant growth and personal development. The brand has sharpened its focus on community-building through a robust online presence and the success of a pop-up shop at St Christopher's Place, fostering a loyal customer base. Positive feedback from customers, who cherish their Eluroom pieces, has been a source of immense joy for Rebecca.

Eluroom has made notable strides in sustainability, repurposing fabric remnants into accessories and reusing garment hangers to minimize waste. Despite facing challenges such as reduced consumer spending, Rebecca remains committed to offering high-quality, ethically produced fashion at accessible prices, which led to the discontinuation of their rental service.

Creatively, Rebecca has been inspired by unique fabrics, including dead stock sequins, which have added a glamorous touch to the collection. Collaborations with other independent designers have enriched Eluroom's offerings and community presence, facilitating events that connect customers directly with designers.

On a personal level, Rebecca has learned the importance of asking for help, a lesson that has fostered growth and collaboration. This newfound openness has enhanced both her personal journey and Eluroom's trajectory. Looking ahead, Eluroom aims to continue creating joyful, inclusive, and sustainable fashion, with exciting projects like the winter showcase with Hinton on the horizon.

Rebecca's reflections reveal a year of strategic focus, community engagement, and unwavering commitment to sustainability, setting a promising path for Eluroom's future.

Shop online now at https://www.eluroom.com/