Since 2010, The Elly Store has been featured by Singapore's newspapers, parenting magazines and family guides. Here are the awards and stories we're most proud of.

Awards

• Expat Living Readers' Choice Awards 2026: Voted Top Five, Best in Category: Kids' Clothing & Shoes.
• Sassy Mama Reader Awards 2025: Silver Winner, Best Kids Clothing Brand, and Bronze Winner, Best Baby & Early Years Store.
• Expat Living Readers' Choice Awards 2024: Finalist, Best Kids' Toys & Gear.
• Expat Living Readers' Choice Awards 2023: Finalist, Best Kids' Clothing & Shoes.
• Expat Living Readers' Choice Awards 2022: Bronze Winner, Best Kids' Toys & Gear, and Finalist, Best Kids' Clothing & Shoes.
• HoneyKids Readers' Choice Awards 2021: Gold Winner, Best Gift Store, and Silver Winner, Best Children's Clothing Brand.
• Expat Living Reader Awards 2016: Runner-up (2nd place), Favourite Children's Fashion Provider. Read more
• Sassy Mama Awards 2014: Best Children's Clothing Boutique, voted by Sassy Mama readers. Read more
• Little LUXE Singapore 2013: Top Pick. Elly was handpicked to be featured in the new edition of Little LUXE Singapore, by LUXE City Guides and Little Steps Asia.
• Official Disney licensee: our Disney | elly collections are officially licensed Disney clothing, designed in Singapore. Shop Disney | elly

In the news

July 2025Dear Singapore in the SG60 merch round-up July 2025Dear Singapore among the SG60 merch to collect September 2019#FinderSGFaves 2019: exceptional kids clothing 6 April 2017On the cover and in "Kitting out Kids" 11 March 2017Our founder on following her dream 27 March 2016How Boutiques Fair helped local brands start out January 2016Top 10 Cheongsams and Kids' Clothes for CNY 2013 to 2014Five features, including well-loved local brands URBAN24 January 2014Our pony print cheongsam in "Get Horsey" June 2013A Singapore designer they love January 2013Our art prints, beautifully illustrated 2012 to 2014Dresses, shirts, shoes and toys in seven issues 2012Featured in the Kids' Guide 7 July 2011Our very first newspaper feature 10 July 2011Elly in the Sunday Times

Online guides

Online guideGuide to Going Local in Singapore Best in SingaporeOnline guideTop shops for baby gifts in Singapore Best Florist ReviewOnline guideBest options for baby hampers in Singapore

Media enquiries

For interviews, product loans or images, email contact@theellystore.xyz. You'll find our full press archive on our press blog.