Meet Elka Collective, the latest addition to the street! Calling 50 James Street (next door to Seed Heritage) home, this Melbourne based label create feminine garments, which you could be forgiven for thinking were designed with our sub-tropical Queensland lifestyle and aesthetic in mind.
To learn a little bit more about the new fashionable kid on the block, we spoke with Sarah Ryan, the Marketing Manager at Elka Collective, who has been with the label since day one.
Sarah, who is the Elka Collective woman?
We like to think our collections are ageless, and we’ve found that woman of all age-groups find something they love in our boutiques. What is consistent though, is that our woman embraces quality and versatility in equal measure, seeking pieces that are made-well and that work well in every aspect of her life. She’s consistent and considered in her style choices, dressing with confidence and conviction. She prefers a casual approach to luxury.
Why did Elka Collective pick James Street for its flagship Queensland boutique?
The refreshed precinct of James Street was a no-brainer really, with such a calibre of fellow Australian retailers we couldn’t pass up the opportunity to break into the territory when an opening arose. Our collectives are perfect for the climate and we were confident in the choice after receiving great feedback from the tourist customer down here in Melbourne. We’re really excited to be part of the James Street community, there really isn’t anything like this precinct in Australia.
What’s one Elka Collective piece you feel all Queensland women should have in their wardrobe?
Linen pieces are central to our collections, perfect for the Queensland climate all year-round. Our core Linen Essentials program includes basic t-shirts and tanks that form a great wardrobe foundation. We’ve just launched our Summer collection, within are some beautiful crisp white dresses that would be a really versatile addition to the wardrobes of women up there and would adapt to that easy Queensland lifestyle – our new Solene and Opheile dresses are versatile enough to be worn from work to dinner or brunch to beach, both in lightweight fabrics and relaxed silhouettes.
What are three words to describe the new James Street store?
Bright, Intriguing, Inviting
Are there any new collections or drops on the horizon for Elka Collective customer?
With the opening of the boutique, we launched our Summer collection, within each collection we have fortnightly drops to ensure freshness throughout the season. Our Resort capsule Collection launches mid-December and includes some really beautiful Getaway pieces.
October 23, 2019