New Zealand Mother And Daughter Duo Open Up About Their Cashmere Brand Elle & Riley
With a strong presence in Beverly Hills, the brand sets its sights on opening a boutique on the East Coast of the US…
No one can ever have too much cashmere, and that’s why mother and daughter duo Yolande Ellis and Elle Pugh, Kiwis by nationality decided to found their own brand, Elle & Riley. It’s homegrown, starting out in New Zealand in 2016 before obtaining legs and finding a home in the US- something they’re proud of. They’ve nurtured the brand from the ground up over the past decade they tell me, and now they have boutiques in New Zealand, Australia, and most recently Beverly Hills. “It’s a testament to what's possible when you stay true to your vision,” they tell me.
Their 800-square-foot Beverly Hills boutique has found a welcoming hand from Southern California. This winter’s 70-degree Fahrenheit temps have led LA-ers to flock to Elle & Riley for lightweight cashmere garments. In the store as well as online, you’ll find menswear crew necks, cashmere joggers, cardigans, travel wraps, zip hoodies, beanies, V-Neck sweaters, dresses, care products, and accessories.
As they set their sights towards more expansion, the East Coast of the US seems to be where they are heading, with openings set for mid-2026. They also plan to create other product lines for kids, and engage in talent/brand collaborations.
Elle is based in LA and Yolande is based in New Zealand, and both took the time to answer a few questions.
Seele: In a saturated cashmere market, what was the inspiration for launching Elle & Riley?
Elle and Yoladne: When we launched ten years ago, the market wasn't nearly as saturated as it is today. We started in New Zealand, and in the Southern Hemisphere there was a real lack of evergreen cashmere essentials available to purchase year-round. Most boutiques were importing from the US or Europe and only bringing pieces in during winter in limited quantities. We always felt cashmere was a year-round product — especially for people who travel frequently, having access to quality cashmere whenever you need it felt essential. Beyond that, it was a product we both loved throughout our lives. There's a warmth and sense of care that cashmere gives the wearer, and we wanted to build a brand around that feeling.
S: Why did you choose to design the brand's collection in New Zealand?
E & Y: We designed the brand in New Zealand because that's where we're from and where the brand was born. The collection is really a reflection of our lifestyle — needing comfortable, elevated essentials that transition seamlessly from day to night, from the beach to lunch. Our spirit and the way we live is embedded in everything we create.
S: Is Mongolia the best place to source yarn?
E & Y: Most of the world's cashmere yarn comes from Mongolia, and for good reason. The climate there is uniquely suited to cashmere goats — they need extreme temperature swings, both hot and cold, for the fibers to develop in a way that makes them super lightweight yet incredibly insulating and breathable. So yes, we believe it's the best place to source yarn, and we're proud of the quality that comes from that region.
S: Can you talk about your latest collection? What inspired it?
E & Y: Our latest collection is the first blend we've done in a long time — fine cashmere blended with Tencel. Being here in California and experiencing some of the hottest summers, we wanted something even more lightweight and breathable than our regular cashmere. The properties of the fabric remain the same, the Tencel fiber is super sustainable, and we felt it gave a really elevated, chic moment. We love styling cashmere pieces together and creating relaxed, easy silhouettes that mix and match effortlessly — all of the pieces can be worn together in a number of different ways. That's truly how we believe a foundation wardrobe should look.
S: Was it always your plan to create looks beyond button-down or pullover sweaters?
E & Y: We began with some core basics to fill the key gaps in our own wardrobes. As our essentials collection grew, we found ourselves wanting more directional pieces that could be worn in more interesting ways. We incorporated those into the range while keeping everything super easy and cozy. Ultimately, we want people to feel like they're wrapped in something soft and embracing — and that feeling can be interpreted through so many different silhouettes and designs.
S: March is Women's History Month. Why is it important for women to innovate and empower themselves through business?
E & Y: We believe women can do anything — and we don't think you necessarily need to have your own business to feel empowered and innovative. But if you can give yourself the opportunity to build something and discover what you're truly capable of, that's an incredible thing. Any individual who has the strength and determination to build a business from the ground up and genuinely love what they do is fortunate, and we think it's important for women to know that path is open to them. When women back themselves and take that leap, it doesn't just change their own lives — it inspires the people around them too.
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