Ela Aldorsson’s ELA: affordable luxury with a conscience
Toronto-based designer Ela Aldorsson, Fashion ’05, is the founder of ELA – an award-winning accessories brand.
When Ela Aldorsson, Fashion ’05, set out to create her own accessories brand in 2011, she wasn’t just thinking about handbags — she wanted to shake up the market. Since then, ELA (external link, opens in new window) has become an award-winning, Toronto-based brand that’s captured the attention of style icons like Gwyneth Paltrow, Meghan Markle and Canadian television personality Jillian Harris. What started with chic, sustainable bags has since expanded to include timeless jewelry, each piece crafted in small batches with a focus on quality and detail.
From luxury to launching ELA
Throughout her career, Aldorsson has worked with some of the most prestigious brands, including working in public relations for Hermès in Toronto. Later in her career, she relocated to London to take a position with Burberry. While living in England, a chance encounter with the legendary Jimmy Choo led to the beginning of Aldorsson’s entrepreneurial journey in fashion.
“He saw some of my drawings and ideas and that really triggered the desire to start something of my own,” Aldorsson recalled.
Coming from a family of entrepreneurs, Aldorsson’s launch of her own brand was inevitable. But despite her work experience in the luxury sector, she didn’t want to build a brand for a small segment of the population — she wanted to craft affordable, high-quality accessories that everyone could enjoy.
Then in 2018, after seven years of building her brand with fine leather goods, Aldorsson made a bold shift by pivoting to vegan-friendly materials.
“We wanted ELA to be animal-free and environmentally mindful,” she said.
It was a risky move, but it allowed the brand to offer more accessible prices while staying true to the brand and consumer’s evolving values. This shift also allowed ELA to offer accessories at a much more attainable price-point, with most bags retailing for under $100. Today, ELA’s bags are not only chic but also cruelty-free, with linings made from recycled plastic bottles. ELA continues to be a favourite among celebrities, with Sophie Grégoire Trudeau, Kristen Bell and Lupita Nyong’o spotted wearing the brand’s designs.
Left: ELA Slouchy Crossbody bag in Petal Pebble; Right: ELA Pyramid clutch in Red Pebble; Photo credit: Constant Van Ruymbeke
Staying on trend, the ELA way
Aldorsson’s secret to staying on trend? Listening to her customers and adding a signature ELA twist.
“Our goal is to be able to wear our products season after season,” Aldorsson said. “Even though we have colour in our collection, our core is rooted in neutrals that will pair with just about anything.”
The result? Accessories that you’ll want to wear again and again — because who doesn’t love a good fashion staple?
“There are definitely highlights for me when I have to pinch myself, like the sold out collaboration with Jillian Harris, or when I see women on the street, almost daily, wearing our bags,” Aldorrson shared.
Left: ELA Flow Hook hoops and necklace; Right: ELA Slouchy Crossbody bag in Walnut Pebble; Photo credit: Constant Van Ruymbeke
Quickfire fun with Ela Aldorsson
To wrap things up, we threw a few quickfire questions at Aldorsson to get a peek into her personal style and inspirations. Here’s what she had to say:
Q: If you could only wear one accessory for the rest of your life, what would it be?
A: My wedding rings.
Q: What’s your go-to accessory for making any outfit pop?
A: A bracelet bag like our new Pyramid Clutch that fits the essentials like your phone, cardholder and lipstick in a fun pop of colour like red would be my go-to.
Q: Who’s one celebrity you’d love to see wearing ELA?
A: Michelle Obama would definitely be on top of our wish list. She is such a force.
Q: Statement pieces or subtle touches: which one are you?
A: I’m all about elevated ease, so definitely subtle touches.
Q: What do you think will be the must-have accessory for fall/winter 2024-25?
A: A slouchy bag that you can wear cropped crossbody or tuck under your arm.
Q: Any predictions for the standout colour this season?
A: Make it red. Hands down red is this season’s standout shade.
Left: ELA Marlo Bag in Red Pebble; Right: ELA Medium Zipper Tote in Beige Pebble; Photo credit: Constant Van Ruymbeke
A bright future ahead
As Aldorsson continues to redefine sustainable fashion, one thing’s for sure: ELA isn’t just about looking good — it’s about feeling good too. And Aldorsson is making it clear that you don’t have to choose between style and sustainability. You can have both — and look fabulous doing it!
All photos in story by Constant Van Ruymbeke.
