We take care in sourcing high quality, natural materials that are not only gentle on your little ones skin, but will also stand the test of time if consciously cared for.

Following the slow fashion ethos, Elma offers carefully crafted, small batch collections which adds to the uniqueness of our keepsake pieces.

We believe we can teach our children from an early age about the importance of making the right choices and caring for our clothing. Valuing quality over quantity, so that our children can cherish and celebrate their clothing time and time again while looking after the world they grow up in.


Every Elma piece is thoughtfully designed with longevity in mind. With a generous fit and relaxed silhouette, your child has room to grow into the garment lengthening the wear time.

We hope that after your little one has outgrown their Elma piece, it can be passed on, creating its own story as it gets handed from one child to the next.


Elma is committed to manufacturing products under safe, fair and humane working conditions.

Every Elma piece is thoughtfully designed in New Zealand, and made by skilled artisans in small production runs in China and India following ethical and sustainable practices. We work closely alongside our manufacturer to ensure their ethical standards align with our own, paying their employees a fair wage and providing a safe working environment.

Although Elma is still a young business we are always striving to do the right thing through every step of the design and production process, and are dedicated to continue learning, evolving and bettering ourselves and practices


We use plastic-free, minimal packaging which can be composted or recycled.

Our courier satchels are derived from biopolymers and co-polymer; PBAT (polybutylene adipate terephthalate), Corn-starch and PLA (polylactic acid) - which means they are home and comercially compostable and printed with soy or water-based inks.

Our tissue paper is 100% compostable and recyclable and our post cards are are made out of 100% recycled uncoated paper and are compostable and recyclable.