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Magical designs for mischievous children

Magical designs for mischievous children

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The Elfie Story

Helmed by fashion industry veteran Rebecca Guinness, Elfie is an independent British childrenswear brand offering equal doses of tradition and whimsy. Exploring the work of classic children’s illustrators including Arthur Rackham, Richard Scarry and Elsa Beskow for inspiration, Elfie designs embolden young imaginations. Smocking with playful embroidery, floral prints and hand knits in rich colours abound in our seasonal collections, which are complimented by an ever-evolving assortment of sleepwear and basics.

About us

Welcome to the brand new Elfie website!

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Shop the look

What our friends say...

  • We were so thrilled with Elfie dresses for our bridesmaids, they are the perfect mix of beauty, magic and timelessness.

    Jade Parfitt Model, Presenter and Mother
  • Elfie is my dream clothing for my daughter: vintage-inspired, well-made, small production. WE LOVE ELFIE!!

    Tarajia Morrell Writer and Mother

Press enquiries

For press enquiries please contact:


Elfie, Unit 13 Block A Flurrybridge Enterprise Centre, Lower Foughill Road, Newry BT35 8SQ


If you have any questions or comments please e-mail us at:

Or if you prefer to speak to us in person you can contact Rebecca on 07803032949.

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