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About Us

Hello, we're Joanne and Rachel and we are the founders of By Elleven. Launched in November 2020 during lockdown, we are a new brand designed with quality and sustainability in mind. We use ethically-sourced organic fabrics that are affordable but not “cheap” and our collection was created with women’s lifestyles in mind. 

By Elleven was an idea long before its conception. Both working in the fashion industry, we knew there was a gap in the market, not only for a brand that women would want to wear, but a website that women enjoyed shopping on; one that was informative and honest with styling advice they could take away and apply to their own wardrobe. For all its challenges, 2020 gave us the opportunity, or rather the kick, we needed to launch the brand we had often discussed. We agreed it needed to be a collection we both wanted to wear, one we would be happy to sell to our family and friends and one we could evolve as time goes on. We both agreed in the beginning that integrity was important to us, we didn't want to sell anything we wouldn't wear ourselves, this isn't a short term project, we want to develop By Elleven into a brand women trust and come back to year after year. Our collection is full of wardrobe essentials - casual, premium every day clothing designed with busy lifestyles in mind. Our pre-loved edit, Vintage by Elleven helps you personalise your look. 

We met back in 2015 working in E-commerce for an online designer retailer and we both come from a fashion background (Rachel a stylist and Joanne an experienced fashion consultant).  With over 30 years combined experience in the industry, together we make a great team. Both fashion lovers, we share a no-nonsense approach and an aspiration for fashion to become more sustainable.


We hope you'll join us on our journey, we're only just getting started!

Big love

Jo & Rachel x

Want to read about our values? Click here

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