About Us

To be a valued part of a mother’s journey…


Established in 2009, Elle J founder Leia Williams was newly on maternity leave with her first son after working for 10 years in the banking industry.

Having come from a family who was passionate about sewing and quilting Leia handmade some nursery linen and clothing for her newborn and shortly after was involved with the establishment of the first babies and kids market in Townsville, Queensland.  Leia took a range of handmade baby shirts to the market and was overwhelmed by the popularity of them.

Over the next three years, Leia continued to assist with running and growing the market and identified that locally there was a shortage of quality baby and children’s clothing and gift items.  This led to the expansion of product lines and the outsourcing of some of the manufacturing of her own ranges to keep up with demand.

In 2013, the first Elle J retail store was opened after the birth of her second son.  Disappointed with the lack of maternity fashion options available locally, Leia decided to expand the Elle J brand to include maternity and breastfeeding fashion.


Today, Elle J’s flagship store is based at Domain Central in Townsville, Queensland and provides mother’s and mother’s-to-be a stress free shopping experience and personalised service. 

Elle J is continually evolving as the needs of mums change and to ensure we are bringing you the latest trends.  We offer a special handpicked range of quality and unique products that solve the various milestones that mums go through.  Whether it be shopping for maternity fashion, your new babies going home from hospital outfit or a unique and special gift for a little one. 

Leia also continues to design and produce two beautiful baby and children’s labels – Flynny + Mitch for boys and Little Elle for girls.  Both labels are gorgeous vintage inspired labels with classic styling. 


Because we know mums find it easier to connect with other mums, the Elle J customer service team is made up of a number of mums.  Between us we have 10 children and can certainly say we have seen it all!

Our service team are here to support you and help you to find exactly what you are looking for. 

Whatever the milestone the Elle J team are here to help mum’s through their journey of motherhood.

Come on in.  Take a Look Around.  Welcome to Elle J.