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A whole lot of gorgeousness is our promise to you

We are passionate about bringing you an expertly curated selection of gorgeous maternity, baby and childrens products. Elle J, is a warm and friendly brand with a belief that the products we surround ourselves, and our children with, are key in creating special memories and moments that will last a lifetime.Every item we bring to you is a result of our own experiences as mothers combined with what our customers want and sprinkled with the latest trends. All merging together to create a one-stop-shop that delivers a high quality, affordable and ever changing range.

Our Vision

To be an inspirational and trusted brand by helping our customers create special memories through thoughtfully curated fashion and gifts, with our experienced customer service team who strive endlessly to provide the best shopping experience to our customers by delighting them with a welcoming shopping experience each and every time.

Maternity Wear Townsville | Look Good Feel Great

Baby and children’s clothing and accessories, breastfeeding and maternity wear in Townsville had been lacking... Severely lacking. So back in 2009 after the birth of her first son Leia Williams parked her corporate career and decided to do something about it - And Elle J was born.

Beautiful Maternity Clothing, Baby Clothing and More.

At Elle J we spend hours sourcing amazing products and gorgeous fashion labels so you don’t have to. Everything from stylish maternity wear to beautiful baby and kids clothes and hats. It’s a good feeling when someone goes out of their way to compliment you on what you’re wearing or that beautiful gift you bought their child. It’s usually when it’s something a bit different - Special - Unique.

We also offer a beautiful gift range full of accessories and toys, perfect for birthday and baby shower gifts. We love handmade at Elle J too.  So much that we design and produce our very own ranges of baby girls and boys clothing, bibs and burp cloths and more.

Chosen with Love.

We have handpicked every item available at Elle J based on its style, quality and uniqueness. So you will always find your own piece of loveliness.

Speaking of unique, our very own Little Elle and Flynny + Mitch ranges consist of baby boy nappy cover sets, baby girl ruffle nappy covers, little girls dresses, boys shorts, baby burp cloths and gorgeous girls hair accessories. Each piece is handmade ethically using only premium quality fabrics sourced from around the world.

Nappy Bags to Lactation Cookies | We're Sharing your journey.

Our mummies are the most important of all! We have some gorgeous products to help make your journey of motherhood easier. From practical and stylish nappy bags to gorgeous breastfeeding and maternity wear.  We will have feeling comfortable and looking amazing.

Once your baby arrives, breastfeed in style with our range of breastfeeding tops and dresses.  Our best selling lactation cookies make for a well deserved snack and can assist with increasing your milk supply. 

Our beautiful Hamptons style boutique is located at 297-299 Ingham Road, Townsville.  Right next to the delicious Good Morning Trader Coffee Shop.  Here you will find the largest and best selection of maternity and breastfeeding wear in North Queensland.  But don’t worry if you aren’t a local, you don’t have to live here to shop with us. Everything available in our retail store is also available through our online store, so you can shop whenever it suits you – even during the 2am feed!

Elle J doesn’t just talk about Great Customer Service

We deliver it. Everything we do is aimed to make your life easier. Providing exceptional customer service is extremely important in how we do things at Elle J. We have a fantastic team, most of who are mums too, ready and waiting to assist you.

The best way to keep up to date with new stock arrivals and receive special offers is to become a VIP member. Get all the latest updates and exclusive VIP offers delivered straight to your inbox.  

We love social media and if you do too be sure to follow us on Facebook, Instagram and Pinterest!

No Matter How You Shop, No Matter Where You Shop, Shop for all Your Gorgeousness at Elle J.

Inside view of Elle J baby shop Townsville


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