Espousing the philosophy of “slow fashion”, SMU alumna Eileen Tay established Elizabeth Little in 2017, a homegrown brand which makes vintage-inspired outfits for children, with a focus on craftsmanship. However, Eileen’s entrepreneurial journey had been all but smooth-sailing: she had to close her first venture, an artisanal patisserie, despite its thriving business in 2015.
Nevertheless, her resilience and love for her young children allowed the pioneer batch alumna to bounce back with zest. Elizabeth Little now boasts almost 7,000 organic followers, and created a name for itself by offering unique, lasting pieces which could be passed down as heirlooms. At the same time, her business granted her the flexibility to care for her children during their most crucial years.This is her story.
Hi Eileen! Could you describe your journey after graduation?
After graduating, I worked for SMU’s International Relations Office (now known as International Office), followed by Grayling, a Public Relations firm. However, my dream had always been to be a pastry chef since I was 16. When the opportunity came to attend to the Culinary Institute of America (CIA), I left my career in 2007 to study baking and pastry in St. Helena, Napa Valley.
Upon returning back to Singapore, I joined the opening team at St Regis Hotel, Singapore in their baking and pastry department where I was trained in French desserts, particularly macarons. However, I always knew that I would want to run my own business, and I took a leap of faith to open ET Artisan Sweets in late 2008 at our first location, 32 Holland Grove Road. Opening ET Artisan Sweets was truly a dream come true, and over a course of 7 years, I built a good reputation for delicious macarons (voted “Best macaron" by Chubby Hubby), beautifully decorated cakes for birthdays and weddings, and elaborate dessert tables. I even had the privilege of making the cakes for NTUC’s 50th Anniversary, where the late MM Lee Kuan Yew was the guest of honour.
Those were the glorious years and I enjoyed every minute of it. However, in 2015, I had to make the hard and sad decision of closing my shop because of a pending baby arrival, and a clause in the new rental contract that I was uncomfortable with. I saw the new contract on 10th February 2015, announced the closure of the shop on the 12th and my second baby came on the 16th. It took me two years to mourn over the closure of the shop.
An 8-metre long desssert table by ET Artisan Sweets, which Eileen created for her own wedding.
After closing ET Artisan Sweets, the opening of Elizabeth Little happened about 2 and a half years later. It was not easy to transition from being a well known name in the industry, to being someone who would just stay home with the kids. I picked up sewing to curb the “ennui”, or what the French aptly define as boredom from lack of an occupation. My new sewing skills enabled me to explore the fun of dressmaking and I started sewing matching outfits for my 2 toddlers, adding to their wardrobes and nursery. I love classic styles, vintage-inspired outfits, which I remember wearing while growing up. And because I couldn’t find these outfits in the market, I designed new ones for my children and learnt smocking to make heirloom pieces.
Eileen picked up a new skill to curb the "ennui". Sewing also allowed Eileen to channel her creativity, which she was used to from her days of running ET Artisanal Sweets. (Photo credit: Studiokel Photogrpahy by Kelly Fan)
What do you enjoy most about running Elizabeth Little?
Technology has empowered stay-at-home mothers like me to embark on new business opportunities online, granting me the ability to utilise my skill sets in running a business and yet have the flexibility of caring for my children during their crucial growing up years. I spend my day being with the children, attending to their needs and once they are tucked in bed, I become “alive”, focusing on my “me” time which is work. I enjoy working and Elizabeth Little enables me to be creative while being a mother. However, as the business grows, I am also struggling to find balance to handle both work and family needs and handling both well.
Through Elizabeth Little, I also learnt new skills like digital marketing, styling and photography to manage the social media platforms of the business. I recently completed 3 modules at SMU Academy, as part of a Communications Management Graduate Certificate programme, and those new skills helped me in running Elizabeth Little. In 3 years, I am thankful to know my singlehanded effort in managing our Instagram page had drawn almost 7000 followers through organic growth.
I love that our commitment towards slow fashion and craftsmanship had also drawn like-minded clients who have greatly supported the brand. Surprisingly, I have also met some of my old cake clients who now buy clothing from me instead of cakes!
A sample of vintage-inspired frocks from Elizabeth Little. (Photo credit: Studiokel Photogrpahy by Kelly Fan)
How did your experience in SMU translate to how you run your business today?
I enjoyed my time tremendously in SMU. I think being part of the pioneer batch also meant that we were sort of risk-takers, willing to put ourselves in a situation that had not been tried or tested. Because everything was new, we had to take initiative to kick-start new projects, be accustomed to changes and new challenges, and just be creative about what life situations bring you. I believe it was the ability to adapt to circumstances that enabled me to transit from one business to another.
Because class participation was a crucial part of assessment, I also learnt to be bold and courageous, developing skills in public speaking and being vocal about issues that matter.
Due to the small cohort, we had the opportunity to know and mingle with most of the people, building relationships that matter and helping one another succeed. I made lifelong friendships that were pivotal to my career, motherhood and life. As I progressed from one business to another after, I’m grateful for the support shown by fellow SMU alumni from my batch, such as Robin Pho (founder of Right People, Renewable Energy) and Ho Shyn Yee (Director of Product and Technology at Expedia Group) (both BBM 2004), who encouraged me in my entrepreneur journey.
Likewise, as I run my businesses, it is always about relationship building and sharing life’s stories. To a client, it may just a cake or a dress but for me, it is the longevity of our relationship that I hope to build on – being part of their life celebrations and the ability to create something that commemorates that moment or event.
Eileen (centre) with her friends Kelly Tan (BBM 2004) (left) and Michelle Fum (right), decked out in Elizabeth Little's apparel for ladies. Kelly and Michelle, who are friends from her undergraduate days in SMU, frequently lend a helping hand at the fairs Elizabeth Little participates in.
What is your fashion philosophy?
Slow Fashion. Less is more. I prefer quality to quantity, and a sustainable lifestyle that is based on procuring well made garments that are of good quality, and have longevity in wearing and style.
I believe in investing in well-cut pieces that are timeless, and I often wear outfits for years, because I don’t believe in buying and discarding fast fashion. I also focus on quality, breathable natural fabrics like cotton and linen, and have an obsession with Liberty Tana Lawn, which is featured in most of our styles. These are perfect for our local climate.
Likewise, for my children, I like to dress them in classic styles with Peter Pan collars, smocked dresses and always a shirt for my son when he is out. A little old-school, a little prim and proper. I do not buy character outfits or Disney Princess costumes. I prefer buying or making them a few great pieces, than buying tons of run-of-mill outfits. When kept well, and when they are outgrown, I will keep the memorable ones as heirlooms and pass the rest to loved ones, or use some of the clothing fabrics to make quilts.
Close up of handstitched pieces from Elizabeth Little.
Along the course of your professional journey, were there any discouraging moments? How did you overcome them?
Plenty! Economic recession, market downturns, copycats and downward suppression of pricing are stressful points for any entrepreneur who is trying to succeed in a competitive and small local market. There are days when I doubt myself, my choices of fabric, colours and selection, especially when the sales reflect a poor response. But in moments like these, I just have to remind myself why I am running Elizabeth Little and focus on our core values of slow fashion, craftsmanship, sustainability and just work harder to find our tribe.
What is your vision for Elizabeth Little?
I believe in making things well and making things last, sharing with our children what matters. By making every creation intrinsically precious, I hope each piece is treasured and passed on, like happy memories. It is my hope to nurture children and parents to value slow fashion and take a more responsible approach to sustainability. In a world where mass production encourages wasteful behavior, traditional craftsmanship is often neglected. Elizabeth Little aspires to raise awareness of craftsmanship by employing handcrafted techniques in our creations and teaching our children to appreciate quality over quantity, one child at a time.
I hope in the new future, Elizabeth Little is able to work with special needs and/or underprivileged groups to produce our products and grow to be a sustainable and ethical lifestyle brand that gives back to the society.
(Photo credit: Studiokel Photogrpahy by Kelly Fan)
What advice would you give to SMU juniors who would like to pursue a business in the clothing industry?
Ask yourself “why” you are doing this, rather than “what” product you are making. A clear purpose will bring you far, because the industry is rapidly changing and the consumers are increasingly spoiled by choice. Simon Sinek’s book on “Start with Why” will be a good read.
Visit Elizabeth Little to check out their vintage-inspired outfits and accessories for children.
