• eat
  • shop
  • see
  • go
  • stay
  • daytrip
  • map
  • calendar
  • transport
  • weather
  • currency
  • tofrom

Hot Shopping: In Conversation with Ela Co-Founder Martin Aldorsson

Ela co-founders (and husband and wife) Ela Kowalewska and Martin Aldorsson. Photo: Adam Moco.

Functional and fashionable, the new ela MILCK handbags are must-have accessories for the season.

MILCK—money, identification, lipstick, cellphone and keys—is an acronym for the essentials that every woman needs for a night out. Designed by ela power couple Ela Kowalewska and Martin Aldorsson, MILCK clutches are available in 12 different colours in suede and leather varieties including a tan, studded-leather clutch that is exclusive to Holt Renfrew.

Where sat down with ela co-founder Martin Aldorsson to talk about the new MILCK handbags and the future of ela.

Where: Tell me about where the idea for ela came from.

Aldorsson: We have been in the industry for a while. Ela was working PR for Hermes. She always had a calling for designing. She made all of these these sketches and was actually able to meet with Jimmy Choo. And he saw her sketches and they started talking. She decided to pursue her dream.

Where: Now the MILCK clutches have become quite popular. What was the concept behind the design?

Aldorsson: We want to showcase rather than upstage the wearer. So we have the attention to detail, premium leather, hardware—it’s never too much.

The Ela MILCK bag.

Where: The bags come in so many different varieties. Which are the best-selling styles?

Aldorsson: Orange, green, purple sells well too. Usually people come in and want a black one. And then they see the colours and go “I want a green one. Or a hot pink one.”

Where: And Ela makes other bags, as well?

Aldorsson: Yes. The DNA of the brand is the MILCK clutch. We also have the Chibi bag—it means “little one” in Japanese. But all the bags have this asymmetrical shape. They also have a purple interior. It’s Ela’s favourite colour. She loves purple.

Where: Now what kind of girl would wear an Ela bag?

Aldorsson: Ela is the inspiration for the brand. The way she always is reflects in the bags—a girl that likes something a little bit different.

This winter, ela releases a line of iPad pouches and chibi purses (including a luxurious rabbit-fur style). The couple is also working on prototypes for a line of geometric Hermes-inspired scarves to be released in the spring. MILCK clutches and other ela bags are available at Holt Renfrew. – Sarah Sussman

Leave a Reply