#togetherwecreate with Elle Pugh
We are proud to work with New Zealand’s luxury knitwear brand Elle and Riley Cashmere to capture their E-commerce Ghost Mannequin imagery. Read our full interview with Co-Founder Elle Pugh as we chat about her new stores, inspiration and content creation processes.
Who is Elle + Riley?
Mum travelled to Nepal a few years ago and when she was there found a plethora of cashmere and met with artisans. There wasn’t a lot of choice when it came to buying cashmere in New Zealand and most of the options were only available in winter, so we decided to create timeless pieces that were available year-round. Elle + Riley Cashmere grew from there.
What inspires you?
My friends and family constantly inspire me. There are so many creative, amazing kiwis doing wonderful things out there! Like many others I am inspired by travel, which this year means finding more inspiration digitally or in our own backyard. I have reflected a lot on images from previous adventures which has been wonderful and put in perspective how lucky we are to be somewhere so beautiful during lockdown.
Tell us a bit about the opening of all your beautiful new stores!
Due to Covid we ended up opening two stores, Commercial Bay and Newmarket, a week apart. The initial plan was to have a couple of months between each store to settle in but the world had other plans for us! We felt both were suitable homes for Elle + Riley as they service different markets. We had both designed by the wonderful team at Katie Lockhart, each store has a beautiful calm feeling, and reflects the timeless qualities of an Elle and Riley Cashmere garment, each with their own personalities.
What does your content creation process usually look like?
Obviously we start by ensuring seasonality, and we want to make every garment and every shoot look aspirational and luxurious. We are usually inspired by New Zealand, and we love shooting locally. The demand for content has increased so much since we started our business, it’s hard to keep up! Finding ways to produce content affordably especially for social and EDM’s is challenging but also a lot of fun.
Why do you use Asset Factory?
The convenience and ease generating high quality imagery using Asset Factory’s modern technology is fantastic. The team are always very welcoming and on hand to help with any questions or concerns and are able to turn our content around in such a short time frame.