By Your side.

MOTHER’S DAY2023

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Here’s to the loved ones we hold close,
and the memories we’re still making.

Introducing our Mother’s Day campaign, starring Ellidy Pullin and her daughter, Minnie. Together, they symbolise hope, strength, and endless love. When Ellidy’s partner, champion snowboarder Chumpy Pullin, passed away in 2020, her life was forever changed. Given the opportunity to continue their dream of having a family, Ellidy went ahead, and baby Minnie was born in October 2021.

“ I always say to Minnie, Dad’s here, he’s in the sky, he’s in the waves. – Ellidy Pullin

Karen wears: Merino Wool High Neck Knit. Ellidy wears: Merino Longline Cardigan, Merino Wool Knit Midi Dress. Chloe wears: Mini Cable Knit Midi Dress. Ellidy wears: Linear Long Sleeve Shirt, Wide Leg Trouser Shop Now

“ I was always obsessed with this notion of the perfect family, and then life flipped. Now we’re creating a new, modern family. – Ellidy Pullin

Lasting Love “I never imagined that other people could love my baby as I much as I do, but it’s so beautiful to see,” says Ellidy of the support she and Minnie get from their loved ones. When she’s low on sleep and needs a break, her mum, Karen, or best friend, Chloe, are on hand to step in.

“ I was always obsessed with this notion of the perfect family, and then life flipped. Now we’re creating a new, modern family. – Ellidy Pullin

Ellidy wears: Wool Blend Trench,
Pom Pom Roll Neck, Wide Leg Jean
Karen wears: Merino Zip Through, Wide Leg Pants Shop Now

Ellidy wears: Wool Blend Relaxed Coat, Merino
Wool Raglan Cardigan, Pleat Front Trouser Shop Now

“ Our relationship has only gotten closer. I’m really proud of the way Minnie is her focus. Ellidy is such an intelligent, loving mum. – Karen Poulos

Ellidy wears: Wool Blend Wrap Sweater, Textured Wrap, Satin Midi Skirt.
Minnie wears: Teddy Overall, Core Rib Tee Shop Now

It takes a village It takes
a village Best friends and business partners, Ellidy and Chloe have a bond that feels like family. Chloe hasn’t yet been able to have children of her own, so her place in Minnie’s life is particularly special. For Ellidy, Mother’s Day needs to include all experiences either being a mum or wanting to be.