S E W I N G R O O T S
Emily Cheetham, the creative head behind Elyse & i started her design journey in quite an unplanned way—on an antique Singer sewing machine passed down by her Great Aunt Sylvie. Tinkering on this old machine, under the guidance of her seamstress mother, soon had her hooked on bag design. Whilst those early creations were more craft market than department store, her passion for dreaming up whimsical but thoroughly thought-through accessories was ignited.
Today, Elyse & i has evolved from that Singer sewing machine into a brand that is well known for craftsmanship with a distinctively personal touch. Emily is still involved in every step of the design process, working closely with a small atelier of craftsmen and remains intimately involved in every stage of her brand.
From conceptual sketches to overseeing marketing, sales and business administration, she is, nonetheless, first and foremost, a designer. Each Elyse & i piece reflects her hands-on approach and dedication to creating accessories that are multifunctional, exquisitely crafted with a dollop of delight & playfulness.
With no formal training in fashion, only technical courses and a natural artistic flair, Emily designs by instinct. Her creative process is sparked by everyday inspirations, whether it’s a piece of art, a vibrant record sleeve or a Peranakan tiled floor. She weaves these ideas into accessories that her customers wear and treasure.
In the pursuit of a slower pace of fashion, Elyse & i produces a steady stream of limited run bag drops throughout the year - be that a new colour run of a sought-after bag or to see the launch of a new bag silhouette. Working in small batch quantities reaps plenty of upsides - regularly supporting her artisans with work, preventing overstock issues and crucially satisfying her customers thirst for fresh, new accessories.
For Emily, there’s nothing more rewarding than seeing someone carry an Elyse & i bag as she visions her passion becoming a part of someone else’s style story.
