The Story of Elyse & i
Playful. Feminine. Modern.
Founded in London, in 2005 by British designer Emily Cheetham, Elyse & i is an independent accessories brand celebrated for its thoughtful design details, sculptural silhouettes and sense of whimsy. Every piece is made to elevate the everyday — merging craft, creativity with a touch of humour.
From her studio in Singapore, Emily dreams up bags and accessories that are as joyful as they are functional. Each design reflects her belief that beauty should be accessible, wearable, and made with care.
Meet Our Founder/Designer Emily
Emily Cheetham didn’t follow the traditional fashion school route — her background is in languages and art history — but design has always been second nature. Years of experience and a lifelong love of making things by hand have shaped her unique approach to bag design.
Her process is instinctive yet meticulous: sketching new shapes, experimenting with materials, and refining every little detail until it feels just right.
In the early days of the brand — then known as Cheet London — Emily honed her craft on her Great Aunt Sylvie’s old Singer sewing machine, an invaluable part of her journey as a designer.
Her artistic intuition and love of making by hand continue to define her approach to design today. Even now, she remains deeply involved in the making process — sewing scarves for select bags, assembling charm attachments for the Little Lovelies range, or hand-stitching fabric headbands herself.
Now calling Singapore home, Emily blends her European roots with a global perspective to create designs that feel both modern and timeless — and always a little bit unexpected.
Twenty years of bag design has been a ride - accolades include collaborations (HOBBS, Debenhams, artist Claire Desjardins), global stockists (Anthropologie, Galeries Lafayette, United Arrows, Tara Jarmon), press laudings and celebrity sightings - her iconic Nell bag was even worn to Prince Harry & Meghan Markle's wedding.
ACCESSORIES ADDICT
My belief that the bag you carry is your ultimate style signifier — a reflection of individuality and taste — probably stems from childhood hours spent in awe of my granny’s closet, brimming with matching bags, shoes and gloves.
Endless afternoons were spent dressing up in her frilly frocks, clomping around the house in kitten heels and carrying an array of handbags worthy of Margaret Thatcher. As a little girl, it was pure joy, escapism, and the spark that ignited my lifelong love of accessories.
MAKE DO & MEND
Strong women run in our family, and I owe my mother a nod of gratitude for instilling in my sister and me a true “make do and mend” attitude. She’s an incredible seamstress — though growing up in Clothkits outfits wasn’t exactly cool at the time, it taught us resourcefulness and creativity.
That spirit stuck. I’m happiest with a project on the go — learning to embroider (as my grandmother did), upcycling old pieces around our home, or reworking vintage finds. I’ve turned an old mattress into a linen headboard, an Ikea shelf into an arched cabinet, and reupholstered an ottoman. Creativity, for me, has always been about curiosity, craft, and the pleasure of making things with your hands.
FEMALE FOUNDED
Elyse & i is proudly female founded, and for over fourteen years I’ve partnered with a female-owned atelier that shares my love of craft and care.
I design instinctively — guided by creativity, curiosity and the two decades of experience now under my belt. Away from the studio, I’m a coffee addict (and wannabe barista), an almost-vegetarian who loves cooking and hosting dinners, and a self-taught painter, moving from watercolours to acrylics in what I hope is my next creative era.
The brand is now named after my daughter, Elyse — and time will tell if the bag-making baton might one day pass to her.
