Welcome to Emma & Elsa®, an innovative girls’ clothing brand on a mission to make every day an adventure. We create high-quality, comfortable dresses and outfits designed to inspire confidence and unleash creativity.
Our Story
Emma & Elsa® was born out of a desire to provide stylish yet practical clothing for active young girls. As mothers ourselves, we understand the challenge of finding clothes that are cute but also durable and allow for free, imaginative play. We got tired of seeing girls’ options limited to either frilly dresses or basic tees and leggings, so we set out to offer a fresh alternative.
In 2015, best friends and business partners Emma Jones and Elsa Smith combined their passion for fashion and love of the whimsical. With backgrounds in graphic design and child development, Emma and Elsa have perfectly complementary skillsets that they pour into every piece.
The pair launched Emma & Elsa® from small studios in their hometown of Portland, Oregon. We started with just a handful of dress silhouettes and prints designed by Emma and Elsa themselves. As moms took notice of our high-quality fabrics, unique details, and celebration of childhood, our community grew.
Now, with customers worldwide, our Portland-based team has expanded to over 50 talented seamstresses, designers, and supporting staff, though Emma and Elsa remain hands-on, overseeing every aspect. While we’ve grown, our commitment to thoughtful design and responsible production remains.
We now offer dozens of whimsical styles, from dresses to tops and bottoms. Yet our goal stays the same: to create clothes girls actually want to wear, in designs that channel creativity and self-expression.
Our Design Philosophy
Emma & Elsa® dresses are designed first and foremost with a young girl’s desires and interests in mind. Our design process begins not by sketching, but by listening. Through focus groups and conversations with girls and parents, we find out what young girls envision for their ideal wardrobe.
We take their vision and transform it into original, playful prints and silhouettes. From vibrant rocket ships to twirling ballerinas, every pattern celebrates imagination. We focus on the details that make clothes fun to wear, like twirl-friendly circle skirts, pockets big enough to collect treasures, and shimmery fabrics that catch the light.
At the same time, we use high-quality, durable materials built to withstand even the most active days. From hand-picked cottons and lightweight knits to flexible denim, our fabrics move with girls, not restrict them.
While our designs are fresh and innovative, we ensure a fit that allows a full range of motion. Climbing, dancing, or just hanging out – Emma & Elsa® clothes encourage girls to feel free.
Responsible Production
We design all our pieces in-house in Portland, then partner with small, women-owned factories to bring each item to life. The vast majority of production takes place at a fair-wage factory just a few hours from our headquarters.
By overseeing each step of the process, from sourcing to sewing, we can ensure no compromises on quality or ethics. We use Oeko-Tex certified dyes and sustainable fabrics like organic cotton whenever possible.
While it costs more to produce locally using responsible methods, we firmly believe it is the right thing to do. Our customers appreciate knowing they are supporting good jobs and businesses that align with their values.
Celebrating Every Girl
Emma & Elsa® welcomes every girl exactly as she is. We celebrate both girly girls who love glitter and ruffles and spirited tomboys who shun anything too frilly. And every girl in between!
Our size range accommodates girls of all shapes and sizes, from slim to plus. When girls dress up in an Emma & Elsa original, we hope they feel both fanciful and completely free to be themselves.
We also aim to represent the diversity of girls themselves in our models and characters. Our illustrated girls and brand ambassadors have a wide range of skin tones, interests, and abilities. We hope every girl who wears an Emma & Elsa piece feels celebrated.
Giving Back
Emma and Elsa have made giving back a core value from day one. We are proud to partner with organizations supporting girls’ confidence, creativity, and wellbeing. A portion of proceeds benefits:
- Girls Inc. – Inspiring girls to be strong, smart, and bold through mentorship and after-school programming.
- Dress for Success – Providing professional attire and development tools to help women thrive in work and in life.
- Art with Impact – Using art to raise awareness and funding around youth mental health and suicide prevention.
Emma and Elsa also make time for local community outreach by hosting crafting events for girls in the Portland area. We enjoy sharing our love of the whimsical with the next generation!
The Emma & Elsa® Experience
When you choose Emma & Elsa®, you don’t just get high-quality clothes. You become part of a community that celebrates creativity, confidence, and childhood joy.
We aim to make shopping online fun for both girls and their grown-ups! Our website allows you to filter by size, color, and style to find her perfect look. We include detailed size charts and measurements so you can order with confidence.
When her new Emma & Elsa package arrives, it’s packaged like a present, complete with sticker sealing the box. Inside, you’ll find a postcard with a note from Emma and Elsa themselves.
If for any reason an item doesn’t work out, exchanges and returns are free and easy. Our top priority is delighting your girl with pieces she absolutely loves to wear.
The fun continues on social media, where we share photos of real girls rocking their Emma & Elsa style, imaginative stories starring our characters, and activities and crafts for little creators. Follow along on Instagram or Facebook to stay connected.
What’s Next?
We’re so grateful for the enthusiastic response to Emma & Elsa® so far. Though we now have customers worldwide, we remain committed to thoughtful, ethical production that never compromises on quality.
Emma and Elsa continue to pour their souls into designing original prints and clothing girls love. We have so many exciting new dress silhouettes, characters, and styles in the works!
Our hope is to one day offer a full children’s lifestyle collection with everything from PJs and underwear to dolls and books. But for now, we remain focused on continually perfecting our specialty: dresses and outfits that inspire girls to find magic in everyday moments.
Thank you for being part of the Emma & Elsa® community. Your support allows us to continue creating clothes for spirited, confident girls pursuing their dreams. Let’s make today an adventure!