How cliché is it to say that it all started with a dream? Like so many small businesses before us, that’s exactly how the story of Sincerely, Elle begins.

From the moment we — Kristen and Kevin — found out we were expecting our first child, our love for children’s clothing began. We couldn’t stop buying adorable outfits for the little one we had yet to meet. Before long, that little one had a name: Ellarie Patrice.

Once Ellarie arrived, the obsession only grew. We searched everywhere for pieces we loved — Facebook groups, boutiques, consignment sales, and yes, even the occasional Goodwill treasure. We loved finding those special outfits that felt different from everything else in her closet.

After a little over a year of searching, shopping, and collecting, Kristen finally said, “You know what? I can do this, too.”

She knew she could create beautiful clothing not only for Ellarie, but for everyone’s little bubs and bellas. More than that, we saw an opportunity to create the kinds of pieces we were always searching for ourselves: unique, thoughtfully designed clothing that you simply can’t find everywhere else.

So, we took a chance. We officially registered Sincerely, Elle in our home state of Georgia and started designing.

Our first year taught us more than we ever could have anticipated. We worked with countless suppliers — some wonderful and some that helped us learn exactly what we didn’t want for our brand. We navigated tariffs, production delays, quality issues, and even watched an entire order disappear at the hands of customs.

Through every challenge, one thing became increasingly clear: we would never compromise on the standard we wanted Sincerely, Elle to represent.

That commitment has meant making difficult decisions, including walking away from suppliers who had been with us since day one when their quality no longer met our expectations. If we wouldn’t be excited to put it on Ellarie or Wiley, we don’t want to put our name on it and send it to your little one.

And through all the learning, growing, and occasional chaos, something pretty incredible happened: hundreds of you trusted us with your orders.

Kristen was right. She could do this.

After welcoming our second baby, Wiley, in August 2025, we decided it was time to bet on this dream completely. Kristen stepped away from the corporate world to dedicate herself to Sincerely, Elle full-time — giving us the opportunity to dream bigger, design more, and continue building this brand into everything we know it can be.

What We’re Creating

Our vision for Sincerely, Elle goes beyond simply selling adorable children’s clothing.

We want to bring you distinctive, one-of-a-kind designs that feel special from the moment you see them. We are constantly dreaming up new ideas, playing with colors and details, and creating pieces inspired by the magic, sweetness, and fun of childhood.

Some are timeless. Some are playful. Some are made for the biggest celebrations, while others are meant for an ordinary Tuesday that deserves an extra-cute outfit.

But we want every Sincerely, Elle design to have a little something that makes you say, “I haven’t seen that anywhere else.”

And we’re only getting started.

Join our Facebook VIP group to follow along as new ideas come to life, see sneak peeks of upcoming designs, and have a front-row seat to everything we’re creating.

We are so grateful you found us. Whether this is your first Sincerely, Elle purchase or one of many, we hope you find something here that becomes part of your family’s sweetest memories.

And, of course, we hope you’ll be a customer for life.

Sincerely,
Elle