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Philly girls Liz and Laura Rymar design fun, sophisticated clothes with ellelauri

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With so many fashion labels out there, which one do you chose? The fashion police want to dictate your fashion sense to you, but sometimes you have to wear what feels right and looks even better.

Enter ellelauri, a new label in New York City from hometown Philly girls (Manhattan by way of Huntington Valley, PA) Liz and Laura Rymar. The sister- pair’s 2010 collection is comfortable, fun, sexy and sweet—and promises to be anything but run-of-the-mill! Helene Skirt

When the girls were younger, their Brazilian grandmother made their dresses and Halloween costumes for them. Even as children they loved playing dress up and gained an early appreciation of sewing from their grandmother who worked as a seamstress. As they got older, they started getting choosier, deciding on their own fabrics, colors and styles, and that evolved into a love of clothes and the desire to begin their own line.

“In high school, I was a painter and I always knew I wanted to do something on a creative level,” explains Liz Rymar. After receiving a bachelor’s degree in fashion from the University of Delaware, Liz then went on to complete post-graduate work at the Fashion Institute of Technology in New York City  and the London College of Fashion in the UK. Liz has worked in the fashion industry for years in both New York City and Philadelphia. Laura graduated from Manhattan College with a degree in finance, in addition to studying at Richmond University in London.

The sisters are very close, always hanging out and working together. It was during their time in London, that they decided to take ellelauri to a professional level. “That was when we started putting everything together. We wrote up the company ideals, wrote out a business plan, brought together our sketches, moved back to the states and decided to make the transition from PA to NYC,” Liz says. Ellelauri was doing well with online sales, and the sisters decided to make this a full time- and full-speed ahead- gig in the spring of 2007.

Liz, the older of the duo, describes her style and taste as more classic, with a modern twist, while Lauren is very eclectic, trendy and a definite risk-taker. “We balance each other out and bounce ideas off each other,” Liz remarks. Denim Leggings

All the clothes they make they wear. “We designed the clothing thinking of the things we like and keeping our friends and family in mind. We make it because we can’t find it out there, we can’t find it in our favorite stores. We find our fabric, our colors and put together what we want,” Liz explains. Liz and Laura were also inspired by their time spent between London, Paris and New York, some of the top fashion capitals of the world.

The official first collection came out last year in 2009, with comfortable, laid-back natural materials. Cottons and blends that were flattering and comfy were key. Colors were subtle: camel, black, white and grey, with a few bright patterns here and there. “My mom wears our clothing! Ultimately we want very wearable clothing. Anyone can wear it. We want it to bypass age, races, size: clothes for all.”

With this recent second collection, comes more fabrics: printed silk, chiffon, along with the original materials and blending them together. This new line focuses on clean, simple lines, and elegant silhouettes. The latest collection has a lot of bright fresh colors: mango, cherry, pink- very pretty pop colors. The collection is chic, stylish, and has a glamorous feel. “It is very versatile and is for those who want to effortlessly look stunning, and with a fun and flirty edge.” Having pieces in the collection that are sophisticated, day-to-night, and yet easy to wear and easy to care for are a solid foundation for ellelauri.

Recently, Miss USA, Kristen Dalton, was one of ellelauri’s celeb clients, along with celebrity stylist, Dana Jarry. Ellelauri is based and run out of New York City, but stocked in many local places, such as Avalon, Cape May and West Chester. Danica Dress

ellelauri is also available in stores:

Boutique Belle Abeille 29 South State Street Newtown, PA 18940

Down to Earth 527 Washington St Hoboken, NJ 07030-4905

Blink Boutique 136 West Gay Street Chester, PA 19380

Piccolino 111 2nd St. Lewes, DE 19958-1356

Haven 4105 Landis Ave Sea Isle City, NJ 08243

Separately Swimwear 705 Beach Ave. Cape May, NJ 08204

Separately Swimwear 261 96th St. Stone Harbor, NJ‎ 08247

Down to Earth - COMING SOON! 527 Washington Street, Hoboken, NJ 07030

You can contact Christine Tarlecki at: engchik@comcast.net

http://engchik.blogspot.com/