Meet the Founder
Ella, the heart and soul of Elflos, was born into a coastal farming family in Guangdong, China. From an early age, she was deeply influenced by the resilience and perseverance of her homeland, shaping her adventurous spirit.
In 2012, after graduating from university, Ella joined a multinational corporation. Though the job provided financial stability, the long hours left her with little time for family. Determined to take control of her own life, she made the bold decision to resign and pursue entrepreneurship.
The Journey of Entrepreneurship
After leaving her corporate job, Ella explored various entrepreneurial ventures—selling flower arrangements at holiday markets, working as a delivery rider, and even guiding tours in her hometown. Though the journey was far from easy, she found it exhilarating. For her, the goal was clear: to become self-sufficient and, one day, build a meaningful business of her own.
A Spark of Inspiration
One day, while flipping through an old photo album, Ella came across a childhood picture of herself. In the photo, she was wrapped in a hand-knitted sweater made by her mother, wearing a handmade wool hat and thick, cozy wool socks.
In her hometown, winter meant every child was dressed in hand-knit sweaters, socks, hats, or gloves made by their mothers. These were more than just winter essentials—they were woven with love, care, and warmth. Children ran through the cold wind, playing and laughing, their thick woolen clothes carrying the warmth of childhood memories.
However, as fast fashion took over, traditional handcrafted textiles gradually disappeared from the market, and the intricate art of crochet was being forgotten. Looking at that old photograph, Ella had an idea:
Why not revive this beautiful tradition?
Why not create a brand that seamlessly blends crochet artistry into modern life?
The Birth of Elflos
Driven by this vision, Ella embarked on a journey of endless experimentation and discovery, ultimately founding Elflos—a brand dedicated to the art of crochet floristry. Elflos embraces craftsmanship over mass production, offering consumers high-quality, heartfelt alternatives. She understood that the true charm of handmade products lies not only in their appearance but also in the stories and artisans behind them.
From the very beginning, Ella envisioned Elflos as more than just a brand—it would be a bridge connecting skilled artisans with individuals who appreciate beauty and craftsmanship.
In 2016, with a passionate heart and just $30,000 in savings, Ella launched Elflos from a small apartment in Shenzhen. With no external investment, she spent the next nine years growing Elflos into a beloved national brand, now recognized as one of the national largest female-founded, female-led D2C (Direct-to-Consumer) crochet floristry brands.
Elflos: A Movement for Change
Elflos is not just a brand—it’s a movement.
Around the world, many women struggle to find stable employment due to family responsibilities or societal constraints, leaving them financially vulnerable. Ella was determined to change this reality.
Through Elflos, she provides flexible work opportunities, empowering women to earn a stable income while caring for their families. More importantly, she hopes to help them regain confidence and dignity.
Every crochet flower made by Elflos is more than a handcrafted piece—it is a symbol of resilience, empowerment, and the strength of women supporting one another.
Today, Elflos’ crochet flowers are cherished in gift-giving, home décor, and fashion accessories worldwide. The brand remains committed to traditional craftsmanship, carefully selecting eco-friendly materials to ensure each piece is not only beautiful and durable but also filled with warmth. Elflos also actively embraces sustainability by using environmentally friendly packaging and minimizing material waste through a made-to-order model, perfectly merging heritage craftsmanship with modern environmental responsibility.
Every stitch tells a story; every flower carries warmth.
Purpose and Mission
At Elflos, the mission has never been just about making beautiful handcrafted pieces—it’s about using craftsmanship to create positive social impact.
Since its inception, Elflos has been dedicated not just to crafting crochet flowers but to empowering individuals, especially women seeking financial independence while balancing family life. The brand actively supports community development, promotes sustainable practices, and strives to preserve traditional craftsmanship.
Every stitch carries a story. Every flower is an act of love.
With every purchase, Elflos customers help build amore connected, more compassionate world—one handcrafted flower at a time.