2020
2021
2022
2023
2024
2020
Emily quits her social media manager job to become a content creator, one week later the world went into lockdown and all brands stopped working. Emily spent everyday creating fashion content on Instagram, TikTok, and YouTube for midsize women who had gained weight over lockdown, helping them to love their bodies and reject unrealistic beauty standards. Within 12 months, Emily had a community of 256,000 women. However, the brands and items Emily shared were fast fashion, and the products were poor quality, that did not fit well or make women feel good. Anthony suggested Emily create her own designs, listening to what people were requesting and creating solutions for problems they faced and felt.
2021
ELR launches in Emily & Anthony's living room. Emily and Anthony invest their life savings into 1000 bodysuits and 1000 shorts. On the 16th of May 2021, 5000 people joined the website for the launch, and all bodysuits sold out in 9 minutes.
2022
Reinvesting all money into more collections, they move ELR from their living room into a small shared office. The team grows to 4 people, one being Anthony's mum Jen who runs deliveries.
2023
The brand expands, moving to the first official HQ space, growing to a team of 6. The ELR community grows with a Leeds pop-up shop with queues out the door. "Made to make you feel good" becomes the brand's mantra, and feedback sessions and further developments and new product directions launch.
2024
The team grows to 8, having the biggest day of orders ever for the new shapewear feel swimwear collection 'European Summer'. Celebrities wearing ELR include Vicky Pattison, Charlene White, and Josie Gibson presenting "This Morning" wearing the bestselling Bella dress. Featured in Daily Mail, OK magazine, Closer Magazine, and Loose Women. Rebranding into a new name RELR and a new logo to step away from the influencer-led brand and become its own voice.