Today, ELK employs more than 100 people, operates 10 retail stores across Australia, sells globally through online and wholesale channels, and has earned recognition as a certified B Corporation. Its success lies not just in striking fashion but in a business philosophy rooted in integrity, responsibility, and transparency. FROM JEWELRY TO FASHION LABEL ELK’s beginnings were intimate and craft-focused. Adam first launched the business creating bespoke jewelry pieces, building a small but loyal customer base. It didn’t take long before the couple saw an opportunity to expand, creating products that were not only distinctive but also accessible to a wider audience. “The growth was organic,” Marnie explains. “We started experimenting with new materials and categories, and our customers trusted us to keep offering something fresh and authentic.” From jewelry, ELK branched into leather goods, knitwear, and homewares, gradually building out a full lifestyle collection. Roughly 15 years ago, the company shifted entirely into fashion, cementing its reputation as a label that balanced originality with wearability. ETHICAL FOUNDATIONS AND B CORP CERTIFICATION From its earliest days, ELK was determined to operate differently from many fast-fashion counterparts. The company built its reputation on design integrity, unique handwriting, and ethical production— principles that guided not just the collections but also the business decisions behind them. Partnerships with organizations like UNICEF set ELK apart in its early years, embedding philanthropy into its brand DNA. This commitment deepened in 2024, when ELK became a certified B Corporation, achieving a score that ranked above the median for businesses of its size. The B Corp certification process, completed in December 2024, was rigorous but rewarding. It provided a framework for ELK to evaluate and improve its practices across social and environmental 63 BUSINESS VIEW OCEANIA VOLUME 07, ISSUE 09 ELK
RkJQdWJsaXNoZXIy MTI5MjAx