Our Storie
Meet our Founders
Charlotte (left) and Toni (right) are the mother-daughter duo behind Ellie & Shell!
Charlotte is a 2025 graduate of The University of Tennessee, Knoxville where she studied Marketing and Business Management! While she was there, she was heavily involved in the Jones Center for Leadership and Service and The Haslam College of Business! She is also now an alumni of the Tennessee Gamma chapter of Pi Beta Phi! While at UT, Charlotte also took several entrepreneurship classes, which led her to take on the adventure of starting Ellie & Shell.
"Growing up, I worked for several small businesses, and after studying at UT, I wanted to take on the challenge of starting my own. I have always been driven to help people, whether it's through volunteering or helping them learn a new skill, and now I get to bring people's visions to life through thread."
Toni has been quilting for decades, and puts her skills to work as she creates our bags. From choosing the fabric to finalizing the pattern for our accessories, Toni is the mastermind behind them all. She is also a vital part of our embroidery operations, fulfilling orders and creating new collections.
Meet Our Brand
"I've been on a journey to build my dream capsule wardrobe. I love my timeless basics, but I also love to stand out with unique pieces that are sentimental to me. I scoured the internet looking for a brand that would bring me high quality pieces that were affordable, unique, and customizable, but I simply couldn't find one. So, I decided to create my own".
-Charlotte
Ellie & Shell is becoming your dream embroidery brand. We're bringing you:
- High quality blank apparel that will last for years
- Timeless but unique embroidery designs
- Customization options to make each piece your own
- Handmade accessories to complete your look
We're planning our relaunch for Early November, so sign up for our newsletter to stay updated on where we're at in our journey and when our first collection finally releases!