Our Values

Integrity is the foundation we’ve built Ellie and Shell upon. It is our commitment to honesty, transparency, and ethical behavior in all our actions. Integrity means doing the right thing, even when no one is watching. It goes beyond just following rules -- it is about showing respect for others, treating everyone fairly, and fostering a culture of trust. When we act with integrity, we create an environment where our community feels valued, supported, and heard.

Authenticity is at the heart of our designs and our mission. We believe in the power of being real -- embracing who we truly are and encouraging others to do the same. Our passion is to create products that not only reflect our community's genuine spirit but also empower them to feel confident in expressing their true selves.

We know that the world often pressures us to fit into molds, but we are here to help our customers break free from the ordinary and embrace their individuality. By creating embroidery designs that that stand out, we encourage everyone to take the timeless basics they love to the next level. Whether it’s a splash of color or a personalized detail, we design with the belief that everyone deserves to feel confident, authentic, and proud of who they are.

Our community is at the forefront of everything we do. You all are our muses, our inspiration, and our greatest critics. We want to foster an environment where you feel seen, valued, and appreciated and where you know your voice will be heard. We want you all to see yourself in our brand and feel like you have a place where you belong.

Building a community in today's day and age can be difficult. But, real genuine connection is what drives us forward, and we are working everyday to try and create this space for you all.

Our newsletter is where I connect with you all as a Founder because I share BTS content and respond to every single reply we get.

And coming soon, I hope to connect with you all IRL through community events, markets, and pop-ups!

At Ellie and Shell, we don't just want to create amazing products for our community, we want to make a lasting impact on those around us. Toni has worked hard to instill philanthropy and the core value of giving in her children, and Charlotte has embraced that philosophy in her life.

As an avid reader herself, Charlotte understands the impact this skill has on everyday life, and the challenges faced by those with reading deficits. She's also noticing that reading is regaining popularity -- BookTok and Bookish Influencers on social media are bringing back a love for reading to a generation who's grown up with video games and too many screens. Because of this trend and Charlotte's passion for reading and giving to others, we chose to focus our philanthropic efforts on literacy initiatives.

We want to get to work right away. That's why for every Bookie we sell, we will donate $5 to a non-profit focused on literacy initiatives! At the end of the year, we will total the number of Bookies sold and make a lump-sum donation to the charity that wins our community vote.

However, as you all know we are taking our brand in a new direction. But, we want our philanthropy to stay the same. Since we will no longer be making and selling Bookies, we want to donate $5 for every Boxie we sell to a non-profit organization that focuses on literacy initiatives. (I haven't officially announced that the Boxies are sticking around, so if you're reading this, you're in on the surprise;)

We started Ellie & Shell to not only bring high quality products and unique designs to the hands of our community, but to bring you as much joy as possible. We want you to love your items as much as we loved designing and making it for you, and we hope you find your next favorite piece from us!

When you join our community, we hope you find joy in meeting like-minded people, connecting over something you love, and feeling like you can be exactly who you are!