We can all come to an agreement that PJs are hands down one of the comfiest clothing anyone has ever owned, especially during this lockdown. From different prints, colours, and fabrics we speak to Maria Jawad the CEO and owner of Elora By M a sleepwear and loungewear brand.
You are the owner and founder of Elora by M. Tell us a little about yourself and your brand.
I am from Lahore and a full-time businesswoman as business is in my blood since we are
a family of entrepreneurs. My journey from being a teacher to owning a brand has been full of
different experiences from which I’ve learnt a lot.
How did Elora by M start?
My passion and love for PJs made me step into this business almost four years ago, I knew I wanted to do this so I worked in full gear to provide comfort and style inside the house.
What is your design philosophy? How would you describe your design process?
Coming up to our designs, I have always focused on decent yet eye-catching patterns to look
effortlessly chic on one while lounging around.
Where do you get inspiration from while creating any print?
I’ve always been influenced by my ideas keeping up with the season, targeting what’s trending yet keeping it very elegant and decent to suit every age.
Can you tell us about the kind of fabric materials you use for your pieces?
That’s the most important thing, the material we use is according to the season, in summer we use summer linen and cotton linen while in winter it’s winter linen, corduroy velvet, and velvet. Whereas silk goes with all seasons.
Describe your brand in three words.
Luxury, comfort, and elegance.
What are your best-selling pieces?
So far, our best-selling articles have been our red silk and rose gold silk PJs along with floral
prints in pastel, navy, and black shades.
How do you set yourself apart from your competitors?
In this competitive market where we’re full of talented minds, we face challenges every day. Keeping up with reasonable pricing and unique yet elegant designs we keep our ranks high.
Do you plan to expand your product offerings?
Yes, I do!
What was one of the biggest obstacles you faced when first starting out?
The major obstacle I faced was setting up our stitching unit and hire an entire team for management and operations which my husband helped me with. I’m truly blessed that everything is streamlined and we enjoy working together.