Like many other companies, Elif Boutique did not arise from a desire to make as much profit as possible. Nor is it our goal to become as large as possible as quickly as possible. What we want is to provide the best possible service to women such as ourselves, with products that we ourselves would also wear! After all, every woman has the right to feel comfortable.
This is also clearly reflected in our genesis. We weren’t developed on a drawing table, or came up with the idea after extensive research. No, it started with our founder Elif – on the beach. She saw women go into the sea in their tunics and dresses. They came out of the water again with stuck, unsuitable clothing. This should not be the intention of a nice day at the beach? Even then, as women, we still want to look nice – as always! Why should that not be possible for us?
Elif saw a clear women’s trend: reflected in the rise of woman-only sports clubs (such as WomanFit) and swimming lessons especially for women. These arise from an uncomfortable or perceived feeling that women often have during exercise. Why should other women not be allowed to dress like this, as part of this same trend? For example on the beach?
And then it is not always about women who do this from their personal and religious beliefs. There are many women who approach us from a medical or psychological point of view. An ugly scar, an amputated chest, or (the feeling of) a big belly – all reasons to want to dress properly. Not only for the outside world – but also to feel more comfortable!
Inspired by this idea, she decided to talk to various designers, who each had their own ideas about this. All these different inspirations came together, after which the one soon came from the other. After these first models went on sale, it soon became clear that women from all over the country were willing to visit us for this: this was not only limited to Utrecht, our home base – but also women from Groningen, Breda, Limburg, Rotterdam, Amsterdam and Lelystad soon found us.