Our Story

Styling women on the Sunshine Coast for 20 years

Elmari (pronounced EL-ma-ree) is a family owned and operated womenswear clothing business.

What started in 2003 with humble beginnings, has now grown into a community of lovely women being their best selves and looking gorgeous!

Early 2021, Cher joined mother and founder, Elmari, in the business (we call her “El”, to avoid confusing her and the business). This mother-daughter duo combines Cher’s energy, enthusiasm and business acumen, with El’s extensive experience in the industry and eye for style, to advance Elmari Boutique into its third decade of serving our lovely ladies.

Becoming business partners has been a meaningful turning point for both. Cher left behind a corporate career in finance spanning across many countries and fully embraced this exciting change of direction. Cher has always been passionate about the demographic we serve and in awe of El’s tenacity and courage to build the business into what it is today…the perfect platform for what is to come in the future! El has been in the industry for over 30 years and now loves juggling sourcing those styles so loved by our customers with grandma-duties (and spoilings).

Our passion and longevity comes down to YOU, our wonderful and loyal customer base, who are the reason we love what we do at Elmari!

All women over forty still deserve to look and feel their most beautiful, confident selves. We therefore do our best to ensure our unique and flattering designs are also well-priced. Styling advice is a crucial part of what we do every day, and we love spending time with our customers, be it over the phone, skype or in-store, to find something perfectly suited to your own uniqueness. We also strongly believe that style does not need to compromise comfort and therefore ensure our fun leisure, stylish event and easy travel wear are mostly made from natural fibres (including Italian linen, organic cotton and silk).

We just know you’ll find something special in our online collection and also invite you to visit us in-store in Mooloolaba, Cotton Tree and Coolum!

Looking forward to creating a “wow” wardrobe with you!

- Elmari & Cher