Last week I caught up with Elli on Zoom. Here is her story.

Elli is of Iranian origin, grew up in Sweden, and moved to Dubai in 2014. After a couple of years stint in the corporate world, she chose to become an entrepreneur. Dubai truly provides the right ecosystem for people who have entrepreneurial ambitions!

Elli is an entrepreneur with a difference. She has learned all the ropes along the way. Be it about imports, exports, logistics, or e-commerce – she knows it all like the back of her hands.

Today, she manages every aspect of her business – Elli Junior, which specializes in representing and retailing a wide range of kids’ products. Their goal is to be the biggest premium kids platform in GCC.

You can find anything you need at Elli Junior, with a focus on design and sustainability.

What inspired her to start this venture was the lack of availability of quality children’s products in the local market. Since she grew up in Sweden, famous for designer and quality products, she found a lack of such products in the market.

Elli represents several leading brands, Elodie Details, Kids Koncept, Miniland Dolls, and JaBaDabaDo in the GCC. These products are currently present in over 20 stores in Dubai, Saudi, Kuwait, and growing.

Elli recently launched her collection as well – Elli Junior, which is manufactured in India and Turkey. The brand is extremely popular with parents looking for premium bespoke products. The range includes high-quality baby towels blankets accessories, all in organic material.

In 2019, Elli realized that she can’t only depend on the sales from retailers and she needed her own platform. That’s when she launched her e-commerce store. She has been profitable since day one and is now looking for a VC that can help fuel her future growth.

Throughout her brief entrepreneurial journey thus far, Elli has always delivered superior service to all her customers. She is extremely passionate about building an outstanding reputation for her brand and leaves no stone unturned.

Elli also aims to build a sustainable business that gives back to society. She has launched an initiative where people can donate through her website to provide iftar meals to blue-collar workers.

She is a 24/7 operator and is living her dream. We wish her well in all her future endeavors.

Penned by Sharad Agarwal