Effusive exists because I got tired of waiting.

Tired of the idea that celebrating yourself is something you have to justify. That you need a reason to wear something beautiful, to “mark a moment”.

The thing is, you don’t have to earn it.

You never did.

Every woman is uniquely beautiful in her own way. In a real, smart, strong, gorgeous, breathtaking way. And I think we should all be a hell of a lot more proud of that.

I want Effusive to be a space where you can scream from the rooftops just how incredibly amazing you are.

Hi, I’m Elaina. 

I’m passionate about Effusive, but it’s certainly not the only thing that makes me who I am.

I work full-time. I study psychology and nutrition. I garden, I’m renovating two houses, I enjoy taking care of my body, I’m obsessed with my Dalmatians. I’ve found the love of my life. I adore colour, design and being outside. I go on walks and point out every damn tree, pick up every interesting leaf I find, and come home with a ridiculous little collection of nature and colour.

And yes, I’ve also had my fair share of failures.

A lot of them, actually.

I opened a boutique and closed it six months later. I studied history. I’ve done Pilates courses, business coaching, tried recipes, sewing, knitting, friendships, ideas...

So. Many. Ideas.

And you know what?

I’m so freaking thankful for all of it.

Because every wrong turn, every failed idea, every thing I started and didn't finish has made me into the woman I am today.

And wow, I’m proud of her.

That’s what I want Effusive to be about.

Not pretending we have it all figured out. Not waiting until everything is perfect. Not saving the good dress for some future version of ourselves who apparently has her shit together.

It’s about celebrating the woman you are right now.

Whatever your version looks like, teacher, stay-at-home mum, party girl, athlete, CEO, student, dreamer, or someone who is still figuring it all out, you should be proud of her too.

Wear the thing.

Book the dinner.

Call the girls.

Toast to yourself on a random weekday, because you can.

That’s what we’re here for.

Because celebrating yourself isn’t selfish.

Girl to Girl, It’s necessary.

And I truly believe the women around you rise when you do.

So wear Effusive like you’ve already won.

Because you have.