How Ella managed to expand her interior design label through Google Grow My Store
Ella Hustinx launched her interior design label just after the global pandemic struck. Ella started her label slowly and was gradually able to extend the reach of her ethically produced decorative pillows with help from Google’s Grow My Store. It’s her way of making the world just a little bit better.
Ella Hustinx makes pillows and wall tapestries from hand-picked, hand-dyed and handwoven cotton from Mali. She’s had a huge love of traditionally made products her whole life. ‘When I travelled, I was always looking for handwoven materials with beautiful, deep colours. I became more and more drawn to making something with them, but because I didn’t have a design background, I didn’t know how to go about it’, explains Ella. Through mutual contacts, she met Elizabeth Visser, who has been studying local textile traditions for over 20 years and collects products from various developing countries. Ella: ‘Of course, I was really interested in her collection and visited Elizabeth at her workshop in Hengelo (the Netherlands). Her fabrics were stunning. I was blown away. In particular, the Malian fabrics in shades of terracotta, cream, indigo and faded black stood out to me. That’s when I knew: I want to do something with this.’
Ella launched her interior design label, Elle La, just before the pandemic in 2020. Along with many restrictions, the pandemic also brought new opportunities. ‘Since the pandemic, people have spent more time at home of course. As a result, they have started to think more about their interiors. Lots of people want to restyle their homes and are searching the internet. With tips from Google’s Grow My Store, I added a chat function and a newsletter function to Elle La’s website. The chat function in particular has generated lots more interaction and engagement with my customers.’
Elle La makes between 40 and 50 pillows and a number of wall tapestries every month. Ella: ‘Thanks to the tips from Google Grow My Store, Elle La has been able to reach many more customers and that’s also had a positive impact on sales. But what’s even more important is that these customers genuinely believe in Elle La’s story and in my way of working. So, they’re consciously choosing my products. My pillows aren’t the cheapest, but you know that you’re buying a product that is genuine from start to finish. I’m proud and grateful that I’m able to contribute to a better world in this way.’