About

about

Who Are Elouise & Ethel?

elouise & ethel is named for the two badass, fearless women who helped bring founder Shante Bacon to this world: Her great-grandmother Elouise and grandmother Ethel. All of their magic courses through her veins.

Great-grandmother Elouise raised 9 children in Sheldon, SC and countless grandchildren and great-grandchildren in New York City and beyond. She continues to serve as the matriarch of the entire family, even 40 years after her death.

Grandmother Ethel launched her own soda & candy shop in Brooklyn, NY in the 1960s, during the height of the Civil Rights Movement when African-Americans began to open businesses and own their own communities.

The Vision

To make elouise & ethel a destination for affirming and empowering experiences.

Our jewelry lets fierce women and girls wear small affirmations every day that remind them of their own personal strength and help them to galvanize their own personal power. Each charm is a simple reminder that each of us has what it takes to crush the moment — whether it’s a presentation, an important learning moment with your child, the runway of life, the mid-terms or anything else that you seek to accomplish.

The elouise & ethel lifestyle isn’t just about a jewelry, though. It’s about creating the life you want, surrounding yourself with reminders to live in joy and stand in your power. Our aromatherapy candles offer a break from the everyday, and our apparel let you wear your values.