A Conversation with Ela Aldorsson
This International Women’s Day, we’re celebrating women who lead with heart, purpose, and intention.
We’re thrilled to feature Ela Aldorsson, founder of ELA Handbags, as she shares how generosity, sustainability, and thoughtful design have shaped her journey as a female founder. From building her brand with care to embracing the comforts that sustain her, Ela reminds us that giving to others, to your craft, and to yourself is how we all gain.
We’re excited to bring you this Q&A with Ela Aldorsson!
This year’s IWD theme is Give to Gain. How has generosity through mentorship, collaboration, or support shaped your journey as a founder?
Generosity has always been a guiding principle for me. I have a strong belief that when women support women, we don’t divide success — we multiply it. Collaboration and networking with like-minded female founders have shaped my path in profound ways. Sharing knowledge, resources, and even hard-earned lessons has created a network of strength. Somehow, that generosity has always come back — not always from the same person, and not in the same form — but tenfold. In unexpected collaborations. In referrals. In community support. In doors opening when least expected.
Looking back on building ELA, what’s something you gave freely that ultimately helped your business grow?
Looking back on building ELA, one of the most impactful things I gave freely was helpful information and connections. As founders, we often learn through expensive trial and error. If I experienced a hard lesson, tested a new sales channel, or navigated a challenge, I make it a point to share those insights openly with other female founders. If I have a contact that could open a retail door or a new opportunity, I pass it along or make a warm introduction. Not because I expect something in return, but because I genuinely want to see my network succeed. I’ve always believed that withholding knowledge creates scarcity, but sharing it creates momentum.
Entrepreneurship asks so much of us. How do you make sure you’re also giving back to yourself?
Some days I joke that I must be extremely talented at handling pain — because that’s what building a business can feel like. For many years, I didn’t really celebrate wins. We would hit a milestone and immediately move the goalpost. I’ve always been wired to build (typical Capricorn I guess) But now hitting 45 I think I realized that I am too old for this sh*t. What entrepreneurship has given me though and this is the real gift — is choice. I can pick up my kids from school. I can work from home when I need to. I can design my schedule around the life I want. That flexibility is how I give back to myself.
Comfort is central to This is J. What comforts sustain you in the uncertain stages of entrepreneurship?
Comfort doesn’t have to be grand, it has to be grounding. For me, it starts with my environment. When my home and studio are clean and organized, I can feel my nervous system settle. I need to see those clean lines and solid mood lighting ha ha. There’s also something deeply comforting about a home-cooked meal as it brings me back to what’s real and nourishing, especially when business feels unpredictable. An early bedtime with a solid book, sound bath or meditation is my go to for a rest.
Ela Handbags quilted expandable totes.
You’ve spent time in This is J pajamas — what do you love most about wearing them, and how does comfort influence your downtime?
My first move when 7pm rolls around? Bra off, hair up, pajamas on. What I love most about wearing This is J pajamas is that they deliver true comfort but they still look pulled together. My go-to is the button-down set in dark navy. I can unwind completely, but if a neighbor pops by for a spontaneous catch-up, I don’t feel like I need to hide behind the door. And yes, I’m absolutely the person who will wear them outside the next morning for coffee and jump on a morning work zoom. They transition from evening wind-down to slow morning start.
Both ELA and This is J create pieces that women reach for daily. What do you hope a woman gains emotionally when she carries one of your bags?
Both ELA and This is J are built around the rhythm of a woman’s real life. So when she reaches for one of our bags, I hope she feels supported. I design with organization and function at the core because I know how much women carry. Not just physically, but mentally. The lists, the responsibilities, the invisible load. If my bag can remove even a small layer of friction from her day, if she knows exactly where her keys are, her phone is protected, she is handsfree and her essentials are in place, that's not just convenience, that’s ease.
Was there a moment when another woman’s belief in you changed your trajectory?
Growing up surrounded by mainly guys (brothers and all their friends), I was always deeply supported by the men in my life. For a long time, I even felt that I understood men better than women. But starting my business 15 years ago shifted everything. When you design for women and serve women every day, something changes. Women became the hub of the wheel so to say — not just as customers, but as collaborators, and mentors. There wasn’t just one defining moment — there were many. Over the years, different women stepped into my life at pivotal stages. They expanded my thinking. They challenged me to raise the possibilities and think bigger. And I think that’s why I’m so open and generous with other female founders today. I know firsthand what it feels like when another woman shares her experience, her wisdom, or simply her confidence in you. It accelerates growth in a way.
As your brand has grown, how have you intentionally created opportunities for other women?
As the brand has grown, I’ve been very intentional about who grows with it. The majority of the people who help move this business forward are women. Even though we operate lean, I prioritize creating opportunities for female creatives, consultants, and collaborators whenever possible. I believe growth should be shared.
Ela in her favourite Bamboo Jammers. Wearing the women's Button-Down Set in Dark NavyWhat does “strength in softness” mean to you as a leader?
To me, “strength in softness” is about leading with kindness, clarity, and intention, while still holding firm to vision and values. True strength comes from the ability to remain kind, patient, and flexible, even in high-pressure situations, while making decisions that move the business forward.
Community over competition is something we deeply believe in. How do you nurture authentic connections in our industry?
For me, nurturing authentic connections starts with generosity without expectation. I’ve always believed that knowledge, support, and opportunities are meant to be shared, not kept close to your chest. The more I give, the more I see everyone around me rise, and ultimately, that lifts the whole industry.
When do you feel most comfortable and most confident in your own skin?
I feel most comfortable and most confident around my family and close friends, especially when I’m in nature or sharing a beautiful meal with good conversation and laughter. I’ve realized that a handful of deep, meaningful connections is far more valuable than dozens of acquaintances. Being present with people who truly see you allows me to relax, recharge, and fully be myself.
Finish this sentence: To give is to _____.
To give is to multiply. Every time I give, whether it’s time, knowledge, support, connection or resources it comes back in ways I couldn’t have predicted. It feels like a universal law, and I’ve learned to lean in, trust it, and let it multiply.
Ela Handbags vegan leather handbags.
