If glitter, tutus and wild graphic tees aren’t your idea of a stylish wardrobe for the little one in your life, you aren’t alone. When Sarah Heiserer, Brookhaven resident and fashion admirer, had her daughter three years ago, she couldn’t find a children’s clothing line with the minimalistic, neutral and easy-to-wear look she was searching for. In 2016, Sarah took matters into her own hands and created e Lou, the less-is-more clothing line for 6M - 4T inspired by the spunky and independent spirit of her daughter, Emme Lou.
Sarah’s vision for e Lou style bucks the Southern tradition of monograms, smocking and tulle. The brand is dedicated to a fresh take on childrenswear, bringing a laid-back West Coast vibe that can be hard to come by in Atlanta. Each e Lou piece is intended to be worn for everyday play or a special occasion. Each style is versatile and features several of the most popular pieces as gender neutral options.
As an Atlanta-native, living in Brookhaven was an easy decision for Sarah and her husband, Hans. Their charming home was once owned by Hans’ mother and is the perfect setting for Sarah to draw inspiration for e Lou. The appeal of city living blended with their quaint neighborhood allows Sarah to strike the balance between entrepreneur and mother. Having shops and restaurants like Savi Provisions and Valenza within walking distance make for special date nights and convenient snack runs for Emme Lou.
From the moment you meet the mother-daughter pair, it’s easy to see the incredibly special bond that Sarah and Emme Lou share. As the muse of e Lou, Emme Lou not only models the clothing but also wears the pieces every single day. The wearability of the line is an extremely important design feature to Sarah. Whether Emme is playing at Chastain Park, out at lunch with Sarah at Kale Me Crazy or dancing through Brookhaven while listening to Bruno Mars, e Lou is appropriate for every busy toddler.
As a busy mom and designer, Sarah has to admit that she doesn’t have much time to shop, so when she does it’s almost always online. When she does have the opportunity, you can find her browsing Planet Blue and Warby Parker in The Shops at Buckhead or Sugarboo in Brookhaven for Emme Lou. One of her favorite brands is Free People which embodies her breezy California personal style.
As for fuel for her busy life, Sarah sticks to a mostly vegan diet. She loves dining at True Food Kitchen and Cafe Sunflower. Her latest obsessions is SAMA Food For Balance where she orders the pita bowl and a charcoal lemonade.
As a serious beach fanatic, Sarah is passionate about marine life and ocean conservation. e Lou actively participates in the 1% For The Planet initiative donating 1% of total sales to organizations dedicated to the preservation of the sea. The opportunity allows customers to support a local brand while making a global impact.
If you ask Sarah what qualities make the best childrenswear she’ll tell you two things: Style and function. “I think childrenswear should be designed with as much thoughtfulness as womenswear. It should be approachable with mix and match options without compromising the statement that each piece can make on its own,” Sarah says. “Fashion is meant to be fun and I want to design clothing for children that makes having fun the most important thing.”
Future plans for e Lou are growing just as quickly as the brand’s muse, Emme. Sarah hopes to continue to expand the e Lou line with new designs and just released a successful summer launch. The latest additions to the collection include a ribbed bodysuit, a tiered romper and high waisted leggings that will make any mom-on-the-go envious. Sarah’s attention to minimalist detail is the common thread among all e Lou pieces. Whether a garment features delicate buttons, a tie closure or a breezy silhouette, each item is easy to style and easy to wear. Proving that while e Lou may be designed for children, it’s also designed to allow the parents that dress them to find their perfect fit as well.
You can shop the entire line by visiting eLou.style or via Instagram at @elou.official.