When Julie lost her daughter Ellison to acute myeloid leukemia in 2020, she knew her story couldn’t end there. What began as a simple gesture, creating bracelets with Ellison’s best friend Emerson to raise funds for HERD and Sheldrick Foundations, soon blossomed into a powerful mission and a thriving jewelry brand: Love, Ellison.
“Ellison would sign her name with ‘Love’ at the end of every note she wrote,” Julie shares. “We wanted that signature to live on. That’s where Love, Ellison was born. A legacy of love, hope, and storytelling.”
In the early days, Julie and her family hand-crafted every piece, stringing beads and cutting chains themselves. But as demand grew, so did their vision. Today, Julie focuses on design and creativity, partnering with manufacturers to bring her vision to life without sacrificing the personal storytelling that makes each piece special.
“Each design carries a narrative,” Julie says. “Whether it’s inspired by travel or the memory of Ellison’s dreams, every bracelet and necklace represents life’s adventures and the stories we carry with us.”
For Julie, giving back is at the heart of everything. “Ellison dreamed of being a veterinarian in Africa, working with elephants,” she explains. “That’s why supporting HERD and the Sheldrick Foundation is so important to us. We also give to Dec My Room, which decorated Ellison’s hospital space, and to the Bone Marrow and Cancer Foundation and Place of Hope. They helped us build our village during the most difficult time of our lives.”
Building a business in the modern world, especially after years as a stay-at-home mom, has brought both challenges and revelations. “The business world is tough,” Julie admits. “But connecting with other women who lift you up, who share their lessons and hold your hand when you need it and that’s everything. Time is our most precious currency. Spend it wisely.”
Of course, mission-driven businesses face their own hurdles. Julie learned early that not everyone would agree with her giving model. “People judged where and how we gave back,” she says. “But you learn to tune out the noise and focus on your purpose. Surround yourself with people who remind you of your ‘why’.”
Travel is woven into Love, Ellison’s DNA. Julie and her family have always used travel as a teaching tool, exploring cities and cultures together. “Our designs are made for women on the go,” Julie explains. “Effortlessly chic jewelry that transitions from city streets to five-star dinners and beachside escapes.”
Among her favorite designs? The elephant and tree of life coin pendant. “Elephants symbolize family, strength, and protection. All things Ellison held dear,” Julie reflects. “Wearing that piece is like carrying a piece of her spirit with you.”
For Julie, the greatest reward is connection. “Our customers often share how our pieces remind them to dream big, live fully, and savor every moment,” she says. “That’s Ellison’s legacy, touching lives in small, beautiful ways.”
Looking ahead, Julie dreams of expanding their retail presence and giving back even more. “The more we sell, the more we give. That’s what drives us,” she says with a smile. “Ellison’s story is far from over. The world is our oyster.”
Love, Ellison’s Give-Back Mission
At its heart, Love, Ellison is about legacy and giving. Every purchase supports foundations close to Julie’s heart: HERD and Sheldrick Foundations (supporting elephants and wildlife, in honor of Ellison’s dreams), Dec My Room (creating personalized hospital spaces for pediatric patients), the Bone Marrow and Cancer Foundation, and Place of Hope. These organizations represent family, healing, and community, values central to Ellison’s life and Julie’s mission. “We wanted every piece to represent hope and resilience,” Julie says. “The more we grow, the more we give.”
Every piece tells a story. It reminds people to live fully, love deeply and treasure every moment.