Hi! I'm Ellie, founder of Namesake. Here is a bit about my journey that lead me to create Namesake.

Upon starting a family in 2020, I was passed down simple, yet sentimental keepsakes from my childhood. The memories they held brought me genuine happiness and bridged the distance between my life in New Zealand and my roots and family in East Coast, USA.

As both a creative outlet for a new mother, and in the hopes to make something that would become keepsakes for my new family one day, I began embroidering. Namesake was born with the intention to create timeless pieces that become instant heirlooms.

Namesake pays homage to my East Coast roots by embracing the traditional craft of embroidery and nostalgic Americana designs. It also uses the gifts of New Zealand including NZ merino wool and premium local craftsmanship.

From hand drawing our designs to stitching each piece to order, the entire embroidery process is done with care and love in our studio in Auckland.

x Ellie