Our story
We never stopped believing in fairy tales.
So in 2020, we started writing our own. Two new parents, a tiny apartment, and the simple question every family eventually asks — where do you find the good stuff?
The toys that don't flash and beep. The dresses that survive a real childhood. The little things you actually want to keep. We couldn't find them, so we built a place for them.
How it began
Built by parents, for parents.
When we became parents in 2020, the children's aisle felt overwhelming and underwhelming at the same time — too many flashing toys, too few thoughtful ones.
We started buying for ourselves the way we wished a shop would buy for us: one piece at a time, tested at home, quietly beautiful, made to last past one birthday.
Friends asked where we found things. Then friends of friends. Six years later, our little selection lives in more than 6,000 homes — and we still open every box ourselves before it ships.
What we believe
Four small promises behind every order.
Hand-picked, never bulk-bought
Every product on our site is chosen one by one. If we wouldn't give it to our own children, it doesn't make the cut.
Tested before it ships
Toys, dresses, shoes — we open the box, check the stitching, press every button. You get what we already approved at home.
Less screen, more imagination
We pick toys that pull kids back into the real world: drawing tablets, building sets, role-play — not noisy, flashing distractions.
One outfit, no scrolling
Our clothing sets are pre-coordinated head-to-toe. One click, one parcel, the look is done — across every season.
Right toy, right age
We grow up with your little one.
From the first soft rattle to the first real backpack, every age has its own little world at Eloria.
Come say hi
Find something worth keeping.
Free delivery on orders over 70 €. We ship within one business day, from our family to yours.