Eloise Lloydd is the co-founder and Creative Director of SONNIE, a children’s wear brand born from real life — three boys, a discerning eye, and a desire for something more considered. Based in Auckland, she creates thoughtful, well-made pieces designed to be lived in: worn often, washed endlessly, and passed down through siblings. At its heart, SONNIE is rooted in practicality and care, shaped by the realities of family life and a love for clothing that endures. “The vision was always about creating quality basics, in great cuts, that could be worn, washed a million times, loved, and then passed down.”

Motherhood sits at the centre of everything she does. It informs how she designs, how she runs her business, and how she moves through her days. Designing for three growing boys means constantly thinking practically, with real life always front of mind. As both her children and business have grown, so too has her understanding of what is actually needed — a mindset that works with the rhythm of family life rather than against it. “When you own your own business, you’re kind of always ‘on,’ so making a conscious effort to be present with the kids when I’m with them, has been really important. Quality time over quantity.”

What she’s learnt along the way is to trust her instincts and build from reality rather than aspiration. Raising a family and running a business has taught her that time and energy are finite, and that balance is often fluid rather than fixed. She’s learnt to move more intentionally, to let go of perfection, and to prioritise longevity — in both product and pace. Above all, she’s come to understand that building slowly and with purpose creates something far more enduring. As she puts it, “something always has to give.”

Shot in her light-filled mid-century home by the beach in Point Chevalier, where daily life is shaped by simple, grounding rituals. Mornings begin with coffee the moment she wakes, followed by movement to reset her energy, and as much time as possible spent near the ocean. These rhythms anchor her in the midst of a full life — offering space to pause, reset, and reconnect with what matters most.

The Edit

Currently reading All the Colours of the Dark by Chris Whitaker after engaging with the pages of Veil Magazine, Eloise is drawn to immersive storytelling and considered visual worlds. She gravitates towards familiar, well-loved places: JUNO for folded eggs, long lunches at Queens, and easy, unhurried family time at Takapuna Surf Club. Her wardrobe is built around investment pieces from FLOWERS, a multi-disciplinary brand by Georgia Currie — clothing chosen with longevity and ease in mind, worn often and without overthinking.

Eloise wears:

The Teardrop Bra and French Briefs in Black

The Balconette Bra and French Briefs in Sable

The Balconette Bra and Hi-Cut Briefs in Sand