Carrying a Legacy Forward with Purpose

When you grow up in a family business, you don’t really choose it, it chooses you. I’m the third generation in lingerie design and manufacturing, and for a long time, I carried that legacy out of a sense of obligation. It was about honoring the work of those who came before me, keeping their story alive, and making sure the business continued.

But somewhere along the way, something shifted. What started as duty grew into passion. I realized that the work we do isn’t just about making bras, it’s about how women feel when they wear them. A truly great-fitting bra doesn’t just support the body, it supports the spirit. It lets women move through their day feeling more comfortable, more confident, and more themselves.

That realization became my “why.” It transformed the way I saw my role in this industry and gave me a deeper sense of purpose.

Elila has always been dedicated to plus-size women, band sizes 34–54, cups A–O. We don’t follow fads or quick trends. Instead, we focus on what we know matters: fit, support, comfort, and beauty for women who deserve nothing less. It’s a mission we’ve had since day one, and it’s a mission we will always stay true to.

Carrying my family’s legacy now feels less like an obligation and more like a gift. I get to build on what they started while creating something that helps women feel better mentally, emotionally, and physically, every single day.

So thankful,

Ellen Jacobson, President