Our favourite stores – spotlight on I’m Estelle


Little girls everywhere – and quite a few mums too, we bet – will be squealing with delight as they spy the beautiful wares of online boutique I’m Estelle. Virtual shelves laden with everything that is pretty and girlie – come and take a peek.

Established in Korea, where fashion is often at the cutting edge, I’m Estelle is the Australian boutique online store arm of the Estelle brand. It stocks everything fit for a princess, and prides itself on quality clothing with a reasonable price tag.


I’m Estelle was established in Australia in 2011, and has gained quite a following. And it’s easy to see why – the garments are bang on trend and unique, allowing little girls to express their individuality.


The Estelle brand has continued to grow with garments now being sold in Hong Kong, the US, Greece and Saudi Arabia, and the company is seeking wholesale opportunities locally.


Most of I’m Estelle’s clothing is made using pure cotton, and eco-friendly fabrics are used where possible.

imestelle3, pretty girls clothes

The garments have a mix and match feel, and you can easily build a stunning girls wardrobe from this one store. From floral leggings to denim jackets, there’s a huge selection to play with.


The delightful Bon Bon Tee is $29.95, and the beautiful neck detailing gives it just enough of a special touch for it to be worn as an addition to a party outfit.


The Rosy Skirts can easily form the centrepiece for said outfit, at $29.95 each.


I’m Estelle also stocks some showstopping pieces, like the Rianna Coat ($74.95), or the Vernonia Dress ($58.95).

imestelle5, pretty ballet slippers


I’ve barely scratched the surface, as this online store is positively heaving with amazing wares for girls, including some stunning accessories. You can shop the collection at I’m Estelle.

Subscribe to Babyology

Our email newsletters keep you up to date with what’s happening on Babyology.

We also have special newsletter-only offers and competitions that are exclusive to Babyology subscribers.

Sign up below:

  • This field is for validation purposes and should be left unchanged.

Send this to a friend