Brand Spotlight: Nellystella

Brand Spotlight: Nellystella

Every little girl loves a good game of dress up - flying through the house in her superhero costume, blasting off to space as an astronaut, you name it. And for those girls who dance around in dresses fit for a princess, meet Nellystella. This week, we’re highlighting the brand whose playful charm is designed to “catch the sparkling eyes of little girls while satisfying the discerning tastes of their parents.” We love their dreamy collection of everyday dresses and are sharing more about why you should too.

We first discovered Nellystella years ago when they stopped by YOYA to show us their pieces in person. Let's just say it was love at first sight! We were one of the first shops to carry the brand and it's been a favorite of our clients ever since. You can't beat Nellystella for summer - it's the right mix of sweet and funky, punctuated with little dashes of neon and sparkle. Stylish, yet easy and comfy enough that little girls love to wear it. 

Founder Nelly Chen thoughtfully designs each piece through a combination of easy silhouettes, luxe materials and her hand drawn signature prints. Nelly’s goal is to “create imaginative looks based on daydreams of what she had always wanted to wear as a child.” And given how these dresses have captured the hearts of many YOYA girls, we think she has accomplished exactly that!

Our collection of Nellystella pieces is filled with dresses made to be worn all summer long. Their comfortable fit and lightweight fabric, along with bright pops of color speckled among an otherwise neutral palette, make them perfect for any summer destination. Take the Chloe Dress, a favorite of both ours and our clients. With her pom pom sleves and delicate floral print, Chloe looks as great paired with metallic sandals as she does layered with leggings and a jean jacket for cooler summer nights. She’s easy to wear and a dream to pack, regardless of if you’re catching a flight to Nantucket or driving out east for the weekend.

Visit YOYA in New York City’s West Village, or online at to shop the latest from Nellystella’s Summer 2018 Collection.

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