Welcome to The Eleventh.

Modern, minimal and considered bags to elevate the everyday.

Crafted for modern Australian living.

With premium quality and design at the heart of what we do. Every detail is carefully considered. We work closely with our partners to create beautiful vegan leather products that are well made and effortlessly stylish. 

Carefully adding our personal touch down to the finest detail.  


11:11 is a universal symbol of synchronicity and good luck. The founder, Ella, was born on The Eleventh, the same day as her husband. Her creativity flows best in the auspicious eleventh hour.


We care deeply about sustainability and creating products that align with our values. Presently, we use vegan leather that meet international eco-friendly standards. We also use recycled materials, such as recycled canvas. And our packaging is made from 100% recycled paper.

Our journey to sustainability is always evolving as we continuously review our processes and work towards offsetting our impact.


2003 - 2011, Sydney and London: Our Founder, Ella Munro, works as the Art Director for Vogue Australia. Champagne, powder puffs, and a world of front-row fashion? Sometimes. It's mostly hard work, deadlines, and staying power.  

2011, Adelaide: Ella leaves Vogue. Err say what? She gives up life in the fast lane to start an unknown stationery brand called Elm Paper. She also returns to her hometown with her young family after 13 years of living away. 

2018, New York: Ella takes Elm Paper to an international trade show with one of her best gal pals who also loves a martini or two, and doesn’t freeze in the company of large retailers visiting the stand. Elm receives orders from Anthropologie. Our cards are sold throughout their stores in the US … Yikes!

Present Day: On the back of creating a successful and thriving stationery brand which is celebrating 10 years in 2021, Ella creates a sister brand. In doing so, she realises a long-held dream that she used to talk about with friends before Vogue in her early 20s. 

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