Since day one we’ve been obsessed with delivering “FIT” to women. After a few years of research, planning, we launched Elu as an online, made-to-measure apparel brand for plus-size women that used smart technology such to deliver true fit, fresh style and customization. With an initial focus on dresses, we offered base silhouettes that our consumers customize (color, neckline, sleeves, hem length, and embellishments) online to reflect their personal taste. We successfully launched, saw encouraging traction, was selected for an accelerator and then we discovered FRICTION. There was a big difference between what women said they wanted/would do in research and what they actually did real time. After several customer experiments to test model optimizations, we concluded that a pivot was in order.

TODAY, we’re taking those months of actual user learnings and our deep dive into customer development, and transforming our concept from “a tech-enabled producer of custom apparel” into “an ...
Since day one we’ve been obsessed with delivering “FIT” to women. After a few years of research, planning, we launched Elu as an online, made-to-measure apparel brand for plus-size women that used smart technology such to deliver true fit, fresh style and customization. With an initial focus on dresses, we offered base silhouettes that our consumers customize (color, neckline, sleeves, hem length, and embellishments) online to reflect their personal taste. We successfully launched, saw encouraging traction, was selected for an accelerator and then we discovered FRICTION. There was a big difference between what women said they wanted/would do in research and what they actually did real time. After several customer experiments to test model optimizations, we concluded that a pivot was in order.

TODAY, we’re taking those months of actual user learnings and our deep dive into customer development, and transforming our concept from “a tech-enabled producer of custom apparel” into “an INTELLIGENT APPAREL DISCOVERY PLATFORM" for personalized fashion finds that FIT each user’s unique purchase criteria. Our prior company (Elu) will relaunch under a new moniker – TAELUR – in late January/early February.

TAELUR will reinvent the way women discover fashion online by using artificial intelligence and our style match algorithm to mimic the way each user shops. For millennial women who shop online for apparel and who want to cut through the clutter and streamline their search to find the right styles in the right size at the right price, TAELUR is an intelligent apparel discovery platform that uses a proprietary StyleHELIX™ style match algorithm and AI style bots to find options highly relevant to each user and automates ongoing discovery.
Unlike other platforms and traditional search approaches that requires the user to do a multi-site dig through dozens of irrelevant looks and tediously filter to uncover looks they want, TAELUR is powered by a smart tech that thinks like each unique user and pre-filters style choices so that only truly relevant options are provided.

TAELUR will exist as a B to C platform, but it will also exist as a B to B solution. Our discovery technology can also be integrated into retailer websites so that users can discover relevant finds in the context of a retailer’s sites. Ideal partners include deep assortment department store retailers and marketplaces. Our growth plan includes eventually expanding to other fashion verticals.
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Advisors

Diana Cheung
Admin
Diana Cheung Product & Tech Advisor Holistic product and tech leader creating B2B and B2C web and mobile products. Lean product. Design thinking. Applied technology.
Stella Ashaolu
Admin
Stella Ashaolu Insanely curious problem-solver | Founder of WeSolv | Changing the world a little to a lot everyday