Florelle began with something simple:

I wanted women to feel comfortable in their own skin.

I’m Esther Varney, and I have always believed that style is not about being noticed — it’s about feeling quietly confident.

Throughout my life, clothes were never just fabric. They were a way to express who I was on the inside, even on days when I didn’t feel strong.

I created Florelle for women like me:

women who value softness, subtlety, and pieces that don’t shout — they whisper.

Every item in our collection is chosen because I would wear it myself.

I look for garments that move naturally with your body, flatter your shape, and make you feel calmly powerful — the kind of confidence that doesn’t need approval.

Florelle is not about dressing up.

It’s about recognising yourself in the mirror, and finally saying:

“Yes. This feels like me.”