The Next Generation Luxury Brand is Here


Name: Elana Joelle Hendler
Age: 28
Hometown: Los Angeles
Education: University of Southern California
Major: Art History
Role Model: Her mother
Mission: To create, innovate, travel, eat, love, laugh and giveback
Favorite Quote: “The most courageous act is still to think for yourself. Aloud.” – Coco Chanel

Courtesy of Elana Joelle Hendler

At Sweet Lemon, “millennial” isn’t a dirty word. It’s not a synonym for laziness, or a term used to describe twenty-somethings with no aspirations. Around here, we are proud to be a part of Generation Y: a generation of creative and determined individuals who are helping to shape today’s professional landscape.

Take , for example. A Los Angeles native, Hendler has taken inspiration from her California upbringing to fashion and American luxury lifestyle brand known as EJH Brand. Featuring Hendler’s own pen and paper designs, the current collection boasts eco-conscious stationary, throw pillows, artwork and candles that are all designed around the idea that the next generation of luxury products should cater to conscious consumers–consumers who care about where their purchases are from, how they are made and the materials used to make them.

Having had an appreciation for art at a young age, Hendler studied Art History at the University of Southern California, and, in 2010, founded EJH Brand. “I decided that I wanted to go out on my own and do something brave,” said Hendler. “I wanted to create a thoughtful brand. I thought it would be really cool for [EJH Brand] to be both thoughtful and sustainable.”


Courtesy of Elana Joelle Hendler

It turns out, she thought right.

Hendler’s collection is clean, modern and cool. Each piece is made with sustainable materials and is designed and manufactured in California. Made with all natural coconut wax, her signature candle collection is fragranced with 100% pure essential oils–a feature few other candle brands can claim. With beautiful pen and paper designs, the brand’s first collection, dubbed the “Wildlife Collection,” features products with Hendler’s hand-drawn animals, including leopards, hippos, owls, chimps and butterflies.

“Our aim with EJH Brand is to be that millennial luxury brand on the market,” says Hendler. So far, it looks as though they are headed in a good direction. Following a path guided by principles of sustainability and integrity, EJH Brand has acquired clients as prominent as Hallmark and has continued to make its mark in the modern luxury market.

When asked what advice she would give to other young entrepreneurs looking to start their own businesses, Hendler said, “The most important thing is to be brave. Don’t be discouraged. You define your potential. If you’re passionate and you work hard, there’s no limit to what you can achieve.”

Explore Hendler’s EJH Brand by clicking here.


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