International Women's Day 2026
Every Woman's Story Matters | Ela Onur, Founder of Else
This International Women’s Day, we’re celebrating women who build, create and shape the world around them in thoughtful ways.
Ela Onur is the founder and creative director of Else — a lingerie brand known for its balance of technical craftsmanship, support and modern femininity. Splitting her time between Istanbul and Los Angeles, Ela brings a deep understanding of lingerie construction together with a philosophy centred on comfort, elegance and intention.
At Primary, we curate a small selection of lingerie brands that reflect our belief in affordable luxury — pieces that feel modern, wearable and thoughtfully made. Else felt like a natural fit: beautifully constructed, designed to support a wide range of bust sizes, and made with a level of quality that women can rely on every day.
We spoke with Ela about her journey into lingerie design, the realities of building a brand, and the evolving balance between work, family and creativity.
PLease, tell us about yourself
I’m Ela Onur, founder and creative director of Else. I was born in Los Angeles and raised in Istanbul, and today I split my time between the two cities.
My family business was in producing lingerie accessories — straps, hook and eye tape, wires and other components — so from a very early age I was drawn to the craftsmanship and technical construction that goes into making a bra. As I grew up, I also became fascinated by the emotional side of lingerie. It is the very first layer we put on our skin, and that connection always felt important to me.
Else grew from a very personal place. I was always searching for lingerie that felt as good as it looked, particularly for women who needed support without sacrificing elegance and comfort. That search eventually became the foundation of the brand.
I’m also a mother and a wife, which shapes how I design and how I run the business today. Outside of work, I’m drawn to interior design and fashion, and I love travelling with my family whenever we can. I enjoy quiet morning rituals — a walk by the Bosphorus with a coffee is one of my favourites. I find a lot of creative clarity in slower moments and through travel.
What inspired you to start Else Lingerie?
I started Else because I felt there was a real gap in the market. Beautiful lingerie often came at the expense of comfort and support, particularly for women with fuller busts. At the same time, highly functional pieces often lacked refinement and femininity.
I wanted to create something that truly balanced both.
From the beginning, the vision was clear: lingerie that supports the modern woman both physically and emotionally, while maintaining a strong and distinctive design perspective.
The journey has certainly not been linear. Some of the highlights have been seeing women genuinely connect with the product. Hearing that someone can wear a piece all day and still feel beautiful is incredibly meaningful. Expanding internationally and building long-term retail partnerships have also been rewarding milestones.
The challenges have largely come with the natural growing pains of building a product-driven brand — navigating production complexities, scaling responsibly and staying true to the original vision as the business evolves. Those moments can be difficult, but they are also where the most learning happens.
Today I feel proud of how far Else has come. The brand has matured, the product has become more refined, and our customer is incredibly loyal. At the same time, I feel we are still very much in a growth chapter. What excites me most is the opportunity that still lies ahead — though like any founder, I carry a healthy respect for the challenges that come with scaling thoughtfully.
You are a mother, a wife and a business owner. How do you balance it all?
I don’t think anyone truly “does it all” perfectly — and I’ve learned to be honest about that.
For me, balance is something that constantly shifts depending on what life and the business require at any given moment. I’m very fortunate to have an incredible partner, and we run the business together, which allows us to share a lot of the responsibility and support one another.
One thing I’ve learned is the importance of building strong support systems, both at home and within the business. You cannot grow a brand — or a family — alone.
Becoming a mother has actually made me more focused and intentional with my time. You become very clear about what matters most. Of course there are sacrifices — less personal time, fewer spontaneous moments, and sometimes the feeling of being stretched across many roles. But motherhood also brings perspective.
My advice to other women navigating similar paths is to let go of the idea of perfect balance. There is no single formula. What matters is building something meaningful in a way that still allows you to remain connected to yourself. And above all, trust your instincts.
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