Elle AyoubZadeh, the founder of Zvelle, has redefi ned the luxury fashion landscape by merging impeccable craftsmanship with ethical and sustainable production. Zvelle, a Toronto based brand, crafts high-quality women’s shoes and bags that celebrate individuality while embracing a global perspective. Guided by Elle’s visionary leadership, the brand resonates with women who seek elegance, comfort, and a connection to their values. Zvelle’s journey began with a bold mission: to off er attainable luxury without compromising ethics or quality. From its inception, Elle challenged industry norms, reshaping how fashion portrays and celebrates women. In six years, this self-funded venture has not only carved a niche for itself but has also gained recognition on international stages, such as when Sophie Grégoire Trudeau wore Zvelle’s striking Ava pumps at a White House state dinner in 2016.

Having started in finance, what motivated you to launch Zvelle, a retail brand focused on premium quality shoes and bags?

My journey to Zvelle began as I started paying attention to fashion. While running a luxury concept store, I noticed how disconnected I felt from how fashion portrayed women and communicated with customers. It frustrated me. There were either cheap, low-quality options or extravagant pieces priced at $1,500 or more. Neither felt right. I envisioned a brand that could bridge the gap—offering quality craftsmanship at affordable prices. That vision became Zvelle.

You have said that with Zvelle, you wish to change how we portray women’s stories in fashion. Can you elaborate on that?

The fashion industry often focuses on a narrow spectrum of women—celebrities, influencers, and red-carpet icons. But countless women with incredible stories remain overlooked. Zvelle is about celebrating those women. For instance, our handbag, Editke, is named after Dr. Edith Eger, a 93-year old psychologist and Holocaust survivor. Her resilience and achievements inspired me deeply. We gave copies of her book to our community to honour her story. Instagram doesn’t drive us likes or influencer culture. Our mission is to highlight diverse narratives while working with ethical partners and ensuring our products align with sustainability values.

What design philosophy do you ascribe to as a fashion designer in Toronto with a Persian background?

I see myself as both an insider and an outsider. My Persian heritage is integral to my identity, yet I didn’t grow up immersed in Persian culture. Instead, I’ve lived in many places, which gives me a global perspective. I’m also a self taught designer. My education came from working alongside factory owners on the shop floor, learning every detail of making shoes and handbags. While we manufacture our own in some of the same factories as top luxury brands, my influences differ. I draw inspiration from varied sources—one of my signature styles, Rayna, was inspired by the Persian number five, which resembles an upside-down heart. 

What defines a Zvelle woman in your eyes?

The Zvelle woman is a global citizen not defined by nationality or age but by her mindset. She’s intelligent, compassionate, 62 Summer and unapologetically herself. Our motto, “Walk how you want,” embodies her spirit. She forges her path, listens to her inner voice, and defies societal expectations. Whether buying a Zvelle product or living her everyday life, she decides by values rather than vanity. She chooses pieces that reflect her principles— quality, craftsmanship, and ethics matter to her

When you say a Zvelle woman is intelligent, how would you define this intelligence?

To me, intelligence is about curiosity and intentionality. The Zvelle woman values knowledge—she reads books, engages with meaningful content, and prioritizes what she feeds her mind. She’s not chasing trends or Instagram likes; she’s focused on living authentically. When she buys Zvelle, it’s not to showcase wealth but to reflect her values. Fashion, for her, is an expression of who she is and what she stands for. That’s the kind of intelligence I admire and design for. If she buys Zvelle’s shoes, it’s not because she wants to tell the world she has money. She’s buying it to show that she has specific values. What I love about fashion is that when we wear something, we express our values to the world. She is intelligent because she’s making informed choices.

Aun Abott | Contributing Writer