We are a high quality kids’ brand dedicated to producing unique gifts and back to school Bags and Accessories. We are all about creating fun products that explore innovation in everyday items, inspiring children through clever design using the adorable the ‘Lela girl’ icon. Lela’s main aim is to be the emporium of choice for all the beautiful black kids out there. Promoting a positive self-esteem whilst encouraging children to express themselves and be the best that they can be, is the driving force behind our brand. The name Lela is of Swahili origin, meaning black beauty.