“Don’t be afraid” has always been her motto. In 1977, Ela started with select clothes and quickly gained customers from the art and music scene because of her special style. For example, the shirts and ties of the band Kraftwerk on their album cover “Die Mensch-Maschine” are from her store. Ela brought international fashion designers such as Vivienne Westwood, Jean Paul Gaultier, Bernhard Willhelm and Raf Simons to Düsseldorf and brought designers like Henrik Vibskov or MM6 Maison Margiela to Germany. The latter, in addition to her own collection, form the fashionable spearhead at ELA selected. Since 2011, the Queen of Avantgarde has been located in a workshop on the former factory site of Liesegangfabrik in Volmerswerther Strasse in Unterbilk.