26 June 2026

Stories Hidden in Our Customers' Emails

These are not reviews. 

They are small stories that our customers – often without even thinking about it – have shared with us over the years.

Some are just one sentence.
Others fill an entire page.

Together, they tell the story of what ELISE GUG means to many women.

"I Thought You Had Closed Down"

A customer came in with a jacket that had become too large.

She told us that she had worn ELISE GUG extensively when she was younger.

Then many years passed without seeing the brand anywhere.

She genuinely believed we had disappeared.

One day she searched on Google.

That's how she found us again.

Six DARFO Dresses

One customer told us she owns six ELISE GUG dresses in DARFO.

She buys approximately one each year.

People still ask where she bought both the oldest and the newest one.

No one can tell the difference between them.

One Hundred Dresses

One day, a customer began counting her dresses.

She reached fifty.

We thought that was impressive.

She smiled.

"I actually have one hundred."

She had another fifty at her house in Provence.

Two of Everything

A customer had been searching for a particular style for a long time.

Eventually, she found it through the daughter of a deceased customer.

ELISE GUG garments were everywhere.

There were two of almost every style.

The daughter explained:

"My mother always bought two of everything."

Five Dresses for Africa

One customer had sold her company.

Now she wanted to travel.

One of her destinations was Africa.

She had five NILO dresses made especially for the trip.

"Can You Make It Again?"

A customer wrote that the previous year we had made a sold-out style especially for her.

Now she had fallen in love with another sold-out dress.

She asked:

"Could you make this one too?"

"Now the Beautiful Dress Is Ordered"

When we told her the dress could be made, she simply replied:

"Now the beautiful dress is ordered."

The Golden Wedding Anniversary

One customer was looking for a dress for her golden wedding anniversary.

She wanted to come to Copenhagen to try it on first.

"I'd Love to Stay in Touch"

A customer was asked whether she would like to join our mailing list.

She replied:

"Very much. Your collection is absolutely beautiful."

An Old Favourite

One customer wanted a copy of an old ELISE GUG dress.

She had worn it for so many years that the care label had been cut out.

But she wanted exactly the same style again.

She got it.

A Jacket for More Than Ten Years

One customer told us about her beloved ELISE GUG jacket.

It was more than ten years old.

She still wears it.

"I Have Many Styles"

Many customers tell us the same thing.

They don't own just one ELISE GUG garment.

They own many.

"I Love Your Fabrics"

This is a sentence we encounter again and again.

Not because we wrote it.

Because our customers do.

DARFO

One customer wrote that she owned several DARFO dresses and blouses.

She ended her email with:

"I love the fabric."

The Fabric

One customer wrote:

"I love touching the fabric."

It is one of the shortest descriptions of our materials.

And perhaps one of the best.

Another Dress

Many customers do not write about their first purchase.

They write about their next dress.

That may say more than anything else.

The Wait

Many customers are perfectly happy to wait 10–14 days.

They would rather wait.

As long as they get exactly the style they want.

The Wedding

Again and again we experience customers choosing ELISE GUG for weddings.

Not simply as guests.

But because they want to feel comfortable and confident on an important day.

The Journey

One customer bought clothing for a long journey.

Another for Africa.

Others tell us about holidays and cruises.

ELISE GUG travels with them.

"Thank You for the Excellent Service"

We find that sentence again and again.

Sometimes after a purchase.

Sometimes after just a single email.

When Something Goes Wrong

Even when we make mistakes, customers often stay with us.

Some even buy again shortly afterwards.

That trust is something we never take for granted.

A Wardrobe Built Over a Lifetime

Some customers own one dress.

Others own six jackets.

Others one hundred dresses.

There is no single way to be an ELISE GUG customer.

"I Fell in Love"

It is a phrase we see repeatedly.

Not "I liked it."

But:

"I fell in love."

The Next Generation

We regularly meet daughters who discovered ELISE GUG through their mothers.

And mothers who shop together with their daughters.

The Showroom

Many customers write that they would like to visit our showroom.

For them, the showroom is part of the experience.

The Special Style

Many enquiries are not about buying "a dress."

They are about one particular style.

That exact style.

That exact colour.

When a Style Is Sold Out

Surprisingly many customers ask:

"Could you make just one more?"

We take that as a compliment.

The Personal Relationship

Quite often, a simple email develops into a longer conversation.

Some customers write to us again years later.

Finding the Right Size

Many customers return to find the size that fits them best.

Once they do, that style often becomes a favourite.

A Wardrobe That Keeps Growing

We often hear:

"I was only going to buy one."

It rarely ends there.

The Greatest Compliment

The greatest compliment is not a review.

It is when a customer returns after five, ten or twenty years and says:

"I was looking for you."

Additional Customer Stories and Remarks

These are additional genuine customer remarks and stories identified as missing or only partly represented in the main document.

Once an Elise Gug – always an Elise Gug.

A customer summed up her experience with the words: 'Once an Elise Gug – always an Elise Gug.'

Five stars on Trustpilot

After receiving her refund, the customer wrote: 'Five stars on Trustpilot from me.'

The design is art.

A long-time customer concluded simply: 'The design is art.'

Forty years together

A customer has loved Elise Gug's designs for 40 years and still follows every collection.

Truly sustainable

A customer described the garments as truly sustainable because they remain beautiful for many years.

The most beautiful trousers

'These are the most beautiful trousers I've ever owned.'

Part of my identity

A customer wrote that Elise Gug clothing has become part of her identity.

No need for other dresses

'There's really no need to wear other dresses.'

Every collection

'The new collection is amazing. Every season is even more beautiful.'

Outstanding customer care

'Never in my 60 years have I received such sympathetic treatment.'

Beautiful design

'Beautiful design, both the dress and the fabric.'

Perfect fit

'Classic with a perfect fit.'

Exceptional service

A customer praised the solution after a sold-out dress as exceptional service.

Advice and feedback

'Really good advice and feedback whenever I had questions.'

Christmas present

A niece loved the jacket she received as a Christmas present and all her friends admired it.

Twenty-five years

A first Elise Gug dress bought 25 years ago is now worn by the customer's teenage daughter.

The tailor outside Milan

A customer looked forward to telling everyone that her tailor lived just outside Milan.

 

 

 

Remark 23 June 2026

It is always pleasant and a good experience to do business with you.

 

Remark 23.3.26

Dear Elise

Here's a greeting from a customer who has always admired your great style. Everything you do is just beautiful and of great quality.

 

Remark 19.3.26

It sounds great that the dress is on its way to me soon 🙂

I'm looking forward to receiving the dress, and bragging that "my tailor" lives outside Milan, and that it is an Elise Gug model 🙂

I can tell you that I bought my first Elise Gug dress from Elisabeth Katballe, and since then my wardrobe has been enriched by more Elise Gug designs.

I believe once an Elise Gug - always an Elise Gug

Remark on 21.2.25:

Remark on 3/2-2025:

When a refund is delayed, we follow up and ensure a solution – including compensation for the inconvenience. Below is the message the customer sent us after the refund was completed:

Dear Niels

Thank you very much for the quick response on both communication and refund - the money has been notified today - and not least thank you for the compensation which I will look forward to using.

5 stars on Trustpilot from me.

Best regards

(client)

The small size 34 jacket that I bought for my niece as a Christmas present fell into fantastically good hands. She is absolutely over the moon about it - and it fits her perfectly. All her friends admire it. It's also great to teach the younger generation to choose Elise Gug clothes

"

Thank you very much for the kind greeting. I still wear my good “old” jackets and dresses and trousers from your designs with great pleasure. The design is art."

"I have enjoyed and loved your design for 40 years. I started with a beautiful black linen dress, slightly tulip-shaped at the bottom, narrow slit at the neck. The beautiful dress was my entrance to your wonderful design, which I still faithfully follow, now I am 80 years old, and your design is timeless, classic and incredibly beautiful always in the most delicious qualities. Thank you very much for being there."

"I also say thank you very much – Those dresses, blouses etc. are totally sustainable. They are nice and neat for so many years."

"I think you should have an order on Black Friday. Nice text about why you're not participating."

"These are the most beautiful pants I've ever had"

"Yesterday, I returned from a lovely holiday in the south of Switzerland, and I was finally able to try the dress on. The cut as well as the texture make a perfect fit of size 36 for me."

“I bought my first Elise Gug dress 25 years ago and I gave it to my teenage daughter who still wears it.

"Over time, the Elise Gug clothes have accompanied me faithfully and are part of my identity as women. I have many memories with ELISE GUG.I like this spirit so much: sustainability, slow fashion, quality and proximity.”

"Again - I have to say there’s no real need in wearing other dresses."

"The new collection is amazing!! Love everything in it!! Don’t know how mrs. Gug does it but every season is even more beautiful!Love absolutely everything!!"

"Super nice follow-up on a difficult delivery. It was saved. Never in my 60 years have I received such sympathetic treatment. 5 stars for Niels from Elise Gug"

"Beautiful design, both dress and fabric. High quality and always helpful in the office. Got it delivered after quite a few days, despite the dress having to be sewn first."

"The sweater was as expected – classic with a perfect fit. Fast delivery service!"

"Had ordered a dress, which then turned out to be sold out, despite confirmation that the shipment had been completed. Got a very nice offer to buy another dress, which turned out not to be on sale, but at the same price as first ordered. I thought that was an extended service. Had a personal and quite cheerful correspondence with Niels K😊 – thanks for it. Received the dress the next day, which was beautifully – and neatly wrapped – as well as a nice hanger… Thank you for that."

"Really good advice and feel back when I had questions about the order. Cardigan fully lives up to expectations and now with a lifetime guarantee."

 

Read much more on TRUSTPILOT