What started as a passion project from a spare room while on maternity leave has grown into one of Adelaide’s most recognisable dress hire businesses, and now Plus One is entering a brand new chapter.
Founder Eli Moulton has announced she is stepping away from the business she launched in 2021, handing ownership to long-time Plus One supporters Amy and Lucy.
The announcement marks the end of an era for the Adelaide business, which began with a focus on stylish pregnancy and postnatal dress hire before expanding to offer dresses for women of all shapes, sizes and stages of life.
Plus One was born after Eli recognised a gap in the market for fashionable maternity occasion wear. Her vision quickly evolved into something much bigger, creating an inclusive dress-hire community centred on helping women feel confident for weddings, birthdays, race days, engagements, long lunches, and life’s biggest celebrations.
Sharing the news with customers, Eli reflected on how much the business had grown beyond what she ever imagined.
“As many of you know, Plus One began in my home while I was pregnant with Teddy,” shared Eli. “It was simply meant to be a business I could run from home as a mum, something creative that fit around family life. Never in my wildest dreams did I imagine it would grow into the incredible community it has become.
“You’ve trusted me with birthdays, weddings, engagements, races, long lunches and life’s biggest milestones. What started as customers quickly became friendships, and for that I’ll be forever grateful.”
Over the past five years, Plus One has built a loyal following across South Australia, with customers returning time and again for carefully curated occasion wear and a personalised styling experience.
Eli said the decision to step away had not been easy, but with two children and three businesses across her household, she knew it was time for someone else to take the business forward.
“Rather than letting it sit on the sidelines while I navigate this new season of life, it feels right to pass the baton to two people who have believed in Plus One from the beginning and who genuinely understand what makes it so special,” she shared.
The new owners, Amy and Lucy, have supported the brand for years.
“I couldn’t be happier to hand the business over to Amy and Lucy,” said Eli. “They have been supporters of Plus One for years, they know the community, they share the same values, and I know they’ll continue to grow it with the same heart that built it.”
Eli also paid tribute to the team who helped build the business behind the scenes, acknowledging the countless early mornings, late nights and weekends spent preparing dresses and helping customers feel their best for life’s biggest moments.
“To every single person who has hired a dress, sent a message, recommended us to a friend or simply cheered us on over the years, thank you. You’ve made this journey more special than I could ever put into words.”
While Eli’s chapter with Plus One is coming to a close, she says she’s excited to watch the business continue to grow under its new leadership, while she focuses on her family and other ventures, including her fitness and wellbeing platform, EM Body.
“I know the future of Plus One is in incredibly capable hands, and I can’t wait to watch the next chapter unfold. I hope you’ll continue supporting the vision with the same warmth, enthusiasm and kindness you’ve always shown me, because this community has always been the heart of everything Plus One stands for.”
For Plus One customers, it means the dress hire business they’ve come to know will continue under familiar hands, with Amy and Lucy set to carry on the brand’s mission of helping women feel confident, beautiful and celebrated for every special occasion.
