Eloise spent her life as a professional baker and cake decorator in Los Angeles, turning sugar and buttercream into entire scenes — elegant wedding cakes, towering fantasy worlds, the kind of edible art people almost felt guilty cutting into.(Ask her daughter about the three-tier Pocahontas cake, waterfall and all, made for her birthday. We're still not over it.)

Then her body started writing a different story. Arthritis, osteoporosis, a botched knee replacement that didn't go as planned. The hands that once piped delicate roses got too shaky for the work she loved. So she put the piping bag down. She tried to have other careers, but she wasn't happy.

But here's the thing about a true artist:

The passion never dies. It just finds a new canvas.

These days, Eloise creates from her iPad — same vision, same boldness, same obsession with beauty and detail, now in a form that loves her body back. She may walk with a limp now but at least she has a hot pink cane that she would absolutely bedazzle if given the chance. During the pandemic, she built the most extra, gorgeous, intentional island in Animal Crossing — became a trillionaire, finished the game, and kept playing anyway, because she simply cannot stop making things beautiful. That's just who she is.

She was born in El Paso in the 60's, raised on disco and Motown, and she lived her whole life in Los Angeles with her grandmother, Josefina, while raising her children alongside her. She's proudly Latina and Indigenous. You'll have to pry the bleach from her hands because she cannot live without her golden blonde hair that she's always ready to flaunt. She's glamorous, outspoken, and bold, and she's been that way her whole life.

She's a mother of six, grandmother of twelve, and — her favorite joke is that she's technically a mom to six daughters, since all three of her sons are gay. She loves every single one of her kids and grandkids loudly, openly, and without conditions. She is a strong advocate for the few grandchildren of hers that have Autism and other special needs. She's a strong advocate for the LGBTQ+ community as well.

So why start a business in her 60s?

Babe, she's done struggling and she's ready to live the rest of her life unapologetically. Twelve grandchildren are scattered across the country and she's tired of pinching pennies to afford a plane ticket — every one of those kids deserves more time with their grandma. She wants to take care of her health and her husband's while they're still active enough to enjoy it, and to grow old in style. It is never too late to chase a dream — not at 60, not ever.

This isn't a one-woman show, either. It's a whole family operation. The grandkids and kids toss out ideas, Eloise brings them to life, and everyone gets their cut when their concept sells. She believes in sharing the wealth with the people she loves. That's why the business name is a beautiful blend of her name and her grandmothers name: Eloise & Josefina = Elofina. Thus, making the roots of this family business even more prevalent!

When you buy a piece of Eloise's work, you're not just getting beautiful art — you're supporting a woman-owned, Latina/Indigenous small business, and you're giving back as well. A portion of our proceeds supports causes we love: Autism, neurodiversity initiatives, and LGBTQ+ community programs — backed through donations, sponsorships, and programs close to our heart and woven straight into the fabric of this family.

This is more than pretty designs and a clever tagline, it's a legacy finally stepping into its spotlight.

Welcome to her world. She's the main character — we're all just lucky to live in it.