Bali Insider: Gail Elliott on Building a Fashion Empire and Dream Life on the Island

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Bali Insider: Gail Elliott on Building a Fashion Empire and Dream Life on the Island

For fashion designer Gail Elliott, Bali was never part of a grand life plan. What started as a business opportunity quickly blossomed into something far more meaningful — a place she now proudly calls home.

Together with her husband Joe Coffey, the couple founded Little Joe Woman, a fashion label that would eventually lead them to Bali more than two decades ago. Locals had approached them about franchising their Australian brand, and the rest, as they say, is history.

"We decided it was time to leave Sydney, build our home in Bali and run the business ourselves from here," Gail shares. "It was the best decision we could have made."

Joe had been visiting Bali to surf for years. For Gail, it was love at first sight — the island cast its spell from the very beginning. "There was something about it that made me feel so comfortable that I had no hesitation in moving our lives here."

Today, the couple continue to run Little Joe Woman from their Bali base, overseeing a studio, production facility and international online business. All while embracing a lifestyle built around family, creativity and the island they've called home for over twenty years.

Building a Business in Paradise

Little Joe Woman may be worn by fashion lovers around the globe, but much of the magic happens right at home. "We have an office at home and a studio nearby where we fit collections and collaborate with our team," Gail explains.

The brand keeps evolving — now offering custom alterations for clients worldwide and preparing to debut its first bridal collection — all while remaining proudly Bali-based.

Lessons from Island Entrepreneurship

For Joe, one lesson stands above the rest: "There are no safety nets in Bali and there are many rules that are forever changing without any notice."

Like many founders who build businesses on the island, they've discovered that adaptability matters just as much as careful planning. It's a mindset that has served them well through two decades of island life.

Daily Rituals in Paradise

Life starts early in the Elliott-Coffey household. "We wake up around 4:30 or 5am every morning," Gail says. Each day begins with a beach walk alongside their 10 Bali rescue dogs, before Joe heads out for foil surfing and Gail carves out time for Pilates.

"Everything we need is so close to where we live." Breakfast is either homemade or savoured at a nearby café before the workday begins. "Bali is magical if you allow it to be, and we feel very blessed to have created a life here for ourselves."

The Perfect Escape

Although Bali is home, Indonesia remains their favourite playground. "We love travelling and exploring different parts of Indonesia."

A dream weekend might involve driving to Sanur, Jimbaran or Uluwatu, hopping on a boat to the tiny island of Ceningan, or catching a flight to Sumba. When time permits, sailing through Raja Ampat or Flores sits firmly at the top of their adventure wishlist.

Gail's Bali Hit List

Ask Gail for recommendations and you'll get a curated list that spans Bali's ever-evolving dining landscape. Her go-to restaurants include Mosto, Riviera Bistro, Caravan, Neighborhood Food, Lusa by Suka, Racine Bali, Warung Gouthe, Yuki Japanese, and The Beach House at COMO Uma Canggu.

When it comes to stays, Anantara Ubud and Alamayah Sumba are her top picks, while Pacific High Indonesia is their preferred sailing charter for exploring Indonesia's far-flung archipelagos.

What's Next: WIN WIN in Berawa

These days, one reservation is generating more excitement than any other — their own. Gail and Joe are preparing to open WIN WIN in Berawa, a restaurant inspired by the nostalgic luncheonettes and neighbourhood eateries they adored while living in New York and Montauk.

"By day it's an off-the-surf lunch spot with big diner energy," Gail reveals. "By night, WIN WIN transforms into a sexy, candlelit yet soulful eatery. Serious food, but by people who don't take themselves too seriously."

After more than two decades on the island, Gail Elliott has woven Bali into the very fabric of her life — from sunrise beach walks with rescue dogs to designing collections that travel the world. For some, Bali is simply a destination. For Gail, it became the unexpected place where she built a business, a home, and a life she now couldn't imagine living anywhere else.