Bali Insider: Gail Elliott on Building Little Joe Woman and Creating a Life in Bali

The founder of Little Joe Woman and her husband, Joe Coffey, travelled to Bali more than two decades ago after being approached by locals interested in franchising their Australian fashion label.

"We decided it was time to leave Sydney, build our home in Bali and run the business ourselves from here," Gail says. "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 visit.

"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 Bali, overseeing their studio, production facility and international online business while embracing a lifestyle built around family, creativity and the island they've called home for more than twenty years.

On Building a Business in Bali

Little Joe Woman may be worn around the world, but much of the business happens close to home.

"We have an office at home and a studio nearby where we fit collections and work with our team," Gail says.

The brand continues to evolve, offering custom alterations for customers around the world and preparing to launch its first bridal collection, all while remaining proudly based in Bali.

On Running a Business Here

For Joe, one lesson has stood 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 learned that flexibility is just as valuable as planning.

On Daily Rituals

Life starts early in the Elliott-Coffey household.

"We wake up around 4:30 or 5am every morning," Gail says.

Each morning begins with a walk along the beach with their 10 Bali rescue dogs, before Joe heads out foil surfing and Gail makes time for Pilates.

"Everything we need is so close to where we live."

Breakfast is either cooked at home or enjoyed at one of the nearby cafes before settling into work.

"Bali is magical if you allow it to be and we feel very blessed to have created a life here for ourselves."

On the Perfect Escape

Although Bali is home, Indonesia remains their favourite place to explore.

"We love travelling and exploring different parts of Indonesia."

A perfect weekend might mean driving to Sanur, Jimbaran or Uluwatu, taking a boat to Ceningan, or flying to Sumba. If time allows, sailing through Raja Ampat or Flores sits firmly at the top of the list.

On Local Favourites

Ask Gail for recommendations and you'll get a list that spans Bali's evolving dining scene.

Restaurants including Mosto, Riviera Bistro, Caravan, Neighborhood Food, Lusa by Suka, Racine Bali, Warung Gouthe, Yuki Japanese and The Beach House at COMO Uma Canggu are all favourites, while Pacific High Indonesia is their preferred sailing charter for exploring further afield.

On Where She's Booking Dinner

These days, one reservation sits above all others.

Gail and Joe are preparing to open WIN WIN in Berawa, a restaurant inspired by the nostalgic luncheonettes and neighbourhood restaurants they loved while living in New York and Montauk.

"By day it's an off-the-surf lunch spot with big diner energy," Gail says. "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 every part of her life, from morning walks with rescue dogs to designing collections worn around the world.

For some, Bali is a place to visit. For Gail, it became the place to build a business, a home and a life she never planned, but now couldn't imagine anywhere else.