From backyard centres to present outlets and department shops, Elizabeth Scarlett has change into famend for its embroidered baggage and equipment for journey, magnificence, and all the pieces in between. And it’s not only a fairly model – by significant charity partnerships, it’s a giving one, too.
In this interview with TheIndustry.style, founder Elizabeth Petrides displays on the pivotal moments that formed the model’s development and how she continues to innovate whereas staying true to its signature type. She additionally shares her dream collaboration with a British designer and explains how her business mannequin offers again by significant charitable initiatives.
What impressed you to launch Elizabeth Scarlett and what was your authentic imaginative and prescient for the model?
Painting is one thing I’ve at all times cherished, so after I first began Elizabeth Scarlett in 2015, it very a lot felt just like the model discovered me. I used to be instantly drawn to portray nature and animals, so the thought of giving again to wildlife developed very organically, however the equipment got here later (our first assortment was cushions!). Looking again at these early designs in some methods nonetheless feels so unusual – I nonetheless can’t consider how far we’ve come, elevating over £750k for wildlife conservation and seeing the impression we’re making around the globe. But I’m so grateful for each second.
What have been some pivotal moments within the development of Elizabeth Scarlett?
It’s laborious to choose only one, yearly brings so many new and fantastic experiences! This 12 months we’re celebrating 10 years of Elizabeth Scarlett, which seems like an actual full circle second.
If I had to decide on three milestones that sum up the journey, they must be; visiting the orphan elephants on the Sheldrick Wildlife Trust in Kenya, which sparked the thought for our first conservation assortment; launching our signature Everyday Pouch – nonetheless one of our most iconic merchandise at present; and, extra lately, an unimaginable journey to the Ascension Island to see first-hand the conservation work we fund with Blue Marine Foundation, defending the world’s largest inexperienced turtle nesting web site.
Your model is famend for its signature embroidery. How do you proceed to innovate whereas sustaining the model’s core type?
There’s one thing so magical about the best way embroidery brings a design to life – the delicate tones, particular person brushstrokes of watercolour, or delicate textures of a flower. With every assortment, the query is at all times “how do we capture even more detail and beauty?” Just as nature offers such wealthy moments of artistry and element, we’re at all times working with our artisans and designers to seize extra shades, intricate particulars or weave in metallic threads to raise every accent into a piece of artwork.
Many of your designs are impressed by nature and wildlife. What attracts you to those themes?
Nature for me has at all times been the best healer, collaborator and muse. I believe my designs are like little love letters to the attractive animals and locations we’re fortunate sufficient to share this world with – a approach of honouring that connection to the wild that as people all of us share. Each comes from a spot of hope, and the assumption that collectively, we will go away the planet a greater place for future generations.
In what methods do your private values affect the model’s mission and path?
When I first began Elizabeth Scarlett, I scribbled down the phrase: “To inspire a softer, more loving world.” In some ways, these phrases nonetheless information our mission, path and all the pieces we do – it’s all about nurturing kindness, dwelling in concord with the pure world and creating somewhat extra magnificence wherever we go.
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What partnerships have been most significant? How do you give again to charity by your business mannequin?
Through our 2% to the wild initiative, we donate 2% of all annual gross sales to wildlife initiatives around the globe. That means each single accent bought instantly helps conservation – whether or not we generate income or not.
Every partnership is extremely significant, however to call just a few which have a really particular place in myheart: Blue Marine Foundation, The Sheldrick Wildlife Trust and SÚJAN Life.
Are there any dream collaborations you’d like to pursue sooner or later?
Stella McCartney. To me, their designs present how sustainability is a lot greater than a field to examine – it may be an exquisite inventive artform encompassing material innovation, designing for longevity, and reimagining what now we have to guard our planet’s treasured sources. With our annual Rebirth assortment, we repurpose deadstock material that will in any other case finish in landfill into lovely equipment – I believe my dream collaboration could be an embroidered deadstock costume assortment.
Have you noticed any notable shifts in buyer values or expectations in current years?
It’s lovely to see a shift in direction of extra acutely aware consumerism as a society. As manufacturers now we have a accountability to do our greatest for the planet – what is sweet for the planet advantages everybody! It’s so necessary to worth, help and rejoice these companies, nevertheless small, which can be utilizing their creations to make a distinction.
As a younger feminine entrepreneur who began the business, what recommendation would you offer to different aspiring entrepreneurs?
It’s by no means a straight line! Seeing others construct a business can appear like all the pieces’s working easily from the surface – however there are such a lot of ups, downs, and pleased accidents that embody the journey. Overcoming these obstacles is all half of the educational.
Create with braveness, keep impressed, don’t be discouraged by setbacks – and by no means be afraid to ask for recommendation or alternatives. You by no means know which dialog or likelihood encounter would possibly result in one thing magical!
What is your technique for scaling and sustaining future development?
Slow and regular wins. We’re so fortunate to be continuously rising our neighborhood and increasing our staff – it’s a steady studying curve! But as we scale, we’re at all times dedicated to dreaming large, nurturing kindness and inspiration, and defending the wild objective on the coronary heart of Elizabeth Scarlett. I’m a giant believer in following your instinct, and staying centered on what issues.
What’s subsequent for Elizabeth Scarlett? Are there any thrilling initiatives or collaborations within the pipeline?
The previous few months have been such a magical chapter for collaborations and new initiatives. We’ve acquired some wonderful issues within the pipeline and I can’t wait to share them quickly, however first – we’ll be diving into Christmas with new designs impressed by astrology, nature, wildlife and craft. Expect tons of celebrations and festive newness to come back, and watch this area.