The Interview: Elizabeth Scarlett founder on 10 years of growth, strategic collaborations, and purpose-driven business

From garden centres to gift shops and department stores, Elizabeth Scarlett has become renowned for its embroidered bags and accessories for travel, beauty, and everything in between. And it’s not just a pretty brand  - through meaningful charity partnerships, it’s a giving one, too.

In this interview with TheIndustry.fashion, founder Elizabeth Petrides reflects on the pivotal moments that shaped the brand’s growth and how she continues to innovate while staying true to its signature style. She also shares her dream collaboration with a British designer and explains how her business model gives back through meaningful charitable initiatives.

What inspired you to launch Elizabeth Scarlett and what was your original vision for the brand?

Painting is something I’ve always loved, so when I first started Elizabeth Scarlett in 2015, it very much felt like the brand found me. I was immediately drawn to painting nature and animals, so the idea of giving back to wildlife evolved very organically, but the accessories came later (our first collection was cushions!). Looking back at those early designs in some ways still feels so strange - I still can’t believe how far we’ve come, raising over £750k for wildlife conservation and seeing the impact we’re making around the world. But I’m so grateful for every moment.

What have been some pivotal moments in the growth of Elizabeth Scarlett?

It’s hard to pick just one, every year brings so many new and wonderful experiences! This year we’re celebrating 10 years of Elizabeth Scarlett, which feels like a real full circle moment.

If I had to choose three milestones that sum up the journey, they would have to be; visiting the orphan elephants at the Sheldrick Wildlife Trust in Kenya, which sparked the idea for our first conservation collection; launching our signature Everyday Pouch - still one of our most iconic products today; and, more recently, an incredible trip to the Ascension Island to see first-hand the conservation work we fund with Blue Marine Foundation, protecting the world’s largest green turtle nesting site.

Your brand is renowned for its signature embroidery. How do you continue to innovate while maintaining the brand’s core style?

There’s something so magical about the way embroidery brings a design to life - the subtle tones, individual brushstrokes of watercolour, or delicate textures of a flower. With each collection, the question is always “how do we capture even more detail and beauty?” Just as nature provides such rich moments of artistry and detail, we’re always working with our artisans and designers to capture more shades, intricate details or weave in metallic threads to elevate each accessory into a work of art.

Many of your designs are inspired by nature and wildlife. What draws you to these themes?

Nature for me has always been the greatest healer, collaborator and muse. I think my designs are like little love letters to the beautiful animals and places we’re lucky enough to share this world with - a way of honouring that connection to the wild that as humans we all share. Each comes from a place of hope, and the belief that together, we can leave the planet a better place for future generations.

In what ways do your personal values influence the brand’s mission and direction?

When I first started Elizabeth Scarlett, I scribbled down the phrase: “To inspire a softer, more loving world.” In many ways, those words still guide our mission, direction and everything we do - it’s all about nurturing kindness, living in harmony with the natural world and creating a little more beauty wherever we go.

What partnerships have been most meaningful? How do you give back to charity through your business model?

Through our 2% to the wild initiative, we donate 2% of all annual sales to wildlife initiatives around the world. That means every single accessory sold directly supports conservation - whether we make money or not.

Every partnership is incredibly meaningful, but to name a few that have a very special place in myheart: Blue Marine Foundation, The Sheldrick Wildlife Trust and SÚJAN Life.

Are there any dream collaborations you'd love to pursue in the future?

Stella McCartney. To me, their designs show how sustainability is so much more than a box to check - it can be a beautiful creative artform encompassing fabric innovation, designing for longevity, and reimagining what we have to protect our planet’s precious resources. With our annual Rebirth collection, we repurpose deadstock fabric that would otherwise end in landfill into beautiful accessories - I think my dream collaboration would be an embroidered deadstock dress collection.

Have you observed any notable shifts in customer values or expectations in recent years?

It’s beautiful to see a shift towards more conscious consumerism as a society. As brands we have a responsibility to do our best for the planet – what is good for the planet benefits everyone! It’s so important to value, support and celebrate those businesses, however small, that are using their creations to make a difference.

As a young female entrepreneur who started the business, what advice would you offer to other aspiring entrepreneurs?

It’s never a straight line! Seeing others build a business can look like everything’s running smoothly from the outside - but there are so many ups, downs, and happy accidents that encompass the journey. Overcoming those obstacles is all part of the learning.

Create with courage, stay inspired, don’t be discouraged by setbacks - and never be afraid to ask for advice or opportunities. You never know which conversation or chance encounter might lead to something magical!

What is your strategy for scaling and sustaining future growth?

Slow and steady wins. We’re so lucky to be constantly growing our community and expanding our team - it’s a continuous learning curve! But as we scale, we’re always committed to dreaming big, nurturing kindness and inspiration, and protecting the wild purpose at the heart of Elizabeth Scarlett. I’m a big believer in following your intuition, and staying focused on what matters.

What’s next for Elizabeth Scarlett? Are there any exciting projects or collaborations in the pipeline?

The last few months have been such a magical chapter for collaborations and new projects. We’ve got some amazing things in the pipeline and I can’t wait to share them soon, but first - we’ll be diving into Christmas with new designs inspired by astrology, nature, wildlife and craft. Expect lots of celebrations and festive newness to come, and watch this space.