The founder of leading homewares brand, Elizabeth Scarlett, talks about building her business using Instagram and her favourite online destinations.

Meet Elizabeth Elsey, the founder of leading homewares brand, Elizabeth Scarlett, best known for its pineapple, palm tree and jungle leaf textiles. When Elizabeth set out to create a brand selling candles, wash bags, notebooks and quilts, she turned straight to social media. First, she set up a Facebook page and shamelessly emailed everyone she knew asking them to ‘like’ the page. It was a shrewd move and the beginning of great things to come.



Last year, her Instagram following grew from 3,000 to 12,000, and a high percentage of sales come direct from the platform. Today, she works with influencers who have become her spokeswomen for the brand and now sells in leading outlets such as ASOS, Fortnum & Mason, Amara Living and Graham & Green.

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My favourite website… Pinterest - I can spend hours on it. Whether its inspiration for a new collection or ideas for the new home we just moved into. It's a brilliant tool.

My favourite app… Instagram - I always find myself subconsciously taking in so much inspiration from the feeds that I follow. It's such a quick way to feed your brain with ideas and dreams.

My blog of choice… superlatively rude - Written by Laura Jane Williams; she is one very funny, smart cookie. Her books are amazing; Becoming and Ice Cream for Breakfast are must- reads.

My internet hero… Ummm, pass. I’m not sure whether any of my heroes started out on the internet. However, my ultimate hero is probably David Attenborough.

My favourite podcasts... The High/Low and Desert Island Discs - I've only just got into podcasts but I love both of these. The High/Low by Pandora Sykes and Dolly Alderton is brilliant and I love how they cover pop culture in a way that's both entertaining and leaves you thinking about it throughout the rest of your day. I must be the last person in the world to discover Desert Island Discs, but I love hearing people’s personal stories and inspirations. I cried listening to the Tom Hanks episode on the way to work the other day!



My most recent buy online… an allplants delivery for my Dad for his birthday - I've been encouraging him to have a healthier, more sustainable lifestyle by eating plant-based powered food from my fiancé's company.

Book just downloaded/ read... Water for Elephants by Sara Gruen - I met up with a friend when I was in South Africa over Christmas. She'd been travelling for months and I asked her for a book recommendation, especially one to do with animals, and that's what she gave me. It's a real tear-jerker.

Favourite tweeter… I don't really spend time on Twitter, but I've heard my best friend and photographer @HarleyMoonKemp's tweets are a giggle.

Favourite instagrammer… loving @iamLauraJackson - For decor, fashion, food and interior inspiration. Ticks all the good boxes.

Social media allowed me to meet… One of my best friends Anna Hart - She reached out to me after seeing my pineapple quilt design at her friend's house. We met for tea locally as we both live in Hampstead and have been besties ever since.

Most worthwhile newsletter subscribed to… This sounds really geeky, but I love the Shopify newsletter. My website is hosted by Shopify and they send out these newsletter forum updates on how to "read your customers minds" ... just kidding. But seriously they are really good for growing your business online. Anna Hart's One Roof Social newsletter is very good; it has lots of good stuff on the world of social media and how to navigate it.

Pet hate about life online… Being on my phone too much when I could be spending quality time with the people I love.

Stand out online memory... My embroidered cushions, bedding, candles and travel pouches launching on ASOS.com worldwide.

March 2018