Conversation with… Elizabeth Scarlett Petrides
Here The Retail Bulletin chats with Elizabeth Scarlett Petrides about art, wildlife and building a purpose-driven brand.
As the founder and designer of Elizabeth Scarlett, your brand is renowned for its purpose-driven approach. Can you tell us more about the core values that inspire your collections, and how they shape your brand identity?
I started the brand 10 years ago – it’s our 10-year anniversary this year, which is exciting. From the very beginning, and still today, the heart of what we do is driven by my passion for art and wildlife. Wildlife has always been my greatest muse—its beauty, its fragility—it all fuels my creativity. That connection gives every collection and the entire brand its heartbeat.
As we’ve grown, I’ve had the privilege to learn more about wildlife conservation. That learning showed me how important it is to give back. So, in 2021, we launched our 2% for the Wild initiative. We donate 2% of every sale to wildlife conservation projects. It’s our way of safeguarding the species that inspire us—from elephants and turtles to tigers.
Subscribe to TRBWe’ve worked on projects in the UK with the National Trust and abroad with charities such Sheldrick Wildlife Trust, Blue Marine Foundation and Sujan. What started as joyful, artistic accessories has become something deeper. A zebra wash bag in your bathroom can be a small, joyful reminder to care about the natural world. That’s what we’re about – showing that beauty and purpose can sit side by side.
Building a brand with meaningful purpose is no small feat. Can you share your personal journey and what motivated you to start Elizabeth Scarlett? And how has your vision evolved over time?
I’ve always loved art and animals – I’ve been painting animals since I could hold a paintbrush. My mum would say I’ve been drawing elephants, turtles, and leopards since I was tiny. I went on to study at Central Saint Martins in London, where I knew I wanted to be in the creative arts. But I also wanted to build something beautiful that had a positive impact.
That’s how Elizabeth Scarlett was born. From day one, every design was intended to tell a story and support the creatures that inspired it. We started with small bespoke projects for animal charities. And it really resonated—our products would launch and sell out instantly because they weren’t just joyful items, they had purpose.
As we’ve grown, we’ve been able to dream bigger and give more. For example, we work with the Blue Marine Foundation, supporting a turtle conservation project on Ascension Island. Getting there involved flying to an RAF base on a military plane; it’s in the middle of the Atlantic and is the second largest nesting ground for green turtles. Seeing the work firsthand and meeting the rangers funded by our donations was incredibly moving and motivating.
It reinforced for me why this work matters. And even though it’s been 10 years, I feel like we’re just getting started. The more we grow, the more impact we can make.
Sustainability and ethical practices are increasingly vital in retail today. How does Elizabeth Scarlett incorporate these principles into your design and production processes?
It’s been a key part of the brand from the beginning. Especially in the last five years, we’ve really focused on embedding sustainability into everything we do.
We produce in small, thoughtful quantities to avoid overproduction. Every process—from fabric selection to finishing, has sustainability in mind. Initially, I was focused on using only cotton, avoiding animal-based materials and steering clear of polyester. This year, 70% of our core collections use organic cotton.
Where we do use polyester, especially for products like makeup bags where function is critical, we only use recycled polyester. And we ensure it’s responsibly sourced.
We’ve built amazing relationships with our suppliers. Our main factory is woman-run, and I’ve been visiting them since the very early days. My husband (Elizabeth Scarlett’s CEO) and I still go together to maintain transparency and strong ethical standards.
Looking ahead, we’re really excited about launching our first regenerative cotton range in partnership with a factory in India called Oshadi. They use a seed-to-sow process, growing cotton sustainably to regenerate the land and improve biodiversity. It’s the next step for us—going beyond organic to support the environment in a restorative way.
Looking ahead, what are your ambitions for Elizabeth Scarlett? How do you see the brand continuing to make a positive impact?
Our ambition is to continue creating products that combine beauty, artistry, and purpose—and to spread that mission as far and wide as possible. We want to lead by example and show that luxury can exist without harming people, or the planet.
We focus on longevity – products that are giftable, meaningful, and made to last, not end up in landfill. We resist the fast fashion cycle with small-batch collections and a commitment to high quality.
Beyond retail, we have an even bigger mission: to raise £2 million for wildlife conservation by 2030. When we set that goal in 2018, it felt ambitious. But we’re on track—by next April, we expect to hit £1 million, with £750,000 already raised. That’s incredibly exciting.
We’re also expanding internationally. Since COVID, we hadn’t been able to ship to Europe, but we’ve now reopened e-commerce there. In the US, we’ve partnered with Dillard’s, and the enthusiasm from their team has been amazing. My husband and I visited recently, and seeing how aligned they were with our mission was really inspiring. It showed us how much further we can spread this message, and the impact we can make.
What advice would you give to other young entrepreneurs who have a vision but no experience?
Honestly, I didn’t have much experience when I started. I did an art foundation and a business degree, but not much work experience. I just thought, “I’m young, I don’t have major life pressures—why not give it a go?”
So my advice would be – just start. Take that first step. It is hard, especially the first five years. You’re often on your own and grinding constantly. But if you believe in what you’re doing, and if your brand has a deeper purpose, that mission will carry you forward.
Having a cause beyond just selling products creates a like-minded community—and that’s powerful.
Looking back on your career so far, what would you say to your younger self?
I’d say – don’t be so hard on yourself. I’ve always had big dreams and a lot of passion, but I was constantly asking myself: “What do I do with this?” I was in such a rush to make something happen.
I’d tell myself to enjoy the journey. If you live with intention and stay focused, things unfold naturally. Especially working on projects that support the wild—it sometimes feels like there’s a bigger force at play.
