Article Written By: Rianna Barnett
ELB Handmade is an online lingerie store created and run solely by Emma Brown, a business-driven young woman who aims to leave behind the age-long problems with mass-produced underwear; such as the lack of size inclusivity and customisable styles. Having started her company while at University, Emma now has a large number of loyal customers; as well as a vast range of lingerie pieces centred around comfort and style to maximise confidence for the wearer.
I had the pleasure of speaking to Emma about ELB Handmade, as well as how she feels about the changing consumer attitudes towards sustainability and what it’s like to run a business solo as a young woman.
How did you start making lingerie, and why did you choose to do custom sizing for your pieces?
“It all came about because I wanted a simple lace bralette that was comfortable and fit properly. At the time everything in the shops was just made in sizes small, medium, large which when you have a tiny rib cage doesn’t go well. If it fit my cup size it was too big on my ribs, and if it fit my ribs everything else was suffocating. I had always made clothes with my mum when I was younger so I thought I’d give it a try. It took a few tries before I got to something I was happy with, but eventually I got there and I still wear the first bralette I ever made now (just over five years later!)”
How do you aim to empower other women through your lingerie?
“My main aim is to just make sure everyone feels included! No matter your size, skin tone, or style preference I want everyone to be able to find something they love and feel confident and comfortable in.”
What were your expectations of running a business on your own when you started out? How is it different now to what you expected?
“Honestly because I started it while at university, I didn’t have much time to build up expectations of it in my mind before I started. One thing that I didn’t expect though was how lovely it is to see people come back and purchase again and again, I have a few customers that always leave a little note with their order or email me just after and it so lovely to get a little update from them - I’ve gone through wedding lingerie, maternity, and birthdays!”
Having started your business while at university, what advice would you give to other young women aspiring to start their own business?
“Jump in and give it everything you’ve got. Think carefully about what you want to put into the world, think about what makes your product unique and then run with it. Be honest and be open with your customers and offer them what you would want to be offered!”
In 2017, only 5.6% of UK women ran their own businesses. Do you think this figure will change? How important is it for women to support other female-led businesses?
“I hope that figure will change! Honestly, I think there’s a big shift within the female population and particularly with the younger female generation feeling more and more empowered and (quite rightfully) feeling that they can do the things they want to no matter what that might be. I do think it is important to support other females if what they’re doing aligns with your own beliefs, however I don’t think blindly supporting based on one factor is the way to go either. For me just making sure I’m informed about the company or person I’m supporting is a great starting point.”
How do you try to be sustainable in your business? Do you think being a one-woman army helps you to be more sustainable?
“Anything that I can recycle or reuse I will, I walk or bike to the post office, I avoid all single-use plastics in my packaging and where possible I buy recycled products. It can be hard to source recycled products, and in particular being conscious of where I source fabrics from can be tricky but I think being aware and trying your best is always appreciated and does make a difference. With it being just me I think it helps as I can really control everything and I know that very little is being wasted, and be really picky with supplies and fabrics.”
Do you think consumer’s attitudes towards buying clothes need to change?
“I think consumer attitudes are already changing and it’s so great to see. While it is entirely down to the individual, I think seeing some big household names like Tesco and Sainsburys bringing attention to plastic waste and packaging will encourage not only consumers but other companies and manufacturers to be more ethical and sustainable in their production and in their final products. I may be biased here, but I think buying from a small brand or a solo maker will always beat buying from a huge company, not just in the quality of the products, but in the experience as a whole.”
It’s great to see small businesses such as ELB Handmade taking the leading steps in promoting more sustainable fashion options, and encouraging young women and girls to pursue careers in fashion and business. The impact of fast-fashion is reaching an irreversible point, and companies such as these can have a genuine lasting influence on consumer’s mindsets, helping more people to realise that choosing to invest in high-quality sustainable pieces doesn’t have to break the bank.
Article Written By: Rianna Barnett
Photography By: ELB Handmade: elbhandmade.com and @elb_handmade on instagram.
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