Isobel Ridley is the founder at Lavender Hill, a women’s fashion brand focused on ethically made luxurious staples. Founded in 2013 then now sell exclusively via their Shopify store, turning over around £500,000 a year. 

 

In this episode, Isobel shares how she built a profitable, sustainable fashion brand by focusing on what works—core products, smart use of AI, and old-school PR that still delivers. 

 

Hit PLAY to hear: 

 

• 💡 How focusing on fewer products made Lavender Hill more profitable 
• 🧠 The clever ways Isobel uses AI (including ChatGPT!) to run her store smarter 
• 🛍️ Why she ditched 3PLs and still fulfills every order in-house 
• ✂️ The surprising reason she cut product lines and boosted brand value 
• 📰 How traditional PR still drives sales in a digital-first world 
• 🔍 The data-driven mindset behind every major business decision she’s made 

 

Key timestamps to dive straight in: 

[04:50] "Sustainability Over Excess Colors" 

[07:03] In-House Operations Over 3PL 

[10:40] "Shifting PR: Magazines to Influencers" 

[14:25] Early Struggles of a Business 

[18:05] "Adapting Strategies for Profitability" 

[21:17] Listen to Isobel’s Top Tips! 

 

Full episode notes here: https://ecmp.info/568 

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