Elizabeth Petrides has transformed her passion for art and wildlife conservation into a successful business, building Elizabeth Scarlett into a brand generating £18 million in annual revenue by July 2026. Founded in 2015, the company specializes in embroidered accessories—such as pouches and bags—featuring animal and floral motifs. Over the past six years, it has expanded from five employees to a team of 55 and distributes products internationally through its website and retailers including John Lewis, Fortnum & Mason, Anthropologie, Nordstrom, and Dillard’s.
Petrides, 37, grew up in north London as the eldest of eight children surrounded by rescue animals, fostering a lifelong dedication to wildlife. After studying art at Central Saint Martins and later business management with marketing at Westminster University, she initially pursued various roles in design and merchandising, including a position at Tesco’s graduate scheme. A turning point came when she created embroidered cushions from her original elephant and lotus flower designs, produced through a Chinese factory contact. After some experimentation with homeware, she shifted focus to practical, everyday items and launched a line of embroidered pouches in 2016. The breakthrough came quickly when Fortnum & Mason placed an immediate order at a trade show, confirming the product’s potential.
Sales grew steadily as the brand expanded its offerings and introduced personalisation options, embroidering customers’ initials to enhance appeal. Elizabeth Scarlett coupled its product line with a commitment to conservation causes, branding its accessories “a pouch for purpose.” The company has supported charities focused on turtle, elephant, tiger, and leopard preservation, dedicating at least 2% of annual turnover to such efforts. Having surpassed £1 million in donations, it aims to reach £2 million by 2030.
Petrides’s husband, Alex Petrides, joined the business in 2020 as chief executive, helping manage operations as she balanced motherhood and the company’s growth. Since launching in the U.S. two years ago, international sales now account for 46% of total revenue, with approximately 80% generated through direct online sales. Manufacturing is spread across China, Cambodia, and India.
Elizabeth Scarlett continues to broaden its product range, recently introducing a women’s clothing line in collaboration with Nobody’s Child and partnering with the ceramics company Emma Bridgewater to apply its designs to pottery. Petrides has expressed interest in expanding into homeware markets, such as wallpaper and fabrics, and hopes to open a flagship store in the future.
More than a fashion brand, Elizabeth Scarlett is driven by Petrides’s deep commitment to wildlife conservation. “Where my true passions lie are in conservation,” she said, emphasizing the importance of raising awareness in today’s fast-paced world. The business’s ongoing charitable contributions and storytelling approach reflect this mission, seeking to combine design with purpose while supporting global conservation efforts.