Editorial: Meet Our Founder!
Come behind the scenes of our brand and meet our founder Judi - the heart and soul behind Ela & Earth!
With a passion for creating everyday essentials that are as practical as they are beautiful, Judi has poured her creativity and dedication into building a brand that resonates with so many of our customers.
In this Q&A, we sit down with Judi to chat about her entrepreneurial journey, the inspiration that fuels her, and what you can expect from Ela & Earth this year (hint: exciting things are coming your way!)
What was your inspiration behind launching Ela & Earth?
The inspiration behind Ela & Earth stemmed from my desire to create a lifestyle brand centered around functional, everyday essentials - products you simply can’t leave the house without!
Initially, the idea was sparked by preparing school lunches for my children and work lunches for my husband and myself. I found joy in experimenting with creative and thoughtful meals, which naturally led to the development of our first few products: a stainless steel bento box and stainless steel nesting containers! These products resonated with my passion for functionality and style, knowing it would become a staple in the daily routines of our customers. Our ethos has continued along these lines when we introduce a new product, our focus in functionality and purpose.
Today, our inspiration is driven by the incredible community of customers we’ve built, particularly in our Ela & Earth Facebook community. We listen closely to their feedback, needs, and suggestions - whether it’s new product ideas, colour preferences, or practical enhancements. Their voices continue to shape our brand, and we’re grateful for the ongoing inspiration they provide, motivating us to innovate and grow every day!
How has the business evolved since the launch?
The evolution of Ela & Earth has been an exciting and fulfilling journey. Since our launch 4 years ago, we began with a modest collection of stainless steel bento boxes and shopping tote bags. From those humble beginnings, we’ve grown our product range from just 5 items to nearly 300 today!
Our water bottles were introduced into our range in 2020 and quickly became customer favourites, and with that success, I saw an opportunity to expand. This led to the creation of our now-iconic Water Bottle Bag which we released in 2023, which received an overwhelmingly positive response from both new and loyal customers alike.
Inspired by the positive feedback of our customers, I began designing additional bags that complemented our existing lunchware and water bottle products while filling a gap in the market. We have established a product range that complements each other and offers our customers a one stop shop when they are searching for their everyday essentials.
What do you love most about your job?
What I love most about my job is the genuine sense of fulfillment I get from building a brand that truly makes a difference. Every day, I feel incredibly fortunate to create products that offer practical solutions, combining both functionality and style.
There are many aspects of my role that I find rewarding, but if I had to pinpoint what excites me the most, it would be the process of designing innovative products and refining the operations of the business. Striking the balance between creativity and sustainability as we grow is what keeps me motivated and inspired.
What has been your proudest moment/milestone since launching E&E?
Can I pick more than one moment? This is a tough question because, honestly, it feels like we’re constantly hitting new milestones and experiencing incredible moments! But if I had to choose just one, I’d say it’s the surreal feeling of walking down the street and spotting someone using or wearing an Ela & Earth product.
The realisation that there are hundreds of thousands of E&E products being used every day is truly humbling. Knowing that so many of our customers integrate our products into their daily lives is a source of immense pride!
Number one piece of advice for aspiring entrepreneurs?
My number one piece of advice for aspiring entrepreneurs is simple: it’s not easy! If you choose this path, be prepared for the first few years to be an uphill battle. You’ll need resilience, patience, and an unwavering drive to stay motivated. As an entrepreneur, you’ll wear every hat and constantly push yourself out of your comfort zone.
Surround yourself with like-minded individuals - join business forums and networks to learn from others and gain valuable insights. The journey may be challenging, but the rewards of growth and learning make it all worthwhile.
What are your top 5 E&E products that you can't live without?
My whole family leaves the house everyday with multiple E&E products for school and work. My top 5 products that are on loop every day are:
However my kids daily E&E products that are constantly on loop would be:
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Water bottle bag - my daughter takes this to Pilates in the morning
What can our customers look forward to from E&E in 2025?
In 2025, our customers can look forward to some exciting new additions to the Ela & Earth collection. Last year, we received the sweetest photos from customers who shared how they were using our Water Bottle Bags and water bottles while traveling. One of the most heartwarming moments was when two customers bumped into each other in Greece, both carrying our bags! They took a photo together and sent it to us - it was a beautiful reminder of how our products are part of their adventures.
Inspired by this, we’re expanding our offerings to support even more of our customers’ travel journeys. We’re currently developing a new travel range that will include everything you need to stay organised and travel in style. We’re thrilled to share these products with our loyal community in 2025!
With exciting plans for 2025, the Ela & Earth journey is only just beginning! As our founder, Judi reminds us - it’s the customers who make this dream possible, and together, we look forward to an inspiring future filled with innovation, adventure, and growth!
