Editorial: Meet Our Founder

Come behind the scenes of Ela & Earth as we chat with our founder, Judi - the heart and driving force behind the brand. Since launching, Judi has been on a mission to create everyday essentials that are practical, beautifully designed, and make life a little easier. 

What began as a small idea has grown into a thriving brand with a passionate team and a community who love functional, stylish products. In this Q&A, Judi shares the story behind Ela & Earth, how the brand has evolved, and a sneak peek at what’s next.

Take us back to the beginning - when did you start Ela & Earth and what was the inspiration behind the brand?

Ela & Earth started from a very personal place - my desire to create everyday essentials that actually make life easier. It all began with packing school lunches for my kids. I loved finding ways to make meals practical, organised, and a little bit fun, and that naturally led to our first products: the Stainless Steel Bento Boxes and Nesting Containers. They were simple, functional, and stylish - everything I wanted in a product, and apparently, a lot of our customers did too!

From there, we expanded thoughtfully: Water Bottles came next, then our Water Bottle Bag, which really put us on the map. The Odyssey Tote Bag followed, and watching it sell out so quickly was such a special moment - this felt like a real pivotal moment for the brand. 

Now, as we move into a new era focused on travel and everyday adventure, our inspiration continues to come from our amazing community of customers. Whether it’s product ideas, colour suggestions, or little tweaks that make life easier, hearing their feedback keeps us innovating and pushing the brand forward. It’s incredible to see how far we’ve come, and it’s a journey I feel so lucky to be on every day!

Can you tell us about how the brand has evolved since the initial launch?

When Ela & Earth first started, one of our earliest products was the stainless steel lunchware, which naturally led to work bags like the Tote Bag  and Lunch Bucket Bag. Even from those early days, we focused on thoughtful details like insulated linings and dedicated water bottle pockets - features that have become a hallmark of the brand.

Over the years, we’ve carried these features through our collections, from the Odyssey Overnighter and Weekender Travel Bags, and now into our first luxe vegan leather Arden collection, which includes our Convertible Backpacks and Slouch Bags. It’s amazing to see how a few simple ideas around practicality and functionality have grown into a full range of products that make everyday life and travel a little easier (and stylish, too!).

What's your favourite part about the job? Do you have a favourite memory?

There are honestly so many things I love about what I do. Watching the journey of an initial concept go from a sketch on paper to a real product that people use in their daily lives never gets old. Product design and development is my real powerhouse so I get such a buzz when customers share photos with their Ela & Earth products I’ve created - it’s a reminder of why I started in the first place.

But honestly, it’s the little moments that mean the most - like reading kind customer messages or seeing our Facebook community grow and support one another. Those moments always remind me that we’ve built something really special.

What about the most challenging part?

There are definitely a few! I think one of the biggest challenges has been learning how to grow while staying true to our values. In the early days, it was easy to have my hands on everything - every product detail, every email, every customer message. As the brand has grown, I’ve had to learn to let go a little and trust the amazing team around me, which is truly rewarding.

But at the end of the day, every challenge has helped shape Ela & Earth into what it is today. I’ve learned to embrace the chaos, celebrate the wins - big or small - and keep moving forward with purpose.

Talk to us about a typical day in your life?

Most mornings start with a Pilates class - it’s my little moment of calm before the day kicks in. Then it’s back home for coffee, packing lunches for the kids (and usually myself!), and getting everyone ready for the day ahead. I head into the office around 9am, and from there, things move pretty quickly. 

The first part of the day is usually emails and planning - checking in with the team, reviewing new product samples, and catching up on what’s happening across marketing and design. I love that side of the job; being involved in the creative process and seeing ideas come to life is still one of my favourite things.

I’ll often spend time writing orders or popping into the warehouse to check in with the team - it’s always buzzing down there! And lately, I’ve added something new into the mix: filming content for my personal YouTube channel. I try to capture snippets of my day, whether it’s behind-the-scenes product development or a little glimpse into what goes on at Ela & Earth.

What about the weekends - how do you like to relax and unwind?

Weekends are definitely my time to relax and reset. I try to stay off emails (as much as possible!) and just enjoy time with my nearest and dearest. Most Saturday’s will include a walk or Pilates, followed by a good coffee and catch ups with friends. 

Sundays are usually slower - a mix of family time, prepping for the week ahead, and a bit of vlogging if there’s something fun happening behind the scenes.

It’s all about finding that balance. During the week, everything moves so fast, so I really value those quieter moments on the weekend to recharge with a good book and get ready for the week ahead! 

Do you have any advice for other founders?

My biggest piece of advice would be to just start. It’s so easy to get caught up in waiting for the “perfect” time or overthinking every little detail - but the truth is, you learn the most by doing. There’s no handbook for running a business; it’s all trial, error, and a lot of persistence.

I’d also say, stay true to your values. It’s easy to get distracted by what everyone else is doing, but the magic really happens when you focus on your own path and create from a place of purpose.

Can you share what's next for Ela & Earth? What can our customers expect in 2026 and beyond?

We have so many exciting things in the works! Over the past year, we’ve really refined who we are as a brand - and 2026 is about building on that foundation in a big way. You can expect to see even more focus on travel and lifestyle essentials that blend function with beautiful design.

We’re continuing to expand the Odyssey and Arden collections, exploring new materials and ideas that make packing, organising, and everyday living easier.

Most of all, we’re focused on creating a brand experience that feels personal and inspiring. From product innovation to our growing online community and new YouTube channel, we want to keep finding ways to connect and share with our customers.

From humble beginnings to a growing lifestyle brand, Judi’s passion and purpose continue to shape everything Ela & Earth stands for - thoughtful design, functionality, and a touch of everyday beauty. As our brand steps into its next chapter, one thing remains the same: a genuine commitment to creating products that make life easier and more inspiring for our community.

To keep up with what’s next, join our Ela & Earth Facebook community or subscribe to our mailing list for first looks at new collections, behind-the-scenes moments, and plenty more to come.