BEHIND THE BRANDS: Q&A WITH FOUR FEMALE FOUNDERS
For this Q&A, we caught up with four women who’ve each built something brilliant from the ground up; Claire Burrows of Air & Grace, Alex Gorton of Wardrobe 44, Nicola Elliott of NEOM and Laura Rowan of Harry Rocks.
After teaming up for a joint giveaway, we kept the collaboration going with a conversation about what really goes into running a business; the highs, the challenges and the honest bits you don’t always hear about.
1. What’s one thing you wish someone had told you before you started your business?
Claire Burrows: That cash flow is king. You can have all the creativity and ambition in the world, but if the cash isn’t managed properly, it can all grind to a halt. Luckily, Mr Grace built me a spreadsheet which became our saving grace. It’s not glamorous, but it’s the backbone of everything.
Alex Gorton: Don't be scared to spend money. Not recklessly, but you do have to invest in others to help you grow. At the start I tried to do everything myself and that quickly becomes impossible. By spending wisely on areas where you need extra help and expertise, you will save precious time and - in the long run - money.
Nicola Elliott: It’s a marathon, not a sprint.
Laura Rowan: There will be great days and there will be down days- but I think you almost need to have the low ones to get the highs.. It is not for the faint hearted starting your own business and I have made many hideous mistakes in the 16 years I have been going but from them all I have learnt something!
2. How do you stay inspired when things get hard?
Claire Burrows: Reading customer reviews. Honestly, nothing lifts me more than someone saying they wore our shoes all day and felt amazing. Those little notes remind me why I started.
Alex Gorton: Every day is a new day and I just try and remember that running your own business is and has always been a rollercoaster. Believe in what you're doing, keep your head down and keep going. I had a conversation with an amazingly successful businessman who told me that he'd started ten businesses, five of which had failed, five had been a success. There were times in his life when everything went wrong and he thought that he'd lose everything. Knowing that everyone goes through difficult patches, however successful they ultimately are, makes me feel less alone when things are tough.
Nicola Elliott: I often think about the heartfelt feedback we get from our community - stories of how NEOM has been there for them during life’s pivotal moments: pregnancy, breakups, new arrivals, career changes, and challenging, stressful times - it reminds me why what we do really matters.
Laura Rowan: I take myself away from the studio- go to a gallery, have a big walk with my dog with a friend and a coffee and a pastry! Time out and time away always clears my head.
3. What’s been the most surprising part of starting your own brand?
Claire Burrows: How personal it is. You think you’re starting a business, but it becomes a part of you - your values, your energy, all of it. It’s thrilling and exhausting at the same time.
Alex Gorton: How much I'm learning. I started Wardrobe 44 in my 40s after a career in journalism and I never realised just how much I'd learn about business, human behaviour, retail, design, import and export, life! It's been amazing to feel challenged and excited by what I'm doing.
Nicola Elliott: Being a founder teaches you patience. It takes time - and a lot of care - to build a brand that truly resonates, one people trust, return to, and fall in love with over and over again.
Laura Rowan: My memory surprises me daily for customers names and orders but not for other more useful things in my life!
4. What advice would you give to women who want to start their own business?
Claire Burrows: Don’t wait for perfect. You’ll never feel fully ready, and that’s okay - the learning happens once you’re in it.
Alex Gorton: Go for it! Start small. Keep it tight to begin with. Keep true to yourself. Listen to advice, but make sure that you align yourself with people who have the same vision and values as you do. And the important one - don't compare yourself to others, especially from what you see on social media. They are on a totally different journey to you, don't let that distract you.
Nicola Elliott: My advice would be - start small and start smart. You don’t always need to stop what’s already working or walk away from everything that brings in cash flow. Often, your next idea can grow alongside what you’re already doing. Use what you have to test, learn, and build confidence. That steady income can give you the breathing space to experiment without so much pressure.
Laura Rowan: If you love it chances are someone else will too! Trust yourself and go with your gut.
5. What’s something that always brings you back to calm?
Claire Burrows: Walking along the Thames in the early morning light. It’s become my morning meditation, a way to think clearly and start the day grounded.
Alex Gorton: Running. Being outside in nature. It's the best medicine.
Nicola Elliott: Having a quiet night in.
Laura Rowan: Again getting outside - a dog walk with a friend always helps! And also I am lucky to have many other female business owners as friends who are wonderful to share the good and bad with for some reflection and another opinion.
What’s been your proudest moment so far?
Claire Burrows: It’s always when I spot someone out and about wearing Air & Grace - on the train, in a café, walking down the street. They’ve got no idea who I am, they’re just living their life in our shoes. That’s the magic for me.
Alex Gorton: Claudia Winkleman wore our cashmere wristwarmers in the 2024 and 2025 finals of The Traitors. To say I was over the moon would be an understatement!
Nicola Elliott: Opening our newest Wellbeing Hub on Regent Street.
Laura Rowan: Being stocked in Harvey Nichols, Anthropologie and seeing my jewellery this month on Joanna Lumley (on the cover of December Woman & Home magazine) have been highlights!
