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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Growing a Fashion Brand: Lavender Hill’s Approach to PR, Sustainability, and Profitability with Isobel Ridley

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