Growing a Fashion Brand: Lavender Hill’s Approach to PR, Sustainability, and Profitability with Isobel Ridley (episode 568)
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’s built a profitable, sustainable brand by keeping things simple—focusing on core products, running a lean team, and letting data guide every decision. She also reveals how AI and old-school PR still play a big role in growing Lavender Hill today.
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Dive 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!
Profit Comes from Focus, Not More Products
Isobel discovered that chasing new styles and colors wasn’t helping her grow—it was hurting profits. Her core products, the classic white, navy, and black T-shirts, consistently outperformed everything else. By cutting back and focusing only on what sold best, she made the business leaner and more profitable. This focus also reduced waste and strengthened brand identity. It’s a reminder that sometimes the smartest growth move is doing less, not more.
PR Still Builds the Strongest Kind of Trust
While digital ads and influencer content come and go, traditional PR gave Lavender Hill something lasting—credibility. Isobel spent years building relationships with journalists and editors, and that early investment still pays off. Even today, major publications mention the brand because of that reputation. She calls PR a “trust stamp” for consumers who can’t touch your product. For anyone building a brand, this is proof that old-school media can still deliver modern results.
Keep Operations Simple to Stay Profitable
Lavender Hill runs efficiently with a team of just three people. Isobel handles strategy, one person manages marketing, and another oversees fulfillment. They’ve kept warehousing in-house instead of using third-party logistics, saving money and keeping control over the customer experience. This streamlined approach helps them respond faster and maintain quality. It’s a great example of how simplicity can be a real advantage in eCommerce.
Use AI to Work Smarter, Not Harder
Isobel uses tools like Shopify Sidekick and ChatGPT to make better decisions and save time. From analyzing sales and stock levels to generating marketing ideas, AI helps her small team act like a much bigger one. She’s quick to note that you still need to double-check everything—but the efficiency gains are huge. AI gives her new perspectives and helps her spot patterns she might miss. For small eCommerce teams, this is a powerful way to compete without hiring more staff.
Always Let the Numbers Lead the Way
Throughout the episode, Isobel returns to one core principle—decisions must be data-driven. She constantly looks at what’s profitable, what’s not, and isn’t afraid to make tough cuts. From closing her London showroom to dropping underperforming products, every choice is backed by numbers. That discipline has helped Lavender Hill stay sustainable and independent. It’s a valuable mindset for any founder who wants to build a long-term, resilient eCommerce brand.
eCommerce Book Top Tip
eCommerce Traffic Top Tip
- Organic search
Tool Top Tip
- Slack project management platform
Carbon Top Tip
- Lavender Hill keeps operations green by ensuring all incoming and outgoing packaging is recycled or recyclable, and reviewing every process to reduce waste and carbon impact.
Interview links
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