In this episode you will discover the inspiring story behind Elliston House, a rapidly growing textile and wallpaper company focused on making high-design accessible and approachable for everyone.

In this candid conversation, Co-founders Ally Holderness and Morgan Hood share how they went from the idea of DIY wallpaper to a fast-growing business that prints locally in North and South Carolina, keeping prices accessible without sacrificing style. They reveal the secret behind their success: their contrasting tastes that spark innovation, a flexible business model that minimizes inventory costs, and their authentic approach to building a brand that connects deeply with everyday people. You'll discover the creative process behind developing new patterns, from digitizing vintage textiles to working with independent artists and how their diverse backgrounds fueled their startup journey.

They dive into the realities of launching a business with friends, balancing motherhood with entrepreneurship, and the lessons learned along the way. Whether you're a creative, a mom, or an aspiring founder, you'll come away inspired by their transparency and resilience and with practical insights on building a brand rooted in authenticity, artistry, and smart business decisions.

Key Topics

• The founders’ diverse backgrounds in fashion, interior design, and marketing
• How the idea for Elliston House was born out of personal needs and creative passion
• The importance of balancing motherhood and entrepreneurship
• The creative process behind developing textile and wallpaper collections
• Practical aspects of running a direct-to-consumer, made-to-order business
• The impact of collaboration with artists like Renee Bushon
• Building an authentic brand focused on approachability and relatability
• Lessons learned about the entrepreneurial journey and managing business growth
• Future goals including collaborations, licensing, and scaling the brand

Rajuta Sheth is the founder and CEO of her namesake fashion brand. In this episode, she shares her journey from growing up in India to establishing a sustainable fashion label in New York. She discusses her early influences, education at FIT, and the challenges she faced in the fashion industry. Rajuta emphasizes the importance of sustainability and ethical practices in her brand, as well as the impact of the pandemic on her business. She offers valuable insights for aspiring creatives, encouraging them to embrace imperfection and seek mentorship.

Takeaways:

• Rajuta's early exposure to textiles shaped her career path.
• Studying at FIT provided a diverse and intense education.
• Early career experiences highlighted the challenges of the fashion industry.
• Traveling in India inspired Rajuta to create a brand focused on slow fashion.
• The first collection was a learning experience with valuable feedback.
• Building a business requires asking for help and mentorship.
• Sustainability is central to Rajuta's brand philosophy.
• The pandemic forced a pivot to online sales, revealing new opportunities.
• Future goals include scaling responsibly and employing more artisans.
• Embracing imperfection is key for aspiring creatives.

Follow Along with Rujuta:

Website: https://rujutasheth.com/

Instagram: https://www.instagram.com/rujutashethny

Jacklene Creekmore is the founder and CEO of Modafleur, a Nashville based lifestyle brand. Modafleur focuses on empowering women to express their individuality through bold fashion, statement jewelry and colorful tabletop linens. Collections are heavily influenced by florals, vibrant colors, and joyful, expressive design, incorporating Jacklene’s lifelong love for patterns and creative dressing.

Stephanie Lilley is the founder of The Lilley Line, a collection of handwoven bags and accessories that blend chic style, utility and sustainability.

Founded in 2019, the brand was inspired by traditional Central American basket weaving. The comapny's bags are designed in the United States and handcrafted by local women artisans in El Salvador.

Stephanie tells us how she has built this company from the ground up. From selling her bags in farmers markets to building an e-commerce destination to ultimately gaining national attention after being featured in Oprah's List of favorite things.

Natalie Simkins is the creator of Simkinstyle: a fashion-focused inspiration platform where she shares style inspiration combining both high and low price points to create timeless looks.

Originally from South Carolina, Natalie blends her coastal roots with a modern edge, creating a signature style that is uniquely her own.

In just a couple of years, Natalie has a garnered a flourishing community of over 92K highly engaged followers. Her influence has led to collaborations with top brands like Saks, Mytheresa, Shopbop, Dillards and more.

Now based in New York City, she continues to inspire her audience with fresh fashion content set against the backdrop of her new home.

Celina Villarreal is the founder and creator of Margarita Mercantile, a collection of Mexican-inspired clothing and accessories. Each of her garments are made by multi-generational, artisans in Mexico, carrying on a tradition that has been in her culture for hundreds of years. She created her business in 2017 to keep Mexican traditions alive through timeless, handcrafted fashion.

Celina tells us about her childhood in Mexico and the desire she had from a very young age to follow in her father's business footsteps. We hear about her various phases of life, transitioning from lawyer to stay-at-home-mom and eventually to entrepreneur.

Lauren Sharkey is a Chicago-based stylist and wardrobe consultant. She began her business, Styled by Lauren Sharkey, in an effort to educate and empower women to curate a closet that authentically resonates and grows with them. Lauren has an active social media presence where she shares daily outfit ideas, seasonal forecasts, trend reports and more. Prior to starting her own styling business, Lauren worked at a business consulting firm.

We chat about her career growth in the past year, what it has been like transitioning from the corporate world to the creative world and how she has defined her own unique approach to styling.

Renata Gasparian Lima is the owner and co-founder of RENATA by Renata Gasparian, a women’s ready-to-wear collection based in Charlotte, NC. Renata draws inspiration for her brand from her native country of Brazil and the vibrant culture of India. All of her pieces are handmade and boast beautiful colors, patterns and textures.

Renata gives us a glimpse into her life growing up in Brazil and eventually landing her dream job at Daslu, a luxury department store in Sao Paulo. At the time, Daslu was considered by many as the mecca of fashion.

Renata ultimately moved to the U.S. with her husband where she had to, in many ways, rebuild her life. She stayed in touch with her Brazilian connections and began selling their clothing lines in the states. Ultimately, it was her husband who urged her to start her own line of clothes. In 2020, she launched her clothing label and has continued to grow it over the past four plus years.