WWW - Elizabeth Scarlett Petrides Sandra

Photographer: Phill Taylor

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The architect-turned-CEO of Manolo Blahnik shares how she’s helped to redefine her family’s luxury shoe empire—and why her uncle’s perpetual passion for learning has been key to its success.

“I’ve always been particular about my brows—even on shoots with incredible make-up artists, I’d insist on doing my own.”

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On building a brand that champions community, creativity and conservation

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I originally studied engineering and worked in that industry for three years, so I launched my business later on in life. At 26, I left my job in France and came to London to study jewellery design. That was almost 10 years ago. I basically used my studies to start working on my business plan. Every time I had a school project, I would design pieces that would be part of my future collection. But I didn’t have a lot of experience in business; I had no idea what a small business was, how to hire, or how to be a manager. I had no connections whatsoever in London – nor in fashion or design.

“Of course, I’m very grateful for the successes we have achieved, and yes, we can celebrate these milestones. But I’m always cautious – I never believe I have ‘arrived’. To me, one day you’re in and the next you could be out. You can’t rest on your laurels.”

“I say ‘work in progress’ a lot or ‘this too shall pass’. Also: ‘don’t forget to have fun’.”

What is your mantra?

“In the beginning, the biggest challenge was doing everything with a small team, but I truly believe it’s important to be hands-on to understand what your business really needs”

“When we got our first negative TikTok review, I panicked. I thought we’d ruined everything. But it turned into one of my biggest lessons.”

“A very old Hermès trench, which I got when I worked at the [brand’s] sample sale in the ’90s, plus a McQueen embroidered cape.”

What is your most treasured fashion item?

£34

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£48

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£28

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£26

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£18

Enchanted Elephant Coin Purse

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My dream was to transform passion into… products that could inspire joy and have a positive impact – and that purpose is still at the heart of everything we do today. Elizabeth Scarlett was born in 2015, at my kitchen table, but I have been drawing animals ever since I could hold a paintbrush. My very first designs were cushions and bedding; stumbling on the ‘Everyday Pouch’ was the serendipitous moment that changed everything. Embroidery and personalisation were also key discoveries – there's something about the way it brings paintings to life that feels special. The most personal part of my journey was… launching our ‘2% to the Wild’ mission. [Whether the profits we donate go towards] protecting green sea turtles, funding the care of orphan elephants in Kenya with the Sheldrick Wildlife Trust, or safeguarding tigers and leopards in Ranthambore National Park, India, with Suján, I feel so lucky to be able to share this journey with such a wonderful community of women who are as passionate about the natural world as we are. Artistry, purpose, and growth can coexist… and that’s a joy to celebrate every day. Through our partnerships with Sheldrick Wildlife Trust, Blue Marine Foundation, Suján and many others, our community has raised £750,000 for conservation projects, and seeing the tangible impact of this work makes me endlessly proud. This year I was lucky enough to visit our turtle project on Ascension Island, where we fund an incredible team of rangers. It’s a tiny but magical place in the middle of the Atlantic Ocean (the only airport is an RAF base) and one of the world’s largest nesting sites for green turtles. It was a particularly special time to go, as the team recorded the highest number of hatchlings and nests since 2017. On some nights, more than 500 turtles came ashore and witnessing it was an experience that will stay with me forever. It was truly amazing to see the real impact our contributions make – not just in supporting individual animals, but helping entire ecosystems bounce back.

My must-have piece at the moment is… the ‘Open Flat Makeup Bag’. I honestly can’t be without this bag: it makes me feel more organised, whether I’m at home or travelling, and its flat-opening design means everything is visible at a glance – a simple yet brilliant feature for everyday life. My favourite iteration is ‘Rose’. Its blush pinks and antique golds on navy velvet look so pretty on my dressing table. The two things I would never compromise on are… quality and purpose. Every product we create has to reflect the craftsmanship and attention to detail that defines Elizabeth Scarlett, while also staying true to our mission to support wildlife conservation. It’s not just about making beautiful objects: it’s about creating something meaningful, ethical and lasting. The biggest challenge we face is… how to prioritise what comes next while living within our means and values. We have no intention of seeking external funding of any form; we consistently challenge ourselves to dream big, but I’m incredibly proud that we have grown the business independently, and remain fully self-financed, debt-free and family-owned. As a result, we have to make the impossible happen while balancing “dreaming big” with what is possible now. It can be a good restrictor because it challenges you to really focus on what’s important. Sometimes that has meant slowing down to build proper infrastructure, creating the foundations for sustainable, rapid expansion. This year, we are likely to achieve +100 per cent year-on-year growth. We’re hoping that this will help alleviate some of the constraints that have held back our bigger ambitions and allow us to start a new chapter for Elizabeth Scarlett. Our most valuable lesson has been… recognising when our structure needs to evolve alongside our ambitions. As we’ve scaled, we’ve intentionally built specialist expertise within our team. This transition has been transformative, allowing us to grow while maintaining that all-important attention to detail that defines us. Finding the right people to build, guide and drive the vision to reality is one of the most important elements of any start-up to scale-up journey. We’re lucky to be surrounded by a brilliant team and passionate advisors, but it is always a huge challenge to find the right people at the right time to partner with and take the business forward.

“We celebrate wins—big and small—every day through a WhatsApp group with our leadership team. Everyone shares one big and one small win daily. It reminds us that progress, no matter how small, is still progress. “It’s natural to take inspiration from others, but it’s tough when we see replicas of our products on the market. There are too many loopholes that let brands get away with it. I used to stay quiet about it, but now I see it as a compliment—it means we’re leading, not following, and that Refy is aspirational. “I’m still learning to set boundaries with my phone. So much of my work and life happens there, but I can easily spend hours scrolling without being productive. I’m trying to create a new routine—once I finish work, I leave my phone on my desk for the evening . “I’m a chronic overthinker, and the best advice I’ve ever received came from my brother: whenever you have a problem, look in the mirror and ask, ‘Can I do anything about this?’ If yes, do it immediately. If not, let it go—it’s out of your control.

“I started posting on Instagram at a very good time. It was very early on. I would just put outfits together, and my mum would take pictures of me in the kitchen. At the beginning, I was just sharing to friends and family, but over time my following grew. It was a lot easier back then. As my following grew, so too did the opportunities, and I started working with brands, which is how I met Jenna [Meek, Jess’s co-founder]. “I’ve always been particular about my brows—to the point where, even on shoots with incredible make-up artists, I’d insist on doing my own. I was actually on one yesterday and said, ‘I’ll do my own brows.’ Back then, I’d use two gels and three brushes just to get them how I liked — I thought that was normal. Jenna saw what I was doing and asked why I was using so many different products. “I talked her through each step, and her entrepreneurial brain immediately lit up. She said, ‘I think there’s something here.’ We met for lunch and sketched out designs for a dream product — one that featured three brushes to create my everyday sculpted look and hold it in place all day. “Months later, Jenna called and said, ‘I’ve spoken to a lab — they think they can make it. Would you want to start a business together?’ Naively, I said yes, with no experience in make-up or business. I wish I still had some of that fearless energy, because as the brand grows, the stakes get higher, and I’ve become more cautious. I love where we are today, but nothing beats the magic of the beginning.

“Back then, I’d use two gels and three brushes just to get them how I liked — I thought that was normal.”

“I had no idea the process would take two years. Our prototype was a world-first, so there was a lot of back and forth. We eventually launched in November 2020 — a strange time, right in the middle of lockdowns. But with everyone on their phones, it actually worked in our favour. I launched Brow Sculpt on my channel with a simple video of me applying it and saying, ‘We have this brow product — hope you love it.’ That clip went semi-viral because of the instant wow factor. “The lab required a large initial order since it was a new product. We forecasted that the stock would last nine months — it sold out in six weeks. We were out of stock for three months, which wasn’t ideal, but it showed there was a gap for a brand that simplified beauty with innovative, time-saving products that did the hard work for you. “I’m not a make-up artist — I’m just a girl who loves make-up and wants to create beautiful looks in under 20 minutes. From then on, we kept asking, ‘What else needs simplifying in our routine?’ That question still drives everything we do.

“We forecasted that the stock would last nine months — it sold out in six weeks.”

“When we got our first negative TikTok review two years in, I panicked. I thought we’d ruined everything and relied too much on social media. But it turned into one of my biggest lessons — we needed to be clearer about who each product is for. Instead of saying, ‘Everyone will love it,’ we started saying, ‘Don’t buy this if you’re not after that specific look.’ “Our community is our biggest strength. It’s at the core of everything we do. We started out wanting to simplify beauty, but now it’s evolved — I’m often the second person to know what’s launching next because it all comes from our community. They influence everything, from product development to shades. We regularly email our database asking questions like, ‘What do you want to see next?’ or ‘Should the next mascara be blue or brown?’ “We’re so fortunate to have such a close relationship with them. Our products are made for them — nobody else. Some of our biggest viral moments have come from everyday customers, not influencers. One girl in America filmed herself applying Lash Sculpt from Sephora in her bedroom — that video now has over 100 million views. It sold out across Sephora US. You can’t buy that kind of exposure — it’s pure community power. “To stay ahead, we have to keep innovating — not just with products but with every aspect of the business: in-house processes, customer experience, and events. Three years ago, we hosted a community pop-up at a Pilates studio in London. We weren’t selling anything — just meeting people. There were classes upstairs, coffees and matchas downstairs, and a space to connect. People queued for six hours just to be part of it. It’s one of my proudest moments and reminded me why community matters so much.

We try to be sincere and authentic in everything we do. We sometimes say that we are creating objects that are right in every sense of the word—the right proportions, the right level of practicality, and the right balance between the quality and the price. You have to have respect for the customer, and we’ve kept our prices quite consistent all these years. I don’t agree with the mentality of selling super expensive products just for the sake of it, and you don’t care because you know that someone will be ready to pay for it. When you do that, they probably won’t come back. You need to keep that link with the customer; that’s what builds a future. The one thing I would never compromise on in business? Passion. It’s so important to have passion, and to transmit that to all the people around us. I think that only when you really do things with passion, that you can do them well. What I’m proudest of is the fact that we have been able to evolve. In nearly 80 years, we have gone from being a tobacco store to a lifestyle brand with a presence all around the world. We didn’t do it in one dramatic revolutionary way—we did it with consistency. We have always evolved, we have always innovated, created, re-imagined. But we have also maintained strong roots and strong pillars, like our Le Pliage and Le Roseau designs. Those two bags are more than 30 years old, and to see women today still wanting them and wearing them is something I’m very proud of. We’ve managed to succeed in keeping them desirable all this time, which is not something that many brands have been able to do. Success isn’t really what I’m looking for—it’s to feel that I have done my best. To know that I have achieved something in a good way, in the best way I could. And sometimes, of course, it doesn’t work, but I can still feel proud of it, and how I overcame difficulties or tried something different and innovative. We must always learn from our mistakes. A special moment I will always remember was our collaboration collection with Tracey Emin. It was the first one I ever did, and it was to celebrate the 10th anniversary of Le Pliage in 2004. Collaborations were not so common then, few people were doing them—especially one that was so purely artistic. To meet her, to work with her, was incredible, and I think the result perfectly captured Tracey’s spirit, and Longchamp’s spirit too. It was really the beginning of a new page for the brand.

“When we got our first negative TikTok review two years in, I panicked. I thought we’d ruined everything and relied too much on social media. But it turned into one of my biggest lessons—we needed to be clearer about who each product is for. Instead of saying, ‘Everyone will love it,’ we started saying, ‘Don’t buy this if you’re not after that specific look.’ “Our community is our biggest strength. It’s at the core of everything we do. We started out wanting to simplify beauty, but now it’s evolved—I’m often the second person to know what’s launching next because it all comes from our community. They influence everything, from product development to shades. We regularly email our database asking questions like, ‘What do you want to see next?’ or ‘Should the next mascara be blue or brown?’ “We’re so fortunate to have such a close relationship with them. They’re who our products are made for. Some of our biggest viral moments have come from everyday customers, not influencers. One girl in America filmed herself applying Lash Sculpt from Sephora in her bedroom—that video now has over 100 million views. It sold out across Sephora US. You can’t buy that kind of exposure—it’s pure community power.

“It’s not just about making beautiful objects: it’s about creating something meaningful, ethical and lasting”

Sustainable materials, meticulous craftsmanship and designs inspired by the natural world have become signatures of Elizabeth Scarlett – a label that specialises in creating beautifully embroidered accessories, including luxury pouches, make-up bags and travel accessories. Founder Elizabeth Scarlett Petrides has spent the past decade blending art, wildlife conservation, philanthropy and philosophy to build a brand that is both inspiring and purposeful. Now, to mark 10 years of hard work and success, she speaks with Sofia Piza for our Women Who Win series to share what she’s learned along the way.

Scarlett Petrides

“Bravery is something I continue to practice every day, whether it’s making decisions to grow the business responsibly, expanding internationally or staying true to our values”

“Our Le Pliage and Le Roseau bags are more than 30 years old, so to see women today still wanting them and wearing them is something I’m very proud of.”

Wild Tiger Hot Water Bottle

Celestial Mini Pouch

Dazzling Bows Everyday Pouch

Love Hearts Open Flat Makeup Bag

Honey Bee Eye Mask

“Like a building, I understood the business’ foundations. Next, came the challenge of how high we could build it; how many more layers we could add.”

“I think longevity comes from being really clear on who you are, what you’re doing and who you want to be, both in terms of product and people.”

Manolo Blahnik’s brilliance is that it is unconstrained. Every season, the collection will take you by surprise. Yes, we have our classic styles that have captured people’s imaginations on a very large scale, like the ‘Hangisi’ buckled pump or the ‘Maysale’, which is your perfect 360 shoe in my opinion. But I think what differentiates us is that there is such a wide selection, and everything stems from deep cultural references and historical understanding that my uncle has spent his entire life learning, studying and consuming. Each collection is a visual feast. Even if you’re only going in to buy the simple ‘BB’ pump, you will always have something to look at, that will inspire you to think and make you curious to try it on. We don’t follow fashion, we just do our own thing. We’re not beholden to an Excel spreadsheet telling us what has to be made. Manolo is never told to do this, that or the other, or to follow certain trends or movements. It’s wholly unboundaried; an infinite world of surprise. No collection is ever going to be obvious, so that element of magic and surprise is consistent, and that has meant we’ve maintained our community. When someone connects with us, they will continue being connected. It’s not something that fades over time because there’s always something to excite. Speaking of surprises… We recently launched a Marie Antoinette capsule collection. It’s to celebrate the incredible exhibition that’s currently on at the Victoria & Albert museum [in London], which we immediately threw ourselves at to sponsor. It was one of those magical, very rare moments where all the stars align and we knew that Manolo just had to be part of it. Marie Antoinette is one of the icons of his life; [someone] he’s always been drawn to, so to get as close to her as he did through this process was so important to us. This little capsule collection he’s designed is very much with her in mind, but as if she was alive today. I currently own about 150 pairs of Manolo Blahnik shoes, but of course I’d like them all! My most treasured are a pair of gold leather sandals from 1976 that I asked to keep when I spent three months in Bath photographing all of the shoes for our archives. I never wear them – they’re more of a collector’s piece, something really special that I own from the archives. Another treasured possession is my collection of ‘Maysales’: I have about 12 colours and I love laying them all out in a spectrum. Looking at them all together makes me smile – it’s like being in a candy store. Some of my shoes are not in such pristine condition, of course, but that’s only because they’ve had a lot of fun and been on many outings. They’ve danced, they’ve walked, they’ve run, they’ve battled the weather, but I look at them and they bring back all those wonderful memories, so I’ll never get rid of them.

Elizabeth

“I think longevity comes from being really clear on who you are, what you’re doing and who you want to be, both in terms of product and people.”

Celebrating success is about connection, creativity and gratitude… for our team, our work, and feeling good about the impact we’re making on the natural world. We’re really big on celebrating at Elizabeth Scarlett – from the littlest wins to the biggest achievements. This year we took two days away from the business and stayed at 42 Acres, [in Frome], to reconnect as a team. We sang around the campfire, got creative with self-portraits and went wild swimming. Taking the time to be present with each other not only makes these moments memorable, it also strengthens our working relationships and keeps everyone aligned with our shared goals. The bravest thing I’ve ever done is… taking the leap to start Elizabeth Scarlett. I had such a desire to create something from scratch, combining my love of art with wildlife conservation, but it felt so risky at the time – I had little experience and was very naive! However, I think bravery is something I continue to practice every day, whether it’s making decisions to grow the business responsibly, expanding internationally or staying true to our values while dreaming bigger. Building something meaningful is never without its challenges and I’ve learned that courage isn’t just a single moment – it’s part of the journey. I’m a big believer in seeing mistakes as… an inevitable part of the process. It’s really how you learn and grow from those – and pick yourself back up again – that matters. Sometimes it’s prioritising the wrong thing and dropping the ball on something else or, more broadly, making a decision that, in hindsight, you might have handled differently. But each challenge, no matter how painful, can be a learning opportunity with the right mindset. I had so little experience when I started a decade ago. In the first couple of years, I really didn’t have a clue what I was doing, but every stage has helped shape Elizabeth Scarlett into the business it is today. In business, women are amazing at… creating a culture in which doors are opened, experience is passed on and women lift each other up. Too often female founders who are just starting out have to figure things out alone, especially in creative or purpose-driven businesses, so I’m a real advocate of mentoring, sharing knowledge, guidance, support and creating opportunities so that the next generation can thrive with confidence. When we support each other, amazing things happen. It’s not just about professional success: it’s about building a community where ambition, creativity and purpose can flourish together.

“I’m a real advocate of mentoring, sharing knowledge, guidance, support and creating opportunities so that the next generation can thrive with confidence”

The juggle of motherhood and founder life can feel… a little messy at times, but there’s beauty in that too. No two weeks are ever the same. I try to accept where I’m at and I have rituals I can lean on when I feel it’s needed: movement, going for a walk with the dog, bath salts, and magnesium supplements are magic, plus planning special moments with my husband, kids, family and friends. I should also mention my mum, who has been the glue that holds it all together more times than I can count. I always wear my… Astley Clarke locket close to my heart. It was a Christmas gift from my husband, Alex [CEO of Elizabeth Scarlett]. It’s a simple gold celestial design that’s easy to wear with everything, but what makes it special to me is that it contains my favourite pictures of my babies. My daughter loves opening it and I wear it every day to keep them with me, especially if I’m travelling. The advice I treasure is… create what makes your heart sing, and others will hear the music. These wise words found me at the moment I needed them most: when I was trying to work out how to combine my love of wildlife and art into a sustainable business. Rather than viewing creativity and giving back to conservation separately, this advice encouraged me to weave them together. It gave me the confidence to build a brand where embroidered wildlife designs do more than look beautiful – they help to protect the animals that inspired them. My favourite London hideaway is… Sessions Arts Club in Clerkenwell for its decadent dining room, cocktails and dishes to savour. It’s very romantic. I also adore a walk on Hampstead Heath with the kids, followed by a roast at the Bull & Last, in Highgate. It’s the perfect way to recharge at the weekend.

“It’s not just about making beautiful objects: it’s about creating something meaningful, ethical and lasting”