Story
It was 5pm on a Friday when I found out I’d passed my probation period. My boss was happy with my performance.
I was miserable.
11 weeks, 4 days and 10 hours into a job that demanded relentless unpaid overtime, I realised I couldn’t do it anymore. If I didn’t quit that very moment, I’d be stuck serving a life sentence notice period. So, after six years in the fashion industry, I walked away - with no job lined up, completely burnt out, and questioning everything.
Giving up on fashion wasn’t an option. I had studied it for five years, specialising in Contour Fashion, and I knew deep down there had to be a way to do it differently - ethically, transparently, and on my own terms.
I launched Noelle in July 2021 with that exact vision. At first, I had major imposter syndrome - calling myself a modest Founder over CEO or Director. But now? I’ve grown into my role and built a business I’m proud of.
Noelle has evolved in ways I never expected. Initially, I leaned towards loungewear, but over time, my designs became more fashion-focused. The heart of Noelle, however, has remained the same: high-quality clothing that doesn’t exploit people and makes you feel great to wear.
One of the biggest surprises has been the success of the Heirloom Tshirt. I simply drew some tomatoes, printed them onto one of our organic cotton tees, and somehow it became my best-selling product. I still don’t fully understand why, but it’s been worn by some very famous faces, and I’ve now embraced a much simpler approach to design: take something I love, draw it, and put it on a t-shirt. Turns out, that’s the formula for success.
Along the way, I’ve had some surreal moments, like being a guest on Stacey Dooley’s podcast - someone whose documentaries first opened my eyes to the harm the fashion industry causes. Taking her to see where Noelle clothing is ethically produced was a full-circle moment I’ll never forget.
Of course, running a business alone comes with challenges. There have been major personal hurdles that meant things didn’t always go to plan. There were quieter periods when life got in the way, but the community I’ve built through Noelle has kept me going. The daily messages I receive from customers telling me how much they love Noelle products mean more to me than anything.
As for the future? I’d love to have a concept store, stocking other makers work and running workshops. Noelle clothing would be made in a glass walled studio - total transparency.
With a cafe in the day and a moody bar in the evening with local musicians and inspiring books to read. A community feel, for people who care.
Right now, I’m focusing on creating pieces I love, building Noelle organically, and making sure I never have to return to a corporate job. Because, honestly, that’s motivation enough.
If you ever want to chat, collaborate, or moan, email me on:
info@noelleltd.com
Big love,
Eliza x