Loulou Ellingham

What inspired you to establish Slowlife Collection? I grew up rurally in Gisborne, the youngest of four children, with afternoons skiing and picnicking by the lake, trips to the snow with lunch around the back of the car, and camping on the East Cape. As a family we still spend a lot of time outdoors, so I wanted to design a range that I would use regularly – one that would help make outdoor missions and going away more convenient while looking good.

What steps are involved between thinking of a potential new product and getting it to market? This is the time consuming part of the business. When we have a new product idea, we run it past a small group. If the feedback is positive, our design team creates a tech pack with detailed descriptions and drawings. We send this to our supplier, who creates a sample. It often takes a few attempts to nail the final product. Once we confirm colour swatches and trimmings, our supplier will make a production sample for final approval, before completing the bulk production. The product then takes another six to eight weeks to be shipped to us by sea.

What was the best bit of business advice someone has given you? One piece of advice that really stuck with me is to do the tasks that drive revenue first. They’re usually the ones you don’t love doing, but actually move the business forward. It’s so easy to get caught up in the fun stuff – but if you’re not focusing on what brings in money, the rest doesn’t really matter. Get the hard – but important – stuff done first, then you can enjoy the creative side.

What is your favourite Slowlife Collection product? The Cooler Bag – we use it for a baby bag, for drinks at friends’, and to take to the beach.

What have you learnt from five years in business? Trust your gut and don’t try to please everyone. You learn quickly that staying true to your values is way more important than keeping everyone onside.

For more information, see slowlifecollection.com.