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10 QUESTIONS WITH NATASHA AND LAVINIA, FOUNDERS OF BEULAH LONDON

10 QUESTIONS WITH NATASHA AND LAVINIA, FOUNDERS OF BEULAH LONDON

We recently caught up with Natasha and Lavinia, founders of Beulah London. Stick the kettle on and enjoy our conversation with the creators of this beautiful, dynamic and heartfelt brand…

 Beulah Founders in the Beulah Elizabeth Street Store | Photo credit: Margarita Karenko

Beulah Founders in the Beulah Elizabeth Street Store | Photo credit: Margarita Karenko

1.) Welcome to the London Musings! I must start by asking...how did you meet?

We met through our families as they are friends and used to go to summer camp together when we were younger.

2.) Your brand is incredibly unique and special. What does 'Beulah' mean?

The word Beulah is Hebrew and represents coming out of a place of darkness and into freedom and light, which is the philosophy of the brand. 

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3.) When did Beulah first begin and what inspired you to get going with the brand?

Beulah began after we spent 2 months working in Delhi with women who have been trafficked, teaching them basic skills to earn an income. We saw such power in creating employment opportunities, thus Beulah began. We empower vulnerable women through the provision of employment and strengthen ancient craft techniques in order to break the cycle of poverty. 

4.) Can you tell us a little about the Beulah Trust?

The trust was set up to put our humanitarian mission into action. 10% of profits are re-invested in the lives of the most marginalised women in the communities where we operate, to help rehabilitate and build a life free from slavery and full of promise. 

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5.) What are your business backgrounds and how do you complement each other in business now?

Neither of us had worked previously in fashion (in fact we both studied History of Art at university!) Lavinia oversees production, design and I oversee marketing and PR.

6.) Can you tell us a little about your bespoke capabilities?

We have a bespoke and colour service whereby customers can request one off pieces in a wide variety of styles and colours. 

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7.) What inspires you both creatively?

Travelling inspires us, specifically for last season we spent time in Jaipur, inspired by stunning Indian interiors. We are also inspired by the skills of the women, and incorporate these into the collection each season

8.) How do you believe Beulah will inspire other women around the globe?

We hope Beulah will be a pioneer in its values and designs, inspire, and for women to understand how and where her clothes are made. We want to empower her to become an agent of change. We aim to be part of the solution to modern day slavery and proving it is possible to eradicate slavery from the supply chain, and operate ethically with compassion and love in every aspect of our business. 

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9.) When you're not busy building the Beulah empire, where can we find you in London?

I live in West London, Acton and Lavinia in Fulham. Most of my time is spent with my two little girls around where we live. 

10.) How would you describe Beulah in just 3 words?

Feminine, ethical and authentic.

 Beulah London | Photo credit: Margarita Karenko

Beulah London | Photo credit: Margarita Karenko

Visit the Beulah London boutique:

Beulah London | 77, Elizabeth Street, Belgravia, London, SW1W 9PJ | T: 020 7259 9699 

Opening Hours: Monday to Saturday 10am-6pm

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