From DIY beginnings to luxury branding expertise - my story.

You may not know this about me, but before I founded Monroe Creative, I had already built and grown two very different businesses. My journey from DIY branding beginnings—where I was figuring things out as I went—to becoming a branding and website designer for high-end clients has given me so many opportunities, skills and a lot of experience.

In this post I’ll share my insights, lessons learned and how my experience puts me in the unique position to help other female-led, luxury brands -  and, why it is so important to define your own version of success. 

Building Studio Seed: From DIY branding to a six-figure brand.

I founded Studio Seed, a luxury stationery and gifting brand, in 2010 with honestly not much of an idea about what I was doing… There was very little strategy behind the brand other than the fact that I wanted to use my creativity and for that to be my job! The first iteration of this brand consisted of greetings cards and stationery that I sold both direct to customers and wholesale to retailers across the world. 

After my first trade show I very quickly learnt some harsh lessons and started to get to grips with my target customer and the vision of the brand. Soon after, my cards and stationery were stocked in prestigious retail establishments and department stores including Fortnum & Mason.

The evolution of a brand

The Studio Seed brand evolved into more of a gifting destination, with bespoke monogrammed leather goods, luxurious stationery and thoughtful, curated gift boxes. I had found my target audience and designed products that were much more reflective of their needs. It worked! I began collaborating with incredible brands such as bareMinerals, Aston Martin and The Dorchester Collection and the business grew to turning over six figures and employed six more staff. It taught me so much about growth and the realities of running a brand at a larger scale.

Redefining success: Growth vs. alignment

Despite the outward success of Studio Seed, I found myself at a crossroads. As the business scaled and my team grew, I felt increasingly disconnected from the heart of what I had created. While the brand flourished, my days were consumed by administrative tasks, leaving little room for creativity or balance.

The turning point came during the Coronavirus pandemic where the business had significant growth (nobody could get to shops but they still needed to send heartfelt gifts to their loved ones), when I realised that the hustle for growth didn’t align with my values or the life I wanted as a mother.

From revenue goals to a balanced life

I realised that my idea of success was not a certain turnover, or a business with a certain size, but a more meaningful business model that aligned with my life. As a mother to a young daughter, I craved more presence in my home life and also the creative fulfilment that comes with designing, creating and being at the forefront of a brand. 

From Studio Seed to Magic & Monroe: A new chapter

After a decade of lessons,I decided to close Studio Seed. My experience helped me clarify what I wanted from my next venture. I was focussed on creating a business that brought joy, fulfilment and alignment with my values and personal life and Magic & Monroe was born. With my university background being in textiles and fashion, I decided to create a luxury children’s brand focussed on making enchanted childhood memories through hand crafted dress up pieces, clothing and handmade heirloom dolls. 

Using lessons from my journey so far

I had now built a business model that supported a fulfilling lifestyle and my desire to be at the heart of the business. With my learned experience, I knew that I had to approach the branding, website and marketing from a much more strategic place. Make-believe, magic, stories and imagination were the heart of the brand and this was reflected in the classic branding with a nod to the celestial and the intuitive e-commerce website design. 

The power of branding and website strategy: lessons from my own brands.

The initial DIY branding and website from Studio Seed would absolutely not meet my standards today! If there’s one thing I’ve learned, it’s that branding isn’t just about looking good—it’s about creating an emotional connection and building trust with your audience. My experience has taught me what a huge difference a well-thought-out brand strategy makes to a business. It has also deepened my understanding of what high-end clients expect which is invaluable in my current role as a branding and website designer and consultant. 

Building a business that’s better, not just bigger

Perhaps more importantly, my previous brands taught me that business success isn’t simply about size or money, but alignment. Often, doing something ‘better’ rather than ‘bigger’ makes for a more successful brand. (tip: read Paul Jarvis’s ‘Company of One’ book which is all about this topic!) I learnt that luxury branding requires both beauty and strategy and that growth doesn’t mean sacrificing your connection to your brand. These lessons have shaped the approach I bring to my clients and their projects today.

Why I’m passionate about empowering female founders through strategic design.

My journey has shaped my commitment to helping female founders who may be feeling similarly disconnected or overwhelmed. It’s deepened my understanding of the luxury market and my insight into what entrepreneurs face. It’s also given me a unique ability to align brand strategy with personal values and I have a genuine excitement for helping clients achieve success in a business that truly feels like “home” - through strategic branding and website design.  

Ready for a brand identity and website you can’t wait for people to see?

I’m here to guide you through creating a brand that confidently attracts your dream clients, reflects the premium service you offer and help you stand out.