An interview with... the founder of a clothing brand

Introducing Eliza Bea McCann

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This week we have an interview with the lovely Eliza, the Founder and Director of clothing brand Noelle. Eliza is 29 years old, originally from Maidenhead, but has lived in Leicester for over 10 years. I first met Eliza (who I thought was called Noelle… ha!) at the Harriman & Co. launch night of her clothing collection. I felt drawn to her. She has a very cool girl vibe without being intimidating, which is an unusual combo, no?

Anyway, over to Eliza:

Tell me a bit about yourself. What do you do?

I was a very anxious child, but also hated being told what to do. Undiagnosed ADHD made school quite hard work but I ended with really good results and went on to study Lingerie Design at University. 

I now live in the city centre with my boyfriend who is an antique furniture dealer. 

Has there been a f*ck it moment in your life? How has it influenced your choices since?

My 'fuck it' moment was quitting my job to start Noelle. I was sick of corporate life as well as the greenwashing. 

Good quality, well made clothing that lasts a lifetime has always been my thing. I knew I had to start my own clothing brand to be able to own the pieces that I couldn't find or afford. 

Best moment and worst moment personally?

I absolutely love hosting and bringing all my friendship groups together. I'm obsessed with my mates so it's so lovely to see them making friends with each other. There have been a number of great dinner parties in our flat, I couldn't possibly pick a favourite (the 2 year celebration of Noelle was up there...) but they're some of my happiest memories.

My worst moment personally is probably a little dark but I had a really rough time a few years ago. I couldn't have got through it without the love of my friends so I'm eternally grateful to them. 

Best and worst moment professionally?

My best moment professionally was the launch weekend of Noelle into Harriman & Co. in Leicester. I had dreamt of being stocked by H&Co. since launching the brand, it had been my favourite independent for years before. We kicked off the weekend with a press event on the Friday night. I was so anxious about the turnout but so many people came along to support and the rest of the weekend's sales were crazy! 

The worst moment I've had professionally was September 2022, my mental health took a wallop and I just couldn't work. Being poorly and self employed is really scary. The more I worried about how I was going to pull myself out of the hole, the worse I got. I overcame this by being kind to myself and taking things day by day.

Best advice ever given?

"What's the worst that can happen?"

Worst advice ever given

Just before launching my business I had a zoom call with someone in the same industry. I thought the call would be really motivating but they told me they hadn't sold anything and it would be the same for me too. They were advising me to not continue with what I was doing! It really worried me but I am so glad I didn't listen! 

Any regrets?

I based my first collection on 5 styles, with 50 units of each. Everything was sampled, the fabric had been purchased and a launch date had been set. The supplier told me they wouldn't continue with my order unless I increased to 100 units of each. I felt like I was left with no choice, so agreed and paid for 500 units with no one to sell all the stock to!

I wish now that I delayed my launch and found a new supplier, but we have to make mistakes to learn from them. 

You couldn’t get through the week without…

Chocolate, I'm an absolute sugar addict! 

For anyone coveting the life of an entrepreneur, what might surprise them?

It's not as glamorous as social media makes it out to be (Noelle on Instagram) but it will be the best thing you ever do! 

What does the future hold for you? Do you make hard and soft goals in business/life?

I make short term and long term goals for myself and my business.

The plan for this year is to spend more time at the sewing machine, sewing bespoke garments for my customers.

I'd love to be stocked in one of my favourite big shops like Liberty in London or Merci in Paris. 

Longer term... I can't see myself staying in the UK forever, or at least full-time forever. I dread the winter, Jan + Feb are a killer! I long for a warmer climate and bluer skies. 

Multiple choices: 

France or Italy? Italy!

Instagram or TikTok? TikTok.

Save or spend? I'm much more of a saver.

Made to measure or off the shelf? Made to measure.

Brights or neutrals? Neutrals with a little sprinkle of brights.

Paint or draw? Draw.

Hat or umbrella? Hat.

Owl or lark? Lark.

Blue or black ink? Black ink.

You can find Eliza’s clothes over at www.noelleltd.com and follow her on Instagram and Tiktok too.