I recall in the early days and launch of Elemis, just as when Liz Earle launched her range. They each loved their products and boasted of high quality and sheer love of bringing them to us. Yet they soon allowed their brand to be sold to the highest bidder. I have never understood this, except their belief in their products was false.
In the case of Liz Earle, I genuinely don’t blame her at all to be fair. She built up a hugely successful company and if that had been me and someone then offered me 10 million quid to sell it I’d have snapped their hand off.
Whilst I don’t like what has happened to the brand since she sold it, she’s still got my total admiration for starting it and selling it while she was young enough to enjoy the benefits of it.