Raised in the scenic Gisborne countryside, Loulou Ellingham’s love for the outdoors and spending time with family and friends inspired her to create Slowlife Collection, a brand dedicated to creating stylish, functional pieces perfect for any picnic or gathering. In this Q&A, Loulou shares her career journey, the inspiration behind Slowlife, and her approach to balancing business and family life.
In conversation with Loulou Ellingham
Let’s get up to speed. Tell us a bit about you and your career to date.
I grew up rurally in Gisborne, the youngest of four children. We spent a lot of time camping on the East Cape and at Lake Rotoiti so I definitely grew up with picnicking as a regular pastime. After university in Christchurch, I moved to China where I spent the next five years living and working between Shanghai and Guangzhou. I now live in Hawke’s Bay with my husband Tom, toddler Dottie and newborn Margot.
I launched Slowlife Collection at the beginning of 2020, as a bit of a side hustle to my day job as a Relationship Manager at NZ Merino. I’ve always loved the primary sector – I’ve worked across the wine industry, meat industry, and I feel like the outdoors, rural living and having a lifestyle brand is, in a way, complementary.
Could you share with us what inspired you to create Slowlife Collection?
We spend a lot of time outdoors, going away for weekends, on road trips or at barbecues, so I wanted to design a range that I myself would use regularly, and one that would help others to enjoy a more relaxed way of life. At any beach, park or picnic event, Cold beers are essential at any beach, park or picnic event, so Slowlife Collection has provided the perfect solution for that!
What key details or design elements did you incorporate into your current collection?
The entire range is made to work well and last a lifetime – but it also has to look the part. The colourways and stripes are timeless, simple and are designed to be able to mix and match. All the fastenings are crafted from genuine leather or brass so they look great but also last the distance. I’m big on the details – lovely finishes, quality stitching.
Really importantly, the bags are super well insulated so will genuinely keep your drinks or food cold for up to 24 hours, the rug is simple to roll up and carry and the cushions are durable and have handles for ease. I’d say balancing aesthetics and practicality is key to every piece I design.
You’ve developed your products with a slower and more conscious lifestyle in mind. Tell us the importance your business places on living simply, living outdoors, and spending time with family?
Slowlife Collection is all about the simple things. It’s about making good times better, and making the outdoors more accessible, convenient and comfortable.
In our household we go by the motto of ‘buy once, buy well’. Slowlife Collection lives by this too – we want our products to grow with your family and for them to be something you pull out of the cupboard for another 20 years! Sure, you might use the items a bit differently as your family grows – but that’s also the point.
What advice would you give to someone interested in pursuing a career similar to yours?
Don’t wait until it’s the perfect time to launch because that day will never come. Even if your service or product isn’t 100% from the outset, most people will never know. Also, PR is so important! Build this into your budget from day one.
And, do something every day to move your business forward, even if your business is a side hustle, passion project, or you have small children. One small thing daily can have a big impact.
Where do you turn to for inspiration or clear any creative blocks?
I often sleep on it and give it a few days. I constantly talk things over with Tom, maybe too much if you ask him! And I do find running is great to clear the mind and to bring a fresh perspective.
I spend a lot of time on Instagram following other brands and seeing how they are doing things. I am fortunate enough to be surrounded by a great network of smart and creative women – it’s so vital to have a girl group to lean on, bounce ideas off and get inspiration from.
What does Slowlife have planned for 2025?
Hopefully more growth, a few new exciting additions to the range and introducing new colourways. We are exploring sustainable materials and are working with some cool new companies so watch this space!
