S9 E8: From Lockdown Idea to Luxury Brand with Elena London

In this Buying & Beyond, we sit down with Elena, founder of Elena London, a luxury home fragrance brand she built from scratch during lockdown after becoming frustrated with reed diffusers that seemed to lose their scent within days. What started as a search for a better product quickly evolved into a thriving business, built alongside a full-time career and driven by a commitment to quality, craftsmanship and customer experience.Elena shares her entrepreneurial journey, from an early venture importing Australian salt to discovering her passion for home fragrance and creating hand-poured products made in small batches. We discuss the realities of building a product-based business, the meticulous process behind developing her fragrances, and why she refuses to compromise on quality, even when it comes to pricing. We also talk about the viral social media post that saw messages arrive from around the world, being shortlisted for the UK Start-Up Awards Consumer Product Start-Up of the Year, and her exciting plans for wholesale growth and a new candle collection.Three Key Takeaways1. Listen to your customers, not just your own taste. Some of Elena London's most successful products, including refill pouches and car diffusers, came directly from customer requests. Elena believes the best product development starts with understanding the problems your customers are trying to solve and creating solutions that genuinely fit their needs.2. Quality over quantity builds loyalty that lasts. In a market full of low-cost alternatives, Elena has built her brand around exceptional product performance. Her reed diffusers can last up to six months or more, creating a level of trust that turns customers into advocates and drives repeat purchases.3. Stay in your lane — your brand is your brand. From navigating imposter syndrome to growing alongside larger competitors, Elena's approach is simple: focus on your own values, stay true to your vision and avoid getting distracted by what everyone else is doing. Authenticity and consistency are what build long-term brands.Find out more about Elena London and follow Elena's journey through her website and social channels. https://elenaldn.com/ @elenalondon_Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email [email protected] also have a retail buyers membership @jointhebuyersclub  Find out more at www.jointhebuyersclub.co.ukIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support