As Nicola Elliott browsed for a birthday reward for her eco-conscious youthful sister Katie in 2003, she confronted a conundrum. Ought to she select one thing from Liberty “with a stupendous bow on that smells pretty, however she gained’t use” or “go to a crusty well being meals store and get her one thing that smells horrible however she’s going to use”?
This was one in all a sequence of light-bulb moments that led Elliott, now 43, to begin Neom, a wellness model promoting candles, diffusers and pillow sprays, in 2005. She launched it with household buddy Oliver Mennell, 40, and their timing — earlier than moral homeware took off — was good. Gross sales in 2020 had been £29 million, up from £15.7 million in 2019, with a revenue of £4.9 million, delivered
