IBWZ – Ellie Watson

We love following your life journey on socials with all the family and business relatability… You’re so authentic and fun….  how do you portray a balanced and authentic image in a world where it's not always what it seems?
I just try to show up as myself. I think people connect more when you’re real and not just sharing the highlight reel, but people also want to see calm and aesthetically pleasing moments in between. Life isn’t always picture perfect, so I try to keep things balanced, still setting boundaries about what I will and will not share online.

You’ve founded quite a few businesses which have such a strong resonance with your community - tell us about the evolution from the beginning of Elsa’s Wholesome Life through to your latest, Juni?
Elsa’s Wholesome Life started as a passion project with just me sharing my love for plant-based living and wellness. That community grew organically and eventually it made sense to turn that into something tangible with The Wholesome Store, bringing those values to life through products people could actually use every day such as cutlery, cookbooks and homewares.
However, it was the clothing side of our business that really took off with The Wholesome Store and eventually we felt like The Wholesome Store was not the brand name and identity I wanted for our clothing designs. Juni came from a brainstorm of names we loved for our children. Juni has a very clear vision and brand style which has been so exciting to watch it grow in less than a year.

Looking back on your career and achievements, what has been your biggest pinch-me moment?
Although I’ve kind of made a career pivot into the fashion world from food (both still creative areas) I do think creating and publishing my own cookbooks was a big moment for me.

You’ve built an incredible forever home. What's your favourite part of the house and why?
Thank you! Building @thevallecasa was such a dream come true for us. I love all things design (as with my businesses), so I really found the interior design side of building enjoyable and also furnishing our home has really been a joy. My favourite part of the home has to be the open-plan kitchen, dining, living area as it’s really the heart of the home. It’s where we cook, relax, host friends and just enjoy everyday moments as a family. It feels warm, bright and usually pretty tidy which is really calming for me. I also adore the view of the pool and rainforest from our kitchen area.

The custom Jade bed looks absolutely perfect in your bedroom.. What's the inspo behind this?
Working with Zenn Design to create something that felt luxe but still really minimal and earthy has been so fun. I love the rich, natural tone of the dark olive velvet, the perfect balance of warmth and sophistication. The custom Jade bed really anchors the space and makes the bedroom feel like a cosy little retreat - it’s my dream bed!

What keeps you driven, motivated and focused?
For me, it always comes back to purpose, why I started and who I’m doing it for. I’m so motivated by the community that’s grown around everything I share and create and also by my family and the lifestyle my work has given us. My children keep me grounded and remind me what really matters. Of course, there are days where motivation dips, but having a clear vision, setting small goals and taking time to reset when I need it really helps me stay focused and keep moving forward.

What's one thing people might be surprised to learn about you?
This one always gets a lot of questions. When I finished school I entered the army for a gap year program. I wasn't clear on what I wanted to do for a career and university so it was a good way to challenge myself straight after school.

Knowing you have young children,  do you have any night-time rituals or have a process to help you achieve a sense of zenn?
Once the kids are down, I really value that little pocket of time to wind down and usually it’s a shower, skin care routine, a cup of tea, low lighting, a good show or book. I love a good skincare routine, it’s simple but feels like a small act of self-care. 

What are you coveting right now?
I’m coveting anything that brings comfort, maybe it’s the winter season but suede shoes, and bomber jackets are on my wishlist. I’m also really into timeless home pieces that make a space feel special like a good piece of art and I have just the spot where I need a perfect piece hung over my gorgeous new Zenn bed. 

Shop the Look
Bed: Custom Jade Fully Upholstered Bed
Fabric: Mareeba, Bark (Bronze Category)
Photographer: Brock B.
Styling: Zenn Design

Image Credits
Linen: Cultiver Linen Bed Cover in Flax
Side Tables: Custom integrated
Lamps: Soktas