Gift Focus - Mar/Apr 2020 (Issue 118)

88 Good housekeeping Located in the coastal town of Holt, Norfolk Natural Living produces heirloom-worthy garment and home care products. Founder Bella Middleton explains how the brand is bringing joy to everyday chores Tell us a little about Norfolk Natural Living. Whilst unpacking my favourite childhood cardigan for one of my kids, I thought about the precious memories clothing can hold. I realised that with a little care, these stories can live on and be retold for the next generation. It was from this seed that Norfolk Natural Living grew – a luxury cleaning and garment care brand with nature and craftsmanship at its core. In creating the company, I wanted to celebrate the everyday; my dream is to add a little joy to daily chores. The packaging is designed to be as environmentally friendly as can be – it’s 100 per cent recyclable. All the ingredients are plant-based, and each product is a visual pleasure. Gone are the days of hiding your dishwashing soap in a drawer! As a mother of three young children, I have an interest in the chemicals we use in the home. In creating the brand, I wanted to ensure that we made products that are as natural as possible, that work without harming our environment and precious waterways. We make everything by hand in our Norfolk workshop and pride ourselves on producing responsible goods using only traditional methods. Who’s who at the company? We have a very dedicated team behind the brand. My mother Felicity runs our Holt shop, which has become a staple in the local community. Our designer Holly brings creative ideas to life, while Nadia ensures that our online customers are given the best possible service. Our products are bottled by hand in small batches by our botanist Steph, ensuring efficacy and preserving the freshness of the essential oils within. I oversee the business, including creative decisions and growth, crafting collections using personal inspiration and natural homemade formulas. Where does your inspiration come from, and how did you develop the range? Norfolk Natural Living is very much a passion project; I make the items I want to use, and as a small craft business I have that luxury. I get to really focus on each product, ensuring that it’s just how I want it before I put it into production. As we’re not a trend- led business, it’s really important that each item is as effective as possible so customers will use them every day. We started with a simple unscented clothing wash and a garment refresher, which is a great time-saver. This grew into a full care and cleaning range that enables people to make ethical choices when shopping for household goods. We have also added homewares like candles and diffusers, as well as cleaning accessories. We’re currently working on a new garden range and baby collection. What’s your favourite product? Garment refresher is my secret wonder product. I use it pretty much every day – it’s great for curtains and tweed jackets. It’s also naturally antibacterial, removing odours and freshening fabrics. Most of all I use it on my bedding – my idea of luxury is clean sheets every day, which is not possible or environmentally friendly. Instead, I spritz the linen after I’ve made the bed. It refreshes it and leaves a lovely scent, so I just want to jump back in, which I look forward to all day!