Elegance in Rebellion. Meet the female founders breaking moulds and championing fearless innovation. From the founder of the “Airbnb of fashion” to a force redefining the Dubai playbook; these women are carving new frontiers, setting the tone for the next era in their respective fields.
Eshita
Eshita is the Founder and CEO of By Rotation, the social network for renting lifestyle premium goods. She founded By Rotation as a side hustle, while working as an investor at Standard Life, Mizuho and Marathon. A Forbes 30 under 30 and Drapers 30 under 30, she writes for Conde Nast Traveller and serves on non-profit boards and committees including Women for Women, Lady Garden, Eco-Age and Alike. A third culture kid and one of very few solo female founders and women of colour immigrants to have raised venture capital, Eshita’s mission is to transform consumption for good globally.
IF YOU COULD GIVE YOUR YOUNGER SELF ONE PIECE OF ADVICE, WHAT WOULD IT BE – AND DO YOU THINK SHE’D LISTEN?
You’re going to be a very determined individual no matter what route you choose to follow, so don’t worry about following the traditional path expected of an Asian immigrant woman.
WHAT’S SOMETHING YOU ONCE THOUGHT WAS A “MUST” FOR SUCCESS THAT YOU’VE SINCE REALISED YOU CAN DO WITHOUT?
A routine that clearly establishes one’s boundaries. I’ve actually realised the most successful of people work and live on their own terms, and the ones that hold themselves up to a routine complain of burn out more frequently.
WHAT’S A SMALL DAILY HABIT THAT KEEPS YOU GROUNDED WHEN EVERYTHING GETS LOUD?
Doing one good deed a day for someone else – no matter how trivial. I believe in Karma.
WHO’S SOMEONE – INSIDE OR OUTSIDE YOUR INDUSTRY – WHO’S INFLUENCED YOUR APPROACH TO BUILDING AND LEADING?
Brian Chesky, the co-founder and CEO of Airbnb. His “founder mode” approach is refreshing from many founders who just want to be visionaries, who don’t want to operate at later stages and when the going gets tough. I love how passionate he is for his company that he founded 17 years ago and still continues to lead.
WHAT DO YOU WANT YOUR LEGACY TO BE – NOT JUST IN BUSINESS, BUT IN HOW YOU MADE PEOPLE FEEL ALONG THE WAY?
I want people to have felt that through By Rotation, joy and meaning was brought back into their clothing and that fashion was a new way to make new connections. As for my legacy, I want to be remembered for transforming consumption for good, and aligning society with the needs of our climate crisis.
IF YOUR COMPANY HAD A SIGNATURE COCKTAIL, WHAT WOULD IT BE?
The Green Cosmopolitan – for the well-travelled, climate-conscious aesthete.
“CEO ALTER EGO”?
Morticia Addams: I believe she presents herself as the perfect matriarch who gets things done effortlessly and efficiently, and a femme fatale who dresses impeccably!
IF YOUR BUSINESS HAD A THEME SONG, WHAT WOULD IT BE AND WHY?
Can’t Get You Out of My Head – Kylie Minogue. Because our customers love By Rotation and have made us a part of their everyday life!
Rania
Rania El Sadek began her career in lifestyle publishing, swiftly advancing to editor before transitioning into communications, public relations, and events. Over the years, she has cultivated deep expertise across a variety of sectors including travel, fashion, art, entertainment and CSR. Rania has partnered with leading international and regional brands, as well as prominent personalities, to craft strategies, shape positioning, manage reputation, and execute high-impact campaigns. Renowned for her strategic insight and trend-conscious approach, she has earned a reputation as a trusted authority in communications and publicity across the UAE. A lifelong advocate for philanthropy, Rania founded the first youth chapter of Save the Children in her Swedish hometown at age 15 and has since championed numerous charitable initiatives in Dubai. She currently serves on the board of the Sunrise K’ Foundation and, in 2012, founded COPIA, a communications, representation, and global strategy firm spanning luxury lifestyle, hospitality, fashion, entertainment, and design. Recently COPIA acquired NS Agency – the Paris- and London-based luxury and lifestyle consultancy led by Nicholas Sferrazza recognised for its refined cultural positioning and narrative expertise.
IF YOU COULD GIVE YOUR YOUNGER SELF ONE PIECE OF ADVICE, WHAT WOULD IT BE – AND DO YOU THINK SHE’D LISTEN?
I would tell her to take her time. Every idea, every dream, every chapter unfolds when it’s ready. Patience creates precision, and calm reveals clarity. I’d also remind her that fear dissolves through faith, and that courage grows through experience. Would she listen? Fiery and curious she’d probably smile, run ahead, and learn it her own way.
WHAT’S SOMETHING YOU ONCE THOUGHT WAS A “MUST” FOR SUCCESS THAT YOU’VE SINCE REALISED YOU CAN DO WITHOUT?
I once believed I had to be “on” all the time, and quick. But I now know that the real “must” is to have the awareness to know when to pause, observe, and set the boundaries. There’s strength in selectivity and peace in pacing. When energy is channeled with purpose, every step becomes more meaningful and every result more alive.
WHAT’S A SMALL DAILY HABIT THAT KEEPS YOU GROUNDED WHEN EVERYTHING GETS LOUD?
I keep my mornings soft and slow. I need that quiet space to think, move, and breathe. Pilates, yoga, or a walk — something that reconnects body and mind before the world starts asking for decisions. That ritual reminds me that momentum built with intention is far stronger than speed built from stress.
WHO’S SOMEONE WHO’S INFLUENCED YOUR APPROACH TO LEADING?
I’m constantly inspired by people who lead with conviction and grace. Some examples that come to mind are Brené Brown for her truth through vulnerability. Martin Luther King Jr. for his purpose that still moves generations. Tadao Ando for turning simplicity into art. Alan Watts, for his reminder that life flows best when we stop trying to control it. Sheikh Mohamed bin Zayed for a vision that becomes reality. Each reminds me that leadership is a fine balance of thought, action, and heart.
WHAT DO YOU WANT YOUR LEGACY TO BE?
That I built with integrity and that I led with discernment and warmth. I hope people felt seen, expanded, and that they left any exchange reminded of their own light. Legacy, for me, is resonance, quiet echo that continues to move long after the moment ends.
IF YOUR COMPANY HAD A SIGNATURE COFFEE ORDER, WHAT WOULD IT BE?
CC’s Matcha. Our take on Community Goods’ iconic einspänner — ceremonial-grade Rocky’s matcha, sweetened cream, and a pinch of sea salt. It’s quietly the best: refined, balanced, and full of life. A little daily ritual that tastes like focus and feels like calm.
“CEO ALTER EGO”?
COPIA. The Roman goddess of abundance, she’s intuitive yet strategic, grounded yet ever-evolving. She moves with calm assurance and acts with precision. That’s how I see leadership: less noise, more knowing. Serious about substance, but always with a spark of joy.
BUSINESS THEME SONG?
“Feeling Good” by Nina Simone captures exactly where we are, and what better way to start the day!
Lorna
Lorna Chase is co-founder of Rosemaund Farm Distillery in Herefordshire — a land steeped in agricultural heritage and the echoes of the War of the Roses. A brand builder and entrepreneur, she has spent her career shaping the story of British craft on the world stage. Beginning at Tyrrells Crisps, she joined the founding team at Chase Distillery in 2008, helping transform a small farm venture into one of the UK’s most admired spirits brands. As Global Marketing Manager, she led creative direction and international growth, taking the brand to over 40 markets and championing provenance, authenticity, and British craftsmanship. Its sale to Diageo in 2021 marked a defining chapter in independent distilling. In 2025, Lorna returned to her roots to co-found Rosemaund Farm Whisky, where she leads brand and experience, blending innovation with tradition to craft a whisky that is unmistakably English. The debut release is a 10-year-old single malt made from heritage Maris Otter barley and matured among the family’s apple orchards. A creative visionary in a traditionally male-dominated field, Lorna brings a modern voice to the craft, working with collaborators such as Master Blender Tristan Stephenson and filmmaker Guy Ritchie. Beyond whisky, she remains deeply connected to the family’s Herefordshire farm, where she and her husband raise crops — and two young children — on the same ground that inspires her work.
WHAT’S SOMETHING YOU ONCE THOUGHT WAS A “MUST” FOR SUCCESS THAT YOU’VE SINCE REALISED YOU CAN DO WITHOUT?
A packed calendar. I used to think momentum came from being endlessly busy, but I’ve learned the real creativity happens in the space between – when you give ideas time to breathe. Slowing down has made everything more intentional.
WHAT’S A SMALL DAILY HABIT THAT KEEPS YOU GROUNDED WHEN EVERYTHING GETS LOUD?
A walk around the farm with my dogs, once the children have been dropped off at school and nursery, before I start my working day, it allows me a moment to prioritise my day ahead, before I delve into my email inbox.
HOW HAS MOTHERHOOD INFLUENCED THE WAY YOU BUILD AND LEAD YOUR COMPANY’S CULTURE OR MAKE STRATEGIC DECISIONS?
Motherhood makes you endlessly efficient and excellent at prioritising tasks. Time moves so quickly and there are so many distractions in day to day life that it makes you hyper focused in the time you have; plan, evaluate your options, make the decision and move forward.
WHO’S SOMEONE WHO’S INFLUENCED YOUR APPROACH TO BUILDING AND LEADING?
Penelope Chilvers. She’s built a brand rooted in timeless design and natural materials, but more than that, she’s stayed true to her values while growing globally. That quiet confidence, sense of craft and her family values really resonate with what we’re building at Rosemaund.
WHAT DO YOU WANT YOUR LEGACY TO BE?
People will never forget how you make them feel. It’s a mantra I try to live by both personally and professionally. It definitely translates to hospitality and is something I’d love to build upon at the distillery, creating a welcoming community for all, particularly if people are keen to learn more about whisky but feel overwhelmed and don’t know where to start.
IF YOUR COMPANY HAD A SIGNATURE COCKTAIL, WHAT WOULD IT BE?
“The Wild Old Fashioned” – our single malt stirred over ice with wild honey from the farm, a twist of orange peel, and a sprig of thyme. Simple, natural, and refined – the kind of drink that makes you slow down and savour the moment.
YOUR “CEO ALTER EGO”?
Thomas Shelby meets Joanna Lumley – a blend of grit and grace. We take the craft seriously, but never ourselves.
BUSINESS THEME SONG?
“Heroes” by David Bowie. It’s about perseverance, creativity, and British eccentricity – all with a wink of optimism. That’s us in a bottle.
Darcy
Darcy Lettman is a British creative entrepreneur who, amid the stillness of the pandemic lockdown, founded Wavey Casa — a sanctuary where home décor breaks free from convention and embraces spirited playfulness. Guided by a vision to infuse joy, colour, and expressive design into everyday living spaces, Darcy conceived the brand as an unapologetic celebration of life in its most vibrant form. Through bold, whimsical pieces that challenge the boundaries of traditional interiors, Wavey Casa embodies her belief that our surroundings should not merely be seen, but felt; radiating optimism, creativity, and individuality.
ONE PIECE OF ADVICE FOR YOUR YOUNGER SELF? WOULD SHE LISTEN?
She definitely wouldn’t listen, my motto has always been “it will all work out in the end” so I’ve always just worked hard, gone with the flow and hoped for the best. But my advice would be to really look at the numbers in your business. Where are you over spending? Where are you leaking money and what does your cash flow really look like!
WHAT’S SOMETHING YOU ONCE THOUGHT WAS A “MUST” FOR SUCCESS THAT YOU’VE SINCE REALISED YOU CAN DO WITHOUT?
I thought that success meant looking like you have your sh*t together… clothes always ironed, hair always done and being completely unflappable. I’ve since realised that success to me means improving and learning each day.
WHAT’S A SMALL DAILY HABIT THAT KEEPS YOU GROUNDED WHEN EVERYTHING GETS LOUD?
My daily habits are actually terrible… Every morning I drink coffee on an empty stomach and look at my phone first thing. But I’m much better in the evenings… I put my phone away early, journal and listen to a hypnosis podcast.
WHO’S SOMEONE WHO’S INFLUENCED YOUR APPROACH TO BUILDING AND LEADING?
I’m influenced by so many of the female founders online – Grave Beverly, Isobel Pearl… the list goes on. They are consistently showing up for their businesses and aren’t afraid to put themselves out there. This is something that I still struggle with five years in!
WHAT DO YOU WANT YOUR LEGACY TO BE?
Kind!! Kindness!! I think it’s so important to lead with kindness. I want people to know that you don’t have to be overly tough and bossy to get what you want.
IF YOUR COMPANY HAD A SIGNATURE COCKTAIL, WHAT WOULD IT BE?
Scrappy – and it would contain any available liquor on the shelf. You need to be scrappy and agile when you’re starting out.
BUSINESS THEME SONG?
Not a theme song but anything by Vybz Kartel.
Freya
Freya Rose Archer is a British designer of rare distinction, celebrated for her poetic union of fine jewellery artistry and luxury footwear design. In 2010, she founded her eponymous label — brought to life with the early support of The Prince’s Trust — now renowned for its exquisite shoes, jewellery, and accessories that transcend the boundaries between adornment and art. Born into a world of fine craftsmanship, Freya was raised amidst the glimmer of gemstones and the rhythm of the goldsmith’s bench — her mother, a jewellery designer, and her stepfather, a master goldsmith. This heritage instilled in her an innate reverence for materials and the artistry of the handmade. Described as “sculptural, wearable works of art,” Freya’s creations are conceived not merely as fashion, but as heirlooms — objects imbued with soul, designed to be cherished across generations. At the heart of her aesthetic lies her signature detail: the luminous mother-of-pearl heel, an emblem of her devotion to beauty, craftsmanship, and timeless elegance.
IF YOU COULD GIVE YOUR YOUNGER SELF ONE PIECE OF ADVICE, WHAT WOULD IT BE – AND DO YOU THINK SHE’D LISTEN?
I would tell her that the path doesn’t have to be straight for it to lead somewhere extraordinary. Every detour, every bump in the road, every leap of faith becomes part of your story. She would pretend not to listen, of course, she was stubborn and driven, but I’d like to think a whisper of it would stay with her.
WHAT’S SOMETHING YOU ONCE THOUGHT WAS A “MUST” FOR SUCCESS THAT YOU’VE SINCE REALISED YOU CAN DO WITHOUT?
Perfection. I used to believe everything needed to be flawless before it could be shared with the world. Now I know that beauty lives in authenticity which is what I embrace in my approach to design, leaning into the charm of organic materials and human hands. Perfection is sterile. Craftsmanship is soulful.
WHAT’S A SMALL DAILY HABIT THAT KEEPS YOU GROUNDED WHEN EVERYTHING GETS LOUD?
A walk along the beach early in the morning, before the work day starts. It’s my moment of quiet, just the waves, the salt air, and space to breathe; the rhythm of the sea feels like a reset button.
WHO’S SOMEONE WHO’S INFLUENCED YOUR APPROACH TO LEADING?
My mother. She taught me that true elegance has nothing to do with wealth, and everything to do with how you make people feel. She led with passion, generosity and a fierce sense of self. I try to lead in the same way.
WHAT DO YOU WANT YOUR LEGACY TO BE?
I hope to be remembered for creating pieces that celebrate people and the beauty of craftsmanship, objects that outlive trends and carry stories across generations. But more than that, I hope people remember feeling inspired and elevated, with every piece sparking a personal and soulful connection.
THE SIGNATURE COCKTAIL FOR YOUR COMPANY?
Moonlit Martini. A crystalline fusion of classic elegance and quiet rebellion, this cocktail would begin with a base as timeless as a dry martini, sleek, minimalist and undeniably refined. But, in true Freya Rose spirit, it would unfurl unexpected layers beneath the surface. A whisper of jasmine-infused gin for romance… A ribbon of white tea liqueur for subtle depth and artisan detail… A single drop of honey harvested from an island bloom, a nod to craftsmanship, heritage and nature. Served in a chilled coupe, rim brushed with edible gold leaf that catches the light.
YOUR “CEO ALTER EGO”?
A blend of Coco Chanel and Katharine Hepburn; boundary-breaking, utterly herself and quietly rebellious, with strength wrapped in sophistication. Women who built empires through vision rather than noise.
HOW HAS MOTHERHOOD INFLUENCED THE WAY YOU BUILD AND LEAD YOUR COMPANY’S CULTURE OR MAKE STRATEGIC DECISIONS?
Motherhood softened me in some ways and strengthened me in others. It taught me to prioritise what truly matters and to lead with empathy. I want my team to feel supported, celebrated and free to bring their whole selves to work. It also made me think more deeply about legacy – not just creating beautiful objects, but nurturing a brand that respects people and the world our children will inherit.
Text: Eleanor Taylor-Roberts
