Our story

Elsie’s Daughters was founded by British illustrator and textile designer Isabel Zarth, born from a deep love of nature, colour, and the quiet magic of a well-made home.

With a background in illustration and a passion for traditional craft, Isabel creates hand-painted wallpapers and fabrics that celebrate storytelling, atmosphere, and the beauty of slow design. Each pattern begins as a painted sketch in her studio and draws on the principles of the British Arts and Crafts movement valuing natural beauty, thoughtful detail, and the importance of art in everyday life.

Why Elsie?

The brand is named after Isabel’s great-grandmother, Elsie, who raised four children in wartime London. Though Isabel never met her, Elsie’s creative spirit and resilience were passed down through generations - from mother to daughter - through shared skills like sewing, drawing, and knitting. That legacy of making sits at the heart of the brand: a quiet inheritance of care, resourcefulness, and beauty made by hand.

Four women sitting outside under a tree, enjoying a sunny day. One woman is sewing, while others are reading or relaxing. A piece of clothing hangs on a branch above them.

Elsie’s Daughters is a celebration of those roots — and of what it means to create a home that feels warm, soulful, and personal. Every Elsie’s Daughters design begins as a hand-painted sketch inspired by the English countryside and is printed to order in the UK in small batches, with a focus on sustainability and craftsmanship.

Whether you’re refreshing a corner of your home or imagining an entire space, our designs are made to bring a sense of story and belonging to the rooms you live in.

Explore

A bedroom with floral wallpaper, a bed with white pillows and green blanket, wooden nightstands with lamps, and a window with curtains.

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