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.

A woman with wavy blonde hair sitting at a garden table surrounded by flowers, smiling at the camera with a leafy garden and house in the background.

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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