Victoria Roper-Curzon – Co-Founder of Children’s clothing brand Elfie London


What motivates you?

Time. The more quality work i get through, the more guilt-free fun i can have with my children, husband and friends.

What has been the biggest learning curve in your career?
That you can’t do it all. We started our business trying to and nearly burnt out. Now we’ve sort of worked out a balance of what we are prepared to do and what we will let go in order to keep loving life!

What matters more, ambition or talent?
You need both. A little bit of ignorance helps along the way too… if we knew what starting a business really entailed….

What advice would you give to your 30 year old self?
Well last year i would say to myself:  brush my hair more… i looked a mess!

Who do you admire?
Mothers… we have to keep calm and carry on, on a daily basis.

In what place are you happiest?

In my cottage in the new forest, sitting in our garden doing nothing on a sunny day…

What’s your biggest extravagance?
My children. I have four, which is quite greedy.

How would you change government policy to help women in the workplace?
Local drop off crèches for babies and toddlers when childcare unexpectedly falls through.

Do you believe in quotas?
No, i believe in people who work hard and are the best candidate for the job, regardless of their gender.

Describe yourself in 3 words?
Beautiful, gracious and kind… and extremely clever 😉

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