For those who don’t know, I’m Liz, founder of East&Essex and we launched in May 2025.

I can’t believe we’ve reached December, where we naturally reflect, wind down, and realise just how much has happened in a year. So, I thought it was the perfect time to start our founder letter, which I’ll do monthly (hold me to it).

2025 was the year we finally went from a sketch and an idea to holding our first-ever sample in my hands. The year Golden Hour came to life, and some of you chose to wear my little idea with your favourite outfits, your date nights, your holiday dinners, and your ordinary Tuesdays, and nothing has felt more surreal than that.

I wanted to write something a bit more personal this month, a proper Founder Letter, because this brand is still so small, and you’re here at the very beginning.

A year of firsts

This was the year of:

✨ Our first launch
✨ Our first international order
✨ Our first TikTok going mini-viral
✨ Our first batch of real reviews
✨ And my first time spiralling over shipping delays (part of the game)

Every milestone has felt huge because it’s happening in real time

BuIlding in public-ish

This year I learned how to:

• not take no for an answer

• test multiple materials

• redo samples (so many times)

• build a Shopify store

• deal with inventory stress

• choose packaging

• work with creators

• show up on TikTok without cringing myself into next week

And I’m still learning. That’s the beauty of building in public-ish, the suggestions and advice has been so helpful.

What i’m most proud of

I’m proud of the community we’re building, a space for women who love feeling confident, who appreciate design and detail, who never skip earrings. I just LOVE seeing women in our earrings.

What’s coming in 2026

A little peek ahead...

👀 A new size for Golden Hour
👀 2-3 new collections
👀 Limited editions
👀 More behind-the-scenes content
👀 Pop-up events and IRL moments

Next year is going to be full of statement moments

So, thank you for ordering, sharing, DMing, wearing, telling your friends, and supporting a brand that was, not too long ago, just a sketch in my notebook.

Thank you for being here this early - I can’t wait to show you what’s next.

Liz x