Meet Chloë Luxton, The Founder of Bramley: award-winning and B Corp certified, beauty & wellness brand
Hi Chloë!
Tell us a little about yourself and your background.
Hello, I’m Chloë and I’m the founder of Bramley, a bath, body and skincare brand. I am married to Charlie and have three children (aged 14, 12 & 10) a dog Pepper, and Sydney, a tortoise (who has temporarily escaped). We live in beautiful Wiltshire where we also have the Bramley head office and warehouse. All our Bramley products are made over the border in Somerset so we’re firmly rooted in the countryside.
What does financial security mean to you, and how are you actively building it?
Financial security doesn’t necessarily equate to having lots and lots of money in the bank; I would just like to be able to buy what I need or would like but without having to think about it. I am putting away money for my pension but I don’t actively save very much money because we put all the profit back into the business. We are building the business to eventually sell it and then I am hoping that will provide me with the financial security for my future (yikes, feel like I should be doing something else in case that doesn’t happen!).
How has your attitude to money evolved over time, and how has it influenced your financial journey?
I have got a lot better at monitoring my bank account but I am not one for excel spreadsheets and budgets. I love selling things so if I see an opportunity to make some extra pennies, I sell items on Vinted, or create some art to sell at an exhibition etc etc.
I do try and get the children interested in money but only one is really motivated by it! The eldest two set up a shop at the end of our driveway for the last couple of summers and they’ve done quite well so I definitely encourage initiatives like that and they can use the money to buy something they want or save it. They have their own bank accounts linked to my Starling one which are incredibly easy to manage and they can see exactly how much they have.
BUSINESS JOURNEY & GROWTH
What are you building now, and how did the idea come about?
I am building Bramley, a bath, body and skincare brand that I created nearly 16 years ago. I started with just 6 products and now we have four different collections and a lot more products.
I created it initially for the bedrooms at The Beckford Arms, a pub in the Wiltshire countryside that my husband took over. At the time the only thing on the market was small single use plastic bottles full of synthetic products and I didn’t want that for the guests staying at our beautiful pub so I created Bramley.
We can be found in Fortnum & Mason and John Lewis, over 500 hotels including the PIG hotels and we have products for children and dogs too!
How has motherhood shaped, inspired, or impacted what you’re building?
Motherhood has had a big impact on the way I work in a (mostly) positive way. I launched Bramley prior to having children - I was in a full time job at the time and it was my side hustle and it only became my full time job once I’d had children.
I remember invoicing customers right up until the day before I gave birth and then actually replying to emails whilst in hospital waiting to come home. When it’s your own business you do everything at the beginning so I thought I might as well reply whilst the baby was sleeping!
I found the early stages of babies incredibly boring and quite lonely because there is little interaction at that stage, Bramley was ‘my time’ when I could get away from the mundanity of babies back into a world I was comfortable in and could actually achieve in or at least I knew what I was doing! Whenever Otto was sleeping I would be packing up orders, answering emails, or talking to suppliers and then he’d come to the Post Office with me and we’d head to the swings afterwards.
As the children have got older I’ve found it hard in the school holidays - the juggle is real and I don’t think any mother has the answer as to how to achieve the right balance. I rely on friends and paid help and the occasional club but they become incredibly expensive when you times them by three!
I like to think the children are proud of what I have achieved but I think they’re still too little to understand it.
How did you go from idea to launching your business?
I called in lots of favours! There was very little turnaround time from idea to launch because I had to have Bramley products ready for when the pub opened. So I thought up Bramley in the May and it was ready by mid-July!
I had friends creating the label artwork, I had others filling the product into the bottles whilst others were trying to apply the labels straight to the bottle (no mean feat to label a bottle without the label going wonky!). It really was a baptism of fire but actually such a refreshing way to do it because I had to make decisions so quickly and it was mainly done by gut!
How did you fund your business?
I was incredibly lucky to have a ready made customer in my husband’s pub and the pub paid for all of my stock initially so I didn’t have to get any loans and the business has always turned a profit so we haven’t had any external investment to date. That said, my business partner and I don’t pay ourselves massive salaries so most of the profit goes back into the business to help it grow.
What’s been your approach to pricing and monetisation?
I think one of the best ways to approach pricing is to go by your gut - what would you pay for it?
You obviously have to work out all your margins, which will vary depending on your customer and make sure you’re making a decent profit but you usually just know what it should be priced at.
What has been the biggest challenge in your business journey, and how did you overcome it?
I remember once realising that we had massively overstocked on bottles, and when I say overstocked I’m talking hundreds of thousands and it was a scary moment. Luckily they were empty bottles so they weren’t worth as much as they would have been if they were filled but it was enough to give me some sleepless nights. Fortunately, I had a great relationship with my supplier and we were able to work out a deal where we committed to the stock but we could call it off as and when we needed it over a set period.
Don’t underestimate relationships with your suppliers and always treat them as you would like to be treated because then they’ll be your biggest supporter in times of trouble. I have worked with the same suppliers for the most part for over 16 years.
One piece of advice: you’d give to a mum who wants to start her own business?
I would say know your market, make sure it’s something that you are passionate about because it will take you away from your children so it’s got to be worth it. And then go for it! We are such amazing beings that we can juggle and you can have both a family and a career. Working for yourself is the most freeing thing a mother can do because you have the flexibility to be at work when you need to be and at home when you need to too. I am always really understanding to all the mothers who work for me - go to the school play or sports day because that’s what’s important in life, emails can wait.
If your business had a theme song, what would it be and why?
Everywhere by Fleetwood Mac - Not only do I love it but I’d like to see Bramley everywhere!
What can we look forward to seeing from you next? Big plan for 2025?
We’re just continuing to build the Bramley brand and we’re looking to do that via lots of exciting partnerships and brand collaborations. We’ve just appointed a new Head of Brand so lots on the horizon.
WELLBEING & WORK-LIFE BALANCE
How do you balance time for yourself while running a business and raising a family?
It’s hard because there is never enough time in the week and you always feel guilty but it’s so important. I do a weekly pottery course that I have done for the past couple of years and I have to say it’s my favourite time of the week! For three hours all I think about is the clay, what I’m creating and it gives my mind a much needed break - pottery is a great hobby because you actually walk away with something at the end too!
A daily habit or strategy that helps you maintain balance?
You can’t beat a great cup of tea at the start of the day or a glass of wine at the end!
ABOUT BRAMLEY: Where Botanical Magic Happens
Rooted in the British countryside, Bramley is an award-winning and B Corp certified, beauty & wellness brand.
By drawing inspiration from nature, our modern blends of essential oils and potent botanical actives make our products unique.
When you experience them, something special happens, something you can’t quite put your finger on and that’s what we call ‘botanical magic’.
Each bespoke blend has been crafted with carefully chosen botanicals, renowned for their therapeutic qualities, to ignite a feeling - whether that is a sense of rejuvenation, relaxation, joy or calm.
Our mission; to give everyone a moment to pause and experience the restorative effects of our natural fragranced products, that revive the skin and uplift the senses.
Founded by Chloe Luxton for the Beckford Arms, Bramley is now a household name across The PIG hotels and others alike.
Made by nature. Crafted by Bramley.
About Mums Who Build (The MOB)
Mums Who Build is a thriving online community and London-based network for female founders, women in business, and mums with big ideas. Through curated mum meetups, business-building events, and our low-cost digital membership, MOB+, we empower women to grow ventures, careers, and confidence—on their own terms. Whether you’re just starting out, scaling up, or simply seeking support, Mums Who Build connects you with the tools, people, and inspiration to thrive. Join the movement redefining what leadership and entrepreneurship look like for modern mothers.
