A lifelong entrepreneur and innovator, Elin founded Style Doctors – a now a globally recognised brand in the UK, USA, and UAE – when she was just 23. As CEO, she led a team of 50+ while personally working with over 8,000 individuals, helping them refine their personal brand, elevate their confidence, and reach new heights.

Elin’s clients include royalty, Nobel Prize winners, executives, media personalities, and elite athletes… 

She’s helped pioneer the personal brand and transformation space, leading global partnerships and reshaping how entrepreneurs and leaders present themselves to the world. With TV and media appearances – including hosting a Style Doctors show and features on ITV, BBC, Channel 4, Sky, and Five – Elin brings expertise, presence, and impact in every setting.

It goes without saying that you are *quite* the woman! Tell us a bit about your business journey so far…

Thank you! My journey has been anything but conventional. I started out over 20 years ago in the fashion and styling world, building a multi-national business, Style Doctors. Over time, I realised that helping people look good wasn’t enough – I wanted to help them feel good and step into their full power. That led me into coaching, speaking, teaching, and eventually launching my own personal brand and movement. It’s been a constant evolution, and I’m only just getting started.

What inspired you to set up your business and what have been the most significant steps in growing it to where you have to date?

I’ve always had this innate drive to help people see their own magic. Style was my first language, but empowerment is my life’s work. The biggest steps? Taking risks when it didn’t make sense on paper. Saying yes to opportunities before I felt ready. And having the courage to pivot from being “the stylist” to being seen as a serious coach and speaker.

Did you dive straight into entrepreneurial life, or did you take your time planning?

I dove straight in. I’ve always trusted my instincts more than a spreadsheet. That said, I’ve learned the value of strategic planning over time – but my best moves have come from trusting my gut.

Business support comes in so many forms – accelerators, mentors, finance, and networking, to name a few. What support have you found the most significant in helping you to start and scale?

Mentors and Coaches have been everything. The right conversations at the right time have shifted entire trajectories. I’m also a huge believer in the power of authentic networking – relationships, not transactions, are what scale businesses.

What’s on your vision board this year?

A global movement. A coaching app. Second Series of my Podcast. And impacting more lives through powerful conversations and authentic storytelling. I want to show people what it really looks like to transform – from the inside out.

They say “if you don’t ask, you don’t get” so what’s the magic bullet that will help you scale and who do you need to make it happen?

The magic bullet is visibility at scale. I know the impact I can make when the right people hear the message. I need bold collaborators, media partners, and visionary investors who believe in transformation as the next luxury.

Apparently, a founder’s morning routine says a lot about them. Talk us through yours…

Movement, mindset, and meaning. I start with a good workout, every day. I need clarity and energy before I face the world. I also take rest as seriously as I do my morning routine and use the sauna/steam/cold plunge regularly for recovery of mind and body.

What are your non-negotiables, in both business and life?

Integrity, excellence, and energy. If something doesn’t light me up, it’s a no. I also won’t work with people who don’t value people. Life’s too short for draining clients or energy vampires. Most importantly my time. Mornings are for the gym, weekends I often have an away message on my WhatsApp even. Being present is hugely important to me in everything I do. So, if I’m ‘always available’ I can’t be 100% present.

As a successful founder, how easy do you actually find it trying to have work/life balance?

Balance is a moving target. I’ve learned to create boundaries and honour rest, but I also accept that sometimes I’m in a season of sprinting. What matters most is staying aligned with my why – that’s what keeps me grounded.

Are there any go-to resources you’d recommend to fellow founders – be that books, podcasts, memberships, or something else entirely?

Podcasts are a big one for me – especially the conversations that go beneath the surface. I love Coaching Conversations (obviously!), and I dip into books that challenge how we lead and live. Networking groups are also a wonderful place to meet fellow founders.

On the subject of advice, what’s the most BS advice you’ve ever received? Did you ignore it straight away or learn the hard way?

“Just niche down and pick one thing.”
I understand the logic, but that advice nearly boxed me in. I’m not one-dimensional, and neither are the people I work with. My strength is in being multi-passionate – blending style, coaching, media, and business. Trying to shrink myself to fit into one category would’ve limited the impact I’m here to make.

Finally, we believe in the power of celebrating your wins. What are you most proud of?

That I’ve kept evolving. I’ve had success, failure, reinvention, and now – alignment. I’m most proud of building a life that’s deeply authentic and finally reflects all of who I am, not just the part people expected to see.

WHAT. A. WOMAN!

Do you know a founder that will inspire The 51% Club community?
Get in touch with us and tell us a bit about her story: girlpower@the51percent.club