Elä Life

March 2025

How Slowing Down Led to a Brand Rooted in Wellness.

For Anna Schmidt, founder of Elä Life, creating moments of calm isn’t just a personal philosophy, it’s the foundation of her brand.

Inspired by a deep love of natural wellness and the mindful way of living she embraced in Scandinavia, Elä Life is a reflection of her journey—one of purpose, balance, and an unwavering commitment to sustainability.

Elä Life was born from my lifelong passion for creativity and wellness.

After training as a textile designer and launching a successful homewares brand in 2008, I found myself questioning the impact of the products I was creating. Despite the beauty and craftsmanship behind my designs, I couldn’t shake the feeling that I was contributing to a culture of overconsumption. I wanted to create something more meaningful—something that truly aligned with my values of living well, mindfully, and sustainably.

In 2020, Elä Life was born, combining my love for natural products, holistic wellness, and the ethos of self-care.

Inspired by my time in Norway, where the concept of ‘hygge’ and mindful living left a lasting impression, I set out to create a brand that not only offered beautiful products but also encouraged women to slow down, nourish their bodies, and care for their minds. Despite facing personal challenges and juggling multiple businesses, Elä Life became my passion and purpose. Through it, I aim to help others find balance in their busy lives, prioritise self-care, and embrace a life lived with intention.

It’s a place where balance, wellness, and inspiration all come together, nurturing both my body and mind.

The team behind Elä Life is small but mighty, consisting of myself, Julia, and Charlotte, each bringing our unique strengths and passion to the brand.

We work closely together to ensure that every product we create aligns with our values of wellness, sustainability, and mindful living. Alongside our core team, I’m also supported by my wonderful family—my 13-year-old son, Josh, who brings so much joy and energy, my husband, Jeff, whose unwavering support keeps me grounded, and our adorable puppy, Dashie, who’s always by my side, adding a touch of chaos and love to our daily lives.

We’re also fortunate to have a wonderful cheering squad of stockists across the UK who share our vision and help bring our products to more women seeking balance and self-care. It’s this supportive network and our shared commitment that truly makes Elä Life the heart-centred brand it is today.

My days unfold from our workshop in Cranleigh, where I work alongside my small but dedicated team to bring Elä Life to life. It’s a space filled with inspiration—alive with ideas, natural scents, and the rhythm of making. But when I need to recharge and find moments of peace, I retreat to our home in Bramley, Surrey.

Our newly renovated bungalow, @theblackhouse_bramley, has become my sanctuary, a place where slowing down is not just encouraged but embraced.

Surrounded by nature, I can pause and breathe here when the pace feels too fast. The perfect backdrop for self-care rituals—whether I’m enjoying a quiet cup of tea, journaling, or simply basking in the natural light that floods the space.

From the window, the view of our garden and surrounding greenery invites calm, offering the perfect setting to reflect and reconnect with myself. It’s a place where balance, wellness, and inspiration all come together, nurturing both my body and mind.

The products I’ve created for Elä Life are a reflection of my deep commitment to wellness, sustainability, and the power of nature.

Our range of natural essential oil-based aromatherapy products is designed to nourish both the body and mind, offering a holistic approach to self-care. Carefully crafted with pure, therapeutic-grade essential oils, each product is formulated to promote relaxation, balance, and well-being.

From soothing candles and calming body oils to invigorating room sprays, every item is made with love and intention, ensuring that only the finest ingredients touch your skin and senses.

With Elä Life, I wanted to create more than just beautiful products; I wanted to offer a way to invite moments of calm, peace, and mindful self-care into the everyday, using the natural healing power of essential oils to enhance your life.

At the heart of everything I do lies a deep commitment to authenticity, sustainability, and holistic well-being.

The journey of closing my homewares brand in 2024 and nearly selling Elä Life is one I’ll never forget—full of moments of deep reflection, uncertainty, and growth. Closing the homewares brand was a heart-wrenching decision, but it was one that ultimately allowed me to align my work with my values and personal well-being.

As I got closer to selling Elä Life, I felt torn. I had poured so much passion into creating something meaningful, but I was also overwhelmed by the weight of juggling too many commitments. There were moments when I truly believed I might have to let go. But as I navigated the sale process, something unexpected happened—I reconnected with the very reasons I had started Elä Life in the first place.

I spent time getting my hands back into the products, remembering the joy and purpose they brought me. This period of pause allowed me to rediscover my belief in the brand, my passion for what I had created, and the real impact I wanted to make. I realised that I wasn’t ready to let go of Elä Life—it had become more than just a business; it was a part of my journey and my purpose. That pivotal moment marked the beginning of a new chapter, one where I could truly embrace the brand’s mission and my own well-being.

At the heart of everything I do lies a deep commitment to authenticity, sustainability, and holistic well-being.

My core values centre around the belief that we are all deserving of moments of calm, self-care, and mindful living. I’m driven by the desire to create products that not only enhance people’s lives but also respect and protect the world we live in.

I believe in the power of nature, in using pure, natural ingredients that nourish the body, mind, and soul, and in promoting wellness in a way that is intentional and slow—moving away from fast consumption and towards a more sustainable, meaningful approach.

It’s these values of authenticity, care, and respect that fuel my passion for Elä Life, inspiring me to create products and experiences that help others embrace balance, take time for themselves, and live with purpose and intention.

As I continue on this adventure, my hope is that Elä Life will become known more and more for inspiring others to embrace a life of intention, balance, and self-care.

My journey is a testament to the power of listening to your inner voice, evolving through challenges, and staying true to what truly matters. I want my story to show other women and entrepreneurs, especially those navigating the pressures of life and business, that it’s possible to slow down, prioritise your well-being, and create a life that aligns with your values.

Through my products and my journey, I aim to inspire others to step away from the rush of everyday life, find moments of stillness, and embrace the beauty of living with purpose. Ultimately, I hope that Elä Life becomes a source of empowerment—encouraging people to take time for themselves, nourish their bodies and minds, and live a life that feels truly aligned with who they are.

IMAGES ©Elä Life 2025