Our Story

It all began with a £5 Vinted sale. I'd sold a couple of items of clothing on Vinted and, when it came time to send them, I couldn't bring myself to just put them into a plastic mailing bag and post them off.

I wanted the person opening it to feel special, like they were getting something unexpected.

So I bought a nice box, some pink tissue paper and some label stickers for me to write a thoughtful note to them. I spent more on the packaging than I'd made from the sale itself. But I loved creating it, and sending it off knowing I'd put thought and effort into it.

That tiny parcel planted the seed for Tide & Wild within a matter of hours.

I've always loved the feeling of beautiful hotels, luxury spas and considered spaces; exceptional skincare, gorgeous scents, beautiful packaging and those rare moments when someone has thought about every last detail for you. There is something powerful about feeling completely looked after.

I wanted to find a way to create that feeling for other people, not simply through a box of beautiful things, but through beautifully considered moments.

And I wanted to do it without luxury coming at an environmental expense, which so much of it does.

Our family had moved to our favourite part of the English coast, where the sea and beach became part of everyday life. It made me even more conscious of what we consume, what we throw away and what we leave behind. I want my boys to grow up loving this coastline as much as we do, and to inherit an environment they can continue to enjoy long after they've grown up.

So Tide & Wild was built around a simple belief: luxury and consideration should coexist.

The sea has always felt like home to me. But I love that it can be two things at once, beautifully still one moment and completely wild the next. And that's exactly what we experience. As a mum I know that feeling all too well!

There are seasons when everything feels calm and spacious, and others when life is relentlessly wild. Tide & Wild exists for the moments in between: an invitation to slow down, create a little space for yourself and find moments of calm amongst the wildness.