We’re excited to introduce you to the always interesting and insightful Rebecca Bush. We hope you’ll enjoy our conversation with Rebecca below.
Rebecca, so great to have you with us and we want to jump right into a really important question. In recent years, it’s become so clear that we’re living through a time where so many folks are lacking self-confidence and self-esteem. So, we’d love to hear about your journey and how you developed your self-confidence and self-esteem.
It took me years to gather the confidence to start my own brand. Since I was a little, I had a dream of creating something special in the fashion industry, but the path to get there was littered with invisible obstacles—self-doubt, fear, and my own shyness. It’s easy to let those things hold you back, especially when you’re not sure where to start.
I decided to get experience by working for other brands in New York City as a designer, thinking it would be a way to learn the ropes and build my skills. But the longer I stayed in that world, the more I realised how far it was from my own values. The big brands didn’t care about creativity or the people who brought it to life; it was all about maximising profits, often at the expense of loyalty and respect. The grind was relentless, and I felt my passion and dream slowly fading.
This disconnect became even more apparent during the COVID pandemic. The world had changed, and I found myself reevaluating my priorities. I started questioning why I was dedicating my time and talent to companies that didn’t align with my values. I’d spent years scared of failing, but suddenly that fear seemed trivial compared to the thought of living a life without purpose.
Taking the leap to start my own brand was terrifying, but life is short. I couldn’t keep ignoring that nagging feeling in my heart telling me I was meant for something more. It wasn’t a single grand gesture that got me here—it was a series of small, deliberate steps. I began with just one tiny decision: to believe in myself and my dream. And then I made another, and another, each one a brick in the foundation of what I’ve built today.
Now I can look back and see that those doubts, fears, and invisible obstacles were part of the journey. They taught me what I didn’t want and gave me the push I needed to create something that’s not just about profit, but about passion, creativity, and honoring the people who make it all possible. It’s been a long road, but every step has been worth it.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
My name is Rebecca, and two years ago, I launched my brand, Rebecca Elizabeth, with a dream to create something truly special in the fashion world. After years of working in an industry where profits often came before people and sustainability, I wanted to change that narrative. My brand is an ethical and sustainable line of effortlessly elegant resort dresses, made to order in Italy, with a focus on quality and craftsmanship. My goal was to build a fashion brand that reflects my values of kindness, sustainability, and genuine care for the people behind the products.
Rebecca Elizabeth is inspired by my love for all things Italian and the nostalgic memories of playing in my grandmother’s vintage collection. Growing up, I spent countless hours in her closet, mesmerized by the timeless pieces that seemed to tell their own stories. It was there, among the vintage fabrics and unique designs, that my dream to start a fashion brand began to take shape.
You can explore my collection and learn more about my journey at www.rebeccaelizabeth.com, or follow me on social media @rebeccaelizabethnyc. Our new collection, launching at the end of May, is called “Undersea Dream.” This collection brings to life the vibrant colors and textures of the Italian coast, capturing the spirit of Capri, where we shot the campaign. Expect to see flowing silhouettes, delicate patterns, and a celebration of the beauty found in simplicity.
Every piece in my collection is made with care and intention, crafted by skilled artisans in Italy who share my commitment to sustainable practices. By choosing to make our dresses to order, we reduce waste and ensure that each garment is created with a personal touch. This approach allows us to maintain the highest standards of quality while minimizing our environmental footprint.
At Rebecca Elizabeth, we’re not just making dresses; we’re building a community of like-minded individuals who believe in a kinder, more sustainable fashion industry. I hope you’ll join us on this journey as we continue to create beautiful, meaningful pieces that you’ll love to wear, knowing they were made with care for both people and the planet.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
I can honestly say that almost nothing I learned in school prepared me to be an entrepreneur. It wasn’t just the lack of formal education in sales and finance, though those are crucial skills I wish I’d learned earlier. It’s more about the mindset and adaptability that you need to survive and thrive in this role.
One of the skills that has been most beneficial to me is maintaining a positive outlook. When you start a business, things are bound to go wrong at some point. It’s inevitable. What matters is how you respond when they do. If you can pick yourself up, adjust your approach, and keep going even when business isn’t exactly booming, you have a huge advantage. This resilience has been my guiding star through all the ups and downs.
Adaptability has also been critical. The ability to change course, be flexible, and accept when an idea or style isn’t working can save you from a lot of unnecessary stress and wasted resources. As a designer, this can be particularly challenging because we get attached to our creations. It can be heartbreaking to let go of something you’ve poured your heart into, but sometimes, that’s exactly what you need to do to keep the business moving forward.
I’ve also learned that being an entrepreneur involves a lot more selling than I ever imagined. I would say that at least 50% of my job involves promoting my brand, networking, and engaging on social media. I wished I loved these things more than I do, but they’re vital to the success of my business. I find myself spending hours creating content, responding to comments, and finding new ways to connect with my audience. I’m looking forward to growing to the point where I can hire someone to help with these areas.
Despite these challenges, the journey has been incredibly rewarding. I’ve had the chance to create a brand that reflects my values, to work with talented artisans in Italy, and to connect with people who share my passion for sustainable fashion. I wouldn’t trade it for anything, even if I could go back and get a crash course in business. The learning curve has been steep, but each step has been worth it.
So, while I might not have had all the answers when I started, I’ve found that the key is to keep going, stay flexible, and maintain a positive outlook. If you’re willing to do that, you’ll find your way—even if it’s not always the path you expected.
What is the number one obstacle or challenge you are currently facing and what are you doing to try to resolve or overcome this challenge?
One of the challenges I constantly struggle with internally is pricing. As an entrepreneur focused on creating sustainable, ethically made products, there’s a fine line between ensuring quality and making items affordable. Achieving this balance often feels like an impossible task.
It’s not surprising that producing collections sustainably and ethically costs more. The raw materials, the craftsmanship, the fair wages for workers—these all add up, and the costs can be significant. On top of that, running a business has its own set of expenses, from marketing and branding to logistics and operations. When you start to factor in everything that goes into a sustainable fashion brand, it’s clear that creating affordable products is a major challenge.
However, I also don’t want to outprice my customers. If I were to mark up the collection by traditional retail standards, the prices would be shockingly high. This is where I feel a real tension. I believe in making fashion that’s accessible, but at the same time, I know the value of the work that goes into each piece. It’s a balancing act to find a pricing structure that supports my business while also keeping my collection within reach for my target audience.
In the early stages of a business, this challenge is even more acute. We’re still a small operation, which means there’s a significant personal investment involved. A lot of resources go into getting a new business off the ground, and it takes time to grow to the point where the business can support itself. Without the backing of large investors or a big corporation, it’s a slow and often uncertain journey.
One strategy I’ve adopted is to focus on quality over quantity. Instead of churning out a massive collection, I create smaller, more curated lines that emphasize craftsmanship and sustainability. This allows me to maintain a reasonable price point while still honoring the values that drive my business. It’s not always easy, and there are definitely moments when I question whether I’m making the right choices. But I believe that by staying true to my principles, I’m building a brand that will attract customers who appreciate what I stand for.
In the end, I remind myself that pricing is a conversation, not a fixed point. It’s something that evolves as the business grows, as the market changes, and as I continue to learn. I don’t have all the answers, but I’m committed to finding the balance between affordability and sustainability, even if it’s a constant challenge. By being transparent with my customers about the costs and the values behind my brand, I hope to build a community that understands and supports the journey I’m on.
Contact Info:
- Website: www.rebeccaelizabeth.com
- Instagram: https://www.instagram.com/rebeccaelizabethnyc
Image Credits
Giulio Galotti, Boris Brenman, Stuff Oui Love, Joseph Cartright Charli Evans, Couper
