Discover the INCREDIBLE journeys of the women in our community.

    In our Member Stories, we hear from our members about the experiences that have shaped them, the challenges they’ve overcome, and how they are driving impact in their industries and beyond.

    Elizabeth Parsons

    Elizabeth Parsons

    Founder

    The Distinctive Style Atelier

    Lizzie Parsons is the founder of The Distinctive Style Atelier, an identity-led image consultancy based in Berkshire. She works with women who are tired of guessing what works, helping them build wardrobes that are coherent, considered, and recognisably their own.
    Her work moves beyond trends and “personal style” labels, offering women a way to make decisions with clarity.

    Share an experience or challenge that has shaped you? I think one of the biggest challenges has been learning not to shrink. Like many women, I grew up receiving mixed messages around ambition, visibility and confidence. Some people around me encouraged me deeply, while others questioned who I thought I was to want more, think differently, or build something unconventional.

    Running a business has taught me resilience, but also discernment. You learn over time that not all feedback is wisdom. Some of it is projection, limitation, or fear. Learning to separate constructive criticism from noise has shaped both my leadership and my business.

    It has also made me passionate about helping women feel more like themselves rather than less. So many women internalise the idea that they are the problem when clothing, image systems, or trends do not work for them. My work is about helping women reconnect with themselves rather than camouflaging who they are.

    Best piece of advice you have ever been given? Focus on the work, not the applause.

    It keeps me grounded. I try to stay focused on doing excellent work, improving steadily over time, and making sure clients feel genuinely seen and understood.

    What advice would you give to your younger self or a woman just starting her career? Do not build your life around external validation, because it is constantly moving. Build your confidence around competence, integrity and consistency instead.

    And do not underestimate the power of small improvements compounded over time. Some of the most successful people and businesses are simply the result of sustained consistency over many years.

    What does success mean to you? Success for me is creating a business that feels aligned with my values, whilst still being present for my family.

    It is making sure my clients leave feeling calmer, clearer and more confident in themselves. It is growing something meaningful steadily over time without losing myself in the process.

    Some of my favourite moments are actually very simple: a wonderful client session, a beautiful conversation, dinner with my family, a great coffee somewhere inspiring, or an afternoon at Tate Modern.

    How do you handle challenges and changes? What's in your toolkit?

    I try to approach challenges with honesty, perspective and a healthy dose of pragmatism. My first instinct is rarely to rush into action. I tend to slow down, gather my thoughts and ask myself what the next right step is.

    My toolkit includes long walks, conversations with my husband, lists, music, time in nature and giving myself space to think. I’ve learned that not every problem can be solved immediately, but most can be navigated with patience, curiosity and a willingness to take the next right step. I’ve also learned that some problems are best left alone.

    There is a certain maturity that comes with knowing what is worth pursuing and what is better left untouched. I find I have far fewer regrets when I answer that question honestly before deciding where to invest my energy.

    Why is it important to support women in business and women-led business? Because women-led businesses often create ripple effects far beyond profit. Women frequently build businesses around care, community, creativity, emotional intelligence and lived experience.

    Supporting women-led businesses is not just about supporting individual founders. It is about supporting different perspectives, different leadership styles and different ways of building the future.

    60 Seconds with Elizabeth Parsons

    My inspiration is: Human behaviour, interiors, atmosphere, old hotels, museums, cinema, scent and beautifully considered spaces.
    My greatest fear is: Losing perspective and becoming disconnected from what really matters.
    The most courageous thing I have ever done is: Starting a business that reflected who I actually am rather than who I thought I should be.
    I am most proud of: Building a business whilst raising two children and continuing to evolve both personally and professionally.
    Guiltless pleasure: A beautiful hotel lounge, an excellent coffee and wandering around a gallery alone.
    Mantra I live by: Small, consistent improvements compound over time.
    Female role model: Isabella Blow for her creativity and refusal to think conventionally.
    Women-led brand I love: Diptyque — because it understands atmosphere, emotion and sensory storytelling so beautifully.
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