“Built to last, designed to wow” – website Oak And Honey Furniture was founded by Ella Taslaman a year ago, and now boasts 240 SKUs (and growing), attracting 1500–2000 unique visitors each month. Despite Ella being just 25 years old, her business was 100% self-funded and profitable in year one, with £20,000 revenue in the first three months from SEO alone. “We design furniture that makes you fall in love with your home again,” she explains …
Why visit your website?
Oak & Honey Furniture was designed with both style and usability in mind, thanks to my background in web design. I’ve built the site to be seamless and intuitive for customers, with features that actually convert.
Customer service is a major priority! We offer four easy ways to get in touch – live chat, email, phone, and social media. You’ll always get a response the same day, usually within the hour. Picture reviews are front and centre, so customers can see how the furniture looks in real homes.
How did you enter the industry?
I’ve always loved interior design, even though I didn’t have formal experience. Since I was 15, I spent hours pinning furniture inspo on Pinterest, and that passion has never faded.
I wanted to make mid-century furniture – typically a quite expensive style – more accessible. That’s why Oak & Honey is positioned in the mid-luxury range – you still get beautiful quality at a more affordable price. I live and breathe furniture, but especially mid-century design with a modern twist.
Who is your ecommerce hero?
Grace Beverley, CEO of TALA, is a huge inspiration. Her marketing is incredibly strategic and unique – it’s captivating, effective and authentic. I study everything she puts out – her Klaviyo email flows, her social content, even how she structures her brand’s messaging. Her journey really inspires me.
Describe a typical business day …
Every day is different, but right now I wear every hat – customer service, admin, web design, supplier negotiations, product uploads, social media, marketing, SEO and blogging.
My days are long, usually 15 hours, but I always start with customer service. I reply to emails, live chats and DMs, and make sure no one’s left waiting. From there it’s analytics, bug fixes, product sourcing, content creation and outreach. It’s non-stop.
What part of the job would you prefer to avoid?
Although I genuinely love my customers, replying to everyone quickly can be time-consuming. I made a promise to respond within the same day, ideally within an hour, and I take that seriously. It’s not a chore, but it is demanding. Admin work is probably the hardest part.
What’s been your biggest challenge to date?
Definitely imposter syndrome. I started this business on a tiny budget, with no prior experience and no formal education, after dropping out of school at 16. I’ve worked as a waitress and always dreamed of having my own business. I brought together my passions for web design, interiors, and retail to launch Oak & Honey – but procrastination and self-doubt, especially when facing big to-do lists or corporate meetings, can still be a struggle.
How much do you invest in making your site more visible?
SEO is my best friend. With no budget for ads, and not feeling ready to be the face of the brand on social media, I leaned heavily into SEO, and it worked. I rank first on Google for high-traffic keywords, I blog, I optimise every page. I made £20,000 in revenue in the first three months through SEO alone. It’s been my most powerful tool.
What’s your take on the future of online versus physical retail?
Physical retail will always have a place, but online is growing fast and isn’t slowing down. It’s more convenient – people can compare prices, check reviews, and avoid that in-store pressure to buy. Online shopping lets people browse thoughtfully and on their own terms.
Do you have plans to grow your business?
Absolutely! Growing Oak & Honey is always on my mind. I’m starting to scale, planning to invest in paid ads next month, and I’m getting serious about social media. I’m looking to hire a social media manager to help reflect the brand more and boost visibility. Growth is the top priority.
What advice would you offer an aspiring e-tailer?
Just start. You’ll never feel fully ready or have the perfect branding or budget, but that’s okay. You learn as you go. You don’t need a degree or a big team – everything is learnable through YouTube, books, and trial and error. Don’t let fear hold you back – your life is too valuable for regrets.
This article was published in June's issue.
