The founder of Natur-elle, Liesbeth Oldeman, has a background in design and e-commerce. After she has finished her study Industrial Design in 1993 she has worked several years as a Product Manager at Philips DAP. In 1993 she started her first business Ellectrique Design. A shop in Utrecht specialised in luxury and well designed small electrical appliances. In 1998 she did open her virtual shop on the internet. That was such a success that from 2001 she worked full time in it. Later on when se became a mother of two little boys, it was the ideal combination of working at home and nursering the kids.

However in 2007 she became interested in environmently friendly entrepeneurship and furthermore she wanted to be more creativily active. So with her background as industrial designer and her old hobby (sewing & designing clothes) the company Natur-elle was born.

When Liesbeth found out that normal cotton was very bad for the environment and that also the working circumstances in the textile industry were not as good as one should expect, the choice of working with organic fabrics was easily made. The challenge became even bigger when she found out that the availability of organic fabrics was and still is very limited. Furthermore it seems that (Dutch) consumers still think when hearing the word "organic" or "eco" of "geitenwollensokken-products" and therefor not interested in buying organic products. That is why our goal is to design stylish products which fit into the modern lifestyle.

With Natur-elle Liesbeth tries to contribute to a cleaner environment and a liveable future for her kids.

More background information you'll find on her weblog or via Twitter.