From the very beginning, Etton Taylor has been about more than just beautiful clothing. Ever since we were founded by Jo Whitehouse in 2018, the brand has grown from a deep-rooted love of fashion and an instinct for what makes women feel confident, comfortable and elegant. Some of Jo’s early memories were of her mother’s boutique and watching women try on luxurious fabrics and tailored silhouettes. That helped shape her own sense of timeless style and love of fashion.
When Jo launched Etton Taylor, she wanted to create something lasting: elegant, flattering clothes that weren’t dictated by fast fashion, but that could be loved, layered and worn season after season. Inspired by the British countryside and built on quality craftsmanship, the brand has become a trusted name for women seeking clothing that balances polish with ease. And it’s all thanks to Jo’s vision and hard work.
Now, after seven years at the helm, Jo has made the decision to pass the reins to someone new. We can’t thank her enough for the creativity, care and passion she’s poured into every step of the journey. Jo has built something truly special, and we know so many of you have loved shopping with her in person at events and online over the years.
As we look ahead, we’re thrilled to introduce the brand’s new owner, Faye Archer. A lifelong lover of fashion, Faye has a natural talent for pulling outfits together and a sharp eye for picking clothes that make you feel confident, polished and ready for whatever the day brings. Her love for fashion began early - her first designer purchase was from Vivienne Westwood at the tender age of 16! - and she’s never lost that excitement about dressing up for life’s big (and small) moments.
Faye has worked alongside Jo for the last couple of years through her marketing agency Kilchurn Marketing so has a great understanding of Etton Taylor, the amazing customers and the fabulous clothes!
Faye brings a fresh eye and a clear direction for the next chapter. Etton Taylor will remain a home for race day style and countryside elegance, but with a renewed focus on outfit-building pieces and looks with a confidence-boosting edge. Think best sellers paired with seasonal updates, curated collections that feel current without chasing fast fashion trends. Faye’s busy behind the scenes pulling together our spring/summer 2025 collection and we can’t wait to share it with you all. There’s so much to look forward to, and we’re thrilled to have you along for the ride!
