This week, we sit down with Nancy Shah, the visionary founder of TSL Co., to explore the story behind her stylish, high-quality homeware brand. From her inspirations and background to the passion driving her designs, Nancy shares what makes TSL Co. a standout in the world of modern home living.

Hi Nancy, to start, can you please tell us a little about yourself?

I’m Nancy, the founder of The Sustainable Life Co. (TSL Co). I’ve always been drawn to beautifully designed spaces and the way thoughtful details can transform a home. Growing up, I was surrounded by the world of textiles and small business—my parents owned clothing businesses, so entrepreneurship was always part of my life. I knew early on that I wanted to create something of my own, and TSL Co was born from my passion for timeless design, sustainability and the belief that homes should feel as good as they look.

What inspired you to start TSL Co, and how did you bring your vision to life?

I started TSL Co because I saw a gap in the market for home essentials that were both luxurious and practical—pieces that elevate everyday living without being overly trendy or wasteful. I wanted to create something that felt timeless, well-crafted, and effortlessly stylish. From the start, my focus was on quality and craftsmanship, ensuring each piece felt special and enduring. It took a lot of research, sourcing, and testing, but I knew I wanted to build a brand that people would truly connect with.

Sustainability is a big focus for your brand. How do you ensure your products are both eco-friendly and high quality?

At TSL Co, sustainability is woven into every aspect of our sourcing and manufacturing process—from the materials we choose to the craftsmanship that ensures longevity. We prioritise high-quality, responsibly sourced natural fibers such as bamboo and linen that not only feel luxurious but also stand the test of time. By creating well-made, enduring pieces, we embrace sustainability in its truest form—designing home essentials that are meant to last, reducing the need for constant replacement.

Trends are constantly changing in the home space - what influences your aesthetic, and how do you choose the products for your collections to withstand time?

I’m drawn to the idea of effortless elegance—home pieces that feel lived-in yet refined. Rather than following trends, I look at classic silhouettes, neutral palettes, and textures inspired by nature.

Linen itself is timeless; it has been used for centuries and only gets better with age. When designing new collections, I prioritize versatility—pieces that seamlessly fit into different spaces and styles. Our colorways are chosen to be seasonless, and we avoid synthetic materials that degrade quickly.

How do you decide which products to introduce next? Can you share a bit about your creative process?

Everything starts with a need—whether it’s a missing staple in the home or an improvement on something that already exists. I spend a lot of time testing fabrics, refining details, and considering how a piece will fit into a home. I also listen closely to customer feedback—our collections are designed to be intentional and functional, not just beautiful.

What are some challenges you’ve faced in balancing sustainability, durability, and affordability?

Sustainability often comes with higher costs—ethical sourcing, small-batch production, and high-quality materials aren’t as cheap as mass production. The challenge is making sure our pricing reflects the craftsmanship and sustainability of each product while remaining accessible to conscious consumers. We address this by focusing on long-term value—our linen pieces are investments that last for years, reducing waste and the need for frequent replacements.

As a small business, customer experience is key. How do you create a shopping experience that feels special and personal?

From the packaging to the way our products feel when unwrapped, I want every TSL Co purchase to feel thoughtful and elevated. We focus on beautiful presentation, handwritten notes, and personalized touches that make customers feel valued. Every interaction matters, and I want people to feel a connection to our brand beyond just the product.

Have you received any customer feedback or stories that have really resonated with you and reinforced your mission?

Yes! One of my favorite messages was from a customer who told me that using our linen napkins turned their everyday meals into a special ritual. They loved how something as simple as switching from disposable napkins to linen made their dining experience more intentional and sustainable.

Hearing how our pieces bring warmth and mindfulness into people’s homes reminds me why I started TSL Co in the first place.

What is currently on your desk?

I usually float between working from my couch or armchair which is terrible for my back! My desk tends to serve more as a place to store things once the workday is over. I keep telling myself that next year, I’ll finally make the switch—my back will thank me!"

Can we expect to see anything coming soon from TSL Co?

Absolutely! This year, we’re introducing a range of new collections, including loungewear, bedding, and beautifully designed tableware. We’ve also just launched a one of a kind pottery collection, handcrafted by artisans in Mumbai, India—where I’m from. It’s incredibly special to bring something that connects me to my roots and share that craftsmanship with our community here.

Who is your dream celebrity to be using TSL Co?

Kerri-Ann Jones is a designer who has the most impeccable style and I really admire her work. Flack Studio also do amazing interiors. I'd love to see them using TSL Co! If either of them are reading this, feel free to reach out! haaa

Spotlight On: Nancy Shah, founder of The Sustainable Lifestyle Co