Building a Premium Tea Brand: Good & Proper’s Journey Towards Impact and Growth

The world of tea has long been overlooked in the premium beverage space. While coffee aficionados enjoyed bespoke experiences, from expertly sourced beans to intricate brewing methods, tea drinkers were left with a lackluster experience. Emily Holmes, the founder of Good & Proper, was frustrated by this disparity and decided it was time for a change. What started as a personal quest to find better tea evolved into a business dedicated to showing the world how good tea can be when it's done properly.