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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. Emilie 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.

“When I started the business, tea drinkers were still receiving the same low-quality tea bags you’d find in a supermarket, sloshed into lukewarm water with a dash of milk,” Emilie explains. “It was frustrating, especially when I knew there was so much more to tea, having lived in India and visited tea estates when I was younger.”

Emilie’s experiences in India had opened her eyes to the potential of high-quality, single-origin teas—and she saw an opportunity to transform the way people experienced tea, particularly in hospitality settings.

The Spark of a Mission-Driven Business

The initial motivation for Good & Proper was personal, but Emilie quickly realised that many others shared her frustration with the poor quality of tea in public spaces. “The problem was a selfish one at first, but I was convinced others were frustrated too,” she reflects. “While our coffee-junkie friends were getting a bespoke experience—learning about the origin of their beans and getting beautifully crafted drinks—we tea drinkers were being served the same generic product.”

It became clear to Emilie that the lack of attention given to tea was a missed opportunity, especially as consumers were becoming increasingly aware of the quality and sourcing of their food and beverages. “I wanted to bring the same level of care and attention to tea that people were experiencing with coffee,” she says. From that, Good & Proper was born, with a focus on sourcing delicious, single-origin teas and equipping customers with the knowledge and tools to make the best cup of tea possible.

Building a Business Around Purpose and Profit

For Emilie, building Good & Proper wasn’t just about making great tea—it was about creating a business that aligned with her values. “Building a business is one of the toughest gigs around,” she says. “It relies on resilience, determination, and a clear mission to keep moving forward.” For Emilie, that mission was to show the world just how good tea could be when it's done properly.

While financial profitability and growth are important to Good & Proper, it’s the larger purpose behind the business that drives Emilie and her team.

“It’s the mission that gets you, your team, and your partners out of bed in the morning,” she explains. “That sense of purpose keeps you fighting day in and day out to build, grow, and evolve—not just the numbers alone.”

It’s this sense of purpose that’s kept Emilie and the team focused, even in the face of challenges.

Good & Proper want to show the world what good business can look like - as a certified B Corp, their retail packaging is completely plastic-free and for the last 2 years they've been working with Zevero to comprehensively measure and report on our carbon emissions.

Creating a Shift in the Tea Industry

Emilie business is about more than just great tea—it’s about creating lasting change within the tea industry. The UK tea aisle has long been dominated by low-grade, commodity teas, and Emilie wanted to challenge this norm. “By introducing more people to high-quality, single-origin tea, we’re injecting energy, quality, and variety into the category,” she says. “It will take more than just us to move the dial, but together with the wider industry, we can start to reduce the reliance on bulk, commodity-grade teas, which supports sustainable farming practices and improves livelihoods for tea farmers at the origin”.

As Good & Proper continues to grow, the impact is becoming more clear.

“We’re not just showing people how good tea can be; we’re helping to change the entire industry.”

“Every time we move a big customer from something basic to better quality, and then see the positive response from their customers too, we feel the value of our efforts. It’s about improving the tea-drinking experience and supporting better practices across the supply chain.”

The Role of Angel Investors in Good & Proper’s Success

When it comes to the role of angel investors, Emilie credits her investors for much more than just capital. “We’ve been lucky enough to have fantastic angels who are with us on this journey,” she says. "They came on board during our first fundraise in 2016 and many have continued to support us ever since." But the value they bring goes beyond financial backing.

“As a sole founder, there are times when you feel isolated, and decisions can seem impossible,” Emilie admits. “Having investors who can be a sounding board, who are just a phone call or cup of tea away, has been incredibly helpful.”

These angels have been essential during pivotal moments, offering guidance, perspective, and support. “They’ve seen the challenges a hundred times before,” Emilie says. “That experience is invaluable when you’re navigating the ups and downs of growing a business.”

Why Diversity in Angel Investing Is Crucial

Emilie strongly believes in the importance of diversity in angel investing, not just for the benefit of the entrepreneurs but for the overall health of the business ecosystem. “The opinions around the table need to reflect the world around us,” she says. “Diversity brings different perspectives that are critical for shaping effective strategies, addressing new challenges, and ultimately driving business success.”

She points to the need for more diverse leadership, saying:

“Representation is key. It’s about ensuring that those who are leading investments are reflective of the communities and customers they’re serving. It’s also about empowerment—ensuring that diverse voices have the opportunity to be heard and valued in the business world.”

Emilie’s Top Tips for Aspiring Angel Investors

For first-time angel investors, Emilie has a few practical pieces of advice: “It’s a great way to get involved in the journey of building a business, and your experiences and perspectives can add a lot of value,” she says. “But it’s important to invest in something you relate to, both personally and professionally. Find a founder you’re excited about and trust them.”

When it comes to trust, Emilie emphasises that it’s crucial for a successful angel-investor relationship.

“If you’re constantly questioning the details of the business or the founder’s decisions, then the relationship probably isn’t working. Angel investing should be about support and faith in the plan and the team.”

Building the Future of Good & Proper: Scaling with Purpose

Looking ahead, Emilie is focused on scaling Good & Proper while maintaining the integrity of the brand. "A big part of the next 12 months is about getting the right people on board to scale at pace,” she explains. "Building out our Sales, Marketing, and Operations teams is key, and we also need to refine our brand so we can continue to engage and excite our customers."

Emilie’s goals for the business are ambitious, but achievable. "In 12 months, we want to be in a position to execute at scale, with everyone focused on driving the business forward," she says. "We’re also putting together a board for the first time, which I’m really excited about."

With a clear vision and a growing team, Good & Proper is set to continue its upward trajectory, proving that great tea can be more than just a beverage—it can be part of a larger movement towards quality, sustainability, and a better future for both people and the planet.

Interested in Learning More About Good & Proper?
Reach out directly to Emilie Holmes to explore how her passion for transforming the tea industry and promoting sustainability is reshaping the future of premium tea. Whether you're a conscious consumer or an impact-driven investor, connect with Emilie to discover the vision behind Good & Proper, the London-based premium tea specialists on a mission to elevate tea and sustainability. You can contact Emilie here.

Don’t miss our upcoming Halo webinar, In Conversation with Emilie Holmes, founder of Good & Proper. RSVP here to join us for this exciting discussion.

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