Built with belief

Emily Hewett
Nov 23
4 min read

The power of aligned strategy, true partnership and the kind of support every business deserves

Every morning, before the chaos of client work and school runs, I take my Arella Collagen and Arella Pause. It’s such a normal part of my day now, but this week something stopped me in my tracks.

I was holding the sachet, looking at the packaging… and I suddenly thought:

I designed this.

I built the strategy behind it.

My team brought it to life.

And now, I’m Director of the company.

It’s easy to forget the scale of what you’ve created when you’re right in the middle of it all. But the truth is, Arella is one of the clearest examples of how aligned strategy, genuine care and long-term partnership can take a brand from idea to impact.

And it all started with the most unlikely referral – a bathroom fitter who’d worked with me briefly, seven years earlier, mentioning my name to Laura, the founder. Laura had been badly let down by her previous agency and needed someone who genuinely cared. Someone invested. Someone who thought like a founder, not a service provider.

We had one phone call, clicked instantly… and the rest is a story I’m incredibly proud of.

From referral to full 360° partnership

Over the last few years, IAE Marketing has become fully integrated into Arella’s world. And when I say integrated, I mean absolutely everything:

brand strategy
packaging design
website and SEO
PR and press
social media
digital marketing
email campaigns
collaborations and influencer direction
exhibition and event design
content creation
product development guidance
new product strategy

If it touches the brand, IAE has shaped it.

Not because we were told to, but because Laura trusted us to build what the business needed – not just what she thought she needed.

That level of partnership is rare. And it’s exactly why Arella has become one of the fastest-growing natural supplements brands.

Why the products matter to me

I started taking Arella Collagen and Pause long before I became Director. At the time, I was perimenopausal, exhausted, itchy (yes itchy skin is a menopause symptom), battling mood swings and taking a cocktail of supplements that promised the world but delivered very little.

When I switched to Arella, everything changed. My hair grew back where it had thinned. My nails became noticeably stronger. My skin cleared and the itching stopped. My mood levelled out and my menopause symptoms eased in a way I hadn’t experienced before.

And because the products are clean, gluten-free and natural, they work beautifully with my intolerances, I just rip, sip and go!

I also added Arella’s new Copper Body Brush into my routine – a product I’ve also played a part in developing – and it has been incredible for circulation, lymphatic support and everyday wellbeing.

What I love most is that Arella nourishes from the inside, and the body brush supports from the outside. It’s a full-body, holistic approach that genuinely works.

The relationship that made the strategy possible

Working so closely with Laura means I understand the way she thinks. I know what she worries about, what she dreams about and what direction she wants the brand to move in.

And because of that, I can make decisions strategically on her behalf. She trusts my judgement and she trusts my team, and that trust creates space for stronger, clearer and more confident strategy.

Arella has grown not because of hacks, trends or quick wins, but because there has always been clarity, structure and a plan behind every decision. We set 90-day goals. We stay consistent. We build a brand that aligns with what the company stands for. We bring in the right people at the right time. And we make sure the strategy is something we actually stick to, not something that sits in a document gathering dust.

This is what joined-up marketing really looks like. It’s what every business deserves – structure, clarity and someone by their side who genuinely cares.

What this means for your business

This week, while taking my supplements, I realised something important. Everything we built for Arella – the structure, the long-term thinking, the brand decisions, the 90-day planning and the accountability – is exactly what so many small businesses need. Just scaled in a way that’s achievable.

Most business owners aren’t struggling because they aren’t working hard enough. They’re struggling because they’re working without a strategy. They’re spinning plates, firefighting, reacting and trying to stay afloat without a clear direction.

Arella is proof that when you have a strong strategy, commit to it and have support around you, everything changes.

And that’s exactly why I created: Plan It. Do It. Grow It. – launching next week

A membership designed for small businesses who want the same clarity, direction and joined-up thinking that drives brands like Arella – but delivered in a way that’s accessible, supportive and realistic.

Inside the membership, you’ll get:

strategy you can actually use
90-day planning frameworks
structure for your ideas
accountability so you follow through
support across brand, marketing and mindset

It’s built around how I work with my own clients – the same approach that grew Arella – and it’s designed to help you stop winging it and start moving with intention.

A few words from Laura

“Having Emily on our journey has completely transformed Arella. She doesn’t just tick tasks off – she becomes part of your business. She brings strategy, clarity and genuine care in a way I’ve never experienced before, and Arella simply wouldn’t be where it is now without her. Every founder deserves an Emily.” Laura Capewell, Founder of Arella