In Their Shoes - Emma White, Honey & Toast Founder

SW: What is the story behind the “Honey & Toast” brand name? 

EW: The brand name “Honey & Toast” is second nature to me now, but there’s a bit of a backstory. When starting the company, I struggled with picking a name. I knew I wanted an ampersand to balance two words, but didn’t want to use my name, my kids’ names, or anything too specific like “leather” or “bags.” 

At the time, my son was a few months old, and my daughter Erin was three. Over coffee with a friend, I mentioned Erin’s love of toast with honey on top, and that’s when it clicked— “Honey & Toast.” It sounded premium, and I even thought about “Jam & Toast” for a future diffusion line. I love how the ampersand balances the two five-letter words and gives me the option to abbreviate it to H&T, which I do often.

SW: What inspired you to start your business? 

EW: I started Honey & Toast to create a more flexible lifestyle. With years of experience designing leather bags and goods, I always thought, “I could do this better.” While I didn’t always agree with other brands’ ethos, I didn’t realise just how tough it would be. I’m not just the designer anymore; I do everything! It’s been a fantastic rollercoaster, giving me the flexibility I wanted for myself and my family. I couldn’t be traveling for weeks to places like Hong Kong and Italy, so I gave it a shot—and so far, so good.

SW: What are some of the biggest challenges you’ve faced as a small business owner, and how do you overcome them?  

EW: As a small business owner, daily challenges pop up—lost parcels, rising leather costs, and, of course, Brexit, which we’re still navigating. Thankfully, I have a loyal customer base who understand price increases due to rising costs, and they trust that I won’t compromise on quality. I’ve worked with my factories and tanneries for almost 10 years, and they’re like family to me. Relationships are key in this industry. 

Running things on my own can be overwhelming at times, with constant responsibility and an endless to-do list. But I love it and feel lucky to be in this position. When it gets too much, I escape to the garden for some fresh air, do a bit of weeding, and mentally plan what needs to be done. Coffee every morning is also essential, along with a Freddo—I buy them for my kids, but they help me too! 

SW: What has been your biggest achievement or milestone so far?  

EW: A huge milestone for me was going full-time with Honey & Toast and being able to pay half of the utility bills from it. Before that, I juggled it with freelance work, which was intense—I'd manage customer service all night after the kids went to bed. As things picked up, I could focus fully on the business, and the more effort I put in, the more successful it became. It was incredibly rewarding to know I could make it work. 
 

SW: Do you have a memorable story or experience with a customer that has stuck with you?

EW: I never anticipated the strong relationships I’d build with my customers when I started the business. I’ve made it a priority to be the face of my company and focus on excellent customer service and loyalty. I tailor a personal experience for each customer—emails back and forth, sending videos of bags to check style options, and even leather cuttings so they can feel the quality and colour. I’m lucky to have built such a strong connection with my customers; many have become friends, and I even get Christmas cards and gifts!

SW: How has your work/ business evolved since you first started?  

EW: Having my own dedicated workspace now feels like such a luxury. When I first started Honey & Toast, I worked from the kitchen table, and things were always getting lost with nowhere to store anything. Now, I have a separate office at home with storage for the leather and plenty of room to take photos and videos for customer inquiries. It’s saved my sanity.

SW: What advice would you give to someone starting out in your field?  
 
EW: For anyone starting their own company, my advice would be:

"Be prepared to make mistakes and be kind to yourself" 

You're going to make mistakes, but you'll learn from them and grow stronger. Build good relationships with your suppliers and manufacturers—listen to them, they can teach you a lot. Be kind, let them share their expertise, then share your vision with them. It’s essential to maintain great relationships and always pay your bills on time—it’s a weight off your mind and keeps things running smoothly. Also, stay organised! I love paper to-do lists; crossing things off feels so satisfying and helps clear my head to relax after a day’s work. 
 

SW: How do you stay current with trends in your industry, and how do they influence your work? 
 
EW: I love keeping an eye on trends, especially when it comes to leather goods and bags. I enjoy looking at magazines, seeing what people are wearing locally, and hunting for vintage bags at markets for unique shapes, colours, and textures. However, I don’t strictly follow trends. I think you naturally absorb them without realising it. For example, Damson and Plum are big for Autumn/Winter, and I already have Damson in my collection. What’s important to me is creating bags that can be worn year-round, for years, not just for a fleeting trend. Honey & Toast bags are made with high-quality leather that improves with time, so they should last and get better the more you use them. 

At Honey & Toast, it’s not about following trends but creating bags that look great, work hard, and sell well. The half-moon bag, for instance, was a huge hit, so I keep introducing new colours and limited edition runs like Fern Green and Scarlet Red. If a colour does well, it stays in the range, keeping things fresh and exciting without following trends. 
 

SW: What’s one item you couldn’t live without?  
 
EW: A couple of things I couldn't live without in my studio are my hole punch, which is great for adjusting bag handle lengths, and my bradawl*  
My dad gave me the bradawl, which was passed down from my grandpa, who used it in workshops while in the Royal Air Force—it's got a special story. It stays on my desk, though it occasionally moves around the house, which makes me anxious, but it always finds its way back. So, my bradawl and hole punch are my top tools. 
*a tool used for making small holes or indentations in wood or leather. 
 

SW: Do you have any film or podcast recommendations for us? 

EW: I recently went to see ‘Hard Truths’, the new film by Mike Leigh, I would highly recommend it, it’s so moving. Many of the actors are from SE London and so it was amazing to see it in Peckham. I was lucky enough to enjoy a Q&A afterwards with Mike and the main cast. A great night out! 

For podcasts, I recommend Uncanny with Danny Robins. I love listening to creepy stories while I work at home. I prefer podcasts over music, as the chatting makes me feel like I have company, even when I’m alone. 

SW: What’s your go-to coffee order?

EW: An Americano with oat milk. We received a coffee machine for Christmas, which is great, but now I don't need to go out for coffee, which means I miss popping out and seeing people during the day. 

Head to our Instagram for a sneak-peak into Emma’s daily life as founder of Honey & Toast and treat yourself or your loved one this Valentines Day to a bag that will last for many years to come!