The Tastemakers Series: We Meet The Founders Behind WAT The Brand
They are the dynamic duo behind one of London’s top style Instagram accounts and, more recently, the womenswear label WAT The Brand. The Handbook meets Philippa Bloom and Sarah Ellis for the next instalment of The Tastemakers Series. Read on to find out the favourite spots for date-night, where the best child-friendly restaurants serving up crowd-pleasing pancakes are, the spa everyone needs to book into and the essentials they swear by when travelling.
Tell us about where you live and what your love about it?
Sarah: I live in Hertfordshire, I love that it feels like the country as there’s so much greenery – I have young children and a dog which means we do a lot of long walks. We can walk to the local high street for coffee and lunch so easily and there are lots of young families around as well which is so lovely for the kids.
Philippa: I’m in North West London, in a very family-friendly neighbourhood. I love that I have an independent coffee shop and a cafe at the top of my road but we’re still within walking distance of a playground and park. Bringing up Alfie and Ava in this area helped shape my whole newborn experience in the best way.
What’s your favourite local restaurant you return to time and time again?
We both love a local pub that’s in the middle of both of us, The Rising Sun. They do the most epic roast and chicken escalope.
Which restaurant would you book for a special evening out?
S: Scott’s, for sure. I’ve celebrated so many special memories there and seafood is my all time favourite food.
P: Il Borro in Mayfair – it reminds me of some of my best holiday nights in Dubai.
Where are your favourite places for a family day-out in London?
S: You can’t beat London Zoo, it’s a firm favourite with my kids and always guarantees a fun night out.
P: Babylon Park In Camden is a new discovery for me and endless fun for the kids. It’s full of futuristic games and entertainment. They love it.
Which restaurants do you rate for dining out with children?
Brasserie of Light, they can’t get enough of the unicorn sculpture and the pancakes are always a hit.
Where would you book for a cosy date-night?
S: Oka in Primrose Hill, the sushi is delicious and I love how intimate it is.
P: NAC is a go-to for us for a chilled but yummy date-night. It’s small and intimate with real hearty food.
Where do you stop for coffee?
Workshop Coffee at Somerset House, we love the vibe and the coffee is so good.
Favourite place for a healthy lunch?
The Acai Girls in Fulham is the biggest treat when we are nearby.
Where is great for finding unique gifts?
You can always find something special in Liberty’s.
What are your favourite interiors brands?
Soho Home, Trove by Studio Duggan, Andrew Martin are our go-tos!
What’s the last thing you bought for your wardrobe?
Toteme thong sandals x2!
Do you have any hidden gems in the city?
The Laslett Hotel in Notting Hill for beautiful surroundings and even better coffee. It’s great for a catch up with friends or a business meeting.
You are both mothers, where do you like to shop for childrenswear?
We do a lot of online shopping for the children. Our favourirte are La Coqueta, Childrensalon, Benedita and Ralph Lauren for the boys.
Which item in your wardrobe will you treasure forever?
Our very first WAT The Brand set will always have a special place in our hearts.
Our very first WAT The Brand set will always have a special place in our hearts.
What are the three hero pieces from WAT The Brand’s new collection?
1. The Linen Sets
These were a sell out last summer and we are so excited that they are back in all new colourways this season.
2. The Stripe Top
A 24-hour sell out means that we are even more excited to be launching a new colour in the next few weeks.
3. The Ultimate White Shirt
Literally the best white shirt out there. It’s cut to perfection and made for jeans, leggings and trousers – it’s a big player in both our wardrobes.
What are the three makeup products you couldn’t live without?
We both totally agree on these…
1. Charlotte Tilbury Pillow Talk Lipstick – the best nude lip EVER!)
2. Mac Eyeliner in Costa Riche – once you try this brown you will never go back.
3. Bobbi Brown Long Wear Brow Pencil – perfect for everyday brows and it’s so easy to use.
And what about skincare?
1. Clinisoothe Cleanser – this is a genuine lifesaver for helping to completely clear our skin.
2. Vichy Mineral89 Hyaluronic Acid – number one for hydrating and energising skin
3. Beauty Pie Super Healthy Skin Featherlight Sunscreen & Primer in SPF 50 – not a day goes past without applying this. We love its lightweight texture and it works as a brilliant primer too.
What was the last book you read and what’s currently on your nightstand?
We are both currently reading No Excuses by Brian Tracy and feeling extremely inspired.
What are your favourite podcasts?
Our own podcast, Twinset Unzipped, obviously! But we also always feel so inspired after listening to Diary of a CEO by Steven Bartlett, On Purpose with Jay Shetty and Feel Better Live More. For laughs, it’s always My Therapist Ghosted Me with Vogue and Joanne.
What music have you been listening to recently?
We love Cleo Sol, her voice is so soulful and gives us all the summer chill vibes we always need.
Do you have any morning or evening rituals you do to start or end the day?
Waking up before the household and getting in some ‘me time’ it’s different for both of us but whether it’s working out, journalling or getting ourselves and the kids ready for the day ahead, we love that quiet time first thing before the house is up.
In the evening it’s skincare and trying to read at least one chapter of a book.
Where are the most relaxing places in London for some respite from the hustle and bustle.
Claridge’s spa is the ultimate in luxury, an absolute haven. Also a Cowshed pedicure is something we both adore.
What does your fitness routine look like? Do you have any favourite classes?
S: I’m a diehard Peloton fan – bike and tread – with a bit of Bryony Deery Pilates thrown in. I always workout from home, but if I ever get the chance you can’t go wrong with a Barry’s Bootcamp sesh.
P: For me, it’s all about mixing it up so I don’t get bored of the same routine. I rotate between PT sessions twice a week and I love mixing it up with reformer pilates and at-home pilates too.
Let’s talk travel. Where is on your list for 2023?
We both have family holidays planned in Europe in the summer at IKOS, one in Majorca and one in Greece and we can’t wait. We’ve both been going to the IKOS hotels for a long time and they are especially good with young kids. Everything is so easy, you don’t need to leave and it is incredible for all ages. Dubai is also a firm favourite for the best family-friendly holidays.
Where do you love here in the UK?
Beaverbrook- you just can’t beat it and the grounds are spectacular. We both have lots of special memories there as families.
What’s in your in-flight bag?
Our Anya Hindmarch clear bags are our forever travel buddies, we have both had them for years. Inside we have everything that’s super moisturising, Neom hand cream, Let’s Sanitise Oud Sanitiser, Nuxe Very Rose Lip Balm, Ear pods, Rescue Remedy and lots of snacks!
Tell us about the new WAT The Brand collection…
It’s full of those everyday spring staples that you just want to wear time and time again. Those go-to pieces that work hard in your wardrobe and can be mixed and matched in so many different ways. There’s definitely a spotlight on dresses and effortless linens this season. It’s a collection we are incredibly proud to have created and to wear.
You both had successful careers in the fashion industry independently before setting up your blog and Instagram, We Are Twinset. What are your top tips for breaking into a career of digital content creation?
Be your true authentic self, find your niche and take that leap. We always say there’s room for everyone, get inspired by people you admire, see what they are doing well and develop your own version. As long as you are being you and you work hard then you absolutely can go far.
View this post on Instagram
Without doubt, having each other has been the key to our success, we are a great team with the same goals.
How did you grow and eventually develop your own brand?
Without doubt, having each other has been the key to our success, we are a great team with the same goals. Working hard and always thinking about what’s next has helped us to be agile and flexible. Having our own brand has always been an end goal for us and in lockdown it was the push we needed to get going and make it happen. We had more time to develop the idea and make it a reality rather than just a dream. Now we are a team of seven and we are feeling so proud of what we have created.
What has been the best and worst piece of career advice you’ve ever been given?
Best: always do the jobs no one else wants to do, that won’t be forgotten. And always be nice to people on the way up, you never know who you are going to meet on the way down.
Worst: don’t take risks.
Finally, any top tips for staying on top of it all, juggling motherhood, career and a social life?
Make lists and write everything down. We love a list. If it’s not written down, it’s not happening! It helps with juggling the load and prioritising what to do and when.
Also, be ok with accepting help from those around you for support if they offer it. Remember, people don’t offer if they don’t want to help.
For more information on WAT. The Brand or to shop the full collection visit
Follow Sarah & Philippa on Inatgram @wearetwinset and WAT. The Brand @watthebrand
The products on this page have been selected by our editorial team, however, The Handbook may make a small commission on some products purchased through affiliate links.
