Liz Warner is the Co-Founder and CEO of socially conscious lifestyle brand Different Kind. Different Kind, launched in 2021, features beautifully curated gift boxes and design-led products made by independent artisans and ethical producers worldwide. Liz’s mission is to encourage thoughtful consumption by offering goods that are both stylish and socially responsible, aligning business with positive change. You can discover the brand at thedifferentkind.com and @differentkindstore on Instagram.
Can you tell us a little about your background and your company?
I started my career in print media, working in magazines before moving into TV. I spent most of my career at Channel 4 before running my own female-led production company, betty. My work always had a purpose-driven focus, from The Undateables to Comic Relief. It was during my time as CEO at Comic Relief that I saw a gap in the market—there wasn’t a single place where people could find products that were both beautiful and meaningful. Too often, ethical products lacked design appeal, or high-end products lacked purpose. That’s why I founded Different Kind: to bring together beautifully made, high-quality products that also create a tangible social impact.
What inspired you to start your business?
Believe it or not, it all started with Lenny Henry’s 60th birthday! While working at Comic Relief, we wanted to give him a meaningful gift, but sourcing high-quality, ethical products was surprisingly difficult. We eventually found beautiful glassware from South Africa and a cake from Luminary Bakery, and I realised there should be a single destination where people could easily find products that are both beautifully made and have a positive social impact. That moment sparked the idea for Different Kind.
How did you create awareness for your brand?
PR played a huge role from the start, especially since we launched during lockdown when traditional retail visibility wasn’t possible. I leveraged my media and TV network to spread the word, particularly in corporate gifting, where I knew companies were looking for meaningful alternatives to the usual token gifts. This helped us build brand credibility early on and position Different Kind as the go-to for purpose-driven gifting.
What strategies helped you secure funding and scale your business?
The Founders of Different Kind self-funded the brand, which was also how I built my production company. This approach allowed us to grow organically, staying true to our values without compromise. Scaling came from a strategic shift—we realised that while individual orders were wonderful, corporate gifting could provide scale while still benefiting our producers. A single corporate order can mean a significant impact for our makers, allowing us to support more producers and create meaningful change at a larger level.
What have been your biggest successes so far?
The biggest success has been building a passionate team who truly believe in our mission. Many talented people have joined us, sometimes even at reduced rates, simply because they believe in what we’re creating. In terms of milestones, selling out of our Ukraine hampers to a major luxury brand was a huge moment. Opening our first retail space was another big step, as it allowed us to showcase social goods in a truly experiential way. And we’ve had some fun highlights too—like sourcing Welsh beard soap for a rather famous face!
What challenges have you faced, and how did you overcome them?
The market is constantly shifting, and e-commerce can feel like the ‘dark arts’ at times! The key has been adaptability—pivoting when needed and ensuring we don’t put all our eggs in one basket. That’s why we have a multi-channel approach, balancing online, bricks-and-mortar retail, and corporate gifting. More than anything, our strong purpose and values keep us grounded, helping us navigate challenges with resilience.
What are your plans for the future?
We’re focused on expanding our retail presence and refining our showcase for social goods. The first shop is just the beginning—we see it as a place to experiment, curate, and perfect how we present these incredible products to the world. We’re also growing our bespoke corporate gifting offering, helping businesses make a tangible impact through thoughtful, purpose-driven gifts.
What advice would you give to aspiring female entrepreneurs?
Get more sleep! It’s easy to burn out when you’re building something, but you need to protect your energy. Also, don’t spend your own money if you can help it. Too often, women self-fund while men seek investment. Believe in your idea enough to convince others to back you. And most importantly, don’t let doubt hold you back—trust yourself.
What are your top three tips for entrepreneurial success?
1. Trust your gut, but back it up with data. If something feels right, it probably is—but make sure the numbers support your instincts.
2. Surround yourself with people who are better than you. Hire the best talent you can, even beyond what you think you ‘deserve.’
3. Take a long-term view. Entrepreneurs tend to be impatient, but sustainable success takes time. Slow, steady growth often leads to a stronger foundation.
Who are five people who inspire you the most, and why?
Anita Roddick – A trailblazer for ethical and social retail
Gisèle Pelicot – dignity and courage personified
Pam Maynard – for being one of the few black women leaders in tech
Zaha Hadid – visionary architect producing beautiful buildings bringing pleasure to our daily lives
Tracy Beaker – for being such a cool and inspiring character. There are so few characters out there from disadvantaged backgrounds for young people to identify with
What are your favourite inspirational or motivational quotes?
Make your own money and marry someone funny
Where can our readers connect with you?
