The Estelle Story.

Meet Sarah Soar, Founder of Estelle

As a CEO and NED with 40 years' experience in financial services and beyond, I have spent my career supporting boards and executive teams to perform at their best. Not just through good governance, but by helping leaders sustain the energy, clarity and resilience that great leadership demands.

I know first-hand the pressure of running a business. The individuals at the top of an organisation need to function at their optimal level - mentally, physically and emotionally - and yet this is so often the last thing that gets attention.

My background spans executive roles at three wealth management firms (Brewin Dolphin, JM Finn and Hawksmoor), school Chair at St Francis, Pewsey, and non-executive positions at PIMFA, the IOD and Philanthropy Impact. I have also chaired numerous sub-boards, committees and an investment committee for the Actors' Trust.

Together with Co-Founders Pauline Egan, Jane Middleton, Phil Ridge and Tina Senior, we are creating experiences you will want to be part of. Estelle is being built with your input because the right support starts with listening. We would love to hear from you.

Meet Pauline Egan, Co-Founder of Estelle

My career has been built around one core belief: that exceptional experiences don't happen by accident. They're designed, deliberately, around people. Over more than 25 years leading transformation and cultural change within financial and professional services, I've seen firsthand how the right strategy, paired with genuine care for the individual, can completely change outcomes. People perform at their best when they are genuinely supported, understood and well.

That same belief is at the heart of what we are building with Estelle.

My background spans executive leadership at RBC Wealth Management and non-executive board roles at Pinsent Masons, AIB and Morley College. Today, I work as an independent strategy consultant, expert coach and business mentor.

I find real purpose in helping people and organisations perform sustainably, not just successfully. At Estelle, I bring that same rigour to every experience we create, health management that is bespoke, purposeful and genuinely restorative.

Meet Jane Middleton, Co-Founder of Estelle

A career built across aviation, aerospace and finance has taken me around the world and ultimately led me to turn that passion into a business. I set up my own independent travel company with a simple belief: that extraordinary experiences, designed around the individual, can genuinely change how people feel about their lives.

That same belief is at the heart of what we are building with Estelle.

My background spans senior roles at Rockwell Collins, Virgin Atlantic and TNT Express, where I developed a deep understanding of what exceptional service really means and the high expectations that come with it. I currently Chair the Future Flight Advisory Group.

I found my ikigai — the Japanese concept of finding the place where your passion, profession, mission and vocation meet — and I haven't looked back. At Estelle, I bring that spirit to every experience we create: travel that is bespoke, purposeful and genuinely unforgettable.

Meet Phil Ridge, Co-Founder of Estelle

Creativity has been the driving force throughout my career, bringing together brand, marketing and international business to turn ambitious ideas into experiences that connect with people and deliver meaningful growth.

My career began as a Creative Director in leading London agencies before moving into corporate leadership at WHSmith PLC, where I became Global Creative Director and served as Group Marketing Director. Over more than two decades, I helped shape the company's global brands and developed airport retail experiences across the UK, Europe, Asia and Australia.

I went on to found Brooklyn Creative, a creative and brand consultancy built to transform fresh thinking into bold ideas, distinctive brands and lasting commercial impact.

Sport has always played an important part in my life. As a tennis player, skier and golfer, I understand the value of staying active, not only for physical health, but for energy, focus and a genuine sense of fulfilment.

As Co-Founder of Estelle, I bring together creative thinking, commercial experience and a personal belief in active living to help build a brand founded on one clear principle: your health isn't simply important, it's one of life's most valuable investments.

Meet Tina Senior, Co-Founder of Estelle

Thirty years of marketing and communications experience, built on a belief in the power of a good story.

I spent most of my career at Accenture and Avanade, including roles with Avanade Tech for Social Good and Accenture Development Partnerships, working with nonprofit clients, alongside senior communications roles across Accenture Strategy and Accenture Operations. Storytelling across formats and audiences has been the thread running through all of it.

I live in the English Riviera (not too far from Burgh Island), where the coast paths, the moors and the sea are my constants. Yoga has been a constant too, and I've trained with The Devon School of Yoga while working alongside Sanjeev, The Yoga Scientist leading to the collaboration with Sarah and the other co-founders to help shape Estelle into what it's become.