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This single Melbourne mother of three and her friend started a tea business that has grown exponentially


The two female founders, Julie Hirsch and Nicole Lamond, of all-new certified Fairtrade tea, Eloments have created the world’s first organic tea enriched with plant-based vitamins and minerals, designed to give consumers a natural and enjoyable way to take their daily vitamins.

This small company – comprised of just Julie and Nicole – is celebrating a big win this month with entry into the tea aisle in 75 per cent of Woolworths supermarkets around Australia, making them one of the few female-owned companies to sit in the category.

After speaking with the founders about their recent capital raising mission for Eloments, they were proud (and rightly so) to share they broke the $1million-raised mark.

According to Forbes, only 2.2 per cent of venture capital funding in 2018 went to female founders. Julie and Nicole hope to be part of the movement of female-led businesses around world-changing this norm.

What sets this line of teas apart?

Eloments’ organic tea has been carefully crafted using 100% natural ingredients that are free of nasties like the harmful chemicals, pesticides, formaldehyde and genetic modification that are found in many teas.

Formulated by Australian nutrition specialists, a single cup of Eloments tea provides consumers with over 40% of the recommended daily intake of Vitamin B1, B2, B3, B5, B6, B7, B9, C & Zinc.

Most vitamins are comprised of synthetic compounds, however the vitamins found within Eloments are 100% natural because they have been delicately extracted from holy basil, guava, amla, annatto, sesbania and lemon using a patented water-processing method.

Ingesting plant-sourced vitamins allows for faster absorption with little to no stomach irritation, making it the most alkaline way to consume dietary supplements.

Tea lovers will be spoilt for choice with five luxury blends to delight the senses, including Double Lemon, Egyptian Mint, Ceylon Breakfast, Bourbon Vanilla and Summer Orange. Each flavour has been created using fair trade certified teas, herbs and spices.

How did this brand burst onto the scene?

Nicole, who was a founding member of Fairtrade Australia & New Zealand in 2003 and a single mother of three, met Julie at a writers group in Melbourne.

Julie was a Deputy Director of an environmental NGO at the time and after bonding over ethical trade, healthy living and tea.

After 12 months of research and development, working with Australian nutritionists and independent laboratories,they set out to create the world’s first 100% natural vitamin tea, Eloments.

The have also launched Eloments into the UK and have demand from the Middle East, Europe and parts of Asia.