If you’ve ever scrolled through social media and stumbled upon the refreshingly honest world of Loving Ellie’s Belly, you’ll already know Ellie Fitzgerald is not your average influencer. A North Canterbury girl through and through, Ellie grew up with what she describes as “the best upbringing.” After losing their family home in the Christchurch earthquakes, Ellie and her family moved further north to Ohoka, where she’s still based today.

While she never set out to become a business owner, entrepreneurship runs in the family. Her parents own the successful natural health company Mānuka South, and Ellie spent her childhood surrounded by lessons on saving, investing, and smart decision-making (although, she says with a smile, the saving didn’t quite stick).

“I watched the highs and lows of business through my parents,” Ellie says, “and while I didn’t grow up wanting that for myself, I admired the legacy they were building.”

It wasn’t until meeting her husband Brett that Ellie seriously considered starting something of her own. With her social media platform already helping small businesses grow through shoutouts and exposure, the idea of launching their own brand started to make sense. “Brett began experimenting with his own wax blend, and from the moment we started sharing that journey online, we knew we were onto something special.”

The result was Iveagh, a brand rooted in creativity and craftsmanship, named after Ellie’s childhood holiday home. With Ellie’s eye for aesthetics and Brett’s technical drive, the duo developed a unique range of handmade candles, and more recently, wax melts, designed to be part of people’s everyday rituals.

Their business might be primarily e-commerce, but it still has strong local ties. All orders are distributed from Rangiora via local logistics partner LTL. “We don’t have a store, but we’re proud to keep everything close to home,” Ellie says.

When asked about business mentors, Ellie circles back to her parents and also her nana. “She was a single mum to nine kids, made everything by hand, invested wisely, and left behind some amazing assets. She’s a big inspiration.”

Her advice for young entrepreneurs? “You’re going to make mistakes, that’s just part of it. Have a plan B, C, and D,”

Ellie’s influence extends beyond candles. With over a decade of sharing her life online, she’s built a loyal following simply by being herself. “There’s so much comparison and competition now, but if you stay true to who you are, you’ll never have to try so hard. That’s your superpower.”

As for the future of Iveagh? “The goal is just to stay in business, keep creating products with a point of difference, and always show who’s behind the brand. We want people to see the hands that are making what they buy.”

There may even be more in the pipeline, but Ellie’s lips are sealed for now. “Let’s just say we’re working on something new… but you’ll have to wait and see.”

To learn more about Iveah click here.

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