Joshua Goldman
Joshua Goldman
min read · September 28, 2025 · Entertainment

From London to LA: Princess Beatrice's Friend Becomes the Instagram Generation's Martha Stewart

Princess Beatrice¿s (left) friend Alice Naylor-Leyland (right) has been dubbed the 'Martha Stewart of the Instagram age' after her homeware brand found success in the US. The two friends collaborated on the Baby Shower Collection (pictured) in aid of The Borne Charity

The Rise of Alice Naylor-Leyland: From Royal Connections to Homeware Sensation

In a world where social media reigns supreme, few have managed to carve out a niche as seamlessly as Alice Naylor-Leyland. The 39-year-old British-born socialite has effortlessly transitioned from being a well-connected royal friend to becoming the Martha Stewart of our Instagram age. With her homeware brand, Mrs Alice, making waves in the US market and raking in a staggering £2 million in sales within its first year, it's no wonder she's dubbed the "Martha Stewart" by industry insiders.

But what makes Alice tick? In an exclusive interview with The Telegraph, the designer opens up about her remarkable journey to success. Launching Mrs Alice in 2019 was just the beginning – a bold move that would put her on the map as a force to be reckoned with in the homeware world. And she wasn't alone; Alice's mother, Serena Fresson, joined forces with her to create an interiors and tablescaping brand that would take the world by storm.

The British-born socialite launched her homeware brand, Mrs Alice, in 2019 and achieved remarkable success in its first year, generating £2 million in sales (pictured in 2024)

The brainchild of this dynamic duo was "tablescape in a box" – a kit consisting of everything one needs for the perfect setting, from placemats to linens, table decorations, and even Christmas crackers. And, oh, how it proved lucrative! The company raked in £2 million in its first year alone, with an astonishing 65% of sales coming from the US.

But what's driving this phenomenal success? According to Alice, customers want the whole look – not just a single item. "People want the whole aesthetic," she reveals in the interview. "It's about creating an experience, rather than just buying one thing." And with an average order consisting of nine products, it's clear that Mrs Alice has struck a chord.

Collaborations have been key to her brand's meteoric rise. Alice has partnered with A-list designers like Marie Chantal of Greece and Poppy Delevingne on exclusive collections. Her latest venture? A tie-up with machine washable rug company Ruggable, featuring floral, bow, and bamboo-print designs that are available worldwide.

Known for her glamorous, princess-like style, Alice has long contributed to Vogue and, Harper's Bazaar alongside her work as an interior designer (pictured in March)

But it's not just business; Alice is also a dedicated mother to four children and has no qualms about showcasing her glamorous style on Instagram. "Fashion can make women feel good," she asserts in the interview. "I'm very much in favour of celebrating individuality – it's like saying you shouldn't have a starter at dinner! Why limit ourselves?"

Alice's family connection is as storied as it gets. She met her husband, Tom Naylor-Leyland, when she was just 16 years old at a party hosted by British model and socialite Lady Mary Charteris. They began dating five years later and tied the knot when Alice was just 24. With her £176 million inheritance (courtesy of her husband's family fortune) and their stunning Cambridgeshire home, Stibbington House, it's no wonder they're one of society's most envied couples.

Their Regency-era abode has been a backdrop for many a photo shoot, with Alice often sharing glimpses into her life on social media. And what about the style-conscious? Her closet is a veritable treasure trove of high-end designers – from Erdem to Gucci and couture accessories that would make even the most seasoned fashionista green with envy.

Since then, Alice (left) has collaborated on collections with a number of high profile designers, including Marie Chantal of Greece , Poppy Delevingne (right) and Erin O'Connor

But it's not all glitz and glamour; Alice has been involved in some high-profile charity work. This year, she collaborated with friend Princess Beatrice on a tablescape collection for Borne, a medical research charity dedicated to eradicating premature birth.

As we delve deeper into the world of Alice Naylor-Leyland, it's clear that this socialite-turned-homeware-sensation has a knack for reinvention. With her talent for creating bespoke experiences and impeccable taste in design, she's undoubtedly one to watch in the years to come.

About the Author

Alice Naylor-Leyland is a British-born socialite, designer, and entrepreneur who has made waves in the homeware world with her brand Mrs Alice. Known for her glamorous style and A-list connections, she shares a unique perspective on fashion, design, and life as a society wife.