Laura Way is the founder of VOTCH, an award-winning, sustainable brand making stylish, cruelty-free watches and accessories.
Tell us more about you and your background.
I’m Laura Way, the founder of Votch, a brand that’s deeply rooted in the belief that fashion doesn’t have to harm animals or the planet. My journey into this space began unexpectedly. Before founding Votch, I worked as a TV producer in the advertising industry. But everything changed for me when I went through a personal health challenge. I developed a skin condition called Topical Steroid Withdrawal that left me bath-ridden for several months, and during this time, I started to research more about health, wellness, and ethical living.
I was shocked to discover the harmful practices in the fashion industry, especially in the leather trade. That experience opened my eyes and pushed me toward creating a positive change. That’s when the idea for Votch was born—a brand where I could combine my passion for design with my commitment to making a real difference. I wanted to create beautiful, timeless products that people could feel good about wearing, knowing they were cruelty-free and sustainable.
What inspired you to start VOTCH and how did your journey lead you to prioritise sustainability and cruelty-free practices in the fashion industry?
The idea for Votch started with that turning point in my life. I had had my eyes opened to the cruelty that animals endure in the fashion industry, particularly with leather goods. Once I learned more about the environmental and ethical impacts, I knew I couldn’t go back. The more I researched, the more I realised how deeply entrenched the problem was. From animal suffering to the toxic chemicals used in traditional leather processing, the harm was far-reaching.
I wanted to build a brand that would offer consumers an alternative—a product that didn’t come at the cost of animals, the environment, or human health. That’s why sustainability and cruelty-free practices became the core of Votch. From the beginning, we’ve been committed to using vegan leathers and now our latest collections feature vegan leathers using Appleskin and bamboo made from bio-waste. These materials not only avoid animal harm but are also more eco-friendly, using fewer resources and generating less pollution. It’s about creating a win-win situation where style meets ethics, and that’s a philosophy I carry through everything we do at Votch.
Being the first female founder to create a solar watch is an incredible achievement! What motivated you to develop this innovation and what were some challenges and triumphs in bringing it to life?
Thank you! I’m incredibly proud of the Votch Solar Classic, and it’s been a long time in the making—four years. The motivation for creating a solar-powered watch came from my desire to keep pushing the boundaries of sustainability in the fashion industry. Watches have traditionally relied on batteries, and when you consider how many watch batteries are discarded each year (an estimated 1.5 billion), the environmental impact is enormous. I knew we could do better here at Votch.
Partnering with Epson and utilising their AS01 solar-powered movement allowed us to eliminate the need for traditional watch batteries. The challenge, however, was ensuring that the design remained sleek and minimalist while integrating this advanced technology. One of the triumphs of the Votch Solar Classic is the invisible solar panel built into the front, which charges the watch while maintaining a timeless aesthetic. The process required a lot of iteration and dedication, but seeing it come to life has been one of the most rewarding experiences of my career.
What does cruelty-free mean to you, both personally and in the context of VOTCH? How does this shape your design and material choices?
For me, cruelty-free is about compassion and responsibility. Personally, as a vegan myself, it means choosing not to contribute to the suffering of animals. In the context of Votch, cruelty-free is at the heart of everything we do. It shapes every decision we make, from the materials we use to the partnerships we form. Our mission is to create products that cause no harm—whether that’s to animals, the environment, or people.
That’s why we work with innovative materials like Appleskin, which is made from the waste of the apple juice industry, and Piñatex, a leather alternative made from pineapple leaves. We also partner with suppliers who share our commitment to sustainability and ethical practices, ensuring that the entire supply chain upholds our values. Being cruelty-free is about considering every aspect of the product’s life cycle and ensuring that it leaves a positive impact.
As a female founder, what insights have you gained about overcoming challenges in the industry?
One of the biggest lessons I’ve learned as a female founder is the importance of resilience. The fashion industry can be tough, especially when you’re pushing for innovation in sustainability. There will always be challenges—whether it’s finding the right suppliers, managing production delays, or even navigating perceptions about what a “sustainable” product should be. But you have to stay focused on your mission and push through.
I’ve also learned the value of building a strong network of supporters. Surround yourself with people who believe in your vision, whether they are colleagues, mentors, or customers. These are the people who will help you stay motivated when things get tough and who will champion your brand when you need it most.
What advice would you give other women looking to enter sustainable fashion?
My biggest piece of advice is to stay true to your values. The fashion industry is full of trends, and it can be tempting to compromise on your ethics to keep up. But if you’re committed to sustainability, don’t lose sight of that. Consumers are becoming more aware and more discerning, and they will appreciate your authenticity.
Secondly, don’t be afraid to innovate. Sustainable fashion is still an evolving space, and there is so much potential for new ideas and solutions. Whether it’s through the materials you use, the way you produce your products or the messaging you put out into the world—find ways to push the boundaries and challenge the status quo.
How do you envision VOTCH helping to influence consumer behaviour towards sustainability? What role do you think brands play in educating their customers about ethical choices?
I believe brands like Votch have a huge role to play in shaping consumer behaviour. People are more likely to make sustainable choices when they feel educated and empowered to do so. That’s why we place such a strong emphasis on transparency. We want our customers to understand the impact of their purchases and feel good about the decisions they’re making.
Brands can act as educators by sharing the story behind their products, explaining the importance of cruelty-free materials, and showing how sustainability can fit into everyday life without compromising on style. At Votch, we believe that through thoughtful design and ethical production, we can inspire people to make more conscious choices in their fashion consumption.
What has been the most rewarding part of creating a brand that aligns with your values?
The most rewarding part has been seeing how Votch resonates with people who share our values. I’ve received countless messages from customers who tell me that they’ve been searching for a brand like ours—one that’s stylish, ethical, and sustainable. It’s incredibly fulfilling to know that we’re not just creating products, but also fostering a community of like-minded individuals who care about the planet and animal welfare
Reflecting on your journey, is there a piece of advice you wish you could give your younger self before stepping into the world of sustainable fashion?
If I could give my younger self one piece of advice, it would be to trust the process. There were (many!) moments when things didn’t go as planned, and it’s easy to doubt yourself when you face setbacks. But every challenge taught me something valuable, and each obstacle was an opportunity to grow. So, I would tell myself to stay patient, keep learning, and always remember why I started.
