We caught up with the brilliant and insightful Amy Aed a few weeks ago and have shared our conversation below.

Amy, appreciate you joining us today. How did you come up with the idea for your business?

When I first started thinking about Eisa Tea Co., it really began as a personal obsession with tea and a curiosity about how it’s grown, sourced, and shared. I had spent years writing about tea and traveling to tea regions across China, Taiwan, Japan, and India, and I kept noticing the same patterns: many small family farms, often run by women, were producing incredible teas, yet they were underpaid, overlooked, or forced to sell through middlemen. At the same time, consumers in the UK often had little understanding of where their tea came from or the people behind it.

I wanted to change that. I wanted to create a business that worked directly with farmers, gave them a fair share, and told their stories. I wanted to bring ethically sourced, small-batch teas to people who would appreciate not just the flavour, but the care and tradition behind it. That idea hit me hard one afternoon while sipping a cup of tea at a local market in Taiwan—the richness of the tea contrasted so starkly with the invisibility of the farmers’ labor, and I knew there had to be a better way to connect these two worlds.

From there, it became a very intentional venture. I combined what I’d learned as a tea journalist with my own love of blending, experimenting, and teaching. I started creating signature teas that felt personal, rooted in memory and comfort, and that also celebrated cultural stories. The logic was simple: there’s a gap between consumers craving authentic tea experiences and the small farms producing them. By bridging that gap with a brand that values transparency, ethics, and female empowerment, I could create something unique that also works as a sustainable business.

What excites me most is seeing how these teas can spark connection and conversation – sharing a cup becomes a way to honor the farmers, explore traditions, and give people a moment of joy in their day. It wasn’t just about selling tea; it was about creating a meaningful ecosystem where everyone involved benefits, from the farmer to the drinker, and where values are as important as flavour.

Amy, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Hi, I’m Amy, and I’m the founder of Eisa Tea Co., a small but passionate tea business dedicated to ethical sourcing, transparency, and flavour. My journey into tea started with curiosity and a bit of obsession – I’d been writing about tea as a journalist and traveling to tea regions across China, Taiwan, Japan, and India, exploring the people, traditions, and stories behind every leaf. I quickly realised how many small family farms, often run by women, were producing incredible teas but receiving little recognition or fair payment. At the same time, tea lovers in the UK often had limited access to authentic, traceable teas and were missing the stories behind the leaves.

Eisa Tea Co. was born out of that gap. I wanted to create a brand that connects consumers directly with farmers, offers teas of the highest quality, and celebrates both tradition and innovation. We work exclusively with small family farms, many led or operated by women, ensuring fair wages, sustainable practices, and respect for their craft. Our teas are single-origin, chemical- and pesticide-free, and often wild-grown or from small, sustainable gardens, while our signature blends, like Welsh Cake Tea, vegan Sticky Masala Chai, and ceremonial-grade Gokou Matcha, combine culinary creativity with cultural storytelling.

What sets us apart is a combination of ethics, quality, and innovation. We’re proud that 5% of profits go to our Empowerment Fund, supporting female farmers, and that our packaging is biodegradable and environmentally conscious. We’ve also pioneered blends that reflect both heritage and originality – products like Welsh Cake tea or the UK’s first vegan Sticky Masala Chai give tea drinkers something new while honoring tradition.

What I’m most proud of is the way our business fosters connection and empowerment. Seeing farmers gain recognition and fair compensation, watching customers connect with the stories behind their teas, and creating blends that bring joy and comfort has been incredibly rewarding. It’s not just about selling tea; it’s about building a community and an ecosystem where everyone benefits, from the farmer to the drinker.

For anyone discovering Eisa Tea Co., I want them to know that our teas are crafted with care, rooted in authenticity, and backed by a mission. Every cup tells a story: of the farmers, the land, the traditions, and the creativity that goes into every leaf. Our hope is that drinking our tea is not just a ritual, but an experience that educates, inspires, and connects people across the globe.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I think a big part of building my reputation has come from immersing myself in the tea world at every level. Before starting Eisa Tea Co., I worked as a tea journalist and traveled extensively to tea regions across China, Taiwan, Japan, and India. That gave me firsthand knowledge of the people, the craft, and the challenges in the industry, which allowed me to speak with authority and authenticity. I also committed early to ethical sourcing and transparency, which resonated with both customers and fellow professionals. Sharing stories about the farmers, their practices, and the origins of each tea helped me build trust and a loyal following.

In addition, I’ve studied at tea schools in Taiwan and South Korea and earned certifications that lend credibility to the business. Writing articles, collaborating with tea festivals, and contributing to magazines like T-Magazine and Eighty also positioned me as someone genuinely involved in the craft, not just selling a product.

What’s been the best source of new clients for you?

As for new clients, the best sources have been a combination of word-of-mouth and my online presence. My blog and Instagram, which together have over 80,000 followers, have been instrumental in reaching tea enthusiasts who are already engaged with the craft. Collaborations with specialty tea rooms, tea schools, and workshops have also been incredibly effective, because they put the tea directly in the hands of people who care about quality and story. Hosting tastings, teaching classes, and creating unique blends has helped grow both the brand and personal connections, which naturally brings repeat clients and referrals.

Contact Info:

• Website: https://www.eisateaco.com
• Instagram: https://www.instagram.com/eisateaco/
• Facebook: https://www.facebook.com/eisateacowales/
• Linkedin: https://www.linkedin.com/company/98170977/admin/dashboard/
• Youtube: https://www.youtube.com/@EisaTeaCo