Sisters Behind sustainable fashion rental service named Start Up Loan Ambassadors for Scotland

●  Lia and Ashlee Smith, founders of Ashlia, announced as Scottish Ambassadors for the British Business Bank’s Start Up Loans programme

● Founders own a family-run occasion wear rental service and were recently named as Young Businesswomen of the Year at the Highland Business Women Awards 2026

● The Start Up Loans programme has delivered over £1.4bn of funding across 140,000 loans since 2012, of which almost £95m has been delivered to founders from Scotland

● Successful business owners pass on their advice to other smaller business owners  

20th October 2026: The founders of an award-winning Highland fashion rental business, which helps to make occasion wear more affordable and sustainable, have today been named as the British Business Bank’s Start Up Loans Ambassadors for Scotland.

Lia (22) and Ashlee (19) Smith, sisters and founders of Ashlia, based in Muir of Ord, join 13 other regional and specialist entrepreneurs recognised in this year’s Ambassador cohort. The Ambassador programme has been running for over a decade and recognises entrepreneurial talent from all 12 Nations and regions across the UK, with recent Scotland Ambassadors including Metahelios, Project Harmless, and Pastéis Lisboa.

Founded to offer a stylish and environmentally conscious alternative to buying outfits for one-off events, Ashlia provides luxury occasion wear and accessories for hire across a wide range of sizes. In 2024, Lia and Ashlee secured a £2,660 loan from GC Business Finance through the British Business Bank’s Start Up Loans scheme to support the refurbishment and fit-out of the boutique, and to invest in new stock.

The duo wanted to create a space where customers could find glamorous occasion wear, without compromising on price or style. Ashlia also offers individual appointments where customers can try on pieces, helping them to find the perfect outfit for any occasion. Sustainability sits at the heart of the business model, with customers able to rent premium occasion wear rather than purchase garments for one-time use. The business also uses environmentally friendly packaging and promotes a culture of reuse and responsible consumption.

Since launching the business, Ashlia has proven a hit with customers, and the sisters have set their sights on moving into a larger store and opening additional boutiques in Edinburgh and Aberdeen. Their success has also been recognised through a series of industry awards, including being named Most Sustainable Occasion Wear Boutique at the SME News UK Enterprise Awards 2026 and Young Businesswomen of the Year at the Highland Business Women Awards 2026.

This year’s Ambassadors have been invited to pass on their one piece of advice to someone starting a business today.

Lia Smith, Co-Founder of Ashlia, replied: "Our advice to anyone starting out would be – don’t wait for the perfect moment to begin, start with what you have, learn as you go, and don’t be afraid to ask for help along the way.”

“The funding and support from the Start Up Loans scheme has been an integral part of our journey. Without it, we would never have been able to bring Ashlia to life. "We’ve worked incredibly hard to make our store what it is today, and we’ve been blown away by the customer response from day one. It’s very rewarding helping someone find an outfit that they love and feel confident in.

“Starting a business isn’t easy and we’re incredibly proud of how far we’ve come since opening the boutique in 2024. We’re so excited to be representing Scotland in this year’s Ambassador programme and we can’t wait to see what’s next for Ashlia."

Lia, Ashlee and the other 2026 Ambassadors will be celebrated at a launch event this week, before embarking on a year-long programme of passing on their entrepreneurial knowledge to encourage current and future start up founders.

Louise McCoy, Managing Director, Start Up Loans, British Business Bank said: “Every year, our Ambassadors show what is possible when ambitious founders get the right support at the right time. Lia and Ashlee’s story is a brilliant example of the resilience and determination we see from entrepreneurs across the UK - turning an idea into a thriving business and creating inspiration for others who are ready to take that first step.”

Minister for Small Business and Enterprise Lord Leong said: “Start Up Loans have helped more than 100,000 entrepreneurs turn bold ideas into real businesses. Behind every business is a founder who took a chance - and the jobs created show how far that ambition can go with the right support.

"This success is a tribute to our determined founders, inspiring ambassadors, and the British Business Bank. I congratulate everyone involved. Giving entrepreneurs the chance to succeed creates opportunities that reach far beyond any one business, benefiting families, communities, and the wider economy.”

Pass It On advice from successful business owners

This year, the Start Up Loans scheme is encouraging established, successful business owners to pass on the benefit of their experience to the new Ambassadors. Co-Founder of DASH Water, Alex Wright, offers encouragement, advising: "Don't be afraid to put yourself out there - start small, get feedback, iterate, and go again. It's the same model Eric Ries sets out in The Lean Startup, and it's served us well at DASH."

Emilie Vanpoperinghe, CEO and Co-Founder of Oddbox also has advice to smaller business owners: “The strongest brands feel authentic. If what you do consistently matches what you believe, people actually feel that and over time that will build a strong brand. So, I encourage the Start Up Loans Ambassadors to be authentic and to be intentional and consistent with what they do with their business.”

Since its inception in 2012, the Start Up Loans scheme has delivered more than 140,000 loans to business owners across the UK, amounting to more than £1.4bn of funding. Over £93m of this funding has gone to founders from Scotland.

About Start Up Loans

The Start Up Loans programme provides personal loans for business purposes of up to £25,000 at a fixed interest rate per annum and offers free dedicated mentoring and support to each business. Eligibility for a first Start Up Loan has been extended to businesses that have been trading for up to 60 months.

The primary aim of the Start Up Loans programme is to ensure that viable start-ups and early-stage businesses have access to the finance and support they need in order to thrive. A network of Business Support Partner organisations supports applicants in all regions and industries throughout the UK. The Start Up Loans programme is not designed to generate a commercial profit. Capital payments together with the interest are recycled to help meet increasing demands for finance.

Inspired by Lia and Ashlee's journey? Thousands of entrepreneurs across the UK have turned their business ideas into reality with funding and support from the Start Up Loans programme. Discover how a Start Up Loan could help you start, grow, and succeed at businessfinancestartup.co.uk