Elliot Brook
Founder & Director

Holmfirth, where I learned to love hills. It’s where old men wear flat caps and ride down hills in bathtubs. I’ll watch it for nostalgia. I was a happy kid, despite the setback. Cocooned, really and thankful for it. Just me and Mum doing our thing, learning about life.

Childhood was a tale of two worlds. Pennies were precious, luxuries scarce. Although home was rich in the one thing that mattered. Mum planted the seeds of compassion. She encouraged the truth, simplicity and openness, values that guide my life and business experience to this day. On alternating weekends and holidays, I would spend time with my paternal family. Crosland Bank and West Lodge, homes away from home. My enterprising grandfather providing us all with comfort and security in abundance.

Jack sowed the seeds of entrepreneurship. Whether intentional or not, I learned that business was more than just about making money. I began to recognise that strong foundations, built brick by brick, were an essential part of the structure. I sensed that success came from surrounding yourself with good-natured people in order to create space for a community to thrive. Grateful that he exposed me to these ideas. Our own Grand High Master. His menagerie was something else. I guess it was unusual to have a wallaby in the house. These two worlds, so disparate yet alike, chiselled lifelong lessons into my heart.

School was okay, but apart from a few kindred spirits, they weren’t really my crowd. I’m grateful to the powers that be though. A privilege, really. Didn’t quite meet the Queen, but I’m sure she saw my flag. Music and art were the lessons that lit me up and there’s a certain irony that I dropped design technology and failed business studies. I had to make my own gang in and around the hills and put a lot of myself into those relationships. Pleased to say it paid off. Coming of age in the greatest possible sense, surrounded by lifelong friends.

Went onto a foundation course and still consider it one of the best years of my life. Found my soulmate there. Love at first sight. All schools should be art schools!

Newcastle beckoned and I met my work husband at uni. Made our introductions at the bar in week one and haven’t managed to get rid of each other since. Finding our feet in business and life, with a shared determination to create something meaningful. A couple of zen lunatics carving our own groove. Good times and adventure have always been the order of the day. Bopping around the world for a decade or two, speaking our minds, hatching plans and forging strong relationships. Coney Island Polar Bears we certainly are.

deadgood is:

A dream that became my reality and a life that I’m grateful to live every single day.

Favourite Things:

Daily non-negotiables

Walking in the mountains

Music, always. In a myriad of guises

Journaling moments of clarity and reflection

Adventures onboard the Bulli

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