Our story

William was born and raised in Eastmoor on his family’s farm, and today he and his wife, Alex—who travelled from New Zealand for what was meant to be a single summer—are proud to raise their two daughters amidst the quiet beauty of the Norfolk countryside. The pair met while Alex was working on a neighbouring estate, and what began as a summer adventure soon became a home, a family, and a shared purpose.

Together, they now run Lilac Retreats as a true family venture, pouring care, warmth, and intention into every part of the experience. Their renovation of Hill House was the first chapter—restoring a much-loved family home into a welcoming countryside escape. From there, they expanded the offering to include the Shepherd’s Hut, a cosy hideaway ideal for slow mornings and starlit evenings, and Lilac Pool, a tranquil spot designed for families and friends to gather, rest and reconnect.

Every retreat reflects William and Alex’s belief in simple pleasures, thoughtful design, and the quiet comfort of being close to nature. As they continue to diversify the family estate, their mission remains the same: to honour the land’s history, future-proof it for the next generation, and share this special corner of Norfolk with those seeking a place to unwind and feel at home.