About me

My career has taken me from communications and design to entrepreneurship, marketing leadership and strategic partnerships. Along the way, I've worked with independent founders, creative businesses and established international brands across luxury hospitality, architecture, interiors and fashion.

Having experienced business from different perspectives, I've developed an understanding of the relationship between creative ambition and commercial reality. It's something that continues to shape how I think and the opportunities I pursue.

People, ideas and opportunities

One of the parts of my work I enjoy most is getting to know the people behind businesses.

I'm interested in what drives their decisions, what they're trying to achieve and how their experiences shape the way they see opportunities. I've found that some of the most interesting ideas emerge through conversations between people who approach the same subject from very different perspectives.

This curiosity has influenced the partnerships I've developed, the collaborations I've led and the way I approach business challenges.

I enjoy connecting disciplines that might not seem immediately related, understanding what each person or organisation contributes and finding a way to turn a shared interest into something tangible.

Alongside my work with established organisations, I've also worked independently with entrepreneurs and founders, advising on business planning, positioning, commercial strategy and bringing ideas to market. I particularly enjoy conversations at important stages of a business, when an outside perspective, honest discussions and the right questions can help people see things differently and make informed decisions.

Where it started

I began my career in communications and graphic design, moving into digital design as businesses increasingly recognised the importance of their online presence.

Working on websites, e-commerce and digital experiences introduced me to the relationship between design, customer behaviour and business performance.

I became interested in the decisions behind the design: what a business was trying to achieve, who it wanted to reach and what would make someone choose it over another.

That interest eventually led me to start my own business.

Building my own business

I founded an independent eyewear brand and spent the following years developing it from an idea into a business, working across design, manufacturing, distribution, wholesale and direct-to-consumer sales.

I was involved in everything from developing collections and negotiating with suppliers to managing production, pricing and commercial relationships.

Running a business gave me an education that would have been difficult to gain any other way. I learnt to make decisions with limited resources, balance creative ambition with financial realities and take responsibility for the consequences.

It changed how I understood business. A brand could have a strong identity and a compelling story, but it still needed a product people wanted, a business model that worked and relationships that could sustain its growth.

That experience remains one of the most important influences on how I work today.

Working with established brands

My career later developed within the luxury design and hospitality industries, working with businesses at different stages of growth, from established creative houses to international architecture and design practices.

At Fromental, a luxury wallcovering house, I worked across brand development, marketing and international initiatives. The role brought me closer to the relationship between craftsmanship, design and commercial positioning, and the importance of relationships with the designers, clients and partners who influence a brand's development.

I initiated collaborations with internationally recognised designers, including Jessica Jubelirer, bringing together creative ideas, commercial agreements, product development and launches.

More recently, at OBMI, an international architecture and design practice, my work has involved leading marketing strategy, brand development and strategic partnerships, working closely with senior leadership on wider business priorities.

This has included shaping the practice's positioning, leading international initiatives, developing industry relationships and bringing together creative teams, commercial stakeholders and external partners.

Working in these environments has given me an appreciation for the different perspectives involved in making decisions, particularly when creative ambition, commercial priorities and established business cultures need to work together.

How I think about my work

Having worked as a designer, business owner, adviser and marketing leader, I've learnt that there is rarely one discipline responsible for a business's success.

Creative thinking matters, but so do operations, commercial judgement, relationships and the ability to understand how different decisions affect one another.

I value curiosity, independence of thought and the willingness to challenge assumptions. I also believe in being practical.

Good ideas require creative and commercial thinking. Knowing how to bring the right people together, ask the right questions and make considered decisions is what turns them into something worthwhile is a skill.