MY APPROACH

I call it Architecture and Execution. Architecture is the business itself: the strategy, the positioning, the brand world and the experiences that make people care. I've built these from the inside, at a global beauty company, in early-stage brands and in my own startups.

Execution is where the plan has to become real, and where most good ideas quietly die: in the doubts, the defaults and the 2am second-guessing. This is where my background in business psychology comes in. I don't just build the plan; I stay. Clients often tell me I ask the questions that change how they see their situation, and help them recognise the patterns they keep repeating. Sometimes a single belief is holding up the whole structure. Finding it changes everything built on top.

And underneath both, it has to serve the life you're actually building. A business that costs you yourself isn't a success.

MY BACKGROUND

My work draws on two decades on both sides of the table: inside brands and businesses, and alongside the people building them. I began my career in PR at The Estée Lauder Companies, then worked across luxury hospitality and travel, and led sales and marketing for an early-stage sustainable fashion brand. I went on to co-found my own startups, including Tangle, a London social club for singles featured in The Times Magazine.

With a background in Business Psychology (MSc), I bring business strategy and the psychology of decision-making into the same room. I've taught entrepreneurship as a guest lecturer at the University of West London, using Tangle's launch as a live case study, and today I lead workshops and talks across Europe, including Soho House, HON in Stockholm and for Newhouse Gallery in Amsterdam. I also serve as a juror for the TextileSeekers Craft Fellowship Award. Vogue España has featured my thinking on psychology and careers, and I work in English, German and Polish.

What ties it together is taste. I work with founders and creative leaders in art and culture, beauty & wellness and design-led tech, people for whom aesthetics, experience and meaning aren't details but the work itself.

WORK WITH ME

Every engagement begins with a conversation about what you're building and where it's stalling. From there, we choose the format that fits.

For founders and creative leaders, I offer 1:1 advisory and coaching, working on the strategy of your business and on the decisions, patterns and beliefs of the person carrying it.

For brands and startups that need ongoing strategic support, I work as a fractional advisor on positioning, brand and partnerships.

And for members' clubs, galleries, brands and teams, I design and lead talks, workshops and curated gatherings where strategy, reflection and connection meet.

Whatever the format, the aim is the same: a plan you believe in, and the clarity and confidence to carry it out. Book a call.