About

Twenty years ago, I thought building a business was mostly about having a good idea.

Since then, I’ve started three companies, written about fashion business as a journalist, worked as a startup consultant, completed an MA in Fashion Entrepreneurship & Innovation, taught entrepreneurship, become a certified coach and, over the past six years, had more than 2,000 conversations with founders.

I believe creatives rarely struggle because they lack ideas but because turning those ideas into commercially sustainable businesses involves a series of difficult decisions, and no one really teaches you how to make them. That’s been the thread running through my career.

My journey

My career has allowed me to look at creative entrepreneurship from several perspectives: as a founder building businesses of my own, a journalist observing the industry, a consultant working through commercial challenges, an educator teaching the foundations of entrepreneurship and a coach supporting the person behind the business.

Each experience has added another layer to how I understand founders and the decisions they face. I’ve supported them to shape business models, build brand identities rooted in strategy rather than aesthetics, clarify their positioning, test ideas, navigate uncertainty and develop the confidence to keep going when things don’t go to plan.