A jewellery business consultant who has actually worked inside the industry.

From the workbench to the strategy table

I understand the beautiful chaos behind the brand.

My career began in the trenches of a personalised jewellery start-up, back when SEO sounded like a terrible band name and growing the business meant learning whatever needed doing next.

I moved through the practical detail of running a jewellery operation into ecommerce, content, search and commercial strategy—helping scale a brand to thousands of daily orders and the top of Google for one of the UK’s most competitive jewellery terms.

That range still shapes how I work. I can move from a technical site issue to product naming, from navigation to a gifting campaign, without losing sight of how every decision affects the customer and the bottom line.

Think spreadsheets with soul: commercially grounded, creatively sympathetic and specific enough to act on.