Flash forward to 2018, the brand is dedicated to on-trend editorial led innovation with a fresh perspective - creating products with a sophisticated, luxe edge for every woman to enjoy.

What does being an entrepreneur mean to you?

To me, entrepreneurship means being able to take action and having the courage to commit and persevere through all of the challenges and failures….being disciplined, having ambition to turn your dreams into plans and your cant’s into cans….. whilst continually using past experiences and intelligence to make smart decisions.

What is your favourite part of your job?

Every day is completely different and I use each part of my brain and mind and I can let my imagination run wild daily….I get to work with the most incredible people from my talented and tenacious team to an army of creatives, photographers and make up artists who help us bring all of our creations and ideas to life.

What’s the hardest thing about your job?

Working so far ahead all the time with product launches and planning (sometimes as much as 1.5 years ahead) does it make it very challenging to remember to live life in the moment….which is so key for fulfilment of life’s daily pleasures.

What's your career-defining moment?

When we launched the best-selling Caviar Manicure in 2011, it was our defining moment and really catapulted us to success…it was a period of little sleep but the most thrilling ride of our lives.

What is your greatest achievement?

My 12 year old daughter, Gracie…she is my “Saving Grace” (hence her name) to remind me to live in the moment and with childlike wonderment…she inspires every day and I love to explore her incredible imagination.

What has been your biggest challenge?

Learning to discipline myself to enjoy a work life balance as many years ago I really struggled with this….you never really switch off but knowing when the laptop needs to close and family time begins is the secret to happiness (or a happier husband).

What’s the best advice you have been given?

Turnover is Vanity, profit is sanity and cash is reality! Or from the great Winston Churchill: Success is ability to go from failure to failure without losing your enthusiasm. 

How has the beauty industry changed since you started your brand?

We used to plan the seasons by SS and AW and you always knew the colour palette for each season would have similarities  year on year….but now with social media and you tube, this has totally flipped and trends can emerge quickly… the industry has never moved so fast….it’s exhilarating…it is a great time for indie brands as the industry is no longer dominated by the gigantic brands and we all have the platform to share our magic and tell our stories.

What is your vison for women in the future?

To be kind, confident and empowered…to be equal.