About Me

I’ve always loved creating something from nothing — the spark of an idea, followed by the work of turning it into something real.

To me, transformation is magic: an idea becoming a product, a possibility becoming a business, the complex simplified — or a person becoming a new version of themselves. I am so drawn to the alchemy that happens when imagination meets discipline, and something entirely new takes shape.

My work sits in the zero-to-one space. I move between strategy, creativity, technology and commercial thinking to shape ideas into products, systems and ventures that feel seamless on the surface, even when a great deal of complexity sits underneath.

I began in law, which taught me to get to the heart of a matter and argue from first principles. Over the last decade, I have built ventures across fashion, homeware, digital products and AI.

Today I am Founder & CEO of MercuriDash, a decision-intelligence platform for consumer product companies, and I apply the same approach to developing early-stage IP in sectors ripe for transformation. I stay lean, strip out noise and focus on the decisions that matter — staying close to the work to execute, adapt and turn ambitious ideas into something distinctive.

If you're working on something interesting — a partnership, collaboration or new venture where our worlds might overlap — I'm always open to a conversation.