I’d spent years in the events world and loved the buzz, but not the burnout. Long hours, unrealistic expectations, poor management, and the constant pressure of hidden – and not-so-hidden – mark-ups, and ‘talking in code’ left people drained. I wanted to create something that could be genuinely people-first. That’s where the idea began.

Twelve years later, the business looks very different. We’re now operating globally with a growing team and trusted by some of the world’s most recognised brands. But what I’m most proud of isn’t the scale (it was actually never my intention to make a business this big!) but it’s that we’ve grown without losing our culture or our purpose.

Starting small, dreaming big

When you start a business on your own, you learn what you’re made of – quickly. There were days when I’d juggle client calls, proposals, and invoices from my bedroom, thinking if it doesn’t work, I’ll just get another job. wondering if I’d made a huge mistake. But it was working, and every small win felt enormous.

I had no investors or safety net, and that’s still true today. Every pound went back into the business. I made mistakes – plenty of them – but each one taught me something about resilience and trust.

In those early years, my relationships with clients were everything. I didn’t just want transactions; I wanted partnerships built on respect and honesty. That foundation still shapes how we work today. One of our first clients, Amazon Web Services, is still with us, more than a decade later – proof that when you lead with care, loyalty follows.

When everything changed

Like so many founders, I’ll never forget 2020. Practically overnight, the events industry came to a halt. In a matter of months, I had to make the toughest decision of my career: reducing our team to just a handful of people who all had to take pay cuts (which I later repaid to them!).

It was devastating. But those few people gave everything. We stayed connected to clients, supported one another, and used the time to rethink who we wanted to be when the world reopened.

That period taught me what resilience really means. It’s not about pushing harder; it’s about staying true to your purpose and believing when everything else falls apart. Six months after events returned, we’d rebuilt faster and stronger than ever before. That experience shaped how I lead now – with openness, honesty, and a belief that challenges are the best catalysts for growth.

Scaling without losing soul

The biggest challenge when you start to scale isn’t growth – it’s keeping hold of what made you special in the first place.

As we grew, I knew we needed to protect our culture with the same care we gave to our clients. That’s why we launched an internal learning and development programme designed to help every team member build confidence, skills, and leadership ability.

For me, growth shouldn’t just mean more revenue. It should mean more opportunity for the people behind it. I want everyone in the business to feel they can thrive as the best version of themselves, not just perform to hit targets.

Our culture is built on honesty, accountability, and care. We celebrate the small wins, support one another through the tough moments, and encourage open conversations about everything from wellbeing to workload. That’s what keeps engagement high and turnover low – because people stay where they feel seen and valued.

Putting people first, clients included

That same philosophy applies to how we work with clients. From the beginning, I wanted to move away from the transactional nature of traditional client-agency relationships. We don’t just deliver events; we co-create experiences.

We take time to understand what success means for each client and build partnerships based on collaboration and trust. Over the years, those relationships have evolved into long-term collaborations where we feel like an extension of their teams.

The truth is, clients notice when you genuinely care. When you listen. When you’re transparent even when things don’t go to plan. That approach has helped us build relationships that last years, not projects that last months.

Leadership without the gloss

I’ve never believed leadership means having all the answers. In fact, some of the best decisions I’ve made started with admitting I didn’t know the answer.

Being honest about your limits and asking for help isn’t weakness – it’s where growth begins. Vulnerability used to scare me, but now I see it as one of my greatest strengths. It creates a space where people feel safe to take risks, share ideas, and be themselves.

I often tell my team: the only limits are the ones you set yourself. It’s a lesson that’s carried me through the hardest moments of building this business.

Growing with purpose

Today, we’re continuing to grow – internationally, creatively, and commercially – but our north star hasn’t changed. We’re still building a business that’s people-first, purpose-led, and proud of how it operates.

When a business starts to succeed, it’s easy to get swept up in the next big target or headline. But real, sustainable growth is about consistency, clarity, and care. Every decision we make is measured against our values. If it doesn’t align, we don’t do it. It’s that simple.

What I’ve learned along the way

Running a business has been the most rewarding – and at times, the most challenging – thing I’ve ever done. If I could share a few lessons with anyone starting out, they would be these:

1. Have clarity: being clear on the why of your business, your purpose, values, mission, and vision, will be the foundation you rely on when things get hard and are key for people to join you on the journey
2. Be transparent: whether it’s with clients, your team, or yourself – honesty builds trust
3. Invest in your people: the right culture will take you further than any marketing strategy
4. Don’t fear failure: every mistake is a turning point in disguise
5. Measure success beyond profit: revenue matters, but so does happiness, purpose, and pride

The bottom line

When I look back, I’m proud not just of how far we’ve come, but how we’ve done it. We’ve proved that you can grow fast without losing your soul, build a brand without losing your values, and create commercial success without forgetting the people who made it possible.

So if you’re a founder wondering whether you can do business differently – you can. Build the company you wish you worked for. Stay curious, stay kind, and remember that purpose and profit aren’t opposites.

They can absolutely go hand in hand.

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