Your work has evolved from building physical spaces to digital platforms to now more tactile, sensory products like 39BC. What prompted that shift?

I think all of my work has actually been about the same thing: creating environments where women feel seen, inspired, and able to reconnect to themselves and to likeminded people. Whether that was a salon, a members club, a newsletter, or now a bottle of shower oil, I’ve always been interested in experiences and emotional transformation.

As I’ve gotten older, I’ve become more interested in time, pleasure, the body and the senses. We live so digitally now that I think people are craving tactile acts again - steam, scent, texture, silence, slowness. 39BC came from asking myself what happens if beauty isn’t about correction or performance, but about restoration? A return to self?

I also realised the bathroom is one of the last truly private spaces we have. A bath or shower can completely shift your emotional state. That felt creatively and culturally rich to me.

There’s been a shift away from scale toward intimacy and belonging. How should founders think about building for depth?

For a long time, founders were taught that bigger automatically meant better — more followers, more markets, more products, more funding. But I think people are exhausted by scale without soul.

The brands that resonate now are the ones that make people feel emotionally understood. Depth comes from specificity and being really really niche. It comes from having a clear point of view, a real philosophy, and being willing to repel some people in order to deeply connect with others.

I always tell founders: don’t just ask “How do I grow?” Ask “Why would someone emotionally return to this?” The future belongs to brands that feel like worlds, not just products.

You’ve described prioritizing clarity over constant productivity. How has your relationship to work changed as your career has evolved?

In my twenties and early thirties, I associated success with endurance and effort. I thought being exhausted meant you were ambitious. I could work endlessly, socialise endlessly, push endlessly.

Now I value my own time and pleasure much more. I’ve realised that clarity, slowness and enjoyment is more valuable than speed. Some of my best ideas have come from walking, reading, travelling, taking baths, or simply allowing myself enough silence to hear my own thoughts again.

I’m less interested in proving I can work hard and more interested in building a life and career that actually feels sustainable, creative, and emotionally healthy. Ironically, that’s also made me better at business. Like I feel like 39BC is winning because I took my time.

Do you have one secret to your success?

Taste.

And I don’t mean luxury taste, I mean developing a strong point of view. Knowing what feels right to you. Being curious enough to build references across culture, history, design, film, fashion, music, architecture, psychology.

A lot of business today is very data-led, which is important, but I think cultural intuition is underrated. Some of the biggest opportunities come from sensing emotional shifts before there’s a graph for it.

Who is a woman you admire?

Solange Knowles.

I admire the way she’s built an entire creative world around her own taste and curiosity rather than chasing mainstream expectations. Everything she does — music, performance, design, film, even the way she references Black history and architecture — feels intentional and deeply researched.

She’s shown that softness, intellect, experimentation, and cultural depth can coexist. I also really respect how she’s protected her inner life while still making deeply personal work. She disappears and comes back smiling. There’s a quiet confidence to her that I find very inspiring.

What’s one thing you can’t live without?

Baths. Truly.

A bath is where I think, decompress, reset, daydream, grieve, plan, and reconnect to myself. Some people meditate; I bathe. It’s probably why 39BC exists.

What is one big trend you’re excited about in 2026?

I’m really excited by the return to collective wellness experiences. For a long time, wellness became very individualised — headphones on, tracking yourself, optimising yourself — but I think people are craving connection again.

I’m currently working on a bathing club concept that spans both digital and physical spaces, and what interests me most is the idea of people connecting through rituals of living well. Bathing, conversation, scent, rest, good food, beautiful environments — experiences that make people feel more human and more present with each other.

I think the future of wellness is less about perfection and more about belonging.

What book or film/show has been the most impactful in your career or life?

I want to say something very highbrow, but honestly? Sex and the City.

I rewatch it constantly, and I think it shaped my understanding of female friendship, ambition, independence, fashion, dating, and city life more than I realised at the time. Watching it as a young woman in Wolverhampton, New York felt mythical to me — this idea that women could build creative lives, have complicated conversations, reinvent themselves, and centre their friendships alongside work and love.

What’s funny is that I now realise I’m actually living a version of that life. Not the Manolos and cosmopolitans necessarily (I’m more Amina Muaddi’s and whiskey sours), but the independence, the female friendships, the constant evolution, the messy conversations about work, identity, money, creativity, and relationships.