Kindness and fairness are an absolute non-negotiable. I run this business based on respect, whether you’re a customer, a team member or someone just discovering our brand. We don’t tolerate racism, sexism, homophobia or silence in the face of it.

I whole-heartedly believe that you shouldn’t have to choose between feeling safe and being able to pay your bills. That’s why I do my best to keep our prices fair, support charities and always advocate for the most vulnerable not just who can shout the the loudest.

I speak up and I advocate for everyone doing the same. Whether it’s about women’s rights, mental health or safety laws that need changing, I don’t stay quiet about it to keep everyone comfortable. If it’s wrong, I’ll say it. If it’s brave, we’ll back it. If it’s new legislation updates that we all need to know about - I will announce it.

I don’t hide the bad days. If I am crying, you’ll probably see it. If we are stressed behind the scenes, we’ll say so. I show up every single day - good or bad, honesty creates real connection and trust. Don’t be afraid to be you, you will naturally see a change in your circle - for the better.

I fully believe in taking breaks, having weekends, going on holidays and still running a successful business. Our energy is part of our impact and we should protect it. Whether you are running a business, mumming full time or anything else - rest, savor your coffee. We can’t pour from empty cups.

This brand was born from fear but it’s built on strength. We shouldn’t ignore the past, but we don’t let it define us either. I believe that you deserve to feel powerful, because when fear controls you, your life starts to shrink. You start to miss out on the things that matter to you the most. And I am so not here for that. We’re all here for living for joy, for connection and for memories that stay with you forever.