What’s your morning routine?
We’re early risers in our house, and twice a week I have a personal training session - something I always dread beforehand, but I absolutely love once I’ve dragged myself out the door. It’s a total cliché, I know, but it genuinely sets me up for a great day. I’m usually home from the gym by 7:30am, and then it’s straight out again to walk the dogs, either along the beach or by the River Hamble - which we’re lucky enough to have right at the bottom of our garden. The dogs are big fans of an early swim, so that keeps them happy (and worn out!). After that, it’s back home for a much-needed coffee and then straight to my desk to tackle emails and whatever the day throws my way.
Favourite sea/wild swimming spots?
Without a doubt — Abersoch. The water there is crystal clear, and there’s honestly no better feeling than an early morning summer swim with the woofs. During the pandemic, a couple of girlfriends kickstarted a wild swimming movement that quickly took off — they soon became known as the Abersoch Dunkers. Now, they’re out there every single morning, 365 days a year, come rain, shine or frost, and there’s quite the crowd of them! It’s such a brilliant community — and a chilly one at that!
Your favourite travel destinations? And/or bucket list spots?
I’ve been lucky enough to travel a lot over the years, but one place I keep going back to is Costa Rica. A personal favourite is Santa Teresa, a little surf town on the Nicoya Peninsula that’s my idea of pure peace and tranquility. Life there moves to the rhythm of the ocean — everyone’s up at dawn, heading to the beach for yoga or an early surf session, coffee in hand (and Costa Rican coffee is really something). I absolutely love it. Later this year, my partner and I are heading to the West Coast of the USA for a couple of weeks. He’s a professional sailor and has a World Championship event there next spring, so I’m treating this trip as an unofficial recce for 2026 — with a little sunshine and road-tripping thrown in, of course! Closer to home, I have the N500 on my list too, ideally in an old Jag E Type, so if anyone would like to lend me theirs, please get in touch!
Book recommendations?
Books I Keep Coming Back To: A Mini Review by a Self-Confessed History Buff
I’ve always had a deep love for history — something I like to think I inherited from my late father — and it naturally spills over into my reading habits. If it’s set during World War II, I’m probably already halfway through it.
One book I’ve returned to more times than I can count is The Piano Teacher by Janice Y. K. Lee. A friend recommended it years ago, and I was hooked from the first page — finishing it in a single day. Set in Hong Kong during the Japanese occupation, it’s a hauntingly beautiful story that captures both the romance and brutality of life during that dark chapter in history. It’s atmospheric, layered, and lingers with you long after the final page.
For something more factual but equally gripping, I’m a huge fan of Tim Marshall’s Prisoners of Geography. It’s a fascinating non-fiction read that explores how the natural landscape — from mountains to borders — has shaped politics, power, and conflict across the globe. Every time a new edition lands, I find myself diving straight back in. It’s one of those books that makes you look at the news, and the world, a little differently.
Right now, I’m in the middle of Richard Osman’s Thursday Murder Club series. I unknowingly started with book three (rookie mistake), but thankfully each story stands on its own. They’re smart, funny, and filled with heart — the perfect cozy crime reads. I can’t wait for the Netflix series this autumn; I’ve got high hopes it’ll capture all the quirky charm of the books.
Go-to beauty products for your outdoorsy lifestyle?
I spent years working in the beauty industry, and have drawers full of sample products from over the years, but my everyday must have is, and yes it can’t be spoken about enough, is SPF! I flip between either La Roche Posay or Cerave SPF50.
Podcast recommendations?
I’ll admit it — I’m a recent podcast convert. But now that I’ve discovered them, they’ve become my go-to when I’m out walking the dogs on my own. There’s something about plugging in, tuning out, and letting a good conversation carry you along the path.
From a professional perspective, I’ve been making my way through Nathan Chan’s Foundr series. It’s packed with interviews from founders across every kind of business imaginable — offering real insight, inspiration, and the occasional hard truth. It’s a brilliant listen if you’re interested in entrepreneurship, start-ups, or simply enjoy hearing how people build something from the ground up.
But for balance (and genuine joy), I’ve also fallen for Dish with Nick Grimshaw and Angela Hartnett. It’s part food chat, part celebrity gossip, and 100% hilarious. One episode featuring Anna Maxwell Martin had me laughing so hard there were actual tears streaming down my face — not ideal in public, but completely worth it.
The inspiration behind sea-m - the colour palette, the silhouettes etc.
The inspiration came from something simple — and frustratingly hard to find: the perfect pair of shorts. As someone with hips and a bum (and proud of both!), I struggled to find a pair that hit all the right notes — high enough on the waist to feel flattering, but roomy enough in the hip and leg to actually feel comfortable. So, one day, I grabbed a piece of paper and started sketching.
As a true summer baby, I live in shorts and t-shirts for as long as the weather will allow. (Though in our family, we never leave the house without an emergency fleece — thank you, Welsh weather!) I've always loved the effortless feel of linen — its flow, breathability, and elegance — but could never understand why it was only ever offered in white, beige or black. Why not something bolder? Something joyful?
A pair of tanned legs in matcha green linen? Yes, please.
Your favourite piece from the collection and your go-to way of styling it?
That’s tricky! I thought it would be the runner shorts, but actually the Bermuda’s are now my firm favourite. Paired with either a boxy, oversized T-shirt for that laid back Cali girl vibe (yes, sea-m is launching some T-shirts too!) or with a backless slinky top and your favourite sandals for a sexy nighttime look.
Tell us about the tribe of women behind sea-m
They really are quite the tribe.
First up, my wonderful mum, Libby—whose unwavering encouragement and support has truly been the backbone of this journey. A fellow linen lover, she’s already eyeing the Runner shorts for her signature “endless summer” look. Mum has a golden rule: shorts from April to October, no matter the temperature—just layer up when it gets chilly.
Next, Luisa and Amelia—my creative duo and the dream team behind bringing the visual identity of sea-m to life. I had such a clear idea of what I wanted the brand to feel like, but I knew I needed help translating that into a visual world (self-confessed design magpie over here—I’d have kept tweaking forever). Enter Lui. We first met back in 2018/19 at a luxury skincare brand in London. I still remember interviewing her and immediately knowing she was not only perfect for the role but also a genuinely wonderful human.
Together, we rebranded that company, and even after parting ways in 2019, the aesthetic we built together has stood the test of time. So when it came to building sea-m, I knew exactly who to call. Lui didn’t just say yes—she brought in her equally talented mum, Amelia, who created a stunning set of bespoke illustrations just for the brand. A total dream come true.
Then there’s Hatti. A true old friend, and who’s clever brain came up with the name of sea-m. It came to life during a snowy girls’ ski trip in the depths of January—a weekend full of big dreams and bigger encouragement from my brilliant friends. I asked Hatti, half-joking, if she’d run it past ChatGPT first—but no, it came straight from her clever brain. And just like that, sea-m was born.
And finally, my incredible stepfather, Bob. A million thank yous wouldn’t even begin to cover the gratitude I feel.
There are so many other inspiring women and men who’ve supported me along the way, and to each of you—I’m endlessly thankful.
Style Icons: Past, Present & Personal
When it comes to style inspiration, I find myself drawn to women who balance effortlessness with originality — who know who they are and dress like it.
First up: Anouk Yve. Aside from her incredible hair (a true natural mermaid), her style is everything I adore — pared-back, minimal, but always chic. She makes everyday dressing look impossibly cool. If I could ever get her into a pair of sea-m Bermudas, I think I could retire happy.
Then there's the eternal icon, Princess Di. The woman who single-handedly made cycling shorts and an oversized crewneck look like royalty. Her off-duty looks were legendary — relaxed, sporty, and completely trend-setting. She nailed the art of looking unfussy and unforgettable.
And finally, one of my oldest and best friends: Lucy Barlow. She just instinctively knows how to dress. I remember us as teenagers in Abersoch — Lucy would take a pair of old Levi 501s, cut them into a mini skirt, sew a giant sequin cherry on the front, and somehow make it look straight off a catwalk. Her creativity was unmatched — and clearly genetic, because her daughter (and my goddaughter), Juniper-Peach, has completely inherited her eye for style.
Three favourite instagram accounts?
I’ve recently become an avid, though amateur, gardener and have been loving Anya Lautenbach’s book, The Money-Saving Gardener. It’s music to my partner’s ears, with fantastic ideas on how to propagate plants from your own garden and a helpful calendar outlining what to do throughout the year. Her Instagram, @anya_thegarden_fairy, is definitely a must-follow for anyone interested in gardening.
Another favorite of mine is all about indulgence. Located in my beloved Abersoch, Two Islands Cafe (@two_islands) serves what might just be the best ice cream (recently ranked among the world’s top 25 ice cream parlors by the Financial Times) and cinnamon buns you’ll ever taste. Their entire aesthetic is a feast for the eyes, and I make a daily stop for a post-swim coffee and a cinnamon bun.
For a giggle, Garron Noone (@garron_music) will have you howling at his very honest and Irish take on current events.
Where do you find creative inspiration?
Through your eyes, taking in the world! Back in my advertising days, I used to say to my team they won’t find inspiration for a concept on a laptop screen; get out and look at the world, there’s so much inspiration just walking down the street, driving to work, or popping to the supermarket!
What have you learnt from launching a business?
Where do I start? Launching a business has been one of the most challenging and rewarding experiences of my life. I’ve learned so much — not just about the practical side of things, but also about myself.
First off, I’ve discovered the importance of balancing attention to detail without getting bogged down by the small stuff. It’s easy to obsess over tiny imperfections, but sometimes you just have to take a step back and trust the process. If your idea is meant to work, it will find its way.
I also never imagined how much I’d have to learn — and how fast. I came from a background where I had specialists to handle certain parts of a project — logistics, shipping, finance — all that used to be someone else’s job. Now, I’m the one juggling it all. I’ve become best friends with Google, because every day is a crash course in new skills, whether that’s understanding customs regulations or figuring out the best way to manage cash flow.
Of course, it’s overwhelming at times. There are moments when the sheer volume of responsibilities feels like too much. Social media is a double-edged sword — it can be a powerful tool to connect and grow, but it can also become exhausting, even discouraging. I’ve learned to set boundaries and not let it consume me.
But perhaps one of the most valuable lessons has been the power of vulnerability. Opening up to friends, peers, and other entrepreneurs has been a game changer. There’s something so comforting about sharing the struggles and hearing, “Me too.” It reminds you that you’re not alone and that we all face hurdles. That support makes all the difference. My wonderful step-father, Bob, has been a huge support; he was CEO for a very successful global lingerie company, and when I rang him not so long ago to have a moan about spending money on stock, he said so coolly, “stock means sales, so get that order in!”. Yes, boss!
Launching a business is a rollercoaster, no doubt. But it’s also an incredible journey of growth, resilience, and discovery — and I wouldn’t change a thing.
