Building commercially successful product categories has been the foundation of my career.

Working with leading UK fashion retailers, I've developed and led product strategies across footwear, accessories and adjacent lifestyle categories, combining commercial expertise with a deep understanding of customer behaviour, product development and market opportunity.

My experience spans the full product journey, from category ownership and range strategy to sourcing, supplier partnerships, cost architecture and commercial leadership.

Throughout my career, I've been trusted to grow categories, build high-performing product ranges and unlock new commercial opportunities.

Today, I work with founder-led businesses, established retailers and selected manufacturers as a Strategic Footwear & Product Advisor. I help brands expand into footwear and non-apparel categories, strengthen existing product offers and navigate complex product decisions with confidence.

The Buying Blueprint was created to bring that level of expertise into businesses on a flexible, project-led basis.

Every collaboration is tailored to the needs of the business. Whether working directly with founders, alongside existing teams or leading a project independently, my approach remains the same. Collaborative, commercially focused and committed to delivering meaningful results.