Product-based, retail-focused, PR-driven, UK female founders

I believe that successful product brands aren’t built by hustle alone - they’re designed, created, and strategically grown..

At The Founder’s Atelier, I don’t believe in one-size-fits-all business advice. Every product brand is unique - shaped by its founder, its market, and its ambition. That’s why I created The Founder’s Atelier Five Pillar Method: a structured, founder-led framework designed to take you from bootstrapped beginnings to a brand built for sustainable, confident scale.

From Founder to Founder

When I first started Dainty London, I had £5,000 in my back pocket and a head full of ideas - and, if I’m totally honest, a fair bit of naivety. I didn’t have investors, fancy offices, or even a business mentor who’d walked the walk. What I did have was determination… and a stubborn belief that I could make beautiful jewellery people actually wanted to wear.

Every pound I earned went straight back into the business - buying materials, testing new designs, paying photographers, and occasionally bribing myself with a latte for surviving another day of trial and error.

I quickly realised that starting a jewellery brand isn’t just about making lovely pieces - it’s about knowing who to work with. When it came to growing my collections, I didn’t have a strategy - I had a trial and error approach. Some designs flopped spectacularly, others sold like hotcakes. Over time, I learned which styles resonated and how to adapt to trends without losing the essence of my brand.

So, I’ve been where you are: building a business from scratch and growing it into a commercial brand. Now, alongside running my jewellery brand, I mentor other founders to do the same through The Founder’s Atelier.

I offer one-on-one coaching, mentoring, and access to my trusted network - designers, photographers, PR specialists, editors, SEO experts, and more. Together, we’ll review your business, identify growth opportunities, and implement practical strategies to help you scale.

If you’re ready to grow your product business, I’ll guide you step by step, strategy by strategy, so you can scale with confidence..

UK Jewellery Awards 2021 winner badge with a gradient gray background and black text.
UK Jewelry Awards 2024 winner announcement, in association with Betts, with a beige background and pink and brown text.
Certificate for UK Jewellery Awards 2024 showing 'Winner' in black text on a gradient gray bar, awarded by BETTS 1760.
Text graphic promoting a 2019 event for independent retail jewelers, with words 'Retail Jeweller Inspiring 2019 Independents' and 'Boosting Your Business' on a light background.
Black and white award certificate for Jade Sammour of Dainty London Jewellery as the winner of the Great British Entrepreneur Awards for Creative Industries in the South East, in partnership with Starling Bank, featuring a photo of Jade Sammour sitting on a bench and a lightbulb illustration.
product business coach uk product-based business mentor business coach for female founders uk ecommerce mentor uk small business mentor for women uk

My Professional Training & Credentials

I hold formal postgraduate qualifications in leadership coaching and mentoring, including:

  • Postgraduate Diploma (PgDip) in Mentoring and Coaching for Leadership
    London South Bank University

  • Postgraduate Certificate (PgCert) in Leadership and Supervision
    University of the West of England

  • Solution-Focused Practice: Developing Empowering Conversations with People
    Professional Training Certification

My Five Pillars To Success

  • We start by strengthening the core of your business and your role as its founder.

    You will:

    • Clarify your brand positioning and commercial goals

    • Define your founder vision and leadership style

    • Identify what’s holding your growth back

    • Create a clear growth roadmap

    Outcome: Confidence, clarity, and a strategic direction you can lead with.

  • This pillar ensures your product business is built to scale - not just survive.

    You will:

    • Refine your product range for commercial viability

    • Set pricing that supports wholesale, agents, and growth

    • Understand your margins and profit structure

    • Build a pricing strategy that allows for expansion

    Outcome: A profitable product model that supports long-term growth.

  • Scaling a product brand requires more than social media. This stage focuses on strategic exposure and credibility.

    You will:

    • Learn how to apply for awards and industry recognition

    • Position your brand for publications and press

    • Build a professional brand presence

    • Develop outreach strategies for agents and buyers

    Outcome: Increased credibility, confidence, and visibility in your market.

  • You don’t need to build everything alone. This pillar I will connect you to trusted experts who can elevate your brand.

    You will gain access to:

    • Brand designers and visual identity specialists

    • Product and lifestyle photographers

    • SEO and digital growth strategists

    • PR and marketing professionals

    Outcome: A professional support network that saves time, money, and costly trial-and-error.

  • This is where your business moves from founder-led hustle to structured growth.

    You will:

    • Develop wholesale and partnership strategies

    • Learn how to approach agents and retailers

    • Create systems for sustainable scaling

    • Build leadership confidence for expansion

    Outcome: A brand designed to grow without burning you out.

How You Can Work With Me…

My method is delivered through high-touch, premium coaching and mentoring, tailored to your stage of business and ambition.

You can experience The Founder’s Atelier Method through:

Every experience is personal, confidential, and designed to meet you exactly where you are.

WORK WITH ME