WEASEL & STOAT | CO-FOUNDER & CREATIVE DIRECTOR
Design Leadership | Product Innovation | Brand Strategy
As Co-Founder and Director of Weasel and Stoat Ltd, I have led the design, product development, and strategic growth of one of the UK’s leading personalised lifestyle brands. Weasel & Stoat was among the first to innovate in this space, pioneering personalisation in fashion and lifestyle products and shaping a now-thriving market.
I oversee the end-to-end design and production process, working closely with British and European suppliers to ensure premium craftsmanship, sustainable sourcing, and commercial scalability. From trend forecasting and product innovation to branding, marketing, and consumer engagement, I manage every aspect of creative and business strategy, ensuring a seamless fusion of design excellence and commercial viability.
Weasel and Stoat has integrated AI-driven insights to drive trend forecasting and customer analytics to refine designs, increase conversion rates, and align collections with real-time shopping behaviours, leading to an increase in best selling product conversions. AI has also been utilised to generate compelling, cost-effective lead marketing imagery, enhancing brand storytelling and improving customer engagement.
With a strong direct-to-consumer presence on www.weaselandstoat.com, NotOnTheHighStreet and Etsy, Weasel & Stoat has solidified its position as a market leader. Our collections were recently featured in The Guardian’s ‘Best Personalised Brands for Christmas Gifts’ 2024, highlighting the brand’s industry impact and consumer appeal.
