I studied Product Design at Sussex University, graduating in 2011. I spent 4.5 years building up my career in fashion jewellery & accessory design at Icon Live Ltd, starting in the Kids department and moving through Adults, Events and into Licensing from there. I was featured in the ToyNews Gameplan Europe 30 Under 30 in 2018 and 2019, having been nominated by my colleagues for my commitment to my work.

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I was brought on board at Click Distribution (UK) Ltd to establish a manufacturing sector. What started off in licensed jewellery & accessories evolved into gifting, toys and collectables. I managed a small team creating in-house new product development. I was also involved in other areas of the business, putting together pitches & proposals, distribution catalogues and presentations, creating a coherent and consistent company identity. I had input in marketing and strategy areas, and as such my approach to creative design is refined with commercial and business awareness.

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During the coronavirus pandemic I stepped away from my desk for 8 months, onto the shop floor, to help out at my local Zero Waste shop, serving the local community with food & dry goods. This was a great learning experience and helped to re-establish my own values with regard to sustainability and environmental impact.

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I joined Vivid/Goliath as a Product Designer in November 2020.  As part of the toy team, I am responsible for the creation of brand attributes & positioning for IPs, including research and trend forecasting (this is truly my passion and my favourite part of the design process - I love a mood board!). I manage the design aesthetics, play patterns and experience for new SKUs, and work with other stakeholders to achieve the right product for the right audience.