Former LINLEY chief executive to spearhead growth at Beulah London

Anna Sweeting (centre) has joined-Natasha Rufus-Isaacs (r) and Lavinia-Brennan on the board of Beulah Lonodn

Anna Sweeting (centre) has joined-Natasha Rufus-Isaacs (r) and Lavinia-Brennan on the board of Beulah London

Anna Sweeting, the former chief executive of LINLEY, has joined theboard of Beulah London, a leading British luxury fashion brand, investing personally in the company and taking on the role of chief executive.

During her time as chief executive at LINLEY, Sweeting, oversaw the delivery of record profits and the sale of the majority shareholding. The 30 year-old’s decision to step down to join Beulah London brings proven business and luxury retail skills to Beulah, as the company looks to further establish itself as an internationally renowned luxury brand.

Founded in 2010 by Natasha Rufus Isaacs and Lavinia Brennan, Beulah London is based on a desire to design and produce beautiful clothes that empower the women who wear them. As a quintessentially British brand, Beulah London primarily designs effortlessly elegant occasion and day to evening wear for chic, cosmopolitan and spirited women.

Over the last five years Beulah London has gained international acclaim as a luxury fashion brand with a social conscience, which has inspired some of the world’s most influential women to wear the label.

Alongside the label’s commercial operation sits the Beulah Trust, a charitable foundation with a clear goal of supporting projects and initiatives that create sustainable livelihoods for victims of trafficking.

Sweeting will be responsible for ensuring the business has the right strategy and foundations to enable the company to continue to accelerate its growth. The initial focus will centre on exploring wholesale opportunities, international expansion and bricks and mortar retail opportunities.

Sweeting said: “The philosophy of empowering women is something that I am passionate about, so when the chance arose to invest in and join Beulah’s Board it was the perfect opportunity for me. For me luxury is not about artificially induced illusions, but about freedom to recreate our own world. I believe Beulah can do this equally by creating beautiful clothes to wear while being committed to raising awareness of the plight of women trapped by human slavery. Beulah represents a new movement within luxury, working with dignity and purpose to drive social change.

“Natasha and Lavinia have created an incredible brand with a fantastic customer base and huge potential. As a quintessential British brand our home will always be in London but I believe we have a great opportunity to expand our customer base both home and aboard, particularly in the US and Middle East.”

Prior to joining LINLEY, Sweeting served on the executive board of Hedge Fund Arunvill Capital as CFO having previously been CFO for Exotix, a frontier market investment bank. Sweeting is a qualified chartered accountant having trained at PricewaterhouseCoopers, specialising in banking and capital markets.