Life in Charms with Georgie Coleridge-Cole

0:01I'm Anoushka Dukas and I've been designing jewell for 30 years and collecting charms for as long as I can remember. In this podcast, I will be asking a series of extraordinary women to tell me their life story in seven charms. Welcome to my podcast, My Life in Seven Charms. Today's guest, somewhat surprisingly, was in the army cadets at school and thought when she grew up she might like to work in the prison service. Instead, in her mid-twenties in 2007, working from a kitchen table, she started the UK's first directory of online businesses. She defied every piece of advice and stepped boldly forth with the conviction that her business needed to be commercial, aspirational, but not intimidating.

0:50Fast forward, and she is now not only the chic and polished embodiment of sheer luxe, but a true tastemaker and a disruptor. I'm delighted to welcome Georgie Coleridge-Cole to my life in Seven Showns. It's so nice to be here. I have admired you throughout my career so I can't tell you how lovely it is to be on your podcast. Honestly when I started Shilux you were up there the pinnacle of female entrepreneurship and you said well you've felt a joy to be. Well you've taken over from there so it's absolutely fantastic. so georgie i'm going to talk to you about some of the charms that you've you you gave me or told me um i it'll be quite interesting because i think some of them might change over the course of this morning i'm not knowing for being that straightforward um and anyway well here's the proof yeah here's the proof let's go there might be changes along the way but anyway um so the first one was you said I want it to be a fox head you can't see it on there because it's changed but actually I'm going to make it a beautiful three-dimensional fox head in yellow gold with kind of the the texture of his of his fur can you just tell me why we're talking about a fox head we are talking about the fox heads because my grandmother I miss my mother's granny every day She died when she was 96.

2:18Your mother's mother. My mother's mother. Sorry. And I miss my mother's mother every day. She died when I was 96. Sadly, she made my wedding but didn't meet my daughter. And she was wonderful, absolutely wonderful. My father's mother died in her 60s. Yeah. And she had one child, my father. And she longed for a daughter. She used to dress him in dresses. She used to dress him in dresses? Dress him in dresses. and she was very social and loved to get dressed out go out throw parties could drink gin and tonics quicker than anyone else my mother always says I'd have got on so brilliantly with her and what a shame that I couldn't share a G &T couldn't share a G &T and she died when I was about eight yeah and she left me all her jewelry oh my god it was really a wonderful collection of jewelry some of it a little bit dated but some beautiful pieces all real all real right there's a bit of jade yeah yeah but it's all but yeah yeah yeah all real there was an incredible diamond brooch that had 36 diamonds wow and you would never wear a brooch like that now although the brooch isn't making a comeback um but ultimately i had some of that brooch um made into my engagement ring so is that yeah so those are some of the stones broach some of the stones from the brooch i have some left over i've had some made into other pieces oh god we should talk about that and should discuss i do a lot of remodeling for yeah i do a lot of remodeling for clients How interesting.

4:03Well, I designed this and I always wanted an engagement ring that had straight lines. Yeah. But the stones were not cushion cut. They're beautiful. Old mine cut stones. They were round stones. She left me some pearl and diamond earrings that I wore probably too young and lost. She left me a cigarette case and a powder compact. And one of the things she left me was she was into hunting. I mean, this is obviously a long time ago. And she left me a fox pin that she used to wear. Like a stock, like a stock pin. Yeah. And it was a fox's head. And it had ruby eyes. And the jewellery all lived in a box in a vault somewhere.

4:59Yeah. And I wasn't allowed it until I turned a certain age. And anyway, eventually I turned that age and the box came out. And my mother kept it in her safe. And over the years I've sort of raided it and got out of good stuff and left the stuff that was a bit out of date. Anyway, the other day my mother said, you must take this now. Anyway, we opened the box. Inside was a watch that was given to my great-great-great-grandmother, who was the runner-up at Wimbledon in 19... Oh, my God. Was it 11? God, how amazing. And amazingly, I found an old newspaper online that had a drawing of her playing at Wimbledon in this skirt.

5:48I mean, you've never seen... She was actually going to a dance. She was actually playing in Wimbledon. And in it was this watch, which I must take to the All England Museum. Yeah, 100%. Because I'm sure they'd be fascinated to see it. Yeah. Is it gold? Is it silver? It's gold. Diamonds? No diamonds. It's gold with a leather strap. I think the leather strap was changed. And it pops up like a pocket watch. Oh, wow. And it still works. And this fox. Right. So what have you done with the fox? Well, nothing yet. Or are you just going to wear it? So maybe I should come and see you and get you to turn it into something.

6:24Well, maybe it should be a charm. Maybe we should use that as your charm. You obviously come from a very glamorous family. Because you talked about... Actually, before we decided... Before you told me just now it was going to be a fox, I'd actually got a hairdryer. Because I think somewhere I've read that your mother's obviously very glamorous and always has her hair done and her lipstick. Well, the story was that she went on holiday and people, she came back once and her great girlfriend said, the three of you have a lovely time. And she said, well, you, Tim, and your hair dryer. Yeah, she's not sort of super into fashion, but, you know.

7:00But super glam. She's always very put together and looks very pretty and makes an effort. I think I've learned that from her, to always make an effort. You never regret it. As I know, Heinrich always says, if in doubt, wash your head. 100%. That's definitely my mother's turn. Making an effort, but just thinking about sheer lux for a minute. Did you ever think at the beginning of sheer lux in 2007 that you would become the kind of face, physical face of sheer lux and kind of style icon? Do you think the influence of your grandmother, your mother, being so glamorous and careful about her appearance, etc., do you think that's given you the confidence to do that?

7:42I don't know. I think I always, I've always made an effort. I've always got change for supper, still do. If I go and stay with someone in the country, I will always change for supper, even if they're not now, because people don't. I suppose I didn't grow up in a household where everyone had, you know, there's no sort of archive of wonderful designer pieces or anything. I wasn't. It's just pride in how you... But just making an effort and then having an eye, which I would say I sort of... I think I picked up from my stepmother, really, and tricking around markets in Hong Kong. And, yeah, as far as sort of being the face of sheer lucks and style, I think I'm known as the founder.

8:26I would say I have a team now who do the style, but a lot better than I do. I have my style. I have so how do you describe your style I think sort of quite classic she but with a bit of a modern edge yeah I love tailoring very rarely not in a jacket yeah and I can see you've got lots of jewelry so I love jewelry yeah no there's none of mine on there I know I know I adore your jewelry I think you're phenomenal and I've I've always said the most inspiring thing is an entrepreneur that does it again and you know clearly you've you've proven that I mean I think that that's what entrepreneurs love isn't it it's it's never gets you know once it gets dull you don't do it but once you but you love what you do you like if you love what you do it's easy to do it you know to do it again so then your next charm um you I mean you really just said to me I've got three children so I've done this um I've done the charm a bit like this for myself actually and I love it it's a it's a three-dimensional yellow gold pea pod brushed um yellow gold on the on the back and it's open on the front and there are three pearls to represent each of your children I've just seen this charm because you've shown me you've just shown me i'm gonna i'm gonna because hopefully this clip might make it but you've just shown me the book that you get so this is actually a service that people yeah can commission you to to make yes a product and it's about the most beautiful thing and you open it up and there's a book with the photos for each chapter and then at the bottom you have your bracelet i don't know can you can you see i'm i'm blown away by this i feel like people should see this anyway it's absolutely stunning so you have all the charms yeah so you have all of the charm i'm laughing that your husband wanted to be sex on legs he said he might be a gold rock but it's actually sex on legs which makes me laugh because he's got a sense fumo hasn't he but i can see um so there's your peapod yeah beautiful um so that's got i was wondering what you would do with three children as a charm but that's heaven so what would you have done well i thought you i thought you were going to do three little stickman or something well no because i think no that's way that's way that's why i'm not a jewelry designer but charms are talking points aren't they they are absolutely so when you're kind of you know when we're not around anymore thank you when we're not around anymore the charms are the things that will be just like just like you described your fox head that your grandmother left you etc etc i think that's what so that's the power of jewelry and i think one of the other things that's interesting to see what you think charms are always being reinvented so whether they were traditionally charms for charm bracelets to commemorate travels etc etc but now we're all about charms on handbags and you know are you are you kind of following I'm not really but I am now remembering that there was a charm bracelet that my grandmother left me I'm sure because I'm you know so you should and it had on these lovely heart locks I don't know what happened to it no you don't give your children things that they inherit too young no I know so tell me about your children and they've got a girl who's 13 yeah uh year nine yeah a boy who is 12 yeah seven yeah and a little one who's not so little, keeps promising me.

12:13She promised me she wouldn't turn five and she's about to turn eight, so I'm really cross with her. And she is year three, I think. And I'm right in thinking that the middle one, Otto, is neurodiverse. Yes, he is. And how have you coped with all of that and everything else in your life? Oh, my God, that's a lot. Yeah, it's a lot. But although I have this real frustration that there's this belief that they're sort of neurotypical and that, you know, the bulk of people are neurotypical and then there's this little pocket of neurodiverse over here. And you know, we'll deal with them and we'll give them extra time or some medication or that.

12:59And everyone else is the same. And actually we're not. You know, someone a bit more introverted might be towards the autistic end of the spectrum. Someone who's an extrovert might be more towards the ADHD end of the spectrum. So I have sort of slight frustration with where we are and how we think we understand neurotypical and neurodiverse. And actually, I think it's way more complex. Ultimately, we can't give every child a bespoke education, can we? So, you know, it's got to be mainstream. But yes, my son is what you would call neurodiverse. And what's that meant for the other two, for example?

13:41Because I guess... Yeah, it's hard to parent a neurodiverse child. He has ADHD, amongst other challenges.

13:54And it's hard. It's hard on parents. It's very hard as a mother. I thought I'd have a son that would go to the schools. my brothers went to and be captain of the whatever as my brothers were and and I've had a really different child he'll find his thing he's very loved I think we're probably all better people because he's in our lives I think I was going to say as a parent it must have taught you yeah I think I'm I'd be the tiger man probably if I wasn't his mother but I always say and I've said this I've said this before lots of times I think I'm a better mother because I do work and you know I know, you know, they're fascinated with what I do.

14:38They understand business in a way, but not all children do, and I'm really proud of that, and we have great conversations, and we will sit and discuss why McDonald's is a brilliant business or why Beauty Pie has disrupted the beauty industry. My middle child started a car washing business, and made a fortune. I love that. It was called Bear Valley. We call him Bear, Otto Bear. Oh. And I would literally see him spend all Saturday afternoon washing very sweet friends' cars who would drop them off. But actually, he did a really good job. Some of my friends' cars are absolutely filthy. God, I got a shock.

15:17And the irony was I was a sort of QC, so they'd say the irony that they can't work the car and I was giving it a quick polish so that Otto got a nice tip. But, you know, he made 800 quid in sort of six months. And I mean, he said he's he said it's it's having a it's having a sabbatical. But, you know, he's made a fortune cleaning cars. Well, he's I mean, he's set up for life. And my my eldest is like, what's my thing going to be? What's my thing going to be? And she's 13. She came in for two days work experience at half term. I said, do a bit more of that. And you can temp in the summer because we have temps in the summer.

15:57But you have to come and you have to work. And she really wants to. So I think strangely, because they are surrounded by some peers of mine doing really cool things, they're actually their role models. And I think that's a huge problem that we have in this country is that we don't have enough business, I mean, it's not a general word, role models for, you know, the emerging coming up generations. and I always say if I was running this country I'd have a business committee that were spokespeople for younger generations helping them to understand what entrepreneurship would look like and what to go for and I do think my children are really inspired by wanting to create something themselves That's fantastic, I mean that is fantastic I'm very involved in the King's Trust but that is all about inspiring the next generation and the young people, giving them the confidence they need to find their thing.

16:58My seven-year-old wants to design dresses for the Queen. That's her. I'm trying to explain to her. It's quite hard to make money in fashion. I'll work on that one. In fashion design, yeah, exactly. But you've managed to find another way to do it, all around fashion, having said that.

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18:01So thank you Ro, not just for supporting this podcast, but for proving that skincare doesn't need to be complicated to be meaningful. You said to me charms about, you know, I want it to represent heart, love, women, strength, emotions. and I think in your kind of quick note you wrote it's okay to wear your heart on your sleeve. So I've taken that quite literally as you can see and I've designed a shirt cuff which is exactly as a miniature shirt cuff would be in white gold, polished white gold and I've put a small little ruby heart which is a cuff link and I'm thinking that is absolutely wearing your heart on your sleeve and I just think it'll be adorable and it says exactly what it is on the tin but tell me about this this charm and this idea of of your kind of heart and and showing your emotions people people often say to me oh actually you're really nice it's something And it's something that people have said to me and still say quite a lot.

19:16Well, they think I'm going to be nice because you're a businesswoman. Yeah. So they immediately assume. Yeah. Woman in business, tough as nails. Yeah. Scary. And I actually I was being interviewed by someone recently and they said, you know, what would you like to be remembered for? my answer was for someone who built a business who set the standard for what successful digital publishing looks like but did it with heart and gave a shit I think people want to think and Charlotte our editor said this on a podcast the other day and one of our teams said this talking about her career history people want to think that sherlocks is sort of this company of bitchy women and it's do they want to think that yeah they do they do there's a real there's a sort of horrible narrative that sort of rears its head on the social media um now and again and and it's genuinely not like that and i have a real heart i'm a real crier you know one of the reason I do less sort of broadcasting at Sherlock's now is because I got to a point where I sort of I couldn't take the criticism that comes sadly in this country from the media from the media just wanting to take people down who are achieving anything and I just like I can't really I can't do it anymore ironically I'm doing it more because of the Middle East and so you know I always say when you start a business you you leverage what you can and you have yourself and yeah um and that's probably you know my strong point is is people and conversations and connecting with people but I pulled back from that because I couldn't couldn't cope with a kind of criticism and people you know making accusations about me that weren't true and and actually I really do have this heart and I really believe in I really believe in wearing your emotions on your sleeve and well being of being a woman yeah and and I think the empathy we have as women you know makes us better leaders better employers and I also really believe in using our platform we have a reach in the UK show lots of it's around 5 million in our network now.

21:44Wow. Congratulations. That is extraordinary. Did you ever think it would be that? No. That's extraordinary. No. And that's looking at our social following, our video following, our community, subscribers, et cetera, et cetera. And we had a mum, I was at nursery with, I got a message the other day saying you must listen to this podcast from this woman called Lottie. and her husband had died at Dignitas in April this year. Just over two years ago he was diagnosed with motor neurone disease and on the train on the way home he rang Dignitas. On the way home from his diagnosis. And he'd not been well for a while, they had a hunch I think his voice was going and I think it takes a long time to get a diagnosis and motor neurone disease, there is no happy ending.

22:43There is, you know, Stephen Hawking, you end up in the two, you know, there is no happy ending. There's no... Yeah, no. It's a done deal. And the quality of life is pretty awful. Long story short, he said, I'm not going to shorten my life, I'm going to shorten my death and I'm going to live this out on my terms, see this out on my terms. And he had three children who are now 16 14 and 10-ish. And they had a sort of gap year and made memories for a year before he got too ill. And then in April this year, he said it's time and he rang Dignitas. She posted this week a picture of her and him on their last Zoom the day he died.

23:28And they're both a Zoom photo. And I got in touch with her last week and I said, do you remember we got a nursery together. So of course I did. Of course I did. We went on a school trip to a farm and I remember thinking you were really glamly wearing Isabel Maron boots and I was wearing sorrels. And I said, well, it was probably totally inappropriate. She said, it was. You got really muddy. But anyway, and they left London and we didn't stay in touch. But I always thought she was a fun girl. Anyway, and I said, look, can we do anything? She'd been on The Times, in The Times, interviewed by Marina Fogel.

24:01Yeah. She'd been on Sky News and she'd been on Brian E. Gordon's podcast and they said, can we do anything? Anyway, we moved Helen Highwater to get her in. So it's being voted in Parliament this Friday. This Friday. Yeah. This week. This is to die. And I said, is there anything we can do? And we happened to have a gold show hosted by Joe Good going on Tuesday. And we somehow managed to make it work. And we had to run. And she said, look, not everyone agrees with this. You know, I'm not some big campaigner. I'm just carrying out his wishes. Anyway, she came in and told her story. We really give a shit at Shear Lux.

24:36I give a shit. I work, you talked about me wanting to work in prison service. I mean, I do employ two ex-offenders and we do quite a lot of other stuff to use our platform for calls. So I guess I just, to me, would like to be remembered not as just some punchy businesswoman, which is sort of what people assume cold and I remember meeting Natalie Mastonet really early in my career and I yeah someone introduced me to him I met her for coffee and she said for those people that don't know founder of Nella Porte and was was like you a sort of total hero of mine when I started Shirt Lux and I met her for coffee and she said just remember that you can work in this industry and be nice and and look I can't profess to know Natalie well at all I met her once or twice after and that was years and years and years ago but you know you can have backbone and you can have drive and you can have a heart you can do all and and I sometimes think I'm quite misunderstood so that's where the heart came from I don't I'm very surprised you are misunderstood but I think it could don't you think there is this pressure that comes with having to put on a kind of some kind of performance a bit and you have got to be strong and you've got to lead yeah and you've got you know you've got to be hard at times yeah but I'm really proud of of the warmth that runs through Sherlock's um but you're so this is a really this is a I love this child uh so you on your note you wrote money sod maths I love that sod maths understand the value money and grasp economics and change the mindset so the charm that I made for that was really is just it's a calculator it's literally a miniature calculator rectangular yellow gold or shiny case and kind of matte gold buttons with all the numbers um um it's a pretty bling calculator it's pretty bling but it's a j-lo calculator but the window uh the white bit that you can see there yellow gold and i'd really in a perfect way i'd like the numbers to be in diamonds that would be just that'd be really cool um but um just talk me through this sod maths well it leads on nicely from what we were just saying in that you know i think we have a huge problem in this country um when it comes to entitlement understanding where it comes from god i'm going to get in trouble saying this but it is what i believe and i think you know rishi was all about you know maths being compulsory you know economics is what should be compulsory and i remember my husband saying to me years ago and i was going to subscribe to the week and he said no no subscribe to money week and it is that simple money makes the world go round and everything has to come from somewhere it's very hard being an employer it's quite a thankless task if i'm honest of course sherlock's employees nearly 75 people we actually pay a really decent starting salary although if you go on to various websites they make these outrageous accusations that everyone's married to rich husbands and that, you know, they're basically...

28:10In terms of... Volley-like employees. Yeah, actually, we pay our staff quite well. Yeah. And we... And you're paying them well because they want to live... They want to enjoy their life and live the life that they want to live. Yeah. I really feel strongly that we need to instill in the next generations how the world works and how money makes the world go round. And if we don't get that into their DNA at a young age, they're not going to grow up with drive and ambition. And I just think that should be like a fundamental part of education. And my children are coming home learning Latin and French that no one talks to you, even if you go to France.

28:54And actually, where is where's economics? Where's business being compulsory? and actually my son, I went to look at a school for my son who, as I said, is neurodiverse and they said, well, a lot of children here do business as a GCSE. In fact, most do. And I said, oh, that's interesting. And they said, because if you're neurodiverse, you probably won't go and work for one of the big four. And you may well be an entrepreneur. And we need to be inspiring the next generation of entrepreneurs. They need to understand economics. They need to understand where it comes from. Those that are employed need to understand how we're funding the nhs which is vast and the education system and and and and so i also think it's okay to be driven by money and i sort of said i was someone that waitressed throughout yeah school worked in a cool i worked in a barclays lost and stolen credit card center on the outskirts of edinburgh as a student and i wanted to make money i was inspired by success Working Girl was my favourite film.

29:56And to my point that if I was running the government, I'd be putting together a business committee with all sorts of different business leaders to inspire. But I don't think we see those role models enough unless we seek them out. Where do you think you learnt the value of money, though? My father has a great work ethic. What did he do? He was a financial advisor. Right. But he has a really good work ethic. Yeah. I think I just, I always say I wanted a Rolodex. I wanted to be a Manly Griffith and working girl. I love that. I don't want a Rolodex. I wanted to walk into an office in a pencil skirt.

30:35Look at you. You know, that to me, that's who I wanted to be when I grew up. I played offices all the time. And here we are. Which brings me on to your next charm, which I thought was really interesting that you said, I wanted to be sheer lux in Arabic. so I know that you've just launched in the Middle East first of all I mean it has been a very UK centric uh business I think yeah until recently yeah so what's what's the departure suddenly to the Middle East um I'm asked that a lot in the Middle East because I think people are skeptical and they're like are you legit why are you here yeah it came from reading the money means reading the business press reading about the growth the growth in GDP in in the Middle East region in the UAE, starting to read more about Saudi and just thinking that was quite interesting versus quite a flat economy here.

31:30Coupled with that, I studied Islam for two years at university when I was at Edinburgh. Did you? Yeah, I did a French degree, but we had to do two years or something else, so I did that. I don't know why I was fascinated. I did an exchange to a school in London that was very Muslim-focused. I have a curious mind. I started to do some research and discovered well there was this growing young new population of women building businesses creative women in our industry and I sort of thought right I need to get on a plane and go and you know have a look and I discovered a digital publishing industry that was pretty nascent versus where we are yeah yeah sort of like where Sherlock was when I started and how long that was last year that was last year yeah my first trip was april last year we launched the site in october um our plan is to have a hub in the ua a hub in saudi i ended up in saudi sort of by mistake um we launched with a series called leading ladies in the middle east where i filmed a full day with six different female entrepreneurs yeah and by mistake my assistant hadn't realised one of them was based in Riyadh and suddenly ten days before we were due to go and film for six days in Dubai one of them was in in Riyadh and and we went and I said to my colleague are you okay with this so I wouldn't take you if I didn't think it was safe and and in September last year yeah we went to Riyadh for the day and it blew me away not at all what you expected not at all right but there was a woman who worked for MISC which was MBS's one of his foundations and she said if there's one thing I achieve in my life it's that people know that Saudi is open women are free and you can wear what you want and I've been there five six times now the women are running the world in Saudi it is someone said to me it the beginning of my sort of research into the Middle East they said you know Saudi's the wild card I mean it's not the wild card Saudi is on it's phenomenal the women are phenomenal the hospitality the culture and are you seeing uh out of interest the fashion and the trends that are coming out of that part of the world are they influencing us or because there's always been the other way around so it's just really interesting to see that i would say that their style is sort of modernizing if you like yeah you know i remember someone saying the powers that be in dubai don't like dubai just being seen through the lens of dubai bling i it's not just parties and palaces yeah It's not.

34:14There are people running really huge, successful businesses in fashion and beauty in all categories. And the first time I went to Saudi, there were, you know, a lot of people in black hijabs, you know, very covered. Yeah. I was standing in a mall in Riyadh 10 days ago with a colleague. This just feels so different. And God, I'm respectful. I'm not wearing short skirts. and you know it's phenomenal someone said to me it's the fastest evolution of the modern nation that we're going to see in our lifetime and what i've seen in a year is incredible and the next charm so we've had a conversation about this just now so originally it was going to be a champagne bottle but subsequently you've said well maybe coffee cup maybe coke can of coke so which should it be well i say i always think champagne is the drink that you could literally drink at any time of the day and it will i feel really bad we got glass of water it's so boring but you know it is that drink yeah that it's never there's never a bad time you can't keep drinking it because your mouth gets very dry but just you know you can go into the ritz i remember going to a great meeting with a girlfriend she's like let's go and celebrate we went to ritz and had glass champagne at 11 clock it's wonderful um diet coke is what i have drunk alongside a little bit of water for the last however many years i am known for it i've always got a can of diet coke in my bag in my anyway is that is that energy or is that caffeine caffeine caffeine i absolutely hate fizzy drinks i can't get my head around oh well yeah sadly that's not my champagne well I can do all this that's okay but weirdly I only really recently discovered coffee right I have been drinking it now for about two months it came from interviewing the founder of Grind he brought in a couple of cans of iced coffee and he said well you can try a new one I thought well that's bloody rude and by the way I love the smell of coffee don't mind carrot cake or a coffee ice cream just coffee had a can of this is quite nice started to drink or was it the iced latte yeah something with caramel delicious it is delicious um so started to drink those and then in dubai when all the release you know it is bloody tiring being there we are filming we are on on on on on you do not breathe and you need, I used to, I drink diet coke and take pro plus.

36:55Anyway, started drinking an iced coffee. Pro plus. I mean, we're talking sort of three hours sleep night, jet lag. Yeah. Full day, then clearing your inbox, then getting up to film at seven, eight. You know, it's quite great. It's the glamour of running your own business. It's the glamour. Anyway, started going into Joan of the Juice and having an iced coffee. Yeah. A colleague said to me, Georgie, why don't you try a latte with a bit of agave? I was like, oh, this is nice. Anyway, I've evolved to a cappuccino with agave. I'm now on a coconut cappuccino, no agave. I now come down to the kitchen every morning and make myself a coffee.

37:31My husband says every day, or he has done for the last two months, I don't think I'm ever going to get used to drinking coffee. I'm like, are we going to say this for the next however many years? That's so funny, isn't it? Because I'm just in a whole new world of the Middle Eastern coffee. Just talking about your husband quickly. I'm really interested to know because he was the one that encouraged you to start Shearlucks as you said was there any temptation that you should go into business together? I sort of think one day we will maybe. But he's he's he's does his own thing? Yep he works in corporate finance yeah and but why did you was that about?

38:09I mean when I started Shearlucks I think he was earning about 40 grand and we lived in a little rented flat and we lived off his salary. So you couldn't afford to pay? There was absolutely no. He is a chartered accountant and he did our books by night. He helped me write the business plan. I very much run the business and build the business, but with a huge, huge supporter champion by my side and somebody who's sort of, who's taught me sort of financial literacy, I think, actually. I'm sort of pretty commercially savvy and I've learned a lot of that from him. So your last charm, now this is another one.

38:53We've just, you know, you've slightly put a curveball. So you put laughter. I wouldn't want to be too easy. That would be boring. No, I know. But now I'm going to have to draw them all again. Oh, I'm sorry. It's absolutely fine. So one, so you said it was all about laughter. But when you came in, And you went, I don't know, laughter, peace. I mean, I love the laughter thing. Well, I am to nod about peace and laughter because... But you can't have both. We could have done both. It's only because I was seven. So I've done it as laughter. I've done it as literally... Which we do laughter last because it's a better one to end on.

39:27Okay, well, let's talk about peace. So I haven't drawn peace, but I guess I'd draw the... I guess I'd either draw the peace sign or I might do... I might have a hand. I don't like that. I kind of think that could be... I like that. Yeah. So, okay, go on then. Tell me about... Tell me... Please talk to me about that. I feel... So back to sort of the heart and being this ballsy woman and I actually realise as I get older how much I hate confrontation. I hate my children arguing more than anything. It really upsets me. Yeah. It really upsets me. I just feel also very, very heavy. about the state of the world at the moment.

40:11Yeah. I feel very heavy. I feel very, very disappointed by the state of play and how Western leaders are or aren't. I sort of feel like if there were more women running countries, I just can't believe... It wouldn't be a better place. It wouldn't be a better place. It's so interesting. I just think women aren't driven by ego in the same way. And I can't believe that if Putin was female or Netanyahu was female or, you know, there aren't many female leaders of, you know, Hezbollah is certainly not led by women. And, you know, I just. Well, America won't be either. I know. I know and I feel I feel all these years on what have we learned and the sort of lack of regard for human life and particularly in the last couple of years with what's going on in the Middle East and what's going on in Ukraine.

41:23I think it's, and look, I know there are a load of other places in the world where there are similar things playing out. I suppose those are the ones that we're the most exposed to. And I think it's deeply sad that there isn't a high regard to human life. I just wish we had more respect for the value of human life, how temporary it is, and how we should not be wiping it out. yeah yeah that was my piece tom well well that was that's god that's very powerful and um but we went with happiness we did go with happiness so we can end on happiness because um well look well i've known you since whenever you start 2007 i guess um and i well first of all you've never struck me as scary and also you do laugh a lot you do you strike me as somebody who is full of laughter why have you chosen this just because I I was I love to laugh I love what makes you laugh silly things on Instagram when I go through a hole

42:40I will frequently be sitting in my office with colleagues and be roaring and everyone is it's glass and everyone is outside thinking what are they laughing about this time there's just nothing like laughter I went to dinner party on Friday and we howled and howled and howled and I woke up the next morning and I we were messaging and I said I wish I could bottle that because it was just so pure joy and and I think without laughter life's very boring well to your point about the peace and the world's the state of the world we must never lose the the laughter no um Georgie thank you so much it's so lovely um so lovely to catch up and get get you know you talk a little bit about your life in charms now um you're going to find this really difficult but as a thank you I'd like to make one of these charms for you but it's a bit tricky because they're not all on there now so we've got to assume that this is a fox that's not a hair dryer so just pretend that looks like a fox okay um this could be a champagne bottle it could be a coffee cup or it could be a can of coke and this obviously could be the peace sign which we've discuss is going to be you know a hand movement um i think it's really easy for me okay well that's that it's it's the heart because it comes all of it and i mean i'm tempted to choose the calculator as a reminder that i need to work hard enough to order a whole life in seven times yes but you know that's something to work towards no you can take you can absolutely work towards that Okay, we're going to make your heart on your sleeve.