We’ve just backed @allthingsdairy__ a brand redefining one of the most commoditised aisles in the supermarket.
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@toby_hoppy@thomas_straker and the formidable ALL THINGS team have built something rare: a company where cultural authority translates directly into commercial performance. What began as viral butter has quickly evolved into a platform reshaping how consumers discover and engage with everyday food.
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At the same time, we’re seeing a broader return to dairy, driven by high-protein diets, whole-food nutrition and a growing move away from ultra-processed alternatives. Nothing highlights this more than the hyper-resurgence of cottage cheese, where ALL THINGS are driving category-leading velocity across retailers.
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Categories that have been static for decades are being redefined through culture. ALL THINGS sits right at the centre of that shift, in just two years outperforming long standing incumbents and the team are just getting started THE EQUITY STUDIO x ALL THINGS!
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As International Women’s Month comes to an end, I wanted to take a moment to celebrate @demellierlondon and the force behind it @mireiallusialindh
The DeMellier team are quietly powerful. They’ve built a brand that travels through its customer, with incredible organic advocacy and loyalty. This shows up in a business outpacing the rest of the market, approaching nine figures in annual revenue - and doing so very profitably with global scale. Even with hyper-demand they always remain 100% tuned into their customer, their values and what is right for the long term.
A masterclass in brand building - and still just getting started 🚀
What I also want to recognise is the incredible mutuality. Mireia is not only someone I’ve backed - but someone who has consistently backed me too, in the journey of my own business. That kind of support - real, consistent, and rooted in trust - is what compounds into meaningful outcomes over time.
As we move into this new month, let yourself be reminded that the best examples of what’s possible are usually right in front of you ✨✨
ON EDGE : the most underrated investing skills are curiosity, intuition and the disciple to understand why.
This applies to any decision where capital, time, resources and long term outcomes are at stake.
📹 @wwd
👗 @bouguessa by @faizabouguessa
Six years of loving you, learning from you, and watching my heart walk around outside my body. Happy 6th birthday to my little miracle. I love you more than words can hold 🤍
December diaries Pt 1 💌…
▫️The lead up to Christmas 🎄
▫️End of year shows 🩰
▫️ @demellierlondon signs its first flagship store location, coming to London’s Sloane Square in Autumn 2026 🙌
▫️Letters to Santa, hand-delivered to Santa 🎅
▫️Celebrating the inimitable @rosiehw as the new Fashion Director at @fwrd 👏👏
▫️ @hydeparkwinterwonderland freezing fun 🥶🔮
01 December 2025 : Grateful for the love that surrounds me, the lessons that shape me, and the moments that inspire me to show up with more heart, intention, and gratitude. Thankful for every chapter, every connection, every blessing seen and unseen 🧡
@ the @goldmansachs Global Outlook for next year - such a thoughtful day where the macro narrative, market structure, geopolitics and long-term return drivers are laid out without the noise of headlines or social-media panic.
Across every session - macro, consumer, health, AI, technology - one theme stood out:
In a world dominated by narratives, the real edge remains discipline, data and diversification, not prediction.
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The insight that resonated with me most was about STRUCTURAL STRENGTH, and wanted to share for founders and brands the most interesting themes…
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ON CYCLES & TIMING :
o Every 10-12 years the rules change. Brands that endure plan for cycles, not trends.
o If you’re building only for this quarter, you’re already late.
o The founders who win aren’t the loudest - they’re the most structurally prepared.
ON DISCIPLINE & SIGNAL :
o Discipline beats prediction in investing and markets. The same applies to brand.
o Hype spikes. Brand equity compounds. Foundations determine longevity.
o Consistency builds leverage. Chaos resets it.
ON AI & CONSUMER BRANDS :
o AI will make product and content creation easier. It will also make being average punishable by invisibility
o When everyone can create, identity becomes the differentiator.
o AI compresses execution. Culture remains slow and valuable
ON CAPITAL & SUSTAINABILITY :
o Cheap growth is seductive. Sustainable growth is what survives cycles.
o The real warning isn’t about market volatility as cycles are inevitable - it’s about weak foundations.
o Brands rarely break from competition, but from mistaking momentum for strategy….
