let's talk about that situation where you were working for Ted Baker and Cath Kidston and what made you set up your own business? What was the motivator for you?

Right.

So in the corporate world, doing the same thing, spring, summer, autumn, winter, obviously being in retail, I kind of lost the love for it.

And at the same time, I had a young child about to start school.

So there's the whole thing about school runs and stuff.

What am I going to do? But, you know, subsequently, I was actually made redundant from Cath Kidston in 2016.

So this is like 10 years ago.

So how did all that come about? How did you get involved with that?

What happens when a brand is launched without a cohesive plan in place? And to give you an example of what I'm asking, using a whole bunch of different contractors, one to create their Amazon listing, one to create the packaging, one to create the website, another one for marketing, and then they start playing with AI image generation, and then, and then, and then, and then.

Right.

So let's use this as an analogy, sports teams.

You're going to a sports team and someone comes from a different county.

Someone else comes from a different school and someone comes from it.

And you put these people together.

They're all playing for the same team, but no one knows each other.

So the next point did question is this, what's the risk of not having a creative or brand lead?