Jade Sammour

I am the founder of a multi-award-winning UK jewellery brand, Dainty London Jewellery, which I built from the ground up from an independent creative idea into a stocked and recognised brand carried by independent retailers across the UK and featured in publications including British Vogue, Tatler, Stylist, and The Telegraph.

Alongside running my own product-based business, I now mentor founders and creative entrepreneurs through my mentoring practice, The Founders Atelier. My focus is helping product-based business owners move from early-stage overwhelm into structured, commercially viable brands.

My experience spans pricing strategy, scaling handmade and production-led businesses, wholesale and retail expansion, brand positioning, and balancing creativity with commercial decision-making. I work closely with founders who feel stuck between creativity and growth and help them make clear, confident decisions that drive real traction.

My approach is practical, direct, and rooted in real-world experience rather than theory.

I mentor because I know how many capable founders get stuck not because they lack ideas or creativity, but because they don’t have clear, practical guidance on how to build a sustainable business.

When I built Dainty London Jewellery, I had to figure out everything through experience – pricing, scaling production, wholesale relationships, and making the shift from creative work into commercially viable decision-making. It was often overwhelming, and I made a lot of mistakes along the way.

Mentoring is my way of passing on those lessons in a more direct and supportive way. I enjoy helping founders make sense of their numbers, structure their growth, and feel more confident in their decisions.

For me, it’s about turning experience into something useful – helping people move forward faster, with more clarity and less trial and error.