Chief Executive Officer

David Newton Williams

David Williams is the Chief Executive Officer of the Company. He has been instrumental in the recent growth of Seraphine, having first joined the Company as Chief Operating Officer in 2017 and then becoming Chief Executive Officer in 2019.

Prior to joining Seraphine, he was at, where he served for nearly seven years in various senior roles, including Digital Experience Director and Director of Customer Intelligence. David holds a BA in Mathematics from the University of Oxford.




Creative and Brand Director

Chelsey Christine Oliver

Chelsey Oliver is the Creative and Brand Director of the Company, having served in that role since 2017. She has been with Seraphine since 2011, serving as Creative Director and a Senior Designer before taking up her current role.

Prior to joining Seraphine, Chelsey spent five years at Tiffany Rose where she was a Designer. Chelsey studied at the London College of Fashion, where she specialised in Womenswear clothing.

Chief Financial Officer

Lee Williams

Lee Williams, Chief Financial Officer of the ​Group, and an Executive Director of the Company.  Lee joined from French Connection Group where he held the position of CFO & Company Secretary. Prior to French Connection, he was Group Director of Finance at ASOS between December 2014 and April 2016 including nine months as Interim CFO. After gaining his ACMA qualification, Lee held several financial and management consultancy roles in the retail sector.

Non-Executive Chair

Sharon Emma Flood

Sharon Flood is Non-Executive Chair of the Company, having joined Seraphine on 30 April 2021. Sharon is also Non-Executive Director and Chair of Audit at Crest Nicholson plc, Non-Executive Director and Chair of Remuneration at Pets at Home plc, and Director of Getlink SA, a Trustee of the University of Cambridge and Trustee and Chair of Finance at the Science Museum Group.

Previous roles held by Sharon include Non-Executive Director at Network Rail, Chair of S T Dupont SA (2014 - 2018), Group Chief Financial Officer at Sun European Partners (2012–14), Trustee of Shelter (2009-2015) and Finance Director, Department Stores, John Lewis Partnership (2005–10). Sharon holds a BSc in Mathematics from the University of Bath, an MBA from Insead and is a Fellow of the Chartered Institute of Management Accountants.

William (Bill) David Gordon Ronald

Bill Ronald is a Non-Executive Director of the Company, having joined Seraphine on 30 April 2021. Bill is also Non-Executive Chair of Fevertree Drinks Plc and he is also a mentor for the FTSE Mentoring Foundation. Bill has a sales and marketing background, having spent 23 years in a variety of roles at Mars, including Managing Director of the UK confectionery operation.

Since leaving Mars, he has been Chair at Fox International Group, Chief Executive Officer of Uniq and has held non-executive roles in Bezier, Halfords, Alfesca, Dialight and the Compleat Food Group and also Chair of Trustees for the charity Muscular Dystrophy UK. Bill holds a BSc Hons in Statistics from Glasgow University.


Independent Non-Executive Director

Sarah Highfield

Sarah Highfield is a Non-Executive Director of the Company, having joined Seraphine on 24 June 2021. Sarah is also Chief Operating Officer and Chief Financial Officer of the fast growing ‘fem-tech’ company Elvie. Prior to joining Elvie, Sarah was the Chief Financial Officer at Costa Coffee for over 5 years, including during the sale of Costa Coffee to the Coca-Cola Company for $5bn.

Sarah has a strong financial background, having been Chief Financial Officer of Tesco’s Hungary and Slovakia businesses after starting her career at Mars. Sarah holds a BSc in Mathematical Sciences from Birmingham University, and is CIMA qualified.


Non-Executive Director

Bertie Thomas Aykroyd

Bertie Aykroyd is a Non-Executive Director of the Company and a representative of Mayfair. Bertie joined the Board following the Company's acquisition of the Seraphine business from Stork Topco in December 2020. Bertie co-founded Mayfair in 2014.

Bertie built his private equity career at [LDC], where he completed several high-profile investments including Fever Tree, D&D London and Ocean Outdoor. He started his career at Barclays Bank in Leveraged Finance. Bertie has an Honours degree from the University of Durham and is an Associate Member of the Corporate Treasurers (AMCT).