Anna Sweeting

Anna Sweeting, Partner, Sloane Point Partners, Brands of Tomorrow sponsor

Anna Sweeting is the Managing Partner of Sloane Point Partners, a London based Private Investment Firm with a focus on investing in growth stage companies within the Branded Consumer and Modern Luxury market place. Anna has over twelve years of business development, financial advisory and investment management experience in the luxury and capital markets. With a unique hands-on approach, Anna mentors founders to help them achieve accelerated growth by providing strategic expertise and industry connectivity.

Prior to founding Sloane Point Partners, Anna was Chief Executive of the British Luxury Brand LINLEY and before that was a City Executive, most recently serving on the executive board of Hedge Fund Arunvill Capital.

Anna sits on the board of several British brands spanning lifestyle, beauty and wellness, as well as one in the US. Anna is on the Executive Committee of the British Fashion Council’s Fashion Trust.

In order to be a successful luxury entrepreneur what are three pieces of advice you would give?

Don’t be afraid to fail frequently. No failure is final or fatal: in fact the most effective way to learn is by making mistakes and learning from those mistakes. What is more if you only focus on the possibility of failing, you will miss remarkable success as well!

You are who you surround yourself by – it is scientifically proven that you become the average of the five people you spend most of your time with, wherefore if you want to be a luxury entrepreneur, get together with luxury entrepreneurs!

Delight your customers! – there is a difference between merely satisfying customers and truly delighting them and if you’ve been treated well and delighted you are going to return. This also extends to your team, treat them well, because they are your intermediaries many times to that customer.

What are the most important lessons you have learned along your journey?

Know what you stand for and what you don’t. It gives you clarity

Trust your inner compass, even when the naysayers do not

Act like the leader you want to be

What are the watch outs along the way?

Whatever your goals you need a business plan: it will act as a road map to where you want to go. Proactively listen to your customer’s feedback and be flexible in response: be prepared to adapt quickly whilst maintaining the core values your brand is based upon

When you were started out who was your biggest inspiration? And what did they tell you that helped make you a success?

Two people come to mind:

My economics professor at school: he told me always to remember the building blocks of all business remains human actors and their behaviours: never forgetting this and always remaining curious to understanding these behaviours has served me well.

My first real boss then told me that whatever you hold in your mind on a consistent basis is exactly what you will experience in life. It is so true and again has served me well!