In 2001 he returned to London, after severeal years in Italy, and launched his own shoe's label. Starting with a collection of just 15 shoes his eponymous brand was founded on the design philosophy ‘less is more’ - a principle which continues to underlie every collection. Focusing on creating the perfect silhouette, he draws inspiration from the sensual curve of the lasts and heels, using the finest leathers and materials, and in an idiosyncratically British twist, each style is named after a daffodil.