The story behind madeira in style

My career in hospitality began in the North East of England, where I quickly discovered that I loved being around people, creating atmosphere and making things happen behind the scenes. I’ve always been drawn to the creative side too, how a space feels, how an experience comes together and what you can do to make it pop, make it stand out and make people remember it.

That combination has followed me throughout my career, from the UK to the Middle East and eventually to Madeira, with more than two decades spent working across luxury hospitality, events and private guest experiences.

I began my professional career with InterContinental and Rotana in the Middle East before going on to run my own events company in Qatar. It was fast-paced, demanding and occasionally chaotic, but I loved it. No two days were the same, and I learned very quickly how to think ahead, stay calm when plans changed and understand that it’s often the smallest details people remember.

During my years in Qatar, I also founded Fashsquad, one of the country’s early fashion platforms. What started as a creative project grew far beyond anything I had expected, leading to a regular column in Ahlan magazine, collaborations with international fashion houses and features in publications including Harper’s Bazaar Arabia.

Fashion is no longer my work, but it will always be part of me. I’ve always had an eye for how things come together, a beautiful space, a welcoming table, the way a room feels, the details that give a place its personality. I still get just as much pleasure from putting those things together now, only in a very different setting.

After 16 years in Qatar, I moved to Madeira with my family. It was a completely different pace of life, but I could immediately understand why people fall in love with the island. Madeira is undeniably beautiful, but what stayed with me most was how it made people feel. Life slows down here. Meals last longer, plans become looser and there is always another view around the corner that makes you stop.

I also felt there was room for a more personal way to experience Madeira, for people travelling alone, as a couple or with family, who wanted the privacy and freedom of a beautiful home without having to organise every detail themselves.

I've always loved making things happen.

And That's how madeira in style began.

Today, I work personally with a small number of guests, getting to know what they like, how they travel and what they want from their time here. Some arrive wanting to see everything. Others barely want to leave the pool. Most want a bit of both. And sometimes the best part is coming up with an idea they hadn’t even thought of asking for.

Over time, I realised that the same approach could be useful beyond holidays. People who live here, or own a home in Madeira, often need someone on the island who knows how things work, who to call and how to get things moving. I’ve built up a pretty great network of talented people over the years, from trades and suppliers to chefs, drivers, therapists and all the wonderfully random contacts that come with knowing an island well. And that’s where Personal Island Assistance came in.

I work with a small collection of locally owned homes that I genuinely love, each with its own character and sense of place. From there, I can bring together everything around the stay, private chefs, massages and yoga, days exploring the island, boat trips, family experiences, special occasions or simply making sure the fridge is full when everyone arrives.

I don’t believe a memorable stay needs to be filled with plans to feel special. Sometimes it’s about doing more. Sometimes it’s about having the freedom to do absolutely nothing. And sometimes it’s about one completely unexpected idea that ends up being the thing you remember most.

Madeira in Style is very personal to me. It brings together so many things I’ve always loved, hospitality, creativity, beautiful spaces, interesting people, good food and coming up with ideas.

I’m involved from the beginning, I’m particular about the details and I genuinely care about making every stay, experience or arrangement feel special.