S2, Ep1 – In conversation with Annika Purdey
17 August 2022
Welcome to the debut episode of Life & Smile Season Two. As we celebrate the start of our second series, we really want to continue to bring together leaders across multiple industries and hear how they’ve reached this stage in their career, plus of course – how they got there (and crucially, make it work!).
As many of you know by now, we’re particularly inspired by those who are able to pivot and work across multiple industries combining often varied interests. Life & Smile is a conversation where we can hear about their unique journey and how they have built their success along the way.
Therefore, who better to represent this and open our second season than Annika Purdey. Annika is of course the Non Executive Director of James Purdey & Sons and she is also a contributing editor of Tatler Magazine.
With a 360 degree career stemming from the seventh-generation of one of London’s most quintessentially British brands, Annika joins us in our Harley Street studio where we ask how it all began, get the lowdown on her effortless city vs country style, and she gives us the insider look at how people’s perspectives of luxury have changed.
The conversation now continues #lifeandsmilethepodcast
Conversation Show Notes – The Recap
Annika joined Dr Reena on Harley Street, just a few minutes from Mayfair, where she is often based during the week for her role at James Purdey & Sons and as a contributing editor at Tatler, where she frequently works from global locations. Annika begins the conversation by reflecting on how the start of her career can be traced back to her grandmother, “who was very stylish,” and how it was with her that Annika first developed a love for “clothes, luxury, and beautiful things.” She recalls spending a lot of time with her grandmother as a child, observing her prepare for outings, focusing on the quality of fabrics and the timeless glamour of her style.
In contrast, Annika’s Swedish mother emphasised natural beauty, which helped Annika develop an appreciation for both worlds. This blend of influences is evident in her own impeccable city-country style, which Annika is now known for.
Annika has always been aware of the importance of the Purdey family name and the iconic brand it represents. However, it wasn’t until later in her career that she decided she wanted to become more directly involved with Purdey. Her main interest was in the creative side, particularly with clothing and accessories.
An expert at multitasking, Annika has balanced a growing family while being deeply involved in multiple projects, most recently shaping her role as Tatler’s Contributing Editor. When Dr Reena asked how she manages it all, Annika shared that organisation is key. Keeping a rigidly structured diary is a must, but so is the ability to pivot quickly and prioritise effectively.
The two agreed that career paths are often shaped by a “lifestyle approach.” Annika feels fortunate to juggle various interests, viewing everything she does as part of a 360-degree experience. “I don’t know how good I would be focusing on just one thing,” she admits, as she has a naturally curious mind. Most importantly, her work is deeply interconnected, always centred on British luxury.
When asked about her proudest moments, being the only woman on the Purdey board stands out. Annika describes it as “a real privilege” and was deeply touched when they considered her for the role.
The conversation turned to daily routines, with Annika sharing that shirting is one of the most versatile pieces in her wardrobe. By alternating between different weaves and fabrics, she can easily dress up or down, balancing both city and country style. As for her daily inspirations, Annika credits her boundless curiosity for life, which fuels her passions for art, architecture, gardens, and houses. She also finds Instagram to be an excellent creative platform. Meeting fascinating people and learning something new every day, along with the fresh energy her adult children bring, keeps her motivated.
Reflecting on her journey, Annika admits that early in her career, there was pressure to prove herself, especially as a perfectionist. But over time, she’s learned that the most important person to prove things to is herself. “No one is perfect,” she says, “and it’s impossible not to make mistakes. It’s about learning from them.” She emphasises that the most successful people often owe their longevity and growth to the mistakes they’ve made along the way.
Episode Key Takeaways – The Best ideas
There are certain strategies that you can put in place to make everything work – being super organised is number one.
Be a real creature of habit and routine – stay methodical with to-do lists.
Being able to prioritise is the most important thing.
View everything as a ‘lifestyle approach’ to ensure you can have it all.
Luxury is incredibly sustainable – often, that investment item is designed to last you a lifetime.
The ultimate investment piece for anyone is always a really good coat – it pulls everything together, no matter what you wear underneath.
Always keep your curiosity for life.
People are interesting – talk to absolutely everybody.
Your name can only get you so far – it can certainly get you through the door, but it can often provide added pressure to do things well.
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S1, Ep8 – In conversation with Rishi Nanavati
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