Our Board*

Meet the board of directors. The people behind Silverwood brands.

Andrew Gerrie*

Executive Director

In 1994 Andrew co-founded Lush and then co-managed the business alongside the other founders.

Today Lush generates just under £1bn
in retail sales from approx. 1,000 stores and online channels, supported by 8 manufacturing facilities across the globe.

Andrew was Non-Executive Chairman of Hotel Chocolat plc from 2015 until May 2023.

Andrew holds stakes in a number of consumer businesses, including Balmonds, Mambo, Greenback Recycling & Ginger Teleporter.


Executive Director

Andrew has been based in Japan since 1995 where he has built numerous businesses. In 1998 he co-founded and grew Lush Japan to $160M turnover and 160 stores and built local manufacturing that also supported most of Lush’s Asian business. Additionally, under the Lush group Andrew created a buying business in Hong Kong that sourced and provided material logistics for the Lush Group.

In 2005, Andrew created a brand incubation business in Hong Kong to focus on building consumer brand concepts. Through that venture
he co-founded the skincare brand Steamcream, which he runs today, as well as several other brands, some which went on to be sold.

In addition to the beauty industry, Andrew has built and sold a marketing technologies business he founded in 1999 and sold in 2004.

Sonia Hully*

Executive Director

Sonia is the founder and CEO of NBY London Limited which was acquired by the Company in October 2022 and owns the Nailberry brand. Sonia has extensive experience in the consumer and beauty sectors.

She started Nailberry with the opening of a renowned salon in Chelsea she successfully sold in 2016 and quickly expanded in the products category such as the award-winning breathable Nail polish and Nail care for the last 8 years. She started her career in the capital markets for Societe Generale, Prebon Yamane and Eurobrokers.

Since leaving the financial industry, she has been involved as an interior designer in the development of several luxury properties and as an entrepreneur, philanthropist, and venture capital investor, focusing on energy transition, sustainability, and animal rights. Sonia’s experience not only enriches Silverwood’s Board of Directors for her knowledge of the consumer sector, but also for her experience in entrepreneurial management and finance and her values.


Non-Executive Director

In addition to Silverwood, Paul is an entrepreneur in new e-mobility. Prior to that, he spent 12 years in large scale telecoms with Virgin Media.

Paul was a local government councillor for 16 years, and was former Leader and Cabinet Member of the London Borough of Richmond upon Thames.

Paul is an experienced entrepreneur with a proven ability to identify and develop disruptive technologies at an early stage, having founded and sold one of the first UK internet streaming companies well before the emergence of today’s major streaming services.

Paul started his career in Sony’s R&D
labs in Tokyo, following his Masters in Electrical Engineering from the University of Toronto and a Bachelors from Queen’s University. Paul also has an MBA from the London Business School.

Joel Palix*

Non-Executive Director

Joel is a highly experienced beauty executive with over 35 years of international experience in both in brand and retail. His previous roles include CEO of Feelunique a leading beauty e-retailer (sold mid-2021 to Sephora), CEO of Clarins Fragrance Group, (sold in 2019 to l’Oreal), CEO of Thierry Mugler and MD Europe of Yves Saint Laurent Beauty. He operates his own consultancy, Palix Unlimited, advising beauty brands and financiers on funding and acquisitions, DTC and e-commerce strategies, innovation and beauty tech.

His clients include Bain Capital, Augustinus Bader and Lashilé. He is on the Board of several beauty companies, including Spotlight Oral Care, Goodiebox and Ieva.

Mark Power*

Non-Executive Director

After graduating with a degree in electronic engineering in 1996, Mark spent five years with Analog Devices as a senior engineer working in both design and manufacturing.  In 2001, Mark pivoted to a career in investment research first at Merrill Lynch and later as a partner at Redburn.  From 2011, Mark worked with Holland Advisors where he helped shape the investment process for its nascent value fund.  Mark is a very keen student of business and value investing and is a start-up business mentor with Enterprise Ireland.


Board Adviser

Angus co-founded Hotel Chocolat in 1993 and serves as CEO for the company. He has a particular focus on brand strategy, product and channel models, marketing and creative.

Angus attended Cranfield School of Management Business Growth Programme and is a committee member for the Academy of Chocolate.


Board Adviser

Shortly after gaining his master’s degree in engineering from Durham University, James joined for the pan-european equity team at Aviva Investors. He gained the CFA designation at Aviva and covered multiple sectors including a focus on the power of consumer brands and habitual products.

James joined PhoenixAsset Management in 2013 and became a partner shortly after. He has represented Phoenix on the board of Hornby PLC and Dignity PLC. He now manages The Huginn Fund which is a global unconstrained strategy. The portfolio has extensive investments in branded jewellery, luxury and other consumable products following more than a decade of research into the sustainable pricing power for such lasting brands.


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