Paul Adrian, Founder of MOJO Hair / Men's Grooming Products

Mojo Skin & Haircare is a made in Britain premium hair styling and grooming range for men which combines pro-salon product performance with a luxury fragrance. The brand offers premium products at an affordable price, and are sold in over 3,000 stores across the world including the UK, Australia and New Zealand. The Mojo range consists of four hero hair styling products: Styling Cream, Defining Paste, Fibre Shaper, and Moulding Clay. In addition to this, there is a Shampoo, Conditioner and Beard Oil. Andrew Gerrie, co-founder of LUSH was an early investor in the company, and Mojo won the 2016 Great British Design Award and featured in the government’s UK Trade & Industry global programme.

In this episode of the MenswearStyle Podcast we interview Mojo Skin & Haircare Founder Paul Adrian about the history of his men's grooming brand which he started after spotting a gap in the market for a fragranced premium professional salon product. He wanted to create a brand that encapsulated everything he loved such as music, motorcycles, guitars, cigars and retro style, which is reflected in the black and gold packaging. Our host Peter Brooker and Paul also chat about how to create a great challenger brand, the importance of branding for marketing, how to present samples to retailers, and financing large production orders.   

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Transcript

Unknown: 0:13

Hello, and welcome to another episode of The menswear style podcast. I'm your host. On this episode I'm going to talk to Paul Adrian, founder and CEO at mu j s skin and hair care. And I'm going to pull a short clip here from the website which you can find by the way at Mojo hyphen style.com. All of the Mojo hair products feature our unique luxury signature fragrance fragrance I should say which delivers a long lasting scent that is elegant charismatic with a sophisticated woody oriental composition. The Mojo hair range delivers classic British style fusing superior pro sell on product performance with a premium luxury and elegant fragrance. Well put. So that interview report come and Paul is Paul is one of those guys I could have spoken to for hours, which is quite ironic considering I have no hair. But we get into more interesting stuff like Paul's journey and the secret of growing a grooming brand from concept to market distribution chains. What are the pitfalls, what are the do's and don'ts and there's even an Aston Martin James Bond story thrown in for good measure. But before we get to Paul, don't forget to check out the show notes at menswear. style.co. UK and check us out on the social at menswear style. completely the wrong cadence. Check us out at the social at Manchester. If you want to come on the show, maybe you want to tell us about your brand and your journey. You can email us here at info at mentor esto Koto, UK. Okay. Let's get to it. This is a good one. I hope you enjoy it. Here's that interview with Paul Adrian, founder and CEO at Mojo skin and hair care. Well, it's my great pleasure to introduce Paul agean, founder and CEO at Mojo skin and hair care how you doing tonight, Paul? Great, Peter. Thanks. Thanks for having me on. Well, thanks for taking time out. We were just talking with Mike about how this is probably your 20 odd time that you're left to introduce a brand new You are so appreciate that this, this should have actually just been on a dictaphone you could have just played it back. Remember what I'm gonna say? Paul, For the uninitiated, though, perhaps if you can give us a little thumbnail sketch of who you are, and brag a little or brag a lot about no j skin and hair care, please. Okay, so I'm Paul Adrian, and I'm the founder and owner of Mojo hair. And Mojo hair is a premium men's grooming and salon styling range, which I launched back in 2015 when I was 49 years old. And what happened was I spotted a gap in the market. I'd spent previously my career had been in advertising, owning and running out of their ad agencies. And then I was a director of a brand called king of shaves, where I lost a number of brands for them into major retailers around the world. Interesting. I do love the name Mojo. I think there's something about the name Mojo Well, I I'll tell you how I got it was I was lying in the garden, looking for a name for the brand. And I wanted to create a brand that encapsulated everything that I loved. And I'm passionate about music. So I'm passionate about things I like like triumph motorcycles, fashion design, quite a lot of retro 60s style guitars, Monte Cristo cigars, probably all the finer things in life that you know, you got you can't afford it You always aspire to always look cool. And from my advertising background, when I'm looking at brands and how they work, and how do you get them to be memorable, they've got to have a short, punchy, sharp name. And often it just has like four letters. So I just created a page as I normally do. And just started to write names down at random. And I thought Mojo and I thought that's, you know, going back to my love of sort of blue Jet Blue Note, jazz records and New Orleans music and I thought, well, that's a great name. Now the key thing when you're creating a brand is is can you trademark the name. And so I wrote the name down and then I didn't do anything else. I just Went to the what we call the IPO Gulf notes where you can find out what names have been registered. Right. And as I was looking at creating a hair brand or cosmetics brand I scrolled through. And this comes under a thing called class three, which is the cosmetics area. And there was no Mojo in there. So I thought, well, that's exciting. So I registered Mojo hair and a number of other iterations of Mojo, Mojo skin and hair care and stuff like that. And then you have to wait three months to see if anyone objects to it, and I got the name. Oh, fantastic. What is it? It's one of these names, like you say it's short, and it's punchy. But it also has that meaning of I don't know, your, your essence, your, your vibe, your, I guess call it The X Factor. If the X Factor wasn't a thing, it would be a Mojo, you know. The key thing about it, relating it back to the brand was that I'd spotted a gap in the in the market for a premium men's range, but actually targeting what we call this the fmcg retails or the supermarkets of the world. So Waitrose Sainsbury's within Australia, and there was no premium product there. So I thought, Okay, I'm going to make this with pro selling product. And I'm going to add some magic to it, which is a fragrance, and most men's hair products at the time, and also now, don't actually smell that nice. In fact, they stink. And what that is, is things like the Barbicide in them, the the chemicals in them. And I was trying on a range of hair products at the time to try and develop the brand. And I was wearing a very expensive American brand, I'm not going to name it. And my wife walked into the room and said, What is that smell? I unlike most guys, when you bought something expensive, I was embarrassed, I was I worse, this is good. This is really good. So everyone says stinks. She and she just looked at me as Why don't you just make something that smells like your hair like like your your aftershave or your fragrances. And that's when the penny drops. And she left the room. And I thought what a great idea. If I can create a product that actually did all this pro salon. So pro salon means that it works. So if you put it in your hair, it will last whereas the cheaper products are more water based, and they actually won't hold or perform in terms of generating a style of hair that you want to achieve. And I thought what a great idea. So then I got in touch with a fragrance company based over in hartfordshire and got the fragrances and said, Look, here's the types of aftershaves I'm interested in. But I want to put into a hair products. And they went Yeah, sure. And so they created these scents, basically, they put together the 10 Best Selling cents from fragrances around the world and said, Well, what would you like so I went from everything. So from, you know, light summery fragrances to heavier, denser black pepper, and finally got something in the middle. So effectively my mind smell something akin to Dolce Gabbana, the one. And then the next bit was to do the chemistry of using that into a pro selling products, which is a lot of testing and trialling. And it took about that took literally about eight months. And then finally we created the product. And hence, at the same time I'd registered the name Mojo. And the whole thing was then right we've got the product. So the moment so what it's going to do, it's going to get your hair to work. And it's going to make you smell, smell and feel good, which is you know, I've got my mojo working the whole thing there. And then, for the design of the packs, I just went back to my love of Blue Note jazz records for the typography, which is that sort of two colour thing but actually it looks like four colours. So we went with black and gold which is premium. And then the black and gold is as I was saying is relation to things like you know the buttons on a Belstaff jacket, the Monte Cristo band that goes around the cigar their branding, and then of course it's golden black is always premium around the world. So and the rest of my sort of competitors are all in Aqua colours. Right? I want to have something that really stood out and said, You know, I'm the challenger brand and I'm premium and I'm here. Nice. I really like the finished product. Because I think the like the cylindrical tubs have got a very nice presence to them. And like you say the black and yellow has like the luxury field trip. But it does feel like I'm picking up something that's quite vintage as well like the like a record like you say like the bluenotes record. It has a quiet Americana feel to it. I don't know if these things are working things for me. So yeah, I was really pleased when I actually saw it. I wish I had hair that was kind of like my first go to, like God looks like I chose the wrong lifestyle. I think you're when you're creating your own brands, especially if you're creating a challenger brand, you need to do something one that's different, you've got to create a great product. That's number one. So whether it's toothpaste, hair product, a car, a phone, you know, a new protein bar, it's got to be a great product, then after that, at all at the same time, you've got to have great branding. And your branding is you've got to be distinctive, because if you're creating all those packs, you probably haven't got that much money to do any marketing or advertising. So your pack is the marketing. And therefore going back to you know, your four letters be very clear. I also went from the view that when I looked at the other brands in the marketplace, I felt a lot of them had too much copy on them. And I as a guy, I felt I'm quite lazy, I don't want to read lots of copy, I like things that are really plain and design LED. So I had a Denon stereo. And it literally, it looks like it was made yesterday, but it's 20 years old. And it has one button that you press to go and it has one die, you know, it's not full of dials. It's just simplistic and clean. And that's what I wanted to get over on the pack. And also, when you're you know, when you're doing pack designs, you don't want lots of copy because it's small, so no one can read it. So just try and get over the key three messages of what your products about. I really liked some of the life lessons I read on the Forbes Interview magazine, Paul, oh, how you were, when you're approaching the likes of the hot group in the car do you had the samples, as opposed to kind of like the whole finished article and loads and loads and loads of stock. And it kind of reminded me of how, in my time, I've got about three or four different screenplays just sitting on my harddrive. And three other books that are all going to just sit in binary for perpetuity. And really what you can translate I think from from your from your idea is you don't really need to finish the whole thing in terms of you don't need to have the whole agenda to present it to someone, you can pretty much just give them a hint of the idea and say, Look, this is the opportunity I'm presenting to you Do you want to get on the back of this. And I felt like that's something that needs to be said to a lot of people before they waste time and effort and a lot of money investing in loads and loads of stock thinking that's the way forward? Yeah. Well, I think that there's a couple of points there. I think that first of all, you know, fortunately, I come from a background where I knew the market that I was going into. So that that's critical. Because I knew who the buyers were, I knew the gap in the market. And I sort of had an idea, I knew how to sell it. So so you there's certain things cues you want to pick out that they're looking for. So in In my case, I knew that I was looking for I was presenting a premium product, not a low end product, because at a low end product, your you know, low price product, you're going up against some big competitors, and particularly my marketplace, we've got large war chests of cash, who will just blow you out of the market. So I was going into the gap, which I saw was the premium end for which you can get more money for for which the retailer can can earn more money from. And so I created the product. And what I had was the sample the interior product, the sample was this was the formulation. So that was that was fine. But I spent I still I still spent a lot of money. For me at the time, I spent about 3000 pounds putting the samples together. And they were sort of in a state where, you know, if you pick them up and look to them and help them it was the job, but it was a mock up, you know, and it was good enough for them to go. We want it I mean, I present I emailed a presentation. I did a PowerPoint, just altogether myself. I took a load of images. In fact, the first presentation I did featured a load of images of Alan delong all in it from his his movies. And I thought well, that's really cool. And it's got that retro vibe and a lot of people don't even know who he is. But you know, he it could have been bigger than James Dean. He probably isn't. He is in France and and I did that and I remember presenting it I think it was two, why did accardo and the hot group in the same week, and they just weren't sent me what I said the presentation through and within half an hour they both came back to me and said when can you come in? So I took the samples down there, took them into the meeting, presented them so they could smell the fragrance. They knew the product. They loved the whole idea and the imagery that I put together so they were buying the whole concept From that, they said, right, let's go, we'll do it. Now one of the things that happens to me quite regularly now is I will get hit up on LinkedIn or through other people introducing, say, let's all put a lovely do. I've got a skincare range i would i would love your advice on. And I go, yeah, sure, what is it? And they go, Well, I've done this and that sounds really good. And then they, they'll say, yeah, I've made 40,000 units, and they will warehouse and you sit there and go, who are you selling it to? And have you spoken to anyone about it? And there were no worse was coming to you about Could you introduce and I was like, oh my god all the way around? Yeah, Ash. So what you've got to do as an entrepreneur is take a bit of risk and opportunity and go, Okay, I'm going to invest X amount, a small amount in putting together this package, and you read all these, you know, really successful people with your meal, say, get it 95% done and sell it, don't overanalyze it, you know, because it'll change anyway, over time. So my advice is, is create a small run, so invest your 1000 3000 5000, do not spend much more, and try and get an early hit. So once you've got that early hit, then that you know that you can get some cash coming in. So it becomes a believable thing. If you carry on investing, you know, all your money, your savings, or whatever it is, you're mad, you know, you're it, you're absolutely mad. So just do it, get it done. And, you know, I, there's this, there's loads of other really successful entrepreneurs, and I recently read shoe dog, the Phil Knight Nike story. And he did exactly the same. So basically, you know, as an entrepreneur in those first early stages, you've got to blag it, because you've got to go in, you get the meeting, you tell them this is it, this is why it is here. This is what's going to do. And you know, if it's unbelievable, and it's good product, they'll go Yeah, okay, we'll give you a trial run, we'll give you I don't know, 12 stores, or we're going to put you on this site. And will bottle will buy 100 units from you. So because any buyer is going to take a test run, they're not going to take a huge amount to start with. Yeah. And, and so therefore just protect yourself. And even in that trial phase, you may have to change it, whether it's the design, the product, something somewhere may fall over. So you know, you've got to be prepared that actually most of that stock might have to go in the bin. But we've learned this key learning, which means the gap is here. Yeah. I mean, in my case, what I did when I originally started, was I had the the brand, I put it in glass jars, because I really liked glass. And I made it quite big and chunky. And that's what I got into accardo and the hub group, right how it was priced at the time at about 15 pounds. And it was okay, so it was selling and we and then I started selling it all around the world, India, the US and Russia and South Africa. But it wasn't doing mega units. You know, it was like a side hustle. It was it was nice. And I remember my wife going well, this isn't going to pay the mortgage off, you know, what are you doing? You know, and that's what I thought, right? I've you know, tescos had said to me, we really like it, but we need a 10 pounds for us to take it right. Then I did another presentation. So I went back to the drawing board. I re stylized it down to the smaller pot that I have now Hmm. And got again, went back to my roots of data markup, got the samples, did a presentation and I sent it to the buyer at Waitrose. And then I followed it up with a phone call. And he picked up the phone on about my 10th attempt of trying to get through. And I said I was pulled from Mojo, I sent you some samples. He went Yeah, they're great. Would you like to come in and see us. And so I drove over to brantner, which is their head office, went in there. And the first thing he said to me is we've been waiting for your competitors to do this right into 15 years. And you've just walked in and done it. This is really exciting. Wow. And he said, Look, just leave it with me for three or four weeks. We're going to test it internally. So what they did they take the samples and show it round all the guys and girls at Waitrose and get their natural feedback. And about three weeks later, he called me back and said, Okay, we're going to take it, we're going to put it in 50 stores. And at that point, I didn't have any product. Right? I had some product but I didn't have it in the new box. And they just given me an order to go into 50 stores. You know, so is that a serious number order i think i think it was a 50,000 thousand pound order they gave me right. Okay. Make it was gonna cost me at least that, right? And so the next thing I did from there was come out of that, but you've got the order, you see. So you've got to, you know you're into waitress so you've really hit the big time. And at the time I had a friend of mine who played, we played in the vets football team. And he said, What another one of our friends, he's really interested in getting involved, because now you've got it in a Cardo. And the heart group, he can see it selling so yes. And we thought, well, maybe we can get a loan officer. So we had a meeting with him, and down at the pub. And he said, No, no, no, I want to get involved. How much do you need? And we did a deal where he invested in the company teressa Oh, that's fantastic. That must have been a wonderful moment. Just knowing that you've got the order. I visit you going back to your car and Waitrose carpark and doing like a couple of punches in the air with onlookers going, of course you do and your way you're related. But at the same time, you're like, Oh, my God, where am I gonna get it made? So it's an instant head, either way. So you've achieved. But you going back to what we were saying earlier? You haven't made that mistake of what if I'd made 40,000 and they weren't. They weren't going to take it. And then you would wait. And then I was fortunate enough at the same time. I had, you know, again, through my network of people. I had a friend gold called Susie Wolfensohn who's who heads up really entrepreneurship at PwC PwC PC w i was getting wrong. PwC you know, the accountancy firm. Sure. And she saw it and said she rang me and asked me what I was doing. And I told her I got the brand on, you know, dude going into Waitrose, etc. And she said, Well, do you need? Do you need any money? And I would Well, yeah, you do. Because in the business I'm in. When I set it up, I knew I was going to need investment. So it because you're always buying more and more stock? And I said, Yeah, I do. And she said, Well, look, I know someone who'd be pretty interested in seeing you on what you're doing. And I said, Oh, who's that? And she said, Oh, it's this guy called Andrew, Gary. And I when I don't know him, and and she said, Well, he's the co founder of lush. And I bought and I said, Well, he won't be interested in this. She said, No, I think he will be. So she said, Well, I'm going to call in tell him all about you. And you send him some samples. So I sent him the samples. He then called me back and said, Listen, I've got the samples really good. I, I'm very interested to meet you. And about a month passed because it was the summer. And we met up in London and at a coffee shop. I remember just a bursary and, in fact, it was the Rafa coffee shop. And, and we we met there, and he said, right, I've got the products, I love them, I love what you're doing. I'd like to invest. And all I want to do now is is is meet the rest of the management team. And I just, look, you're looking at it, because there was just so and then he and then after a bit of you know, haggling we, he agreed to invest in the business. So that was the last time I took any investment was about three and a half years ago. And we've just managed to grow it through via, you know, loans and using FinTech and banking to and great support from our retailers to get where we are now. Wonderful. Oh, great story I love. I love the fact that you're also at lunch and you're kind of going over prices. No one's going well, like I'll go away and talk to the wife. Yeah, I'll go away and talk to my account. And you're kind of you're both like drawing it up on that, like the end of arbitrage with Richard Gere. There, we're gonna, how much would you have gone in for Wow, it would have been 20%. So funny enough, we did do something similar to that. Because prior to the meeting, whenever I went to one of the other shareholders said exactly similar to that said, Well, whatever figure you're gonna go in with, he's not going to beat you up. Yeah, it doesn't work that way. It doesn't. And you know, but But what was what was really interesting at that time, because so much was happening. And this is, you know, one of the key learnings was almost growing too fast. was we got into Waitrose. And then about two months later, we got into Woolworths in Australia into 1500 stores. And not only that, but the buyer there said look, not only do I want the for hair products, but could you do me a shampoo and a conditioner as well. Wow. And you get them all here in about three months time. And two, and we're talking in a bin with about 100,000 units needing to be made. So you It was a case of, we also then had to look at the manufacturing. Because, in in, in the cosmetics business, there's lots of little manufacturers who can help you get going, which is great. And there's a bit of a gap when you get to the next stage where you're in with the likes of a test goes, or a Sainsbury's who wants to place an order to fulfil 2000 stores. And they want product in the stockroom and they want product on the shelf. You that's a different level of manufacturing and also a different level of cash that's needed to make it happen. Right? You'll have to forgive my ignorance on this poll. But I assume when the big distribution companies or the supermarkets, places orders and ask for this product, that they that they're giving you the money up front, and they don't know, right? So there is a bridge between the cash flow of ordering so so you didn't have to meet the demand, you have to make it and that's so effectively you, what happens is you get an order from a retailer, whether it's online or bricks and mortar, you cannot raise an invoice by law anyway, till you have delivered the product. So that order, once you get into the flow of it, they can be weekly, daily monthly orders. But that first order may say right, okay, we want you to, we want you to come into the store in September, and it might be May, when they tell you that. So but to make that may dead to make that September deadline, you're going to have to invest now to make but but you then have a piece of paper that says I've got an order from right, I want it it sort of helps and it sort of doesn't, but you know, then you can either raise finance, get loans, and that's where, you know, as an as an entrepreneur, you can believe in what you're doing. Because one of the big brand big retailers in the world is in is investing in you because they've gone Okay, we're gonna give it a shot. So, but it's still that is the most stressful period because there's a gap of, Okay, I need X amount to get to there, how am I going to get it without selling all the shares in my business? How do I, you know, keep going in that time? How do I pay the mortgage? How do I you know, those are all and this is the thing when, when you're, you know, every entrepreneur has gone through is there's just such a long period, you know, and on a regular basis where you just don't have any cash. You know, because it comes in and the next thing you do use, you've got to buy more stock to fulfil the ongoing demand for your products. It must be a nice feeling, though. And I'm going to get I'm going to try and maybe draw a very rough parallel to my own fledgling writing career of not only just having the order, but having someone else believe in you. And so having like this affirmation where you know that you've got a good product on your hands, and then somebody else who has got a bit of clout, maybe like the buyer or Waitrose or Sainsbury's has gone. Yeah, we agree with you. We think what you've got here is really, really good. And we're willing to back you so like that kind of feeling as well as the order must. Must Have a nice even keel. Yeah, let's use Jerry Maguire moment you're dancing round. Yes, dollies big potatoes. I've done it, you know, after a couple of seconds, and then you Oh my God, I've got to fund it. How do I do that then it's like, Man, you lost it. And you know that it's really it's a weird thing, because you get that first order. And it's for like, let's say it's a hunt, I think it was 100 pounds, or for you know, 300 pounds, something like that. I just saw a great buzz and feeling. And then you get into the thick of it, I've got to deliver it, I've got to do the you know, you're into the daily grind of it. And then you get another order and it's for 100,000 and then you get another order and it's and each time it's each time there's a different level of elation. But at the same time, there's, you know, the stresses that go with it. I mean, we actually picked up a new retailer today and the but what what but obviously we've got the issues of COVID means the ingredients and supply the supply chain to everything at the moment is severely constrained. And so it's you want to grow but you can't get the stuff made in time and and you know, so let's just say some way my products are made in Preston and also in Alton, in Hampshire. So Preston's in lockdown. So the staff are they running a double staff at the factory. So you've got to be sympathetic to know that well. They can't run it full capacity. So everything is going to slow down. And then of course not so many people are going into the store because they don't want to and you know Yes, people are buying online but it's not the be all and end all. You still got it whether it's online online or in bricks and mortar, you still got to make the product. Yeah. Oh, there's those constraints come into so you you get something like today you think, Oh, that's great, but then you think I can't even celebrate about I've got to deliver it, you know? So you're you're constantly moving into you know happiness to Oh right. Okay. But how are we going to do it is like your schizo the whole time. Yeah, I guess reality in life kind of taking their punches, get in the way sometimes have that initial Oh yes, I'm kind of getting up to another level the business is growing, and then all of a sudden, something will blindside you and you go actually, now I've gotta go and put this fire over here. Paul. Yeah, I want to be respectful of your time. But we touched upon COVID I just want to hear the Spencer Matthews story. Yes. You told it so eloquently off bike, I figured I'll ask you to regale that one, please. So we'd like when you're running your own business. So you know, you're your own brand. You rely on a lot of friends and network to try and help you or connect you to get to the next level without you know, you get to people, you know. So I was looking at doing some marketing. And a friend of mine, Rafa, Donner runs a talent management company. And he said to me, why don't you come over for a coffee with me, and we can talk about marketing, because I think he thought I had loads of money. And so he sat there and he said, Well, Paul, why don't we what you need is a brand ambassador for the, you know, for what you're doing? And I said, Yeah, sure. It'd be great if I could formally because well, okay, I could potentially get you Robbie Williams, but that he wants a million. I went. Yeah. And I can see as daft as we ordered another cappuccino. And then he said to me, Well, actually, the other person that I'm working with is is Volk, who, at the time, was just starting to go out with Spencer Matthews. And what about what about Spencer? And I thought, well, he's, you know, good looking guy, you know, but he'd been off the radar for a while since Made in Chelsea and stuff. And I said, Well, you know, that he'd be great. I'm willing to have a chat with him, I can send him some products. So Raph got in touch with his agent, and we sent him some products. And he came back and said, Yeah, look, we I'd love to do Do you know, anyway, so we set up a first test thing and we did the thing with the the London Classic Car Club, you know, just a photo shoot and filmed it. And then I said to him, Well, look, I've got this other idea where what we do is we sort of do a take on layer cake, James Bond at Stoke Park and, and he said, What a great idea. I love it. I said, and basically, you are going to be Daniel Craig are love it. We had this idea. I then rang up snowparks. I knew the manager, the PR manager there. And as well, how much to come and do a photo shoot film shoot down there. And I said, I've got Spencer, he said, Oh, no, no, come down. He said, I know Spencer. So he said, Why don't you I'll let you have the place for free. I mean, normally you pay a fortune to go down there. So that was Nick down in a data. So Paul said, Come on down. So we did that. So then I thought, well, I didn't have any money. And this is you know what other entrepreneurs have got to do this sort of thing is so I thought, right, okay. I need an Aston Martin. So I rang up Aston Martin head office, and I told them what I was doing and my brand in Sainsbury's and Waitrose. And they politely said, No, I don't think so. And, and so I thought, all right, what we're going to do now and I knew there was a an Aston Martin dealership, on the a 40. So I rang through, and, luckily enough, I got through to the dealer principal, and said, Hi, my name is Paul Adrian, I run a brand called Mojo. I'm trying to make a film with Spencer Matthews at Stoke Park. He's why no Spencer. So he said. So I sent him the storyboard. And so this is what we're going to do. And he said, Well, when are you looking to do this? And I said, Well, I think was March the eighth. He said, Oh, that's, that's really good for us. He said, we've got the new Aston Martin Vantage coming out. Wow. He said, Do you want that? And I said, Well, yeah, I said, How much is it? He says, No, you can have it free, are terrific. Isn't now the only thing. The only thing you got to do is that we've got the launch night on the Saturday so we're busy preparing for it. And this was a Friday. He said you'll have to come down and get it. I haven't got a driver. And I thought oh my god. So I I went Alright, so I didn't sleep very well at night. And one of my shareholders rang me in the morning and said so you're getting the asset and I was like picking it up at eight o'clock. It's not far from me and I said, Yeah, he said, what you said, what you going, wait, hey, picking up, I said, I'm driving down the simple you and your Baghdad old car. He said to me, he came along in his Range Rover and drove me down. And we got one. And they said, here's the car. And it was this brand new Aston Martin Vantage, 140,000 quid. And I tell you, I tend to really drove it down to stoke Park got there, because Spencer gets in it starts revving it straightaway. But we had a we had a great day with the car and you know, really used it in all its glamour. And it was just a bit of fun. So it was a complete take on the layer cake and Spencer was great in the park. And it is just a bit of fun to do, you know, and I made a cameo appearance in it as well. So well what an experience. I mean, we but the main thing is we got it for basically free. And the guys who helped me film it again, friends. So you know when you're when you're doing your own brand. Yeah, I remember hearing I think it was Ultravox, mid, you're saying when they did their the Enter video. They wanted, they had this glamorous idea. But then they found out it was going to cost them thousands to make it. So then they decided to get a camera and just try and film it themselves, which is what they did. And, you know, yes, you want to spend all this money on marketing's over, but sometimes you could do quite you know, and the modern communications, you can do a lot yourself. And so in that case, you know, we made a film and that film. So here's how it then plays out. We make the film. And we go to see Cole's in Australia who is the other major retailer there. And we show the buyer the film of Spencer go down there, which is oh Spencer, I love him because he's from the buyers. They're from the UK. So so you know it'll circle so worked really well. Fantastic, but it's also just how ideas can snowball once you have something in place or maybe by hook or by crook you've got someone or if it's either Spencer or the car or the venue and then all of a sudden other people I mean like if you just said to me going down so poachers Can you do everything Can You Supply the sausages for free All right, and there I don't even know where I'm gonna get them from but I'll come with sausages. Yeah, but we were lucky enough to you know for like the you know for for to be able to say when people say well, what are your brand? What is it and you send it to them said Well, we're on sale in Waitrose and Sainsbury's they go Oh, yeah. So and Spencer is going to do it. So it's got a level of you know, incredibly Yeah. ability. Yes. Wonderful. Well, listen, Paul, thanks so much for taking time out to tell me all these eloquent stories. I think hopefully a lot of people listening will take some some of this away and be nourished by some of the stories especially of entrepreneurship, but they can also check out the brand Mojo hyphen style.com It's the place and also well, like we mentioned in Waitrose and Sainsbury's, if you want to get down, there'll be on the shelves. Have a look at Mojo styles on Instagram as well so that we can follow you and enjoy the journey with you. And in the meantime, man, so we'll get that Elvis picture back up on the wall because that's where it belongs. Oh, awesome. I always like gunslinger one. I love that. Yeah, it's like, oh, it's huge. Terrific. I can't believe someone told you to take down Elvis out there. And I listened to them. Well, thank you so much for having me. It's brilliant. Thanks again, Paul. Take care of yourself and, and best of luck. Cheers. Thank you. Well, how about that? A, that the only reason I had to let Paul go was because the dog needed to do his business. Otherwise, we'd still be talking now. So make sure you're supporting the good guys and head over to Mojo hyphen style.com and treat yourself or your loved one. In the meantime, thanks for tuning in. If you like what you're hearing, do leave us a review. It does help our egos and until next time