Empathy, trust and empowerment are the foundations of our new category of healthcare, and Emily is responsible for building our brand based on humanity and integrity from the inside out. Prior to Zedsen, Emily co-founded Digital Shoreditch, a technology festival that was twinned with SXSW and globally recognised in its first year. At age 21, she was invited to join an advisory group which met at 10 Downing Street to help then PM David Cameron shape the Tech City initiative, Entrepreneurs Visa, and support the UK Government in its technology innovation strategy. She was subsequently offered a leadership role at the government’s Innovate UK technology programme, to find and fund new talent in wearables, fashion and retail, and help startups to scale through partnerships with brands including Selfridges, Samsung, Google, and Sony. This adventure led her to work with some of the brightest minds she’d ever known, learning that curiosity and a deep and driving belief that you could change the status quo was the only unifying characteristic of these successful entrepreneurs. Emily was inspired to start her own brand, Harvey & Mills, making luxury, hand-painted, sustainable activewear with sell-out collections shipped and stocked globally. Emily has a first-class degree in Music from the University of Leeds, where she obtained the highest grade in the history of the department and was awarded the Lord Snowdon Award for notable achievement in academic study. Emily has consulted for Zedsen since its inception, and is committed to the creation of an enduring brand that champions creativity and innovation, ensuring our magical technology has widespread life-enhancing impact.