Retail Week attends Kurt Geiger’s Business by Design Academy’s graduation day and speaks to chief executive Neil Clifford about why the scheme is so important to him.
On a beautiful spring day in early April, crowds of excited young people are gathering on the cobblestones outside The Brewery in central London. Dressed in their finest glad rags, they eddie and shift from large groups into smaller ones, posing for selfies and hugging one another, all under the proud and loving gaze of friends and family.
Today is graduation day for the 33 students here. On the surface at least, it looks much like any other graduation. Albeit a rather fashionable one.
That’s hardly surprising, given that these are graduates from the Business by Design Academy, a fully-funded career programme run by fashion giant Kurt Geiger and its charity Kindness Foundation.
The academy was launched in January 2024 and, as of today, has now trained two cohorts of young people living in London. Kurt Geiger’s chief executive Neil Clifford—the man who helped spearhead the creation of the Academy, stands watching the excitement in the auditorium building with a grin spread across his face.
Dressed in a navy double-breasted blazer, t-shirt and a baseball cap emblazoned with the words ‘be the one person’ on it, Clifford can’t contain his pride.
“I absolutely love this,” he says, with a sweep of his hands. “The academy, the graduates. You know, it’s the hardest thing we’ve ever done, but the best thing. We’re trying to give these kids a bit of a hand up, to encourage their entrepreneurship. I’m very proud of what it’s done so far, but we’ve got big plans to grow it further”.
“We’re not going down without a fight”
The academy was born out of the Covid-19 pandemic, as well as Clifford’s own academic struggles in his youth—he has often spoken publicly of his undiagnosed battles with dyslexia and the effect it had on his education—and his conviction that retail is the best way to bring young people of all backgrounds into the creative industries.
The course is completely free with all expenses covered and offers students the chance to not only learn through sessions and masterclasses, but also have 1-on-1 mentoring and networking with huge names in the creative industries. There is also the chance for paid work experience and greater exposure to employment opportunities.
“We’ve always tried to be a decent company,” says Clifford. “But in Covid, we, a bit like everyone, almost went bust.
“And I remember thinking we’re not going to go down without a fight. So we started doing a lot of things, which culminated in me deciding that we were going to start a charity. And our strategy was to help young people get into the creative industries”.
As the commencement of the ceremony draws nearer, Clifford and I are frequently interrupted by happy students who come over to him to say hello, shake his hand, or get a high five or a thumbs up.
“I’m so grateful for this opportunity. Now I’m just excited, and a little nervous, to take everything I’ve learned and start building my career”
Nylah Rosario James, Business By Design Academy graduate
The course not only gives the students valuable and practical tools for the next steps in their careers, but for some lucky students, it will also give them their first paid step up on the ladder.
Seven graduates from the first academy cohort ended up being employed by Kurt Geiger. From the 2024 cohort, a further three have been offered a one-year paid internship at the retailer’s head office.
One student, Bill Opare from North London, says the scheme worked for him because it focused on him as an individual, rather than as part of a wider group, and has given him the tools he needs to realise his dreams of launching his own brand.
“I don’t want to say too much,” he responds with a grin when pressed on what kind of brand. “But it’ll definitely be in fashion”.
“I’m so grateful for this opportunity,” says another student Nylah Rosario James. “Business by Design has already given me so much—from the support and mentoring to working on real projects. Now I’m just excited, and a little nervous, to take everything I’ve learned and start building my career.”
As the music begins to swell, the lights come down, and the crowds begin to find their seats, Clifford has to go up on stage and begin the ceremony. However, before he goes, he turns back to talk about the even bigger plans he has for the programme.
“From this September we’re increasing our numbers again, and then we’re going digital,” he says excitedly. “At the minute, it’s very London-centric, which is fine if you live in London. But, if you’re from where I’m from—Portsmouth, or from Manchester or Newcastle, that doesn’t work.
“We’re going to go digital so that we can take the programme to the whole of the UK and then, in 2026, we’re going to take it to the US”.
No comments yet