Team

 

Leadership Team

YELENA FORD

 

Managing Director

Having studied at both LSE and SOAS, Yelena spent 5 years as a strategy consultant at Wolff Olins advising clients across technology and retail. With a deep appreciation for narrative-led brands, and the ambition to put experience and learning into practice, Yelena joined The New Craftsmen in 2014 just as they opened their first permanent space in Mayfair. As Business Development Manager, Yelena defined and established the product and service proposition for the trade audience, building the systems and team to deliver significant revenue. In 2016, Yelena was asked to join the board as Commercial Director, overseeing growth strategies for Trade, B2B (brand collaborations), retail and bespoke services. Since June 2018, Yelena took over the running of the business as Management Director, defining an ambitious vision focusing on a highly distinctive product and service offer for crafted interiors.

CATHERINE LOCK

 

Creative Director

Prior to founding The New Craftsmen, Catherine spent 15 years as a product, trend and brand developer for British high street brands such as Sainsbury’s and Habitat . Her global travels exposed her to a colourful array of making, and makers, within workshops and homes which fuelled her fascination for the human and cultural aspects of craft, whilst merging it with that for her love of beautiful, well designed objects. In 2010 Catherine shifted her focus, touring the British Isles to meet regional craftsmen and traditional manufacturers. Having built her knowledge of materials, processes and provenance, she now works with craft makers to develop exclusive collections and bespoke products.

MARK HENDERSON

 

Co-Founder & Executive Chairman

Following an international career in the luxury industry Mark has developed an appreciation for craftsmanship and the people behind it. Before co-founding The New Craftsmen he set up and chaired the Savile Row Bespoke Association which protects and promotes the art of hand-craft tailoring on Savile Row; he is currently chairman of The Queen Elizabeth Scholarship Trust and a director of Walpole.