Boohoo founder invests in Crème Creative

Jamal Kamani, one of the founding directors of Boohoo, has invested 100,000 pounds in Manchester-based fashion and footwear creative content agency Crème Creative set up by ex-employees.

Launched by Emma and Katie Nattrass-Daniels, in January 2017, the former Boohoo staff have produced work for well known brands including Foot Asylum, New Balance, Lacoste, Mallet Footwear, isawitfirst.com and Koi Footwear.

Crème Creative, which currently has a 10-strong team told the Manchester Evening News that it would be using Kamani’s six-figure investment to expand the office and studio space, as well as double its staff over the next 12-months.

Commenting on his 50 percent stake, Kamani said: “What I saw with Emma and Katie was two talented individuals who have learned quickly on the job and are already doing amazing work with some of the world’s best-known brands.

“They both have the fire and drive needed to keep moving forward and I’m confident that with their creativity, business-acumen and people management skills I will get a solid return on my investment over the coming years.”

Crème Creative managing director, Katie Nattrass-Daniels, added: “We already knew Jalal because Emma and I worked at Boohoo – it is where we met. He regularly gave us business advice when we asked for it, but it wasn’t until we took on a last minute creative campaign and branding project for him that he saw the quality of work we achieved to tight deadlines, that he proposed investing.”