•Clair Prew •

Director of

Public Relations

•David Cammack•

Legal Director


•Tracey Devine Smith •

Art Director

•Cherelle Letter •

Director of


•Jeff Letter •

Managing Director

•Emma Pickles •

Finance Director

• Clair Prew • Director of Public Relations

Clair Orton runs one of the UK’s  leading PR agencies specialising in the hair and beauty sector.

Clair started her career as a local and national newspaper journalist and started her own PR business over 20 years ago. In that time she has worked with salons and salon groups of all sizes helping them raise their profile within the industry and ultimately run more successful businesses. She has also worked with training companies such as Central Training Academy and Joshua Galvin Academy as well as large industry bodies including Good Salon Guide. 

Clair’s experience in journalism, writing, PR, and social media means our salons have the best advice available when it comes to promoting their salons, staff, achievements and much more. With this expertise everyone will hear about your achievements which will help you retain your clients and win more!

• David Cammack • Legal Director 

David is a qualified solicitor and notary public. David qualified as a solicitor in 1995, as a notary in 2004 and was a partner in Birkett Long from 2002 until leaving there in 2015 to found the Internet legal business, Legalo, with his ex-colleague Stephen Avila. David is Managing Director of Legalo. He is also a consultant solicitor at Goody Burrett in Colchester.


David now divides his time between managing Legalo, advising clients through Goody Burrett Solicitors and providing his services to clients in Essex and Suffolk as a notary.


David’s legal experience is in advising on a wide variety of business law areas and in drafting business contracts of all sorts, including business and company sales and acquisitions, group restructurings, shareholders agreements and joint ventures, shareholder disputes, business start-ups, general company law advice and employment law.


David has been a guest lecturer at University of Essex on business law issues since 2007, Canterbury Christ Church University since 2011 and has spoken on a variety of commercial law topics at in-house seminars and to other regional and national groups.


David is recognised as a leader in his field by Chambers & Partners (2013 and 2014 editions) – sources comment, “he shows a lot of attention to detail and is very personable;” “very pleasant;” and “always calm and precise”.


“David has provided corporate advice to a number of my clients. I can testify to his eye for detail & his ability to see the flaw or hitch, if there is one, in the best laid schemes.” - Paul Short, Lambert Chapman Accountants, Essex.


“I have known David for many years now, he is highly reliable, professional and trustworthy. I would have no hesitation in recommending David and his services to any of my associates” – client testimonial.

• Tracey Devine Smith • Art Director  

Multi  global award-winning hairdresser and British Hairdressing Awards Hall of Fame member, Tracey Devine-Smith, is one of the most respected women in hairdressing. Her awards include three-times Scottish Hairdresser of the Year with a fourth salon title in the same category , British Men’s hairdresser of the Year &  British Fellowship Hairdresser of the Year.


Tracey is the Global Ambassador for hair brand  manufacturer Affinage Salon Professional , where she is responsible for developing the brand’s seasonal photographic collections and trends forecasts. Tracey works closely with Affinage developing new products and is in big demand globally for her education shows and seminars. She also mentors the younger team  members regularly .


When she is not travelling  the globe for Affinage Tracey splits her time between working with us, as a guest artist in an award-winning London salon, and as the Global Creative Director for Glamour Hair Salon group in the UAE.


Scottish-born Tracey loves to fly the flag for Scottish woman in business and owned her salons for over 20 years in Aberdeen, racking up many major awards before she sold the business to concentrate on global session work . Once named Woman of the year at the Scottish business awards , Tracey  is a force to be reckoned with but keeps her feet firmly on the ground . Family and roots have always been important to Tracey and she is extremely proud of her Elgin heritage.


• Cherelle Letter • Director of Education

Manager of top salons for over 10 years now and educator for 5 Cherelle has seen it all, she has attended multiple management courses, has worked for some of the top product brands in the UK. Demonstrating her skills on stage at prestigious events such as Salon International and giving workshops in salons across the South East from Colchester to Covent Garden. Cherelle has also completed her NVQ assessors teaching award and helps our young people become professional hairdressers.


Cherelle has a lot of experience in salon culture, education, colour and salon friends. Training is beyond important and something that is definitely overlooked and it’s what Cherelle is all about, as Quality Control Director she is here to help with training, standards, culture and consultation, confidence and knowledge.


Cherelle is a social media addict and truly believes that in this day and age it’s what makes a great stylist shine, she loves nothing more than shooting the perfect Instagram picture that stands out from the crowd, if we’d let her write a short, punchy, quirky bio it would probably say something like - This is Cherelle... she can do bold glamour or classic sophistication. 1 part quality control director, 1 part manager, 2 parts       educator, 3 parts hairdresser... Too many parts? 


• Jeff Letter • Managing Director  

Three time business man of the year. Jeff’s hair industry businesses have won over 20 business awards whilst he has been at the helm.

He has overseen impressive growth in hair industry businesses in his time working with hair salons. A former business lecturer of one of the UK’s leading hair industry business coaching services. With success as an MD in Professional hair care distribution and as an owner of an award winning professional salon chain. Jeff is the author of our unique business system.


Jeff is the author of our unique professional business system. After researching shared ownership businesses and drafting the outline of the business that is our model today. Jeff contacted his local MP with regards to introducing shared ownership businesses into hairdressing. After a handful of letters between government ministers and the Deputy Prime Minister. Jeff was invited to Westminster to work on his project with a small team of civil servants. The plan changed a few times but the basic idea is what we have today.

• Emma Pickles • Finance Director 

A certified Chartered Accountant since 2010, Emma makes sure the business is on a strong financial footing. Giving advice to team members and business owners on the best way to capitialise on the opportunities within the group. Emma understands the finances of our business and can share some great tips on handling your finances.


Owner of her own accountancy practice since 2012. Emma started her career in finance in 2004.