Meet the Team

James Ashwell


After a degree in Engineering James forgot all about engineering and worked as a strategy consultant at Accenture until his father passed away of a rare illness and he moved back to Birmingham to care for his mother living with dementia. When not in the Unforgettable offices James is an adventure skier, keen sailor and Buddhist.

David Lethbridge


Classically trained marketeer and serial entrepreneur, David has over 20 years experience launching, building and advising ecommerce and online businesses. When not at Unforgettable he helps his wife develop her fashion business and loves walking on Hampstead Heath with his chocolate Labrador Barnaby.

Caroline Tulloch


Barbara Stephens


Barbara has extensive professional experience in the dementia field, having worked for the Alzheimer’s Society, as CEO of Dementia UK, and as co-founder of Dementia Pathfinders. Her skills and expertise add a valuable dimension to capability of Unforgettable, complementing the personal experiences of our founder, James Ashwell, and advancing his mission and goals.

Adam Vaughan

Head of New Product and Innovation

Adam’s background is human-centred design and innovation strategy, which he draws on to continuously improve the effectiveness, appeal and value for money of Unforgettable products, as well as bringing innovative new products to the market. His role involves connecting with those with dementia and their caregivers to understand their day-to-day challenges.

James Honeywell

Marketing Director

Steven Hunter

Digital Marketing Manager

Steve joined the Unforgettable marketing team in 2017, bringing his experience of niche marketplaces with him, having worked for a well-known high street bookmaker, a coin collecting company and a toy company previously. Steve is responsible for all of our digital content, so if you've had an e-mail or seen us on Facebook, Steve has probably had a hand in making it. A dad of two, Steve has answered the phones for Crimewatch, acted in an award-winning film and held the world's most expensive coin (£5 million!)

Paul Monno

Website Manager

Always aiming to work on sites that are run by interesting people with causes that are close to his heart, he has helped to build music and football sites, and on the relaunch of a gourmet food website. Now as the web exec for Unforgettable, Paul is responsible for making sure that what you see on the site is always looking and behaving at its best. He has a black belt in HapKiDo, and when he is not sitting in front of a computer screen, he will be running about West London.

Kate Corr

Senior content writer

After more than 20 years working on national women’s magazines (including a memorable stint as an agony aunt) Kate discovered the internet…and hasn’t looked back. Her mum Sarah had dementia and Kate has written about it extensively since her death seven years ago. When she’s not writing and editing for Unforgettable, Kate enjoys picking up her children’s clothes and tidying their bedrooms. Not.

Victoria Smith

Head of Retail

Victoria has spent 30 years in the buying and retail world working with high street chains like Marks and Spencer and great brands like Fat Face, and now brings her experience to the Unforgettable marketplace. When not searching out innovative new product ideas or interacting with our great supply base, Victoria loves to go to her beach hut, spend time with her husband visiting their 2 daughters or enjoying music, dancing and good food.

Vangelis Giovannis

Online Merchandiser

Having worked as product merchandiser in household appliances sector for 5 years, Vangelis always tried to meet customers’ needs with the most suitable products and prices and this is exactly what he will try and do for Unforgettable so that people living with dementia see their lives get easier. When not in the office, Vangelis loves hanging around with his partner, trying new food and playing with their dog.

Hannah Jones

Customer Care Manager

Hannah grew up in a small village near York but moved to London 6 years ago to study Spanish at UCL. Since graduating she has spent her time working in customer services and operations and has a real passion for making every customer’s experience, special and memorable. When she isn’t helping Unforgettable customers she will be seeing a show, watching documentaries or attempting to cook.

Charlie Gray

Customer Care Executive

With 6 years’ experience working in Marketing and Customer Services, Charlie is originally qualified in animal health and welfare. Cambridgeshire born Charlie moved to London to join the Unforgettable team in 2017. When not in the office he likes weekend getaways, exploring the countryside with his partner and is always up for a good Sunday roast!

Claudia Chirila

Content and Customer Care Executive

After graduating with a degree in International Relations from the University of Essex, Claudia joined Unforgettable as Content and Customer Care Executive in 2017. With 4 years of experience in Customer Service and Marketing, Claudia is the happiest when she’s able to use her skills and knowledge to contribute to causes she believes in. When she’s not helping our customers, you’ll find her on her yoga mat or walking by the river.

Meet Our Investors


Bridges Ventures

Bridges Ventures was founded in 2002 with the vision that hands-on investment and entrepreneurial talent can be used to address some of the challenges facing our society, as well as drive sustainable growth. Their investment strategy is to focus on opportunities where investments can generate investor returns through helping meet pressing social or environmental challenges.

Unforgettable has received investment from the Bridges Charitable Trust and the Bridges Social Sector Funds, which provide investment and support to mission-driven organisations delivering strong social outcomes and operating sustainable models, so as to deliver deep impact at scale. Investors and donors in these funds include Big Society Capital, the Esmée Fairbairn Foundation, the Cabinet Office (via the Office of Civil Society) the Generation Foundation, the National Endowment for Science, Technology and the Arts (NESTA) and a range of socially-motivated individuals all seeking to create social change alongside a sustainable financial return.



McKesson is the oldest and largest healthcare company in the nation, serving more than 50% of U.S. hospitals and 20% of physicians. McKesson deliver one-third of all medications used daily in North America with operations in more than 16 countries. McKesson own Celesio, who run the LloydsPharmacy brand in the UK.

In its first investment outside North America, McKesson Ventures has invested in The investment by McKesson Ventures will allow Unforgettable to develop new products and build a platform for international growth. This is one of the first times a UK-based social business has secured investment from a mainstream international VC firm.



Impact Ventures UK

IVUK is a £36m investment fund identifying and supporting UK organisations with measurable positive social impact and a sustainable financial model. It is a long-term, active partner for the social enterprises in which it invests. IVUK was launched by LGT Venture Philanthropy in association with Berenberg with a cornerstone investment from Big Society Capital.

Established in 2007, LGT Venture Philanthropy (LGT VP) is a global impact investor supporting organizations with outstanding social and environmental impact in Latin America, Africa, India, China, Southeast Asia and the United Kingdom. LGT VP is committed to improving the quality of life of less advantaged people through investments in education, health, agriculture, energy and information & communications technologies.

  “We have known James Ashwell for a number of years and have been impressed by his entrepreneurial drive and strong motivation to create social impact and change the lives of dementia patients and their carers.  A compelling proposition has been thoroughly researched and prepared, a highly talented management team has been brought together, and excellent traction has been created with suppliers and partners.  We are excited to be working with James, David, and Bridges Ventures to make Unforgettable a great success."


Meet Our Supporters

Charity Partners


Our sincerest thanks to all those who have helped us along the journey, including but not limited to:


 Giulia Ponti  Stephen Johnston
Mark Wilson Emma Scott-Robinson Victoria McDonald
  Jane Houghton