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


Serial entrepreneur, with over 20 years’ experience launching, building & advising online & ecommerce businesses. Started career in advertising and marketing with Y&R, Nestle and Johnson & Johnson in the UK and US.

Caroline Tulloch


Before Unforgettable, Caroline managed a social impact fund, investing in social businesses to scale their impact and deliver sustainable growth. She is a Chartered Accountant, qualifying at EY where she focused on transactions and strategy services. She is also a Trustee of leading London homelessness charity Thames Reach where she chairs their Finance Committee.

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 Vaughan is Head of Product Development and Innovation at Unforgettable. 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. These insights are then fed into Unforgettable’s design process and translated into clear product specification and features, utilising the latest technology where appropriate.

Victoria Smith

Head of Retail

Victoria has spent 30 years in the buying and retail world working with high street chains including Marks and Spencer and great brands like Fat Face, and now brings her experience to the Unforgettable marketplace. Her experience includes sourcing, product development, buying own brand and branded products, retail operations and customer services for online and high street retail.

Dave Forrest

Chief Marketing Officer

Dave leads the marketing and e-commerce team. His role is to make sure that people living with memory loss, dementia and their caregivers have heard of Unforgettable and are aware of the information, support and life-changing products and gifts available on the site. Prior to working at Unforgettable, Dave lead Marketing teams at eBay and Vodafone. Outside of Unforgettable, Dave enjoys running, cycling and swimming.

Kate Corr

Senior Content Writer

Kate has been writing content for Unforgettable since it launched more than three years ago, helping to develop our editorial voice. She has now written several hundred articles and real-life stories, a series of Unforgettable guide books (including A Family Guide to Dementia) and our product catalogues. Kate is a media professional with more than 20 years’ experience on national consumer magazines and newspapers (including a stint as an agony aunt). She also has personal experience of dementia. Her hobbies are watching black and white films and listening to music by Brian Wilson.

Vangelis Giovannis

Online Merchandiser

Having spent 5 years working as online merchandiser and product buyer, Vangelis joined Unforgettable in 2017. His role is to make sure that Unforgettable will find the product they need at the right price, so that people living with dementia can see their lives get easier. Vangelis studied Business Administration at Athens University of Economics and Business. When not in the office, he loves watching films with his partner, cooking new recipes and playing with their dog.

Katherine Killoran

Customer Service Manager

Katherine has spent the last 8 years working in Retail, with 5 years experience managing Customer Service Teams. Her role is to ensure that our customers not only get great products and service but also have the support they need. Her experience also includes Film Making and TV which is what she studied at University and went on to Australia to work for a local TV channel. When not in the office she spends her time enjoying good food and a glass (or bottle) of wine with her husband.

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 their new cockapoo puppy, Oatie.

Meet Our Contributors

Hannah Fox

Hannah has over seven years experience in health and parenting journalism, and has written over 200 articles for Unforgettable. She currently writes reviews, advice and news on a range of different product areas including baby and child products, elderly care and cooking for Which?.

Charlotte Overton-Hart

Charlotte Overton-Hart runs Story Chaplain, a social enterprise made up of a collection of creative arts projects for people living with dementia, carers, and everyone.

Simon Warner-Bore

Simon Warner-Bore is the CEO of Music & Memory, a non-profit organisation that brings personalised music into the lives of older people living with cognitive impairment through digital music technology, vastly improving quality of life.

Claire Goodchild

Claire Goodchild, Chief Executive of Dementia Carers Count, a charity for family carers of people with dementia, the dementia and carer communities and everyone who supports our aims.

Rikki Lorenti

Rikki Lorenti, Admiral Nurse at SweetTree, has 30 years of experience in mental health care and has worked extensively with both elderly and early-onset dementia clients. For more information on SweetTree Home Care Services, visit .

Linda Harman

Linda Harman is the co-founder of ReminiScent, and the creator of several dementia products, such as the Relaxing Lavender Pillow and Smell & Connect Conversation Cards.

Meet Our Expert Community

Susan Gregory Avatar

Susan Gregory

In July 2018, aged 55, it was necessary for me to become a full time carer for my husband who has Alzheimer’s. Prior to that, I spent the majority of my career being PA to MD’s and CEO’s and latterly was Administration Manager of a residential and nursing home. I miss going out to work sometimes, but I feel that my job as carer now is as important as raising our two children.

Our children are now in their early 20s. One lives at home and the other in Vancouver. Both are wonderful and amazingly supportive and we are very proud of them.

I spend the majority of my days now taking my husband to dementia events including Singing for the Brain and dementia specific activity sessions. Life is very different these days, and it can be hard, but there is a lot of joy to be found in the wonderful people that we are meeting along the way.

We try to get the most out of every day and give back in the form of helping with research and those who are newly diagnosed.

Meet Our Investors

Bridges Ventures

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."

Our Charity Partners

Organisations that strive to better the experience of those living with dementia and memory loss.

Our Charity Partners