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.


Hannah Fox
Content Editor
With over seven years of experience in magazine and website content production, Hannah’s background was in health and parenting journalism before joining Unforgettable as a content writer. When she’s not writing, editing and uploading content for the site, she’s a keen hockey player, cyclist and pub quizzer.

 Kate Contributing Content Writer  

Kate Corr
Contributing 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.

 Katie Head of Product, Services and Impact  

Katie Mountain
Head of Product, Services and Impact
Having spent 6 years working in social investment Katie joined Unforgettable in December 2015. She is responsible for on-boarding new products and services, as well as evaluating the social impact of Unforgettable. Out of work Katie likes to cycle, bake and is learning to surf.


Alexander Farthing
Site and product analyst
Previously a marine biologist with a passion for invention, he turned to the social enterprise healthcare sector after a culmination of enlightening experiences with ageing and the impact of illness. Alex communicates with suppliers and progresses the product offering. When he isn’t bringing products online, he is an amateur photographer, windsurfer, long distance swimmer and an audacious foodie.


Paul Monno
Web Executive
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.


 Daphne Product Description Expert  

Daphne Simpson
Product description expert
Originally from Florida, Daphne was a nurse for seven years, working in the field of Alzheimer's and dementia, before moving to England in 2009. She continued to care for people with dementia and now writes the product descriptions for Unforgettable. When not at work she's a busy mother of four, avid reader (when given the chance) and passionate soccer mom.


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.

Olivia Customer Service Olivia Barnett
Customer Service
Recently graduated from the University of Leeds having studied French and Spanish, Olivia has personal experience of Alzheimer’s as her mother is currently living with dementia. When not at Unforgettable, Olivia also works at a bar in Brixton and tries to avoid travelling on the tube at rush hour at all costs. She is currently training for the 2 mile Great London Swim in July and is dreading the wet-suit look.

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.


“James came to us with an idea that could transform the day-to-day care for those with dementia, and we embraced his vision right from the start, providing the strategic support and funding needed for the business to take off. The scale of the problem means Unforgettable has great potential to grow and improve the lives of many of those affected by dementia, in the UK and beyond. It is a great example of how entrepreneurial talent and innovation, combined with support from socially-minded investors, can create businesses that can be both commercially competitive and impactful.”



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
  Jessica Hook