The story of Jamie Laing
His love for sweets
Jamie has always had a huge appetite for life and a big love for sweets. Sadly that energy as a kid meant that his parents would never let him near anything sweet.
When Jamie was growing up, like many kids, he was afraid of the dark. In a bid distract him, his older brother Alexander used tell him stories about an incredible sweet world.
These sweet world stories ran Jamie's imagination wild (certainly didn't help with the sleep) about one day having his very own sweet world himself...
The perfect partnership
Many years later, Jamie met Ed through a mutual university friend with an idea to make sweets cool.
Jamie Laing wanted to open a cool fashion forward sweet shop. But what sweets would be cool enough to go in the shop? Ed had another idea - why not create a sweet created for adults that looked as good as it tasted.
And the rest was history.