Former Whistles and Ted Baker exec named MD of Tutti

Helen Williamson, the former Managing Director of Whistles, has been named fractional Managing Director of Jewellery brand Tutti.

With more than three decades of fashion industry experience and senior leadership roles at Hobbs, Ted Baker and Whistles, Williamson brings heavyweight retail expertise to the independent brand at a key moment in its journey.

To celebrate its 20th anniversary this year, Tutti has opened its first-ever standalone concept store and studio at Harbour House in North Shields -  a regenerated fishing port near Newcastle that’s fast becoming a hub for creative and lifestyle businesses.

"Finding the right home was crucial," said Tutti's Founder Kate Rose. "I would never have just picked a pretty store on a High Street for the brand, which is why we’ve never had our own shop until now - but this space is more than a store, it sums up a lifestyle. We have designed our studio and concept store to be a calming space that creates an emotional connection, where customers can see our designers at work."

Williamson’s appointment coincides with the brand’s growing ambition to scale beyond its local roots and reach an international audience.

"I wanted to return to my native North East to give back my experience in the fashion industry and help more scaling businesses achieve success," Williamson said. "We are seeing the growth of many more regional brands. The North West and Midlands have generated some very well-known success stories, and I’d like to see that replicated in the North East. As the industry evolves beyond London, the emergence of fast-growing regional brands gives more people opportunity to build careers closer to home."

Rose added: "Meeting Helen at this point in our brand journey has been pivotal, and I’m excited to work together to realise our ambitions to take TUTTI to the next level and become a global lifestyle brand."

When Williamson stepped down from Whistles in 2020, her role was taken over by Justin Hampshire, then Managing Director of Hobbs, who assumed the MD position across both brands under parent company TFG London.