Jonathan began his career as a professional rugby player and during a successful 10 year career, played both domestically and internationally – teams included Saracens and Bristol, and abroad in Italy, Australia and New Zealand . Following his retirement from professional sport, Jonathan went on to discover a new passion for business and pursued a second career in the property industry. The same drive, ambition and commitment that delivered success in sport also built him an impressive record whist working in North London for Knight Frank and then for Savills. Jonathan quickly realised that there was a need to change the conventional agency approach to property. He wanted to build a more personal, bespoke and independent business model that could benefit both the client and the surrounding community. These values and this approach led him to build his company, Primrose Collective.
Why did you decide to launch a startup?
There were three reasons really. One because I see the industry changing and wanted to be able to adapt with it. Secondly I wanted to provide the area with a bespoke service, and prove that you can raise standards without overcharging. And lastly because I love living in Primrose Hill – it’s my home and I’m passionate about it, so why not build a business around it!
What did you do before this?
Prior to my new venture I worked at two large corporate estate agencies. Before that I was fortunate enough to play professional Rugby at home and abroad for 8 years.
How did you get funded?
I am self-funded and strongly believe in lean enterprises. When working for two major corporations, the major focus was on aggressive sales targets and shareholder profits. Big organisations have their strengths, but inevitably those costs are put on the clients and this is currently failing as a lasting business model.
Tell us about your company Primrose Collective?
We are an estate agent but with a simple mission; to challenge the status quo and raise industry standards in the process. I personally do not believe that high street agents as we know them now will be around for too much longer unless they change their approach. I wanted to move into a position to begin that change – by charging less, offering a bespoke service and to source only the finest photography to showcase homes. I personally handle every viewing and to ensure the client is properly represented. I live where I work and I can sell the area better than anyone. https://primrosecollective.com/
What do you love about Primrose Hill?
I love how much of a community it is. You really get to know people and in a City like London that is important. It also helps when running a business to build a profile and I hope to make a positive impact on the area.
What are you currently working on?
Alongside launching my business, I’m a committee member at St Marys Youth club. I’m in the process of setting up a circle of local businesses to join me in my pledge to give a portion of profits to the youth programme. They do fantastic work protecting and inspiring underprivileged local kids and it has such a positive impact on the community. As local residents and businesses, I believe we have a responsibility to get involved with the issues on our doorstep. Community programmes need our support and I want to be a part of responding to that need.