Vanessa Nakate to Open Giving Black Conference 2026 With Climate Justice Keynote
1 week ago
United Kingdom Joanne Beckham is an entrepreneur and lifestyle expert known for co-founding a luxury concierge service and developing children's fashion, leveraging her extensive network and family background.
Joanne Beckham's concierge service, WeAreYourCity, offered members access to exclusive private shopping experiences at luxury brands like Louis Vuitton.
WeAreYourCity partnered with The Dorchester hotel to provide members with special privileges such as late checkouts.
The concierge service secured prime dining experiences, including the best tables at high-end restaurants like Hakkasan, for its members.
WeAreYourCity formed a partnership with Ten Lifestyle Management to expand its services globally and enhance its offerings.
WeAreYourCity conducted events for potential members in collaboration with ESPA Life Spa at The Corinthia, one of Joanne Beckham's favored locations. This collaboration aimed to promote the concierge service and its lifestyle benefits.
The company held events for prospective members at Harvey Nichols, partnering with brands like ESPA Life Spa, to showcase their offerings and attract new clientele.
Joanne Beckham's company, WeAreYourCity, was reportedly exploring potential collaborations to extend its reach as a lifestyle brand, including a possible tie-up with Bang & Olufsen.
Joanne Beckham, younger sister of football icon David Beckham, embarked on her entrepreneurial journey after a 16-year career as a hairdresser. In 2015, she co-founded WeAreYourCity with former footballer Jay Smith, a luxury concierge service aimed at planning the social lives of high-net-worth individuals. The company offered exclusive access to hotels, restaurants, and bars, operating on a single membership tier costing £400 a month or £4,000 a year. WeAreYourCity focused on a private and personal approach, relying on word-of-mouth referrals and cultivating an exclusive client list of around 20 members, including sports personalities, celebrities, and entrepreneurs. The business expanded globally through a partnership with Ten Lifestyle Management, providing access to 120 staff in London and aiming to serve members worldwide in cities like New York and Los Angeles.
Beckham’s background provided her with valuable contacts in the celebrity sphere, while Smith contributed connections within the sports world. Their strategy involved building a “black book” of preferred partners, starting with luxury establishments like the May Fair Hotel. Each member was assigned a dedicated lifestyle manager to personalize services, ranging from booking flights and hotels to creating detailed itineraries. This bespoke approach ensured a high level of service and exclusivity for their clientele. Beyond the concierge service, Beckham also initiated other ventures, including a children’s website called WeAreYourChildren, focusing on exclusive clothing brands and collaborations, drawing inspiration from her nephews and niece.
Despite the initial success and ambition to grow into a lifestyle brand, WeAreYourCity closed its operations in 2020. This venture marked a significant turning point in Beckham’s career, showcasing her transition from hairdressing to business ownership and highlighting her aptitude for networking and brand development within the luxury market. Her entrepreneurial pursuits have consistently emphasized exclusivity, personalized service, and strategic partnerships, building on her inherent connections and desire to create her own distinct path.
Curious about our offerings or have inquiries? We're eager to assist!
Just complete the form, and we'll respond promptly.
