He would go on to set up Ten in the spare room of his flat on the other side of the capital in Marylebone in 1998, teaming with his events manager half-brother, Andrew Long, who is dyslexic. Born in Brazil, his goods-trading father split from his mother – who was an assistant to various City titans – while he was growing up in Chingford, east London, at the age of four. He believes his worldview is shaped by his upbringing. We’re entrepreneurs for different reasons, but we want to make the world a better place In August, Cheatle will ring the bell at the London Stock Exchange as it becomes the first Aim-listed business to be granted the status of a B Corporation, or B Corp – a social and environmental standard. “We’re compensating for this by thinking: ‘How can we nudge these people into doing things that are better?’” To this end, Ten says it is now helping clients to become philanthropists and encouraging them to swap Dubai for Dorset to save air miles. I’m not entirely comfortable with that,” Cheatle admits. “I do worry about the level of inequality in the world and our service does mean that richer people can get tables at restaurants that poorer people can’t get. With a cost of living crisis raging, supporting wealthy people in splurging their disposable income may feel a little crass. Ten has 275,000 members split between the “mass affluent” – households with a combined income of more than £100,000 – and “high net worth” individuals, with liquid assets of more than £1m. And the law firm partner who has, for two decades, stipulated detailed holiday conditions, including the road-safety levels en route to the local boulangerie. There was the man who had Ten organise his Italian proposal, complete with a portrait painter who secretly depicted him on one knee as the couple’s favourite music played for the big reveal. Venues, keen on its big-spending clients, allocate them sought-after concert tickets, restaurant tables and purchases.Įd Sheeran tickets and holidays to the Maldives and Mauritius have been the most common demands in recent years, but some clients have quirkier requests. ![]() ![]() Ten Lifestyle’s members typically join up through their bank (including Coutts, Barclays and HSBC in the UK) and are offered a trusted concierge service, saving them time and offering access.
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