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Sam Cam could make millions from a Goop style lifestyle website

July 13,2016 04:15

As a devoted mother, style icon and charity ambassador Samantha Cameron hasn't put a foot wrong during her husband's time as Prime Minister's wife. While the vocal Cherie Blair couldn't help airing her grievances and Norma Major stayed well out of the ...

As a devoted mother, style icon and charity ambassador Samantha Cameron hasn't put a foot wrong during her husband's time as Prime Minister's wife.While the vocal Cherie Blair couldn't help airing her grievances and Norma Major stayed well out of the spotlight, Sam Cam - as she's known - has perfectly occupied the tricky middle ground. And now experts say that she can capitalise on her positive public image to launch a career that could make her millions. Celebrity brand expert Phil Pallen told FEMAIL that while the Bristol University graduate is rumoured to set up her own fashion label, he believes it unlikely she'll turn into Victoria Beckham overnight.Instead, he predicts she will take a gentler approach by starting with a curated website similar to Gwyneth Paltrow's Goop.Scroll down for video  Samantha Cameron, pictured as her husband announced his resignation last month, is rumoured to be launching a fashion brand as she embarks on a new life away from Downing Street'We'd be naive to say she's not been building her personal brand already through her behaviour and the way she carries herself in public, and the biggest statement she's made - her fashion.  'If I had to put money on it she'll start a curated website,' he said. 'She's a fashion woman. She's stylish and likable. She's a prime candidate to develop a lifestyle brand.'Her former aide and stylist Isabel Spearman recently confirmed that the pair were working on a project together, hinting that it would be a fashion label. However, Phil believes a lifestyle website would be a more canny move before launching her own personal fashion brand. Samantha Cameron was pregnant with her fourth child, Florence, when her husband entered Downing Street on 11 May 2010 and days later she left her position as creative director of luxury leather goods brand Smythson'It would make sense for her to first build a relationship through trust and she can do that through an online marketplace,' he said.'I can see her curating taste and style. When you look up her name to see what the buzz about her is you see how she's redecorated the kitchen at Downing Street. 'It's all out there already - her ability to curate and decorate. And she appeared in the Bake Off because cooking is lifestyle.'There's no doubt she's got the credentials to build a brand. After studying fine art at university Mrs Cameron had ambitions to become a professional painter.  Samantha Cameron pictured at a Ralph Lauren private lunch in March 2007. She's always had an interest in clothing and is an ambassador for the British Fashion Council That career path didn't come to fruition, and in 1996 she began working as a window dresser and interior designer. Years earlier, she's done some casual work for the luxury Bond Street Smythson's thanks to her well-connected mother getting her an in. It let to a commission to redesign their Bond Street job and a full time job. In 2006, she became creative director. Two days after David Cameron entered Downing Street in 2010, she stepped aside saying she wanted to focus on her children and her new role as the Prime Minister's wife.  Samantha Cameron's refurbishments to the Downing Street kitchen were revealed when she hosted a breakfast for children supported by the charity Contact A Family last year  Brand expert Phil Pallen predicts Mrs Cameron will make charity work a key part of any future endeavours. She's pictured with xhildren for the Save the Children Christmas Jumper Day and is an ambassador for the charity  The then Prime Minister's wife's participation in the Great Sport Relief Bake Off was part of her subtle positioning of herself as a future lifestyle guru, according to a brand expert She was pregnant with her fourth child, Florence, who was born in August that year.However, she stayed on as a Creative Consultant, working two days a week.  She also has impeccable connections to the world of accessories and interiors through her mother Annabel Astor.At the age of 20 she opened a jewellery boutique in Knightsbridge  and went on to set up high-end furniture firm OKA, which now has 14 branches and turns over £21 million a year.In addition, she's an ambassador for the British Fashion Council and was formerly a PR for the Taiwanese fashion brand Shiatzy Chen. Samantha Cameron, pictured at Save the Children"s Secret Winter Gala in 2013, is known for her sense of style and charity work 'She can do pretty much whatever she wants,' Phil continued. 'But even if the goes down the lifestyle route, there's likely to be a strong charity element. 'I'm not sure about public speaking as she's been very quiet. But if we do see her giving speeches it will be about causes close to her heart.'She is already an ambassador for Save The Children and supports charities for disabled children and their families after losing her son Ivan, who had severe epilepsy and cerebral palsy, in 2009.  Photographed at home in No.10 Downing Street, Samantha Cameron looks every inch the aspiring lifestyle guru. She has a background in interior design, window dressing and has the perfect public profile to launch a brandAs for her earning potential Phil points to celebrities such as Jessica Alba whose Honest Company is valued at valued at $1.7 billion (£1.2 billion).And while Mrs Cameron may not reach such dizzying heights, her earning potential could certainly be in the millions.  'It's hard to predict how much she'll make, however there's a case to be made that we've not seen anyone do this from the world of politics. That's new territory. 'In this market, people trust that. There's a lot of credibility attached to her give her political involvement that's appreciated around the world.   At the Burberry Prorsum A/W 2011 show at London Fashion Week: With her industry connections and a sister who is deputy editor of UK Vogue she is well placed to pursue a new career in fashion 'As a public figure you have the privilege and platform that means people are paying attention and you have built-in interest whatever you decide to do.'He predicts that as the wife of a former UK Prime Minister she would have a ready-made platform in the US.'In the US people are glued to every little movement of the royal family. It's British, it's heritage and they love British people and culture,' he explained. 'If marketed correctly she has the potential to do something we haven't seen done before.' However, even if the former first lady of British politics retired to the countryside to be a full time mother, she would hardly be strapped for cash.   Hand-in-hand with actress Melanie Griffith at the Smythson's Madison Avenue Grand Opening Event in New York this year. Sam Cam is still a consultant for the brand after stepping down from her role as creative directorHer family own a £5 million mansion, Sutton Park, near York and another 1,000 acres of land her father inherited.Her father has been quoted as saying: 'I live off unearned income, garnished by the occasional planning consent.'And David Cameron once mentioned in an interview that his wife 'owns a field near Scunthorpe' according to The Independent, meaning she too could benefit from similar income.  Last year, she received more than £400,000 windfall from the sale of Smythson as a result of her 275 shares in the company.  SAM CAM'S ARISTOCRATIC AND RATHER COLOURFUL CLAN SISTER EMILY SHEFFIELD Sam Cam’s younger sister, 43, was expelled from Marlborough College after cannabis was found in her dormitory in a police raid, but these days she’s the archetypal (pushy) Shepherd’s Bush yummy mummy at the centre of a smart West London set.She’s the deputy editor of UK Vogue, though doesn’t limit her writing to the magazine, often venting on Twitter about issues such as Brexit (she said she’d never vote Tory again if Leave won) and the wickedness of fur in fashion (‘animals are skinned alive for their #fur is extreme cruel’ [sic]).Recently, her views have become more forthright (it’s not clear whether this is deliberate considering that her sister’s days as the PM’s wife are coming to an end).She’s said she wants to vote Labour to block the far Right, adding: ‘I only voted Tory for David [Cameron].’Much to Sam Cam’s envy, Emily spends a lot of time on far-flung luxury holidays (for work, of course) and eating out at some of London’s chicest restaurants.Her husband, actor Tom Mullion (who starred in the film Snow White And The Huntsman), is a co-founder of Kitty Fisher’s, a tiny but extremely fashionable restaurant in Mayfair frequented by such names as Nigella Lawson and Homeland actor Damian Lewis.HALF-BROTHER ROB SHEFFIELDWildest of the bunch is Sam Cam’s relentlessly social half-brother, who spent much of his 20s in nightclubs.The 31-year-old may have given up drinking three years ago, but shades of the old Rob are never far from the surface.After five years working for the chairman of auctioneers Christie’s, Rob is now associate director for leading international modern art dealer Dominique Levy.By day, you’ll find him looking sharp in a sleek Italian suit. But by night — often at Mayfair nightclub Loulou’s — he loves to dress up, especially in drag.Currently single and living in West London, he has been photographed lying in the back of a taxi wearing a sparkly Union Jack dress proudly displaying his long legs and platform heels.STEP-FATHER WILLIAM ASTOR IVAn outspoken Tory peer, he campaigns openly against issues including Scottish First Minister Nicola Sturgeon’s attempt to land-grab in Scotland (where he owns an estate) and the planned HS2 rail link, much to David Cameron’s occasional embarrassment.He has tempered his views since Cameron has been in power and, indeed, his nocturnal activities — an affair with Rachel Whetstone, a former political advisor and now wife of Steve Hilton, ended long before Cameron became PM.He frequently takes to the pages of the Spectator to air his views or share gossip about his family’s past — he ridiculed Andrew Lloyd-Webber’s portrayal of his father Bill Astor (who introduced War Minister John Profumo to Christine Keeler and denied having an affair with Mandy Rice-Davies) in the musical Stephen Ward as ‘unnerving and cringe-making’.HALF-BROTHER JAKE ASTORAs soon as Cameron became PM, Sam Cam’s party-loving younger half-brother hot-footed it to Hong Kong, where he has lived ever since.It was probably just as well — in his 20s, the Eton and Oxford-educated investment banker was known as Jake The Snake for his fondness of tight trousers and an ability to party all night. Still stylish, today he has a penchant for natty suits and blue suede shoes.Now 35, he has settled down, and two years ago married Victoria Hargreaves, a glamorous, blonde brand consultant. They have a one-year-old daughter, Sibyl. HALF-SISTER FLORA ASTORSam Cam’s half-sister Flora, 40, chose to escape the limelight by moving to the south of France.She is a qualified gemologist who once worked for her mother’s jewellery firm, Annabel Jones.She married the Oxford-educated diplomat Theo Rycroft ten years ago, and together they have three children: Nelson, Pandora and their youngest, born in March, Lydia.HALF-BROTHER WILL ASTORAs the eldest of Sam Cam’s half-brothers and heir to his father’s title, Will, 37, presents a very sensible exterior. But, like any party-loving Astor, he’ll gladly slap on make-up and don earrings to go to a party dressed as a punk rocker.In 2009, he married Lohralee Stutz, a one-time Diet Coke model from Canada. They live in Bohemian splendour in Notting Hill, close to the Camerons’ West London home.He was working for billionaire property tycoons the Tchenguiz brothers when he spotted Lohralee at favourite Sloane nightclub Raffles. He tracked her down for a month, and eventually married her at his mother’s Oxfordshire home.They have a son, Conrad, four, and two miniature black poodles. STEP-COUSIN TOM ASTORTom grew up in Cameron’s Oxfordshire constituency, and lives at Merriscourt Barn, near Sam and Dave’s country home.Since marrying Clarissa, a South African glass-blower, in 2000, they have turned their home into a hub for artists and craftsmen.It’s also a damn good place for a party, and has been the setting for many important get-togethers for the so-called Chipping Norton Set.Tom, 43, is a fanatic of bluegrass country music and will pick up a guitar or banjo at any opportunity. He even has a professional guitarist living on his estate, handy for spur-of-the-moment jamming sessions.STEP-COUSIN ROSE ASTORSam Cam’s beautiful blonde step-cousin Rose, 37, is married to Hugh van Cutsem, an investment banker and close friend of Prince William.Their daughter, Grace, was a bridesmaid to Kate and Wills and caught the public’s eye covering her ears during the Royal fly-past.Rose, whose only vices are McDonald’s and speeding tickets, runs Maggie & Rose, a private club for parents in West London (premier membership costs £4,000 per year per child).They live near the Camerons in Oxfordshire and are often found emerging from a black Range Rover at Daylesford organic farm shop or a Chipping Norton Set party.  She also holds shares in a property company set up by her father, Sir Reginald Sheffield the eighth holder of a baronetcy that goes back to 1755. The larger-than-life figure is a garrulous tweedy squire who is hardly ever seen out of a bow-tie and is estimated to be worth at least £20million.He owns 3,000 acres of farmland in North Lincolnshire and spends much of his time out of London at Sutton Park, his 18th century, 1,000-acre estate north of York. Which is just as well, as he’s marvellously indiscreet after a long lunch and has an unquenchable thirst for fine claret.He recently celebrated his 70th birthday with several parties, including a big dinner at White’s, the men-only St James’s Street club. Samantha Cameron's father Sir Reginald Sheffield at his stately home in Sutton Park near York To make up for all this fine-dining, and to keep his waistline trim, he checks in to the expensive Mayr Clinic in Austria at least once a year. Patients are allowed only half an avocado per meal, which they must chew 30 times under the watchful eye of doctors.In 1977, after separating from his first wife — Samantha’s mother, Annabel Astor — he married Victoria Walker, and they have three children: Rob, Alice and Lucy.Her mother grew up surrounded by louche aristocrats and Bohemians — as a child, she knew Russian ballet star Rudolf Nureyev and young oil heir Paul Getty — but she always resisted the temptations of drugs.After a short first marriage to Sam Cam’s father, she married Viscount Astor, with whom she has three children, Flora, Will and Jake.The couple celebrated 40 years of marriage this year.They live with three Jack Russells and a cocker spaniel at Ginge Manor in Oxfordshire, where Dave and Samantha Cameron had their wedding reception in 1996.They also have a shooting estate on the Scottish isle of Jura, a holiday home in Florida and a house in London.


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