Peter York

For me, wearing a tie is a pleasure, a recherche one but a pleasure nonetheless. You could say that I'm avoiding tie avoidance. My own gorgeous collection runs into hundreds and I buy them the way I buy books - I simply can't pass a shop. I have loved them since I could spend my own money on them.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.

I don't think of people as black or white. It's a question of are they photogenic or not? I don't think anyone says, 'Let's book her. She's black.' I think they say, 'Let's book her. She's good.' We've come that far.