How David Beckham’s 35-year-old sister built a £4000-a-year concierge use that skeleton a amicable lives of a …

joanne beckham jay smith
Joanne Beckham and Jay Smith, a founders of


David Beckham is a domicile name. Using his venerable talent on
a football field, he has built a tellurian conform and lifestyle
sovereignty around his name.

Now, his sister wants to follow in his footsteps.

Joanne Beckham, 35, and former footballer Jay Smith, also 35, are
a founders of oppulance concierge association WeAreYourCity.

Its goal is simple: Plan a amicable lives of a abounding and

Beckham, who was formerly a beautician for 16 years, told
Business Insider she always wanted to do “something for herself.”

It started with a conundrum. “When I’m in London I’m always
struggling for cold places to go,” she said. Luckily, this was
something Smith had approach knowledge in. He used to assistance former
teammates get entrance to a best places in a universe by a
concierge use he set adult after quitting football.

“In a sauce room, we would say, ‘Where do we shop? Where
do we buy cars from?’ Especially in a new city,” he said.
“Giving people entrance to these places saves people time and

“People don’t have time to lay a book a flight, go to a hotel
website, a grill website, or wait 20 mins on a phone to
Hong Kong profitable £2 a minute.”

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A post common by Gorgeous Couture (@gorgeouscoutureuk) on Jun 11, 2017 during 2:03am PDT on
Jun 11, 2017 during 2:03am PDT

They launched WeAreYourCity in 2015. Beckham and Smith started
out coming brands to turn partial of their “black book” of
elite partners. This would give members entrance to a best
and many disdainful places on a planet, including hotels,
restaurants, and bars.

Beckham said they were doing adult to 14 meetings a day with
intensity partners in a early days of a service, with their
initial sit-down being with May Fair Hotel. The five-star hotel
gives we some thought of their ambitions.

The other plea was building WeAreYourCity’s membership. Its
disdainful list of 20 clients includes sports personalities,
celebrities, and entrepreneurs. Here, Beckham and Smith tapped
into their possess black books.

“Because of Joanne’s background, she had contacts with
celebrities, afterwards we had contacts with sports personalities, then
people within a circles usually approached us,” Smith said.
“Some of them referred us to other brands, afterwards other brands
approached us — it grew flattering quickly.”

A personal lifestyle manager

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WeAreYourCity’s launch celebration in July


Beckham and Smith are flattering decorous about how Beckham WeAreYourCity
works. “We have to be clever if there are other competitors
perplexing to demeanour adult what we’re doing,” she said.

But this is what they will share. The association operates on a
singular membership tier (£400 a month or £4,000 a year) for 24
hours entrance by phone, email, or a lifestyle height (online
or around their app.) The phones are answered be a “live person” all
a time, anywhere in a world.

When a ask comes in — either it’s a phone call, an email or
by a app — they will build recommendations around it.

“It can be as elementary as ‘I need a moody to Miami, we need a hotel
for a week and some restaurants,'” Smith said. “Or sometimes
people don’t know what they wish to do. They competence be going to
Dubai for dual weeks, and they competence say: ‘I don’t know what I
wish to do.’ Then a concierge can give them an channel for
dual weeks.”

❤❤ #VictoriaBeckham #JoanneBeckham

A post common by Victoria Beckham France (@victoriabfrance) on Apr 17, 2017 during 2:12pm PDT on
Apr 17, 2017 during 2:12pm PDT

Each member is also given a dedicated “lifestyle manager” to
“build a attribute with,” according to Smith. The manager
knows all from their favourite restaurants to a dates of
their children’s’ birthdays.

“The lifestyle manager will work how a member wants to work,”
he added. “Some members proactively investigate and tell we exactly
where they wish we to go, and some have no idea.”

Beckham pronounced WeAreYourCity also offers exclusivity. For example,
it has a “hot tables” feature, where primary time tables during popular
restaurants during 7 p.m. or 8 p.m. on a Saturday night are available
to members.

“You routinely can’t get those tables, though a website flashes up
with what’s available,” she explained. “We have to keep on tip of
that to make certain we have all a ‘in’ places people wish to go.”

Smith believes £4,000-a-year is a “reasonable price” for the
service. “We’re flourishing a business, though in a destiny it might
change,” he said. “Looking during some concierge companies, they
aren’t truly 24 hours or worldwide — that’s since there’s usually a
few large ones in a marketplace,” he said.

Going global

25 staff now demeanour after a company’s members full time.
However, Smith pronounced they now have entrance to a sum of 120 staff
in London by a partnership with concierge company
Ten Lifestyle Management which
WeAreYourCity shaped progressing this year to enhance a services
around a world. “They believed in us, wanted a best for us,
and they’ve been a good support,” Beckham said.

On a company’s growth, Smith said: “From a review and
thought to a launch was 6 months, and we went from a
London-based association to a tellurian association in usually underneath two

#Repost @therealjoannebeckham with @repostapp. ・・・ What a pleasing day we @weareyourcity had @tiffanyandco stately gift polo crater #tiffanyandco#polo#fun#weareyourcity

A post common by by @JoanneBeckham (@weareyourcity) on Jul 14, 2015 during 2:20am PDT on
Jul 14, 2015 during 2:20am PDT

“If you’re used to carrying a right contacts in London and you
transport to New Work and LA, we wish to feel like we have the
same entrance around a universe as we have in your possess place,” he
added. “That’s what we yield for them.”

Smith combined that Instagram and amicable media has altered the
industry. “When we go on Instagram, we consider ‘Where is that
place? How do we get there?’ By pursuit us, we can say, ‘I”ve
seen this place on Instagram — a hotel in Bali, a grill —
and we can give we whatever we need. It saves people time, and
with a upgrades, it saves people income as well.”

Private and personal

If you’ve never listened of a association before reading this, then
Smith and Beckham trust they’re doing their pursuit right.

“We wanted to keep it utterly private and personal to any members
who did join, hence since there isn’t a lot of promotion about
us,” Beckham said. “We like to work on word of mouth and people
referring us to other members, so we keep it utterly niche. That,
to me, was critical obviously, with my background.”

@davidbeckham with his Mother @sandra_beckham49 and his Sister @joannebeckham [Photos of Joanne’s Birthday Party] 💝🎂🎁🎉🎊 #DavidBeckham #JoanneBeckham #SandraBeckham (February,25,2017) #London #🇬🇧 ديويد به همراه مادرش (ساندرا) و خواهرش جوآن ، در مراسم جشن تولد جوآن / لندن

A post common by David Beckham (@beckham75) on Feb 27, 2017 during 8:30am PST on
Feb 27, 2017 during 8:30am PST

There are now around 20 members of WeAreYourCity — exactly
a series a association wants, according to Smith. But now that
they’ve left global, they design this to change.

“When we launched as a London association we tapped it since we
weren’t prepared to grow any some-more than that, as a group was small,”
Smith said. “Now, we’re a worldwide company, and we’re prepared to
open membership up. We’re prepared to take on members from around
a world.”

However, he added: “Members will feel some-more valued from being in a
sealed membership base. We don’t wish to remove that, as large as we

The same opinion relates to a partners they take on board.
Smith pronounced WeAreYourCity has over 1,000 partners including “some
of a best brands in a world” — from hotels and high-end
retailers, to spas and restaurants.

The understanding large brother

Jay Smith, Joanne Beckham,
and David Beckham during a association launch.


It’s definite that Beckham benefited from her attribute with

“We were always out and about in London, and we’d built adult very
good relationships,” she said. “We’ve been advantageous adequate to do
a integrate of events where there have been high net worth
people there. We get introduced to them, they found out
about us, we turn friends, afterwards that’s it. They wish to be part
of what we’re doing, that is lovely.”

While David came to a company’s launch (“He put a post out
there for us,” she said) Joanne done it transparent this is really much
her possess venture.

“We’ve built this adult ourselves,” she said. “He’s usually supported
me a whole approach by — he’s a large brother. That’s what we
wanted anyway — we wanted to do it ourselves.”

Becoming a lifestyle brand

The ESPA Spa during The
Corinthia, one of Beckham’s favourite places in London, is just
one of a company’s partners.


Smith is now spending most of his time travelling to accommodate with
new intensity tellurian partners in 3 aim areas: Dubai, the
“far east,” and a US. The association is also readying a release
of a new website.

Quite how fees from 20 members (which totals around £80,000 if
they’re any profitable £4,000 a year) account 25 — or even 120
— staff is not clear. Smith and Beckham declined to discuss
a company’s earnings, and pronounced they “never supplement on to costs or
assign elect from a code partners.”

Smith said: “We’re happy with a numbers and the
membership during a moment.” Beckham added: “You can always improve
a numbers.”

Smith pronounced they’re looking to do this by events and product
collaborations. The association recently hold an eventuality for potential
members during Harvey Nichols in partnership with ESPA Life Spa at
The Corinthia, dual of Beckham’s favourite places in a city.

Smith also pronounced they’re exploring other collaborations, including
a intensity tie-up with Bang Olufsen. “We wish to be more
than a concierge association — we wish to make it a lifestyle,” Smith

He explained: “If we demeanour during Nobu, they can do flattering much
anything they wish now. They’ve got restaurants, hotels — they’ve
determined a brand. Hakkassan could do a hotel if they wanted
to. With us, product would be something we go down a track of
to turn a lifestyle brand.”

“It’s been a lot of tough work, though it’s enjoyable,” he added.
“Every day there’s new partners and new opportunities. The harder
we work, a some-more things happen.”

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