Today, global fashion brand Kurt Geiger proudly celebrated the graduation of the Business by Design Academy (BBD) Class of 2025 at The Brewery, Chiswell Street. The ceremony was led by acclaimed broadcaster and household name, Clara Amfo who delivered an empowering keynote celebrating the students’ resilience and creativity. This year’s 33 graduates join the growing network of alumni, following in the footsteps of the inaugural 2024 cohort – 30% of whom are now employed full-time at Kurt Geiger, with others securing various roles and placements across the creative sector.

Broadcaster, Clara Amfo praised the graduates for their talent, stating:
“The Business by Design programme places young creatives right at the start of their journeys, in that sweet spot where ambition and potential meet. What matters now is that they carry the confidence to know they belong in every room they step into.”

BBD is Kurt Geiger’s fully funded career incubator for young creatives (more information here) with the graduation marking another significant milestone, as it announces the national expansion of the Academy. Starting Autumn 2025, BBD will become fully digitised, opening access to young people across the UK – not just in London. The in-person London programme will also increase its intake by 50%, offering even more opportunities to young people from underrepresented backgrounds. Applications for next year’s cohort are open now (link to sign up included in notes).

At today’s graduation, students were presented with a number of different work-based prizes and placements. Three students, Jennifer Peters, Mohammed Hussain and Monique Miller were awarded full-time paid apprenticeship roles at Kurt Geiger in the Buying, Merchandising and Marketing departments, allowing them to complete studies whilst working in these newly created positions. For the first time, a further three students; Bill Opare, Laura Quadri and Ben Sholongo were recognised for their enterprising enthusiasm and given an entrepreneurial grant to financially contribute towards developing their own ventures.

Topping it all off, student Nylah Rosario James, was awarded a one year paid internship at Kurt Geiger’s Head Office, where she will gain hands-on experience in design, buying, merchandising, marketing and PR, working closely with industry leaders to develop her skills and launch her creative career.

Nylah shared:
“I’m so grateful for this opportunity. BBD has already given me so much — from the support and mentoring to actually working on real projects. Now I’m just excited (and a little nervous!) to take everything I’ve learned and start building my career.”

The expansion of BBD comes at a vital moment. According to Feb ’25 ONS data, the number of 16–24-year-olds not in education, employment or training (NEET) rose by 100,000 in the last 12 months reaching an 11-year high. With 13.4% of young people NEET between Oct-Dec 2024, many talented young people risk being left behind. [1]

Despite contributing £124 billion to the economy [2] and employing 2.4 million people [3], the creative industry remains out of reach for many:
Only 17% of creative workers come from working-class backgrounds [4]
86% of creative internships are unpaid, shutting out those who can’t afford to work for free [5]
43% of young people aspire to creative careers, but 42% feel it’s financially unviable [6]

Launched by The Kurt Geiger Kindness Foundation in January 2024, BBD was created to break down these barriers. The free seven-month, AQA Unit Award-accredited programme is based at Kurt Geiger’s Farringdon headquarters, covering all expenses – including support for those with caring responsibilities or financial barriers. It offers weekly masterclasses and training sessions, one-to-one mentoring, and paid work experience in design, buying, digital marketing, and merchandising.

The Academy also partners with leading creatives. For the upcoming cohort, British designer Bianca Saunders and stylist/creative director Karen Binns will support students through mentorship, masterclasses, and real-world work experience.

Neil Clifford, CEO of Kurt Geiger, said:
“Business by Design isn’t just about opening doors for creative talent – it’s about showing the industry how much it gains by embracing diversity. With the Business by Design Academy expansion, we’re ensuring that talent from all backgrounds gets the access and support they deserve, while the creative sector thrives with fresh perspectives and innovation.”

Clifford continues:
“Governments can’t do everything. We believe it’s our responsibility to support the next generation of creative talent. Ever since our first cohort graduated, I’ve dreamt of making Business by Design available beyond accessible to those living outside London. There’s untapped potential in every part of the UK, and by digitalising the programme, we’re opening doors to more young people than ever before.”

Sophia Johnson, Head of Business by Design Academy, adds:
“We are equipping students with the core skills and confidence they need to succeed in the creative industry – whether they aspire to be designers, buyers, or other industry professionals. As we introduce the Nationwide Academy, we are bridging the gap between education and employment, providing an immersive and transformative experience for young people across the UK.”

Funded by the Kurt Geiger Kindness Foundation – which has raised over £2.3 million since 2022 – BBD supports youth creativity and community impact through partnerships with grassroots organisations.