ABOUT

Fox and Flare was founded by Freya Parsons after 20 years working across sales, events and hospitality in some of London’s best-known venues. 

Her career has taken her from major London restaurants and venues to senior commercial leadership, most recently as Director of Sales and Events at KOKO and the House of KOKO. 

Along the way she has sold events, built pipelines, managed teams, created partnerships, worked with global brands, negotiated deals, opened doors and delivered everything from private dinners to large-scale high-profile events.  

That experience means that at Fox and Flare we understand not just the commercial side of a business, but also what actually happens behind the scenes, and in the room with the client. 

Before moving into hospitality and events, Freya trained as an actor at East 15 and worked within performance and immersive experiences. That creative background has stayed with her. 

It influences how she thinks about brands, spaces, audiences and events, while 20 years on the commercial side means the idea always has to work in the real world too. 

Over the years, one thing became very clear: Businesses rarely struggle because they have no ideas. More often, they have too many priorities, not enough time, the wrong structure, gaps in the team or commercial opportunities sitting in plain sight that nobody has the capacity to pursue. That’s where we come in.

We provide senior commercial thinking, full audits of internal workings, make the introductions, write the approaches, take the meetings, review the sales processes, support the teams, find the candidates, source the venues, or even help deliver the events.

We know what makes people trust and buy, we know how events come together, and, importantly, we know a lot of people.

Our network spans venues, brands, agencies, event producers, private clients, concierge businesses, membership organisations, corporate decision-makers and senior hospitality contacts. We use that network carefully and commercially.