Rude Utilities creates highly functional and ultra chic lifestyle-products of exceptional quality. These products include holsters, leather bags, cases, and other accessories and goods for general and professional use especially within the hairdressing sector.

Sarah Shafi uses new design concepts in her business, which have won various awards. The Round Foundry Media Centre helped her establish her business after it was founded in 2006. At the time when Sarah was looking for premises, her business was at a turning point. She has had various peaks and a few troughs, all of which the Round Foundry Media Centre have supported her through. The Round Foundry Media Centre still continues to give massive support for the business, even though Sarah is now only a virtual client. Sarah's business is now on the up as she has just closed a deal with a Celebrity makeover programme on ITV, where all of her products will be credited.

Sarah feels that the Round Foundry Media Centre was just the right professional touch her business needed to compete – it was like her products, which were inspired by design, quality and luxury. She says, "I could not have coped without the Round Foundry Media Centre. They have been a rock, to both me and my business, and in more ways than one. From my initial pod-style office, to then taking my business to a proper office, to now me acting as a virtual client". The advantage of the Round Foundry Media Centre has been its flexibility, both in its space, team and tenants.

The Round Foundry Media Centre receptionist team are a very valuable asset, as is support from the internal businesses. AWA and Simple Usability helped Sarah to create a website she is very proud of. Sarah says "I do not compromise on quality and that's why the Round Foundry Media Centre works for me".

Sarah Shafi

www.rudeltd.com