Aneta Aslakhanova

Based in London since 2012, Aneta led transformation of a niche luxury tea company into a global brand by re-defining the brand’s strategy and positioning. Under her creative approach the company grew into an internationally acclaimed company with 7 packaging design awards, including two DBA design effectiveness awards. Led multiple successful brand collaborations, including one with a British fashion designer Matthew Williamson. Championed sustainability change in the company and currently moving the brand to fully sustainable packaging. Aneta is also an Honorary Director of The Chitra Collection, the company’s private tea museum and a secretary of the N.Sethia Foundation, a British charity to which Newby dedicates all its profits.