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Why Does Belu have 2 CEOs?

At Belu we strive to prove there is a different and better way to do business. Why be conventional when you can be exceptional? One of the ways we do business differently at BELU is by having 2 CEOs; Natalie Campbell MBE and Charlotte Harrington.


In March 2020, Natalie was appointed CEO. A few months later she invited Charlotte to join her as Co-CEO as a model for others to follow when it comes to doing business differently. The approach is inspired by ‘shine theory’ and is a commitment to collaborating with, rather than competing against, other people — especially other women.

What is Shine Theory?

Shine theory is a term coined by Aminatou Sow and Ann Friedman, its premise lies in helping someone be their best self—and relying on their help in return. It’s the decision to bring your full self to your friendships and set aside any insecurities or jealous feelings. 

Shine Theory recognises that confidence is infectious, and if someone is tearing you down or targeting you as competition, it’s often because they are lacking in confidence or support themselves. It’s having the spirit of genuine happiness and excitement when your friends are doing well, and being there for them when they aren’t. Shine theory rests on intentionality and accountability. You can read more about shine theory on www.shinetheory.com

In the news
Financial Times article ‘Are two heads better than one? How co-CEOs make it work’ by
Elizabeth Uviebinene

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