Olivia Coughtrie is the co-founder of Oriel Partners, a leading London based recruitment firm focused on sourcing high calibre PA and administrative support, both on a permanent, temporary and contract basis. Working across a variety of industry sectors, from fashion to finance, they partner with their clients, providing long-term hiring solutions and implementing strategies for sourcing the best talent. Service, discretion and calibre are the three words which differentiate them from competitors, testament to the success of Oriel Partners and the team over the last 6 years.
1. Can you tell us a little about your background and your company?
Prior to co-founding Oriel Partners in 2018, I was previously an Associate Director at a boutique, West End secretarial agency where I worked for almost 7 years, focusing on senior level briefs. I managed the permanent division and was integral to the expansion of the business during my time there. I am well known for my direct and honest approach and have many exclusive partnerships with my global and UHNW clients.
I live in Berkshire with my husband and two children, having been brought up in Dorset. I was educated at Sherborne School for Girls and graduated with a Business degree in 2008.
2. What inspired you to start your business?
My co-founder Auria and I worked together previously and knew we could do things differently and in a more positive environment. Candidate care has always been a priority of ours (see our 4.9 star rating on Google reviews), trying to change the recruitment experience from being ‘salesy’ to ‘consultative’. We are aware that job hunting is often a stressful time for people so providing kindness, support and guidance for our candidates proves to be invaluable for them. We set the business up around our three core values, kind, honest and fun and have built a strong team with these at the heart.
In addition to this, I set the business up when I was at a stage in my life when I hoped to have children and pre-covid, the idea of flexible or hybrid working was very unusual, especially in the recruitment world. Having seen several of my peers struggle to return to work after they had had children, I knew that setting up my own business would give me the opportunity to have more flexibility and control over my working hours making the balance of family and work life more manageable.
3. How did you create awareness for your brand?
Initially Auria and I utilised our extensive network, having been in the business for over 30 years collectively, we drew upon the relationships we had built over the years – it is amazing what a strong tool word of mouth is. We also launched ‘The PA Podcast’. Series 1 was focused on speaking to candidates across a variety of sectors with the aim of educating the listener of what it is like working in that industry. Series 2 was then looking at it from the other side and speaking with hiring managers and HR professionals in different sectors, discussing what they look for when hiring and their process. We believe knowledge is power and this tool proved a great way to promote our brand whilst also adding value to candidate and clients. In addition to this, we host annual events, our most recent series titled ‘Meet the Expert’ where we bring in an expert on a current hot topic to provide advice and guidance to our clients.
Perhaps the most valuable thing however was our success rate and service we provided. Oriel Partners quickly stood out as being specialists, partnering with clients for the long term. People work with people they like, and we are proud of the amount of repeat business we get approached to work on.
4. What strategies helped you secure funding and scale your business?
Our business was set up purely on investment by the two Founders and we have never required funding, instead have managed to grow organically. We have of course re-invested heavily into the business to support the growth, particularly focusing on SEO, marketing and PR to help reach new clients.
5. What have been your biggest successes so far?
We have worked with some amazing clients globally and are often briefed on an exclusive basis giving our candidates access to unique opportunities. We have also built a team of senior Consultants who are integral to the success of the business based in our fabulous London offices.
Perhaps our most public success was last year in 2024 when we were nominated for three categories in the Recruiter Awards: Best Candidate Care, Best Client Service and Small Recruitment Agency of the Year. The Recruiter Awards is one of the UK’s largest events for the entire recruitment community. Recognising outstanding achievements by agencies and in-house recruiters, plus achievements in recruitment marketing and technology.
6. What challenges have you faced, and how did you overcome them?
The global pandemic was the first challenge we faced in 2020 when recruitment grinded to a halt. Fortunately, at that time, the business was still small and so we didn’t have costly offices or staff to pay, which allowed us to remain agile and come out of the pandemic in a strong position. Personally, I also had my first daughter at the end of 2020 so if there was a time for business to slow down, it was the right time for me!
7. What are your plans for the future?
To continue with our growth, hiring only the best talent for our business, but not to expand too aggressively where company culture and ethos gets affected.
We have seen an increase in hiring abroad so there could be an opportunity to make this more of a focus or add specific hiring division to the business. But we will always remain true to what we do best, high level PA and admin recruitment.
8. What advice would you give to aspiring female entrepreneurs?
Talk about your dreams, it makes them more of a reality.
Never stop networking – I connect with everyone I meet and always follow up with a thank you note if someone has given me their time. Manners cost you nothing and go a long way.
Don’t hide behind email – I do a lot of business via the phone and try to meet all new clients face to face. It is much easier to build a long-term relationship this way and you will be harder to forget.
A problem resolved can often cement a relationship – don’t panic if you have a challenging situation, by finding a solution and overcoming it will help create a bond with whoever you are working with.
Ask for help – don’t be afraid to hire the right people for a job you are not an expert in. You want things done properly.
Find a mentor – You will be amazed at how people will be flattered when asked for their time and guidance and keen to help.
Don’t give up when you have children! Pay for good childcare and keep going even if you work part time – long term you will be so grateful.
Surround yourself with cheerleaders – you want radiators and not drains in your life.
9. What are your top three tips for entrepreneurial success?
Hustle and don’t give up. Drive is key and you will need a strong work ethic to succeed.
Find something you love and do it better than other people. Then you will stand out.
Be confident – even if you don’t feel it!
10. Who are five people who inspire you the most, and why?
My mother – 4 healthy and happy children, impressive!
My business partner Auria Heanley – always by my side, we challenge each other but there is 100% trust and loyalty, which is hard to find in life.
Ella Mills – what she achieved at a very young age with Deliciously Ella is inspiring. She is also a working mother which is great to see.
The Princess of Wales – true dedication to service. Poise and grace.
My team – 8 wonderful woman who have helped to make Oriel Partners what is it today following our mission.
11. What are your favourite inspirational or motivational quotes?
“Keep your face always toward the sunshine, and shadows will fall behind you.” – Walt Whitman
“Tough times don’t last. Tough people do.” – Robert H. Schuller
“Believe you can and you’re halfway there.” – Theodore Roosevelt
“The harder the conflict, the greater the triumph.” – George Washington
“It doesn’t cost me anything to be kind.” —Paddington
12. Where can our readers connect with you?
(10) Olivia (James) Coughtrie | LinkedIn
Boutique Admin Recruitment Agency in London – Oriel Partners
