When Mike France, Peter Ellis and Chris Ward – three entrepreneurial British horophiles – established the Christopher Ward dial name in 2004, e-commerce was largely regarded with suspicion by the industry. “The main intent was to take the middle man out of the process and deal directly with the consumer via a website,” France once told me during an interview for The Daily Telegraph.
“We were one of the few companies shaking the tree and I genuinely think we spearheaded a trend.”