Who We Are


Mel Maw - Founder

Mel founded The Lifestyle VA after a long career as a high-level Executive Assistant in London and New York, where she worked with some of the most influential figures in music, advertising and retail sectors. From managing the lives of celebrities and music moguls to serving as EA to the Chairman and CEO of Paperchase. Her background also includes Private PA support to HNWIs (High Net Worth Individuals) and UHNWI (Ultra High Net Worth Individuals) across industries, including music, tech, start ups, finance, and design.

Today, Mel applies her strategic expertise alongside her team to help innovative founders, busy families, and driven entrepreneurs streamline their lives and growing businesses.

At The Lifestyle VA, she leads a team of highly skilled, discreet and adaptable Virtual Assistants (both personal lifestyle and executive assistants) who specialise in helping clients reclaim their time, streamline their daily operations, and achieve more, both professionally and personally.

Mel believes in fair pay and creating a supportive team environment and she is proud to pay her team up to 80% more than the big name agencies and works to continue raising the standards within our VA industry.

In her role as Founder and Client Account Manager, Mel takes a hands-on approach, offering strategic planning services to clients, so their VAs can implement systems and processes that protect what matters most: her clients’ time, energy, and focus. She is passionate about delivering tailored solutions and exceptional services that allow clients to accomplish their goals in their businesses and personal lives.

Meet Some of Our Team

  • Kate

    With over a decade of experience supporting UHNWI’s, Kate provides bespoke EA and Lifestyle Management tailored to the most dynamic and demanding lives. From overseeing luxury property portfolios in the UK and Europe to managing household staff, complex travel, events, and private projects, she brings calm, efficiency, and total discretion to every task.

    Kate has supported high-profile entrepreneurs, a leading journalist and influencer, and has worked on everything from luxury hotel development to historic estate restoration.

    Her strengths lie in anticipating needs before they arise, navigating fast-paced environments, and delivering seamless support with a friendly and personal touch. Whether coordinating a global move, sourcing a last-minute chef, or ensuring a diary runs like clockwork — Kate makes the complex feel effortless, so her clients can focus on what matters most.

    Kate lives with her husband and two boys in Surrey on the outskirts of London.

  • Danielle

    Danielle is an experienced Executive Assistant with several years experience supporting senior leaders within large, reputable professional services organisations.  She provided dedicated support to Partners and Directors at a professional services firm within one of the highest fee-earning departments and worked as a Project Administrator on a client chargeable project valued at £10M.  She has enabled her Executives to win business and high-level projects.  She is adaptable and has worked for a variety of businesses, individuals, with different working styles. She is confident managing complex workloads and prioritising deadlines, with extensive experience overseeing busy Outlook diaries and coordinating both international and UK travel, including time-zone management and detailed logistics.

    Danielle is a proactive self-starter, she works independently, uses initiative, and takes ownership to ensure tasks are followed through to completion. By understanding the bigger picture, she identifies opportunities to streamline processes and support progress in line with your business goals.

    In her spare time Danielle enjoys creating realism style art.

  • Laurie

    With her extensive experienced as a Private Executive Assistant for UHNWI’s and HNWIs, alongside her background in luxury events and members clubs in London, Laurie brings her strategic big picture thinking mind to her clients.

    She loves nothing more than making sure every tiny detail of our clients lives is planned and arranged effortlessly, whether she’s supporting them in business or their lives.

    One of her biggest strengths is creating systems and processes that help businesses handle repetitive tasks on repeat with ease.

    She handles her UHNWI Lifestyle clients with warmth, compassion, calm and bags of confidence, using her depth of experience to handle all their life demands with grace and ease.

    As a mother of two and living in Folkestone, you’ll find Laurie taking a sea dip all year round.

  • Natalie

    Natalie is a brilliant Tech focused Virtual Assistant and for over 4 years she has been crafting and designing beautiful and functional websites, creating email funnels, managing membership communities and supporting business owners systems.

    Nat’s obsessed with strategy - whether its marketing support, UX, creating slick and efficient automations or streamlining systems - she loves working out to improve it so our clients get even more out of their businesses.

    When she’s not building online magic, you’ll find her wandering through the Norfolk woods with her gorgeous dog, Esmae.

  • Victoria

    With over 25 years of experience, Victoria has supported entrepreneurs, CEOs and C-suite executives, SMEs, corporate property firms, a multinational oil company, management consultants, a charity, solicitors, a barrister, a global training company, and most recently, a British beauty and skincare brand.

    Highly self-motivated, reliable and confident, Victoria is known for her calm efficiency and her ability to add value wherever she goes. She’s meticulous, organised and proactive — the kind of assistant who keeps everything running seamlessly while making it all look effortless. After a long and successful career employed within a range of businesses supporting executives and senior teams, Victoria decided in 2021 to branch out independently, offering her wealth of experience to a variety of clients across different sectors.

    She thrives on variety and loves helping busy people stay one step ahead. Based in Bedfordshire, Victoria lives with her husband and three children, aged 21, 19 and 15. Outside of work, she enjoys spending time with family, renovating her cottage, and taking long countryside walks with her dog.

  • Michelle

    Michelle is a brilliant Tech VA, currently making systems and admin smoother for one of our clients.

    Working with Michelle is like having a calm and cool systems admin genie in your pocket.

    Michelle loves working with our health, wellness and consulting clients, whether that’s improving their tech systems, or helping build loyal and repeat customers.

    She’s a skilled systems and tech specialist and she also adores a clear inbox, beautifully worked calendar and creating a lifestyle where her clients have your time back.

    She's deeply experienced in Dubsado, ClickUp, Squarespace and can understand any email marketing software, there also isn't a Zapier Zap she can't magic up to make everything a little more automated and swift.  

    She is based up on the North East coast of England, so a friendly Geordie accent comes included.  Michelle truly loves making your life simpler and hassle free.