Freya Rose Goes to LA — Reflections on the Greater Together Mission

Returning from Los Angeles, I felt informed, energised and optimistic.

It was an incredible opportunity to be invited by the UK Government to join the largest-ever trade and investment delegation to the US, the Greater Together LA mission. A celebration of the historical relationship between two nations built on trade, innovation and shared ambition. But also a powerful reminder that in an age dominated by AI, genuine human connection remains our greatest currency.

Why Greater Together

Greater Together is the UK Government's initiative to strengthen the partnership between Britain and the United States, bringing together founders, creative leaders, and business builders to forge new relationships, explore new markets, and demonstrate that British ambition travels well. I was honoured to be among those invited. As Freya Rose continues to grow its presence in the US, being part of that conversation felt not just timely but necessary.

Over three inspiring days, I found myself surrounded by smart, curious people determined to tackle the hard questions: the misinformation crisis, the algorithms that narrow us, the brand partnerships that should actually solve something, the supply chains that must be ready in seconds when culture shifts. People who don't wait for permission to build the future - just start. That energy is contagious.

I had the privilege of speaking with remarkable founders and innovators, and listening to some of the world's most compelling minds, including Tim Peake CMG and Lucian Grainge. These were conversations that were intelligent, ambitious and deeply energising,  the kind that leave you thinking differently long after they end.

I arrived passionate about what good media, good storytelling and good partnerships can do. As our business continues to grow in the US, it was invaluable simply to be there — meeting with PR agencies, visiting stores, and understanding the landscape firsthand. But equally important were the moments in between: lingering in beautifully atmospheric places, speaking with locals, observing the rhythm of the city and absorbing the unmistakable energy that makes LA what it is.

With gratitude

A heartfelt thank you to Hannah Prevett and Miriam Hall for inviting me onto The Times podcast, and to Jonathan and Laura for such a thoughtful and intimate dinner exploring how leaders can support young people navigating employment in the age of AI.

To Jules Ehrhardt, for bringing together such an exceptional group. To Ryan Burnham, my power duo throughout the trip. To Rosie Speight, my companion for the last two days and, I am confident, a friend for life.

Thank you to Jennifer Fleming, Rupert Daniels, Daniela and all the teams at the Department for Business and Trade and the GREAT Britain & Northern Ireland Campaign, for creating something so meaningful and impactful.

I also had the pleasure of meeting so many wonderful people along the way: Heather Blundell, Charlotte Keesing, Kate Hardcastle MBE, Roja Dove, Oli Barrett, Jeremy Rees, Lord Karan Bilimoria, Katie Rapport Goldblatt, Melissa L. Williams, Laura Weir, Dahlia Dana, Sarah Malone, Andrew Leveson, Emmanuel Eribo, John Ferry, Jonny Paterson, Fiona Pollard CBE, and many more who made this experience unforgettable.

There is something incredibly powerful about stepping outside your routine, immersing yourself in new conversations and surrounding yourself with people who are building, questioning and imagining the future.

LA, you were magic.