WHEN Edward Somner Bogard was still in sixth form, he came up with a business plan to sell designer shoes to the elite and fashionable.
Some four years later, that entrepreneurial drive has seen the 21-year-old build his own company, EMJ Exclusive – who pride themselves on making sure the rich and famous live their lives to the full.
Somner Bogard helps Premier League footballers, wealthy influencers, Royal Family members and more live a lavish lifestyle.
From sourcing designer clothes by Christian Dior to Chanel handbags for Wags, Lamborghini supercars, Patek Philippe watches to now aviation, the young businessman runs a full lifestyle management business.
He told SunSport how it all began. "The business started pre-Covid, when I was still at school," he said.
"I resold designer shoes and over time, through various connections I made, my clients became footballers, boxers, and YouTubers.
"At that point it was about building a client list, so I did things for free.
"Then I would get asked by a client if I could get them a watch or a car. We gradually evolved with the services we could offer and now boast clients who are very high-profile people who have lots of money."
EMJ Exclusive keep their services discreet, so you will rarely see Ed lauding their offerings.
Nor will you see those spending that kind of money showing off their riches on social media.
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Most recently, he's added a Boeing Business Jet that is available to charter from around £12,000-per-hour.
He continued: "In under four years we've gone from shoes to aviation. We can supply helicopters and jets for a clients.
"We are the only business who could sell you designer shoes or a jet!
"If you are wealthy and famous, we cover everything you need to have and do.
"And we always operate with a high level of discretion to suit our clients."
Growing up London, Ed admitted having an intrinsic interest in luxury items.
It's his go-getting attitude that has allowed EMJ Exclusive to grow – gaining partners in a variety of spheres the super rich splash the cash in.
"There's no harm picking up the phone to someone who is respected in a particular industry to partner up," Ed revealed.
"We have partners who can get us travel packages, yachts, chartering jets, insurance and finance.
"When it comes to watches and jewellery, we're sort that out ourselves.
"We have also built so much trust with our partners, so we make sure everyone gets a good deal.
"Some of our clients will spend between £100,000 to £2million per-year.
"We even have clients who will spend £30million on one jet in one go.
"You have footballers who will buy a car for around £100,000 through us, or a watch for around £10,000 to a £100,000.
"We will sell an entry level Rolex to a high-level Patek Philippe timepiece.
"We have a wide variety of customers and spends. The footballers go for more medium purchases often.
"Where as we've got some clients who will spend £250,000 in a day."
When the football season ends, Ed's phone doesn't stop ringing.
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If he's not organising players to travel for medicals when transferring clubs, he is making sure they get the five-star treatment on holiday.
"During transfer season, we get all sorts of requests from agents and players to organise players' moves," he explained.
"We also organise holidays, hotels, and entrance to clubs and high-end restaurants.
"And luxury chalets in Val Disere to stays in the Maldives, Dubai, Ibiza, and Marbella with exclusive access to these villas through owners
"In terms of the clubs and restaurants, people might think that if you are famous you can just turn up and you'll get a table, but that isn't always the case, especially when its abroad.
"A security guard in Ibiza might not know who that person is. But we have a relationship with the owners and managers, so we can get that exclusive access.
"A footballer doesn't book their holiday six months in advance. So you have to find the villas that are off market, you have to find a table at a restaurant or a table at a club.
Ed confessed he is working his dream job. But it's non-stop and it requires someone with plenty of energy.
"There's trade offs with any job," he said.
"The thing for me is it's so exhilarating, your adrenaline never goes.
"If I could have built my dream job, this is bang on. The hours are non-stop. If my phone goes at 2am, I am getting up and taking it.
"With high-profile people they need high-intensity people to work with them to get stuff done.
"If they have a problem with their villa or their flight, they want to know if they call me they will get through to someone and we can help them sort out their issue fast.
'It's my job to be there, especially if someone is spending that kind of money.
"We make sure we everything we offer is done with the best people and best service.
"EMJ is a full lifestyle management business. We operate with a bit of personality with what we do.
"Our clients become friends of the business and we want them for 20 years or more, we're more personable."
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"We're a business that will let people with money live their life how they want it to be lived
"In short, we make it happen."
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