We empower organisations to grow on their own terms.

The Grey Lemon Way

Grey Lemon cuts through the murky grey areas of business to create clear, robust and measurable commercial strategies that work.

Whether you are launching a new business, undertaking leadership transition, developing a five-year plan for growth, or simply want a fresh pair of eyes on your current strategy, Grey Lemon brings the insight, experience and straightforward approach you need to achieve your goals.

We will become your greatest advocates and your most critical friend. We pinpoint the areas of opportunity within your business and provide the tools and training you need to-align your people, process and positioning to capitalise on it.

commercial strategy

Discover & Define


Grey Lemon starts with an analysis of your current services, systems, culture and reputation to pinpoint your specific challenges and opportunities. We then use this insight to define the brief for your next stage of growth, transition or change.

PLAN & Tactics


Grey Lemon empowers businesses to grow on their own terms. Our tailored commercial strategies equip clients with the tactical plan and in-house capability they need to achieve measurable and sustainable results.



From senior level advisory, through to mentoring and training, Grey Lemon’s straightforward, experience-based approach to professional development gives your team the skills, insight and confidence they need to perform at their best.

Business re-positioning

Market entry

Brand identity

Business advisory

Business planning

Succession planning

Partnerships and growth

Gap analysis

Team structure and skills


Business development

Bid strategy

Marketing and communications

Over 30 years of expertise

Co-founders of Grey Lemon, Victoria Firth and Rhonda Curliss bring more than 30 years combined operational and commercial strategy experience in Director, Board and C-suite positions for a range of international businesses.

We bring the straight-talking and quick thinking you need to sustainably grow your business.

Rhonda Curliss
Victoria Firth


Artemis Interiors instructed Grey Lemon to help with the launch of a new service, Office Re-engineering. From the outset, both Rhonda and Victoria were incredibly knowledgeable and professional. Grey Lemon really helped elevate our offering all the way through; from positioning recommendations, key messaging, content strategy to the planning and implementation of the launch. We’re pleased to say that our new service has been very well received!

Artemis Interiors

Having known and worked with Rhonda for many years, when I knew that she and Victoria were teaming up to create Grey Lemon, I had no hesitation in immediately picking up the phone. Our new business consultancy venture needed a dynamic skill set I knew Grey Lemon had! True to my expectations, they delivered fantastically.

Spinnaker Consulting Group

As a global business, we have grown consistently in the last 8 years, but we found performance across regions was patchy. Grey Lemon was able to quickly identify where the main source of the problem was and gave us a set of clear actions to address it. We found Rhonda and Victoria to be honest, informed, and importantly really good to work with.

Confidential client, Design Consultancy

Grey Lemon brought the personable, no nonsense approach we needed to help us clarify our purpose for the People’s Pavilion. They worked WITH us to establish a clear vision for what we were trying to achieve and their industry experience, knowledge and understanding of social, sustainable and environmental impact shone through from day one. I highly recommend this dynamic duo.

Beyond the Box Consultants

Grey Lemon developed a tailored, step-by-step business plan for Clerkenwell Rug Studio. As part of this plan, they defined a series of targeted, creative campaigns that spoke directly to the client groups I wanted to grow – and its already translated into genuine results. Rhonda and Victoria remain a tremendous support to me as my business continues to expand.

Clerkenwell Rug Studio

Originally in the role of Director of Linesight, responsible for the establishment of the UK office, Rhonda was promoted to Chief Marketing Officer leading our Global Comms Team with responsibility for the marketing and development of the Linesight business around the world. Rhonda brought vast experience and an extensive network to our business, She brings an energy and enthusiasm to her work and has particularly strong skills in building external relationships with key stakeholders.


Victoria’s contribution to developing and applying market intelligence in conjunction with strategic Business Development has directly built a stronger presence for Hassell across EMEA. This work has increased understanding of and demand for our capability, which has been a result of her 100% commitment to helping us achieve our objectives. She has helped us achieve a range of notable successes with clients across the sectors we work in, too numerous to mention individually. This significant contribution will remain relevant and invaluable for us in the future.


After working for major developers for more than 25 years, my business partner and I decided to set up on our own. The insight Rhonda and Victoria gave us in the early stages of business establishment and growth was invaluable. They asked the hard questions and helped us filter through all the ideas to shape a structure and positioning for our business that has caught people’s attention and translated directly into profitable work.

Confidential client, Acquisitions and Development

When it came to refining some of the marketing collateral for our new business I immediately thought of Grey Lemon. Their ability to capture the essence of a personality is incredible and they played it back to us in both a succinct and honest way.


You know your business.

We help you see it through fresh eyes.

Get in touch
You know your business.
We help you see it through fresh eyes.
Victoria Firth
Rhonda Curliss