About us

• SORTED was founded in 2004 by brother and sister team Annabel Moorsom and Ben Arnold.
• We originally set up to The Lifestyle Service to provide a practical yet pampering solution to manage busy lives.
• We developed a reputation within the industry as a source of professional and discreet PAs and now place permanent staff through our Agency.
• SORTED are active members of the Association of Celebrity Assistants (UK).

We are not the biggest, but we aim to be the best

The Team

Ben Arnold
Ben was self-employed working internationally as a fashion model through Models One for 12 years travelling between London, Paris, Milan and New York. When away on assignments, Ben maintained his busy lifestyle, managing his own properties, co-ordinating private business affairs and keeping his own home in order. Ben has used his own experiences to develop the service provided by SORTED

Annabel Moorsom
Annabel honed her organisational skills over 20 years in the music, travel and event management industries. Her care and attention to the needs of VIPs and her resourcefulness for problem solving have developed over the years while her contacts are invaluable to the service provided by SORTED. Annabel was President of the Association of Celebrity Assistants for a two year tenure from 2006 - 2008.

Iona Reardon
Iona has been working in private recruitment for over 4 years after moving back to London from St. Tropez where she worked for high net worth individuals abroad privately owned yachts. Working 24/7 at this level, she has first hand knowledge of the demanding life a Private PA leads and the exacting requirements of employers.

Helena Boxer
Helena cut her teeth at Browns and Harvey Nichols before founding Quintessentially Bespoke.  She joined SORTED in 2009 as our in-house Personal Shopper, fulfilling client requests for those elusive must-haves and she remains undefeated!

Heather Darnell
Heather has over 15 years experience in Finance, Operations and Administration and has been the Financial Director of SORTED since 2006. Her responsibilities include the management of all the company business accounts and responses to clients’ financial enquiries.

Lara Leigh Wood
Lara joined SORTED in 2010 and is responsible for Business Development.  Using her 10 years of sales experience she ensures that our growth in sales is tightly managed and focused on our specific market – the individual.

PA Team
SORTED manages a team of experienced freelance PAs who take immense pride in their work. Our PAs benefit from the back-up of the SORTED office and access to our contacts, errand staff and general know-how. PAs work as part of a team, ensuring their work loads are never unmanageable. For additional back-up, they can communicate with other SORTED PAs through our exclusive PA Network.