Raising money and awareness in the name of a best friend and business partner with dementia

I’m Managing Director of Prime Appointments, a recruitment agency in Essex and Suffolk. I started the business from nothing with my best friend, Margaret Locke, 30 years ago.

We decided to give it a go alone – we set up the business together in what was a man’s world back then. We had an amazingly close relationship, which grew stronger as we overcame challenges together. 

Margaret got diagnosed with Alzheimer’s in 2008, aged just 50. We’ve watched her demise, and she moved into a care home four years ago. We love and care for Margaret – we visit her, look after her, do what we can.

Important to talk 

We used to go on holiday together and Margaret would get very muddled and confused, but she didn’t look like she was muddled. I could do her hair, put her make-up on. She could sit and stand. You wouldn’t know, until you talked to her. 

So many people don’t understand dementia, and they can be cruel – I remember a man shouting because Margaret was in his seat on a plane. 

My mother-in-law was diagnosed with Alzheimer’s in 2000, and there wasn’t much help at all then. She was coming to the end of her life around the time Margaret was diagnosed. 

It’s important that people talk about dementia. My big focus is to raise awareness by raising money.

Great fun 

At first, we expected to raise £2,000 for Alzheimer’s Society through a one-off Elf Day at Prime Appointments. Then I really engaged with Mussara Gray, Community Fundraiser, about doing more. 

Since then, we’ve raised awareness through Memory Walks, Elf Days, golf days… even jumping out of planes! 

Elf Day is such great fun. We embraced it fully in 2018 – the whole office came in elf outfits, and we baked all these cakes for a bake-off. We had three judges, including my husband, who took their responsibilities very seriously! 

We were on Instagram and LinkedIn all day – people were loving it and donating online. We got our business neighbours involved, and the papers and radio. 

It worked fabulously well. You feel a bit daft, but it makes people talk about it and £5, £10 – it all makes a difference. 

Our 10-year goal is to raise £100,000. We’ve already raised £80,000 in three-and-a-half years, so we might have to turn the goal into £250,000!

Spread the word 

I know we’re making a difference and spreading the word. That empowers you, and it helps others. 

Dementia is bloody awful all round. You’re grieving for the person, but they’re still there. The more we can collaborate and just keep helping the lives of people with dementia and their loved ones, the better. 

Being business owners gives you a voice. I know Margaret would be very proud and humbled and would want us to do this.