Meet the team



With a Degree/Masters in Genetics/Forensic Science and 17 years career in health publishing, how did this happen?! Nobody really knows. 


Putting the science behind brand development, Aneal has launched well over 23 health magazines, five innovative products and eight online services.


In 2012, Aneal personally witnessed the frustrations of the early stages a start-up goes through to get small volumes of packaging at competitive prices.


The packaging costs, the extortionate minimum orders and the inferior quality inspired the vision of a company that finds a smarter way to buy boxes - BoxSmart was formed.



Never shy of a challenge, Annabel has gained experience in various sectors, across a number of disciplines over 13 years. During this period she has worked across different continents, gaining insight into different cultures and thinking. She has covered retail, hospitality, training/developement and startups.

During the development of her own brand of products, Annabel noticed the frustration of packaging costs and volumes. She decided to look for alternative solutions. Rather than looking at dangerously low gross margin returns on her products, she looked beyond the norm.

Annabel joined BoxSmart with Aneal - The story began

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​Unit 25, Point Pleasant, Wandsworth, London. SW18 1PT