The agency will offer creative comms to clients in art, fashion, travel and luxury lifestyle.

The partners of the business both come from creative consumer backgrounds, with Mercedes having worked on FMCGs at bigger brand lifestyle agencies and Sarwah's background in art and theatre.

Mercedes said: "We believe that strong communication begins with strong products and people, that’s why our clients reflect a belief in sustainability, smart design, quality craftsmanship and all round brilliantness.

"Honesty is one of our greatest assets, we work very closely with our clients, we see ourselves as an extension of each of them; having this relationship means we have incredible creative license and our clients trust us in what we do."

Activity has already kicked off with the new agency gaining four clients.

Design duo Aminaka Wilmont, new British label Draw In Light, Jeweller Emilie Morris and choreographer, dance and model agent Aicha McKenzie have brought in Paper to raise their profiles.

Mercedes said: "Our client's brief and therefore our media strategies are very targeted. We know that column inches don't always translate into direct sales or valuable information to a consumer. We want to ensure that our clients can build and grow their businesses as viably and effectively as possible. Therefore, we're targeting press who we know appeal to our client's customers."