Xander was born into a single parent, working class family in Swansea, Wales. Aged just 16, Xander found himself homeless. Thick skinned, he knew that his first priority was to find a way to earn money. He found a job working nights as a pot washer at a local restaurant, and during the days he continued his studies in school. A year later, Xander landed himself a more stable job, in Marks & Spencer's on the weekend working in the coffee shop.
Xander was promoted to store Visual Merchandiser which was where his interest in fashion began, moreover he realized he loved accessories and jewellery.
At 19, he left M&S and started his first business selling ex High Street clothing on eBay. Xander got accepted into university aged 21 studying Surface Pattern Design. He had developed a keen interest in retail and wanted to learn more about Head Office. He completed his HND before going on to create his first label Emi Jewellery.