Xander was born into a single parent, working class family in Swansea, Wales. After a relationship breakdown with his mother, 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, working in Marks & Spencer's on the weekend.
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.