Blue Earth Summit

“People Buy People”: The Joelson Philosophy

Picture a legal partnership that’s more like a marriage than a contract, one that’s thrived for over 60 years and not only weathered the shifting tides of business, but helped steer them. That’s the story of Joelson, the commercial law firm, as told by managing partners Paul Chiappe and Phil Hails-Smith in the latest episode of the Blue Earth Podcast.

Paul and Phil’s own working partnership began as “baby lawyers” in 1998, in a firm of just 18 people. Fast forward to today: Joelson has grown to over 70 staff, a powerhouse legal team that’s become synonymous with championing impact-driven founders, start-ups and investors. Yet, as both partners are quick to point out, their journey is less about legal advice and more about fostering a vibrant, ever-evolving ecosystem of entrepreneurial ambition, ethical leadership, and shared success.

“Any professional services firm can provide advice. What we do is so much more, connecting people, building relationships, and helping founders meet their aspirations.” — Phil Hails-Smith

From the Sidelines to Centre Stage: Becoming a B Corp

Impact wasn’t always the buzzword it is today. Paul recalls that when they started out, few in the legal sector were talking about ethics, purpose, or sustainability. But Joelson’s unique vantage point, embedded in the world of entrepreneurs, meant they were among the first to see the tide turning.

Inspired by clients like Innocent Drinks, Joelson’s commitment to doing business deepened. They not only helped Innocent become B Corp certified but, at the gentle encouragement of Innocent’s leadership, embarked on the rigorous journey themselves, earning their B Corp status in 2023. Today, they’re one of a handful of London-based law firms with this certification, but more importantly, they’re using it as a framework for continuous improvement.

“Becoming a B Corp has validated what we do, but also pushed us to improve, on governance, sustainability, and how we look after our people.” — Phil Hails-Smith

Lawyers? Yes. But also Connectors, Builders, and Ecosystem Architects

What sets Joelson apart isn’t just legal expertise, it’s a rare, almost matchmaking energy that pulses through everything they do. Paul describes their approach as “feeding and being fed by the network,” while Phil prefers the term “ecosystem.” The distinction is important: Joelson’s value comes not only from knowing the law but from knowing people, and connecting them in ways that spark growth, investment, and new opportunities.

“There’s a limit to how you can commoditise what we do. At the end of the day, it’s about personal relationships and deep thinking, not just reviewing contracts.” — Paul Chiappe

The firm’s client roster reads like a who’s who of the impact and consumer innovation world; Sustainable Ventures, JamJar, Tony’s Chocolonely, and many others. They’ve been there for the entire journey, from the earliest fundraise to global expansion, and exit. These are more than transactions; they’re long-term partnerships, built on trust, shared purpose, and the ability to navigate both the headwinds and the tailwinds of modern business.

Purpose, Profit, and Pragmatism

If there’s a single theme that runs through the podcast, it’s the evolution of purpose in business, and the fine art of balancing it with commercial reality. Both partners are candid about the shifts in the investment landscape. While “impact” and “sustainability” may be the words of the moment, Joelson’s approach is refreshingly down-to-earth:

“Ultimately, we’re looking for businesses doing things better, better for the planet, and commercially viable. No one can argue with that.” — Paul Chiappe

The partners note that while consumers might not always purchase because of impact, these credentials become crucial when bigger players (Unilever, Coca-Cola, Britvic) look to acquire innovative brands. For strategic buyers, purpose is increasingly a marker of value and a hedge against future regulation or reputational risk.

Changing the Face of the Profession, and the Ecosystem

Joelson’s commitment to impact extends far beyond the boardroom. The firm is active in initiatives supporting female founders, mentoring young entrepreneurs, and championing diversity in the legal sector. Their Female Founders Club, Hercules, partnerships with accelerators like Unrest, and collaborations with networks such as BAEHQ and Brand Growth Heroes, showcase a practical, boots-on-the-ground approach to levelling the playing field for underrepresented groups.

Paul and Phil are omnipresent at industry events, not just as attendees, but as conveners and catalysts. As Blue Earth’s Guy Hayler put it, “I don’t think there’s been many events in our world where I haven’t bumped into one or both of you.” Their hands-on involvement means they have a finger on the pulse of emerging trends, opportunities, and challenges for both founders and investors.

The Future: Resilience, Reinvention, and Real Impact

The partners are realistic about current market volatility and the hardening of attitudes in both fundraising and investment. Yet they remain optimistic, seeing recalibration not as a setback but as a chance for the best businesses, those with authentic impact and solid commercial grounding, to shine.

Paul highlights emerging legal innovations, such as creating golden share structures to embed purpose and protect mission through periods of rapid growth or acquisition. Phil emphasises the need for impact funds to develop more sophisticated metrics, so outcomes can be measured in more than just financial terms.

Above all, Joelson’s story is one of evolution: adapting to the times, elevating their clients, and never losing sight of the “human angle” at the core of every great business.

“It’s always changing. But the one thing that never changes is the value of trusted relationships and building better businesses together.” — Paul Chiappe

In a world where legal advice can be automated, it’s the personal touch, the relationships, the trust, the ecosystem that sets Joelson apart. As partners to the Blue Earth movement, they’re not just legal advisors, but champions of purpose-driven progress. Here’s to the next chapter.

To listen to the full podcast and hear more stories from the front lines of impact, head to the Blue Earth Podcast feed or join us at the next Blue Earth Summit in October.