Sandra Fernandez

Private PA & Lifestyle Assistant

"I treat your life as if it were my own.
Same passion. Same care. Same joy in doing it beautifully."

Over 20 years at the highest level of private support, including 17 years as PA to the Managing Director of a leading investment firm, with a background in protocol and ceremonial gained working alongside senior figures in international business and government.

You're busy. Really busy. Between your work, your home, your everyday life and everything in between, the list never gets shorter. It just moves around. I'm the person who takes that list and makes it disappear. Not just the simple things. All of it. Handled properly, followed through without exception, and done the way you'd do it yourself if you had the time. Because for me, this isn't just a job. When I take something on, it becomes mine. I carry it, I see it through, and I don't put it down until it's right.

London · International · Multilingual
Get in touch

One person. Completely trustworthy.

I have been doing this work for a long time and I still find great pleasure in it. There is something about making someone's life run smoothly that is deeply satisfying in a way that is hard to describe. It is a real challenge to do well, and when it comes together, it is the best feeling.

I grew up in Buenos Aires and built my career across some of Argentina's most demanding settings before making London my home. That background, across cultures, languages and very different worlds, is why I adapt easily to different personalities, places and ways of doing things.

I am calm, honest and warm. Sometimes a bit funny. I care about the details, but never lose sight of the person they're for. Genuinely curious — it's what makes the work thoughtful, not just thorough.

Quietly present. Always there.

Each environment different. The standard, always the same.

What I can do for you

PA & Executive
📅

Diary & Admin

A diary that actually works is not just a list of appointments. It is a reflection of your priorities, your time and how you like to operate. I manage it with that in mind, making sure every commitment is in the right place, every deadline is visible and nothing ever slips. Follow-ups managed, and the small administrative things that pile up, all of it taken care of, thoroughly.
Because when your diary works, everything else does too.

✉️

Correspondence & Communications

Words matter, and so does how quickly they arrive. I manage correspondence on your behalf, emails drafted and sent in your voice, letters written with precision, replies that land just right. I liaise with contacts, keep things moving and make sure nothing important sits unanswered. You stay in control without having to be in your inbox all day.
Every message represents you exactly as you would wish.

✈️

Travel & Logistics

You tell me where you need to be, when, and how you like to travel. I take care of all of that... the flights, the hotels, the restaurants, the transfers, the entertainment, every detail in between. I listen, I learn what really matters to you and create your whole experience for you to enjoy, whether it is business or pleasure.
London, Ibiza, and wherever life takes you.

🔍

Research & Sourcing

Finding the right person, product or service takes more searches than you would think, and the wrong choice costs more than the search itself. Over the years I have built what I call my little black book, a network of contacts and connections I draw on selectively. I research carefully, check everything and come back to you with my honest recommendation.
I ask the right questions so you don't have to.

Lifestyle
👗

Wardrobe & Personal Styling

Some things cannot be taught in a classroom. A sincere eye for style, a feel for what works and what does not, and the honesty to say so with warmth. For a full wardrobe edit, a seasonal refresh or personal shopping for a specific occasion, I help you feel put together and truly yourself, without it costing you a single hour of your own time.
You open your wardrobe and everything in it is perfectly right.

🌿

Wellness & Wellbeing

Wellness means something different to everyone. For some it is a regular massage and a good night's sleep. For others it is a longevity clinic, a silent retreat or a complete reset somewhere far from home. This is a world I know well, not from the outside but from sincere personal interest and experience. I source the right practitioners, programmes and places, making sure every suggestion is tailored to you. Rest, health and space for yourself are not extras but what makes everything else possible.
Curated with knowledge and real warmth.

🎉

Events & Celebrations

An intimate dinner party, a milestone birthday, a weekend away with friends — the details always make the difference. I take your vision and turn it into something your guests will remember. Just tell me your taste and style and I will take care of the rest. Small or large, near or far, each one gets the same thought. And if you want me there on the day, I will be there so that you can simply enjoy it.
From the very first idea to the final flourish.

📦

Moves & Relocations

Moving is one of the most stressful things a person can go through. Not because of the big decisions, but because of the hundred small ones that follow. Contractors, removals, utilities, deliveries, the things that need to happen in the right order at the right time. I handle all of it, so that nothing is left to chance and nothing is left for you to chase. And once I know how you like things done, I will make sure the new place feels like yours from day one.
Leaving you free for the exciting part.

🏡

Home & Household

Your home should run seamlessly in the background, not be another thing on your list. I coordinate household maintenance, manage contractors, liaise with staff and handle all the practicalities that consume far more time and energy than they should. And when things do not go to plan, I stay with it until they do. A primary residence, a second home or a property that needs setting up from scratch — the same standard applies.
Without you having to think about any of it.

🛍️

Personal Affairs

The small things add up. Personal shopping, gift sourcing and wrapping, collections, returns and all those tasks that quietly eat into your day. All of it handled to the same standard I bring to everything else. And when it comes to gifts especially, I do not just buy something. I ask about the person, I ask about the occasion, and I find a gift that actually means something.
Done with thought, and real attention to what matters.

Gentle, precise, reliable and truly dedicated

I'm practical and I take this work seriously. I understand that inviting someone into your home and your life requires real trust, and I don't take that lightly. Over two decades working with senior executives, private families and international representatives, including environments where discretion, precision and protocol were not optional, has shaped how I work and what people most need. I work with focus and efficiency. I never lose sight of the responsibility that comes with that.

Warmgenuinely
Discreetalways
Gentleby nature
Reliablewithout fail
Experienced20+ years

Privacy is the foundation of everything. An NDA is available on request.

Simple, flexible, precisely right

Hourly

Flexible support billed by the hour. For occasional tasks or to try out how we work together.

Half Day

Up to four hours of focused support. For when you need a little more time and attention.

Full Day

A full day of support, up to eight hours. For busy periods, intensive projects or back-to-back schedules.

Private Retainer

A dedicated block of time each month, with the flexibility to use it where it matters most.

Project

Travel planning, events, a home move, a wardrobe edit. A clear brief, a fixed fee, a defined timeline.

Ad Hoc

One-off support for a single task, a specific errand, or a standalone request.

Rates on request.

Every package is discussed and agreed in advance. Each arrangement can be adapted to your specific needs.

Real expertise, no hidden costs

Hiring a full-time PA costs considerably more than the salary alone once you add what employers are required to pay on top. A freelance retainer removes all of that entirely.

Employed PA (PAYE)

Salary
Employer National Insurance
Pension contributions
Holiday pay (28 days)
Sick pay
Equipment & training
Recruiter fee (15-20% of salary)
You carry all of it

Freelance PA (Retainer)

One agreed rate
Nothing on top
No hidden obligations
No gaps, no cover needed
No long-term commitment
No equipment costs
No recruiter fees
You pay for the work, that's all

"You are not paying more. You are simply paying for the right things."

How it begins

I

We Talk

By phone, video, or in person when possible. A relaxed conversation to understand what you need and see if we are a good fit. No commitment required.

II

We Shape the Arrangement

Hours, tasks, pace. Whatever suits you. Flexible from the start and easy to adjust as your needs change.

III

We Start

A single project or a trial week, so you can experience the support and decide how to continue.

What clients say

"Her ability to stay calm under pressure, anticipate needs, and ensure everything ran smoothly made a meaningful difference in our day-to-day lives. She is discreet, highly organised, and dependable, a calm and capable presence who approached every task with initiative and care."

L.L. Private Client, London

"She accomplished all these tasks with great enthusiasm, honesty and discretion, and her languages and communication skills were a great asset. I would not hesitate in recommending Sandra for any Personal and Executive Assistant role."

F.D.D. Private Client, London

"Sandra is honest, very hard-working, intelligent and great fun. She was able to work independently on projects showing very good attention to detail and good judgement. She built a very strong network within the organisation which improved the effectiveness of the team."

C.W. Senior Portfolio Manager, Global Investment Firm

"Sandra didn't just organise everything. She helped me think about how to make better use of the clothes I already own. By the end of the session we had put together five different looks that I absolutely loved and that I probably wouldn't have thought of myself. She has a great eye for both organisation and style."

P.R. Private Client, London

Qualified and certified

I'd love to hear from you

I take on a small number of clients so that each one receives my full and undivided attention.

Languages

English Spanish Italian, conversational