Our people

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James Hurman
Founder & Executive Co-founder

James started Previously Unavailable in 2014 following a career as a strategic planner in the advertising industry. In 2013 he was named the world’s #1 planning director, following many years as head of planning at Auckland ad agency Colenso BBDO. He has since led innovation and venture projects across fintech, energy, telecommunications, health, food, beverages, public sector, media, hospitality and professional services. James is also the author of The Case for Creativity, a book about the link between creativity and business success, described by The Coca Cola Company as "beautiful words of wisdom".

Chris Paykel
Partner & Executive Co-founder

Chris joined Previously Unavailable in 2016 following 4 years in London at the UK’s leading Innovation Consultancy ?What If! Innovation Partners, where he worked with a range of global businesses including EA Games, Jaguar Land Rover and Crowne Plaza to set, invent and execute their innovation and venture strategies. Formally trained as a mechanical engineer, Chris enjoyed the first 5 years of his career designing products at Fisher & Paykel Appliances before moving into the Management Consulting and M&A world with EY, both in Auckland and London. Chris thrives on bringing these creative and commercial threads together with a healthy dose of entrepreneurial spirit to help our most ambitious and innovative companies create the future.


Eddy Dever

Eddy is Previously Unavailable’s freshest addition. His diverse experience centres on tackling big challenges with creative solutions, whether that be employing co-design to solve for social issues with creative agency Curative, or devising award-winning creative and digital strategy at Air New Zealand. Eddy is no stranger to the start-up world either, as the co-founder and brand-lead on one of Auckland’s most buzziest arts collectives, Snort Comedy. He’s deeply passionate about seeing New Zealand producing an increasing amount of fantastically designed products & services, and he lives for chances to weave together his strategic, commercial, and creative skills to play a role is making that happen.


Annabel Hurman
Founder & CEO - Toothcrush

Annabel is a mother and biologist who grew tired of using a worn out toothbrush that she always forgot to replace, and found environmentally and aesthetically depressing. Working with Previously, Annabel created Toothcrush to make a better toothbrush more convenient and affordable for everyone.


Jane Haagh
Founder & CEO - Sitterzen

Jane is a mother and marketer who was struck by the idea for Sitterzen while on a family holiday in Bali. Inspired by how easy it was to book quality childcare from her hotel, Jane dreamt of an 'Uber for babysitters' back home in New Zealand. Working with Previously, Jane created Sitterzen to give parents a way to instantly find a babysitter trusted by other parents in their neighbourhood.