Born in Telford and rescued shortly afterwards from the monotony of a birthday store by William Wilson, Scruff has since led a charmed life. Spurning formal education in favour of watching 4Music, he has developed an unprecedented appreciation of bling and its power to change the life of everyone for the better. In 2015, he founded blinged-out.com and has subsequently endeavoured to combine the development of this business with promoting the social justice agenda of GLOBAL-365 PLC and the Sunday Times campaign to legitimise the correct labelling of Manuka Honey.