SUNIL SAMRA - CEO & Founder 
I initially came to Brighton from Southall, Middlesex to study Pharmacy at University of Brighton and as it is such a vibrant city I have never left. 
I am a happy optimistic person and my glass is always half full. My passion is travelling and experiencing different cultures around the world and I even took a year off work to go back-packing around South East Asia and what an amazing experience that was.

Working as a Community Pharmacist for many years, I can appreciate the challenges people have living with medical conditions. The drastic changes that have affected us all recently could never ever have been imagined but it has also bought me an increased awareness of wanting to help people to stay connected through these difficult times. My Indian culture brings a strong believe in togetherness in extended families and communities and with my medical background I found a solution to this problem with HUGSIE.
We support and donate to Cancer Research UK, British Heart Foundation, MNDA -Motor Neurone Disease Association (from which I very sadly lost my brother to), MIND -Mental Health Charity, Dementia Friends, Smile Train and Water Aid.
My new found focus now is to help and support communities and charities in a variety of other ways by funding local projects around the world and with the success of HUGSIE it will enable us to do this.


PAUL HARRISON - Sales Director
I am really excited to be part of this new HUGSIE venture as I know it will go from strength to strength.
I have worked as Area Sales Manager, Senior Sales Engineer, and Business Development Manager at Toshiba Carrier and other Distribution Companies. My forte is building customer relationships and managing logistics.
I am a fitness fanatic so you will find me either running along the seafront, in the gym or relaxing watching movies when I’m not working. I have completed 5 marathons for charities including Teenage Cancer, Prostate Cancer, Breast Cancer UK, and for a local severely disabled child to allow his parents to buy a mobility scooter so that the family could go out together.
The future is looking bright and happy with HUGSIE.


ANNELI SANDSTRÖM - Graphic Designer & Web Designer
A UK-based, Swedish graphic designer with a Master of graphic design degree, from Gothenburg University, Sweden.
Spontaneous and upbeat, She's a lover of life and a seeker of the exhilarating.
Freelance experience from small companies, start-ups, huge multi-nationals (like The Body Shop and Crabtree & Evelyn), from branding and rebranding, onto packaging and websites, her clients have been diverse and her services span everything from social posts to shelf presence.

"First time meeting Sunil and Paul I was hit by their energy and joy of working with HUGSIE, determined as they are sharing hugs. Looking forward to continue our collaboration and be part of great innovation" 



Shieldsie is committed to providing high quality products for our consumers.
We pay particular attention to detail and our partner has been carefully selected not only for the quality of their production but also for their ethical and community values.
We were delighted to find a family run manufacturing company started by a husband and wife team over 40 years ago which is now managed by the sons. They are a pleasure to work with and their many years of experience enables them to maintain high standards of quality and performance and can guarantee an ethical supply chain.


ISO 9001:2015 (International Quality Management System)
BSCI (Business Social Compliance Initiative)
SEDEX (Supplier Ethical Data Exchange)
SMETA (Sedex Member Ethical Trade Audit)
GPC (Green Purchasing Charter)
EPI/TDPA (Environmental Products Inc. Totally Degradable Plastic Additives)

We will adapt and improve our products according to the needs of our community and provide the best customer service possible.

HUGSIE and the Company SHIELDSIE LTD are protected by registered Trademarks with the Intellectual Property Office (Patent Office).



Cancer Research UK

Dementia Friends

Motor Neurone Disease Association (MNDA)