Aekta Patel, founder of City O’Clock, is on a mission to transform the UK’s luxury experience scene, offering curated, memorable moments that blend quality, culture, and connection, while championing female leadership in the post-pandemic experience economy
At the start of her entrepreneurial journey, Aekta Patel said, “I didn’t begin this to become a founder. I wanted better experiences for my own family and realised many others felt the same. City O’Clock grew from that personal need into a mission to redefine how we discover and enjoy meaningful moments. I care deeply about the details, the venue, the atmosphere, the service and storytelling, and wanted every experience to reflect true quality. That belief led me to leave my senior role in the British Government to build City O’Clock and help reshape the experience economy.”
On the experiences that led to the creation of City O’Clock, Aekta said, “At the Office for Investment, a joint unit between Number 10, HM Treasury and the Department for Business and Trade, I worked on attracting global investors to the UK. We partnered with Quintessentially to offer ‘money-can’t-buy’ experiences, giving me a front-row seat to the depth of extraordinary British culture, from private tours to exclusive access. What struck me was how inaccessible these experiences were to the wider public. At the same time, I saw a clear shift in consumer behaviour, with more people choosing experiences for special occasions, yet the market remained fragmented, inconsistent and often out of reach.”
On her mission to position the UK as “the best destination for curated, cherished experiences,” Aekta said, “For years, the UK hasn’t been associated with high-touch luxury the way the Middle East has. There, service is intuitive and seamless. In the UK, quality exists but is often hidden or limited. My goal is to change that perception and show the UK can deliver world-class, modern, human, and culturally rich experiences.”
She added, “Consumer behaviour has shifted dramatically post-pandemic. People now prioritise time, connection, and shared moments. Over a third of consumers want to spend more on experiences, and 43% are choosing to live in the moment rather than plan ahead, according to Ernst & Young. London alone is set to see £10bn invested in its experience economy over the next decade. People aren’t just looking for activitiesm they want intentional, elevated, and memorable moments. At City O’Clock, we offer a curated platform of vetted luxury experiences to meet that demand.”
Aekta said community, particularly female networks, has been central to building City O’Clock. “My team is largely made up of women, and many of my closest advisors and mentors are women too. Their support and belief in the vision have shaped this journey in ways I couldn’t have imagined. Coming from a male-dominated investment environment, moving into a space where I work mostly with women has been refreshing. There’s a shared understanding and emotional intelligence that feels incredibly energising.”
On International Women’s Day, Aekta said, “This day reminds me that women are often more risk-averse and less confident, even when fully capable. It’s a moment to challenge that narrative and celebrate women who prove every day that we can achieve anything. When a woman builds a business, she’s not just filling a market gap, she’s considering what women need, how they navigate the world, and offering a perspective that’s powerful and deserves recognition.”
On advising women hesitant about entrepreneurship, Aekta said, “My advice is to pursue something you’re truly passionate about, beyond just making money. Entrepreneurship is demanding, and passion is what carries you through uncertainty, long nights, and setbacks. When you believe in what you’re building, even the hard days feel meaningful.”
