Hi, it's been 5.5 years since we launched Isabella Oliver. Before that Geoff and I (Baukjen) worked in corporate environments (Vanessa always in fashion). Anyway, you would sign off an email with "Regards". If you got on with someone really well, you'd perhaps sign off with "Kind regards" or "Warm regards". When we launched IO, we'd sometimes get emails signed off with "name x". It was always people in the media or pr. Then you would feel cold emailing back and signing off with warm regards, so sometimes you'd sign with a x too. Fast forward to now, lots of people sign off with x whether you know them well or not and it's become all confusing. No idea what it's going to be like in 5 years but at the rate it's going it will probably be xoxoxo. My mother and mother in law would be horrified!