About Us

We aim to build a better every day, always thinking beyond and how we can have a positive impact.


Who We Help

We help you make strategic decisions, achieve your long-term objectives, reduce costs and grow your bottom line, whilst also keeping you fully compliant with the latest tax obligations.

73 Cornhill

London, EC3V 3QQ


Joanna Loizidou

Joanna Loizidou

I believe that challenging business owners to ensure they have clear reasoning and objectives as to why they are doing what they do is an important part of supporting their success. I view my role, in part, as a facilitator to help make sure those objectives are clear, instill good corporate governance and help my clients on the path to achieving their goals.

I manage a diverse portfolio of clients from larger property companies to SMEs and owner-managed businesses and provide them with varied business support. This includes the production of management information, statutory financial reporting, general business advisory, and strategic growth advice. By gaining an in-depth understanding of my clients’ businesses, I work alongside them to help them grow, meet their targets, and stimulate them to think beyond the day to day.

Being of Greek heritage, I am also fluent in written and spoken Greek, and have strengthened my relationship with Greek and Cypriot businesses based in the UK, and Cyprus alike over recent years. I am able to connect with such businesses on a cultural and corporate level, communicate effectively in both jurisdictions, and offer them strategic solutions, that are unique to Gerald Edelman, as a leading mid-tier London based Accounting and Advisory firm.

Women in Business network

As a female partner in a male dominated industry, I was inspired to set up the Women in Business network to empower women within our firm and beyond, fostering a supportive environment for professional growth and success. My clients’ stories became the inspiration behind this initiative where we offer a platform to share experiences, advice and support for each other.

In setting up the Women in Business network, I wanted to harness all of the valuable lessons I’ve learnt and advice given throughout my professional journey to help other like-minded women around me, achieve their goals.

The network has grown massively over the last few years and I am proud to see the positive impact it has had on our colleagues, clients and contacts.

If you’re interested…

After graduating with a degree in Economics, I joined Gerald Edelman in 2008 as an audit trainee and qualified as a Chartered Accountant in 2011. After seven years in the audit department, I decided it was time for a change and moved to the firm’s Business Advisory Services department, where I now work to service a wide array of clients. You can view Joanna’s ICAEW profile here.

What is the most daring thing you’ve ever done?

I booked a one-way ticket from Cyprus to London at nineteen years old!

What is the most exciting thing on your bucket list?

I’m working my way through as many Michelin starred restaurants around the world, all whilst still fitting into that little black dress.

What one piece of advice would you give your 10-year-old self?

Never let fear stop you from saying yes – it’s the first step on the path to success.

Who inspires you?

There is no one person inspires me, but those with strong core values, leadership skills and who empower others around them are inspirational to me and I strive to embody these values.


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