The Detective Who Swapped the Force for the Flash Jennifer Yules Left Policing, Built a Quarter-Million Pound Luxury Brand and Landed the Brit Awards

This Saturday, Leeds born mum-of-two Jennifer Yules former West Yorkshire detective will be at Co-op Live for the Brit Awards 2026, alongside Harry Styles, Olivia Dean and some of Britain’s most coveted music acts and celebs. She built every bit of it herself.

Four years ago, Jennifer Yules made a decision that raised a few eyebrows. She walked away from a career as a West Yorkshire detective having spent 18 years investigating serious crimes and protecting the county’s most vulnerable people to launch a luxury photo booth business from scratch. This Saturday, that decision takes her to Co-op Live in Manchester for the Brit Awards 2026, one of the most high-profile music events in the British calendar.

The same venue that will host Harry Styles and Olivia Dean this weekend will also host Viva La Booth, Jennifer’s luxury photo booth brand who ended 2025 hosting booths for some of Britain’s most desirable lifestyle names: Adanola, Couture Club and The Fragrance Shop, as well as a glittering lineup of high-end event planners and premium venues. For Jennifer, it is the culmination of four years of relentless grafting, strategic networking and an unshakeable belief in what she was building.

Incorporated in 2022, Viva La Booth has grown from a standing start to a near-£250,000 annual turnover, operating at an extraordinary 40% profit margin. It is a business built entirely on Jennifer’s own terms through hard work, through relationships forged one event at a time, and through a brand she has raised with the same fierce commitment she once brought to the job she loved.

“I genuinely miss the job, the serious investigations, the incredible people I worked alongside, the sense that what you did every day really mattered. That never leaves you. But having complete control over what I build, who I work with, and how I spend my time with my children that is something I could never put a price on. I do not work any less hard. I just work for myself now.”

The parallels between detective work and entrepreneurship are, Jennifer says, more obvious than people might expect. Years of serious crime investigation teach you to read people with precision, to stay composed under the most intense pressure, and to never give up on something that matters. The attention to detail, next level organisation skills and a warm communication style all harnessed from her 18 year career background. Every one of those qualities, she says, has been tested daily in building Viva La Booth.

As a mother of two, she has been deliberate and disciplined about how she has grown the brand building a reputation for quality and elegance that has made Viva La Booth a trusted partner for some of Yorkshire’s most sought-after wedding planners and premium venues. It is that reputation, built event by event across the county, that has opened the doors now swinging wide on a national scale.

For all the glamour of the Brit Awards, Jennifer is clear about where Viva La Booth’s soul belongs. Weddings are at the heart of everything she does the occasions where the pressure is most personal and the memories most precious.

Yet for all the glamour of high-profile events, Viva La Booth has never forgotten the importance of giving back. The highlight of Jennifer’s calendar each year is not a red carpet or awards ceremony but returning to the Dewsbury Cares Christmas Day event, where she provides a photo booth for some of the most vulnerable people in the community. Jennifer attends personally, ensuring every guest leaves with memories to treasure. “It is the most special day in my diary,” she says. “Those smiles, those moments, that is what this business is really about.”

It is that same warmth and attention to detail that has made her brand credible at every level from an intimate Yorkshire wedding to the stage of the Brit Awards, to A Christmas Day memory.

“People might look at Viva La Booth and see a photo booth company. What I see is at least four years of relentless hard work, every relationship built from scratch. The Brit Awards, Co-op Live, Cheltenham, the 1000’s of weddings these are the result of all of that. My work-life balance now is everything to me. But make no mistake, I have grafted every single step of the way to get here.”

With the Brit Awards booking placing Viva La Booth firmly in the national spotlight, Jennifer’s ambitions for the brand are clear. The business is scaling across north, targeting premium weddings, luxury brand activations and major entertainment events. The brand that started in West Yorkshire is now very much part of the event industry conversation.

For media seeking an authentic, compelling story of female entrepreneurship one built not on luck, but on the kind of determination that only comes from years on the front