Founder's Story
Hello, I’m Steve Candy-Hewett, founder of THE FOOL CHOOSES, a Bournemouth-based brand created to make everyday decisions easier. It began with decision fatigue: that worn-out feeling when even “what’s for dinner?” becomes one choice too many.
Built in a Bournemouth shed
I started with no computer background, no coding experience, one finger for typing and an idea that wouldn’t leave me alone. From a shed in Bournemouth, UK, I built a card system to take the pressure out of choosing. Draw a card, and the card decides.
What is THE FOOL CHOOSES®?
THE FOOL CHOOSES turns everyday choices into something simpler and more playful. Its first product, Dinner Decision Cards, tackles the familiar dinner debate by letting a card make the choice. A small decision, taken off your plate.
Meet Buddy
Buddy is the crowned little robot mascot of THE FOOL CHOOSES, representing the friendly, human-led side of AI. Buddy’s Little Nudges™ carries that same spirit into everyday encouragement: a gentle nudge to help you take the next step.
The story is still being written
The Fool isn’t stupid. The Fool is the one willing to take the first step without knowing exactly what happens next. That’s how this began, and it’s the spirit I want to keep as THE FOOL CHOOSES grows. Whether you’re here for the cards, Buddy’s Little Nudges™, or simply because you’re curious, you’re welcome here. The Fool keeps choosing, and you’re invited to choose with us.