Sam Cam’s fashion label is valued at £3.7million

SAMANTHA CAMERON’S chi- chi new fashion label, Cefinn, already has a skyhigh price-tag to match its £110 T-shirts. Now I can reveal that savvy Sam Cam (below) has sold more than 11,000 shares in her company to well- connected investors, who include an Old Etonian chum of husband David Cameron.

According to new financial documents, the shares in Cefinn were sold in two tranches in December and February, at £33.40 per share, totalling more than £371,000. Sam Cam’s backers own 10 per cent of the company, meaning Cefinn has a paper valuation of £3.71million — just weeks after the wife of the former prime minister launched her ‘contemporary designer’ womenswear garments in Selfridges.

One of Sam Cam’s backers is her old boss Mark Esiri, who was chair of stationery firm Smythson while Sam Cam was paid a £400,000 salary as creative director.

In a recent interview, Sam Cam said that Old Etonian Esiri, the founder of venture capital firm Venrex Investment Management, has a minority stake in Cefinn. Venrex investors include multimillionaire PR man Matthew Freud, a stalwart of the Camerons’ Chipping Norton set, and financier Sir Mark Weinberg, who has given the Tories more than £150,000.

Venrex is also backed by members of the Fleming banking dynasty, who helped bankroll Cameron’s 2005 leadership campaign.

In the same year, Esiri was among a group of investors who bought Smythson for almost £ 16 million, reportedly netting Sam Cam, who owned shares in the retailer, just over £437,000.

Now her old boss appears to be set to cash in from Cefinn’s pricey frocks, it seems it’s payback time for the Cameroons.

A spokesman for Cefinn declines to comment.