Name analyst Laurence Y Payg contacted us to sell his story about how supermodel Agyness Deyn hit the heights after he advised her on how to change her name.

The story initially appeared as a whole page in the Mail on Sunday newspaper yesterday (see right).

Scroll down to read the whole story below.

Our publicist Jonathan Hartley ( has now taken over Laurence's publicity and his story has appeared in The Sun newspaper and online at the Daily Telegraph today.

On Tuesday he did a live interview on BBC Breakfast explaining the technique. Laurence has also been interviewed on BBC Radio Five Live.

He also appeared on the Richard and Judy Show on Channel 4 and was on BBC1 in an hour long show.

He is currently being booked on for more television and radio shows, plus magazine articles.

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Supermodel Agyness Deyn may have one of the most intriguing names in showbusiness, but she has always maintained a mystique about its origins.

Did her mother simply dream up the unconventional spelling, or was it inspired by a belief in the power of numerology?

Now a New Age guru has come forward to reveal he was responsible for giving plain old Laura Hollins her glamorous and successful new moniker using methods much more bizarre than anyone ever speculated.

Making a name for herself: Agyness Deyn

Laurence Y Payg, who claims to be Britain's only professional name analyst, 'reads' people's names using a 3,000-year-old Chinese technique.

Charging around 40 a time, he does much of his work by post from his Manchester home, suggesting changes based on a client's date of birth and full legal name.

Deyn arranged for him to visit her family home after reading about his work and he has since given the model's mother and sister new names, too.

'Agyness really wanted to be a successful model,' said 59-year-old Payg, who was born Laurence David Adams and has changed his own name three times.

'There wasn't a lot of success ahead for her if she carried on as Laura Hollins, so she needed a name that would enhance her career.'

Enlarge   The letters and numbers that can make or break you

The letters and numbers that can make or break you

Payg stresses that his technique  summarised in the panel above is not numerology, as it uses a different method to assign a numerical value to each name, which he says reflects a  person's 'personality, virtues, vices and health'.

He also says that each individual letter can influence someone's life. The letters G, Y, P, D and O are considered positive notice the Ys and Gs in both his and Agyness's name while B, F, W, U, X and H are negative.

Deyn had already signed with London agency Models 1 when she met Payg, but it was only after she changed her name that her career really took off.

'When I first met her, Agyness was entering a three-year period of losses, as indicated by the U in Laura, and her names didn't work well together,' Payg said.

'Lauras can be childlike, they're naturally inquisitive and might love dressing up, as this Laura did, but coupled with Hollins, it was never going to work.'

He was troubled by the H at the start of her surname, which he reckoned would bring eight years of strain and stress from the age of 35.

Payg offered a solution. 'Legally changing a name changes the energy that powers the person's body,' he claims.

'We didn't want Agyness to have a stressful time because of that H, so we just got rid of it.'

Payg believes people should have a say in their new names, so Deyn suggested her grandmother's name, Agnes, and an old family surname Dean, which Payg adapted to become Agyness G Deyn.

He ensured her new surname had the value 21.

'The world needs more 21s,' he said.

'It's great for Agyness because it will mean her looks won't fade as she gets older, but it also makes her loving, giving and caring.'

He said that the extra G as a middle initial will lead to financial and emotional gains.

'Soon after her name change, Agyness's career sky-rocketed,' Payg added.

'Absolutely nothing else about her circumstances changed: she stayed with the same agency, kept her hairstyle, her look, and yet everything suddenly changed.'

A year after the name swap, Deyn made the cover of Italian Vogue, which was followed by her first Giorgio Armani campaign.

She has since modelled for Burberry, Giles Deacon and John Galliano, has formed her own band Gene Jacket in New York and is currently fronting the campaign for Jean Paul Gaultier's fragrance, Ma Dame.

Agyness seems convinced that her new name played a part in her success, and asked Payg to advise her sister Emily, 21, and mother Lorraine, 55.

Both adopted the surname Deyn, while Lorraine replaced the I in her Christian name with a 'more positive' Y.

'I can confirm that Laurence changed Agyness's name,' said her agent at Models 1.

'But that's all we're willing to confirm.'

Payg says that he would now like to apply his techniques to tormented singer Amy [Jade] Winehouse.

'Two of her three names indicate an addictive personality,' said Payg.

'She's just starting eight years of stress as a result of the H in Winehouse. She's desperately in need of some new initials to counteract it.

'C would bring her much-needed good health and the ability to cope, N would bring her permanent love and G would bring emotional gains.

If she just introduced those and changed the I in Winehouse to a Y she'd be a lot better off.'

'Dictator' Gordon should try Maurice it adds up to 34

Name: Gordon Brown
Occupation: PM
Problem: Unpopularity
If only he were called: Maurice Brown

What Payg says: 'The Prime Minister is in very bad letters at the moment. The E in his real first name James adds extremes to the Rs in Gordon and Brown, leaving him drained and run-down. The Gordon side of him is the dictator. The Brown side is considerate and caring, but it's outweighed by the Gordon which adds up to 37.

'He'd be better with a name that added up to 34.  Anthony is good, though he probably wouldn't go for that because of his predecessor, so Laurence  or Maurice would be
good alternatives.'

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