Last night, Chuka Ummuna held an exclusive reception for journalists and his shadow business team in a Private Members' Club dedicated entrepreneurs and investors.
The Labour MP has gone to great lengths to stress that he is one of the most business-friendly members of the shadow cabinet.
In an interview with TP in May, Umunna said: "This strategic attempt to try and paint us as anti-business is not credible any more. I wouldn’t describe people working in the city as ‘spivs’ and ‘gamblers’, as Vince Cable has done."
Some argue that this tone is at odds with his pre-election involvement in Compass (a centre-left think tank).
But today, the shadow business secretary will take the next step to court corporate Britain.
Umunna will join Labour leader Ed Miliband to launch a Labour drive to recruit business people to stand as Labour candidates - for Westminster and on local councils.
He claims that wooing potential applicants from top firms (with Labour values, of course) will also help the party to distance itself from the 'ex-special adviser' culture among MPs.
Today's announcement will include a programme to train business people for Labour candidacy, including skipping the "special stream" of the party's future candidate selection.
However, for some in the party, this move will bring mixed emotions.
Jon Trickett has launched an inquiry into why there has been a decline in working class representation in the Labour Party - and how it can be fixed.
Hazel Blears is also working on a scheme to improve the number of people coming into politics from deprived backgrounds.
Trickett told me recently: "Many working class voters left us, out of the five million. We need to have people from working class background getting to Parliament, speaking in those ways, with those concerns in mind. So that there’s a reflection in the decisions that the leadership make of how people live their lives."
He added: "I’m not arguing against the intellectuals... [but] our policy orientation has got to be rooted in the lives of ordinary people."
Are more business leaders and more working class communities mutually exclusive? Of course not.
But it is interesting that today's launch comes first.
The party knows that it must poll better with business leaders and become attractive again to corporate backing (and ideally bring in more donations from the business community).
And if you are a working class business leader? Well, the Labour Party will welcome you with gusto.
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