Samuel was born to a relatively wealthy merchant family in Shadokien. His mother was a tailor and made fine cloths for special events and the high society of the city, and his father handled the business side of things.
In his house, the family's reputation was of utmost importance. As a kid Samuel used to be energetic and loved to run around, but he was regularly beaten by his father for acting that way.
In his teen years he became straight as a ruler and joined the family business, helping in sales and attending all sorts of formal meetings. There, he found out that to increase sales his mother was flirting and even sleeping with various wealthy men. At first he was furious, but when he told his father, he hit him and explained they must do whatever it takes to maintain their wealth and their image, even if it means that the image they present is only a façade.
After his father's passing of heart disease, his mother tried to keep the business running but her grief wouldn't allow her to. Samuel moved to Alliria to try and find new opportunities for income and wealth. There he made his trade and became well known amongst fashion-lovers. Behind the scenes, he invested in smugglers, drugs and any illegal dealings he could get his hands on to be their patron and receive a large cut of their profit.