Is the chairman and chief executive of broker Camberford Law having an identity crisis?
A mole at a recent event held by the Croydon-based firm says the newly-enobled Lord Sheikh was referred to as 'Richard' by some brokers - his moniker for many years now.
Others were calling him by the name Mohammed - a name more recently adopted and no doubt preferred by many in the Conservative Muslim Forum, which he chairs.
And, as for staff, they were simply calling him Mr Sheikh.
His lordship has said he and his wife will be known as "Lord and Lady Sheikh" and he will choose a City-based district as his name place.