Marketing and authenticity

I'm constantly studying something new. If I become passionate about something, I always want to learn more and end up getting a qualification in it.

And that's what happened with marketing.

While working as a model agent, I became fascinated by marketing: how brands connect with people, how storytelling shapes identity, and how businesses create experiences beyond just selling products. So I did what I always do: I studied it. I got a Digital Marketing and Social Media diploma, which opened a new door for me.

I started working as a Digital Consultant for Fashion and Beauty Brands, helping them develop their online voice. Looking back, I can see it was all about their style. It wasn't just about their language. It was about their aesthetic, their interests, the stories they told and how they translated their physical brand into the online world.

I helped them be in front of their ideal customers in a way that felt authentic and aligned so that both sides could say, "Yes, this feels right; we like each other".

At the time, I saw this as marketing. But looking back, I can see how similar it was to what I do now in style and coaching.

It was always about authenticity. About connection. About creating something that feels right.

But then, seven months after starting my business, COVID hit. Suddenly, all my clients had to close down. And so did I.

I had no idea what to do next. Until, like with every other chapter in my career, I found a new path. One that brought me even closer to what I do today.

Cover image by Emily Charlotte Greene.