I came to love writing through fashion. Conceiving a concept, weaving a story and anthropomorphising garments got the tiny hammers in my brain tapping. After a fashion design degree at RMIT in Melbourne and a few design internships, I travelled to the city of sunshine, tranquillity and cheap rent: London. I was welcomed into The Fold as a stylist who dabbled in copy, and before long, I became their copywriter, profiling businesswomen at the top of their game. 

After two years, ready for change, I moved to Zalando in Berlin. They were on the cusp of launching in Ireland, so I sharpened my branding tools to craft content strategies, their tone of voice and copy that craikled. It was a fun space. But I was curious—who were the people whipping up these glossy yet achingly human campaigns for us? 

I found them at ad agencies and forayed into the world of cars through smart, Volkswagen and Porsche. Hundreds of inspiring posts and a few campaigns later, I learned what it took to turn an audience into advocates. 

After a stint in tech, shaping the voice of a machine translation agency and its next-gen translation app, I was ready to go freelance. I’d had a taste with Sony Music, Babbel and Indie Magazine and I missed the creativity of fashion and long-form. It was then that Marimekko called. I became their copywriter for global campaigns and always-on content, which has given me the freedom to come full circle and grow young brands on the side. 

As to food. That’s just my Roman empire. There’s rarely a moment when I’m not thinking about eating, cooking or dining. Thanks for stopping by!