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    Since 2010 I’ve worked exclusively in the digital sphere, editing for brands and magazines.

    In June 2013 I was appointed content editor for LoveGold, a new multi-platform brand launched by the World Gold Council, the gold industry’s global body, to bring contemporary gold jewellery to a younger, hipper audience – particularly in China and the US.

    As the brand’s editor I oversaw content throughout the LoveGold ecosystem, from website through to Facebook, Instagram, Twitter and most recently Pinterest. I also launched a new section for the brand’s website, LoveGold Meets, for which I wrote and edited interviews with prominent jewellery designers.

    Wearing pieces like this, made by the fantastic East End jeweller Duffy, was lots of fun. See more pictures by Mark O’Flaherty, and read my interview with Duffy, here.

    Odyssey necklace in 18k rose gold and Zambian amethysts by Duffy Photography: Mark C. O'Flaherty
    Odyssey necklace in 18k rose gold and Zambian amethysts by Duffy
    Photography: Mark C. O’Flaherty

    LoveGold’s eco-system, messaging and look and feel had been devised by digital agency AKQA and, from launch, the brand was visually stunning and made innovative use of social media. Yet to tell stories with words and pictures – one of the most powerful motors for customer engagement – the application of the rigourous editorial standards of analogue media was required.

    Art-jewel by Solange Azugury-Partridge

    Art-jewel by Solange Azugury-Partridge











    Previously, I’d acted as web editor (maternity cover) at Harper’s Bazaar. Over my tenure there PVs rose from 493,853 to 729,383 and uniques from 129,663 to 188,176, an increase of around 45% on both counts.

    It was fascinating to work with Hearst’s e-commerce team to meet the challenge posed by Net-a-Porter, but I was also able to expand the website’s content in line with the new editor-in-chief’s vision for the brand. I commissioned exclusive video and podcasts for the site and developing Bazaar’s social media strategy via Pinterest and Spotify, and, somewhat against my better judgement, I persuaded a roster of writers to blog for free. The result was an original, intelligent and constantly refreshed website, produced on a minimal budget with the help of a brilliant but tiny team.

    In 2012, I launched American Express’s Realise the Potential London website, which offered a cool, luxurious, insider’s take on the city’s culture, lifestyle, entertainment, dining and shopping for visitors and locals. Here, I was lucky enough to work with a client I could convince that bespoke, self-published content is always harder working and more cost-effective than editorial bought off the shelf and by the yard.

    I made an early excursion into content marketing at The London Magazine, a contract publishing title produced by Cedar Communications for Central London Estate Agents. Aimed at an educated, affluent and international demographic, it covered the luxurious end of London life and style. The ideas, features, writers and photoshoots I commissioned lifted the magazine from property porn to plausible consumer title.









    Other editing roles in print and digital media have included features editor of the Independent on Sunday, lifestyle editor of (,352,laura-tennant) and editor of Food and Travel magazine.