Alongside my sister Kitty, I co-founded Studio Five. A sustainable fashion brand inspired by nature. We launched six collections and sold everything from homeware to accessories through our online store, local markets, and the Scottish Design Exchange.

At the same time, I was working as a waitress and juggling the business on the side. I built our website from scratch, ran all of our social media, and quickly discovered that creating content and telling stories online was what truly lit me up. That spark led me to my first marketing role at Gold Brothers, where I joined a small creative team managing the marketing for over 30 retail stores across Edinburgh’s Royal Mile, Glasgow, and York.

After Studio Five released its final collection, Kitty and I went our separate ways to pursue new creative paths. She became a tattoo artist, and I fully stepped into the world of marketing. I took on the role of Marketing Manager at Jane Davidson, an iconic luxury boutique in the heart of Edinburgh known for its exceptional curation and heritage.

In this role, I had the opportunity to work with renowned designer labels such as Dries Van Noten, Isabel Marant, The Vampire’s Wife, DVF, and Queene & Belle. I led the planning and direction of fashion films and editorial-style photoshoots, hosted in-store events, and collaborated closely with influencers, stylists, and industry creatives. A highlight of my time there was our nomination for Best Use of Social Media at the Draper’s Independent Awards.

I took the leap into freelance life and launched Lucy Land Creative, offering social media management and content creation at a time when “content creator” was still a new concept in Scotland. My first clients included Sophie the Strutter, a WW1 charity project where one of my Reels reached over 1M views and was featured in Edinburgh Live, and X Creative Collaboration, a new co-working salon that was opening in Leith.

Over the next two years, I refined my services, built a loyal client base, and collaborated with incredible brands like Isolated Heroes, NAF! Salon, Cute But Deadly, and Clique Glasgow. During this time, I also launched a podcast called DON’T PANIC!, where I interviewed Scottish creatives about their journeys. I had two seasons of inspiring conversations that I plan to return to.

I also began working with Caitlin at I Do Content Creation, which introduced me to the world of wedding content. One of my proudest moments was a wedding reel I filmed that hit over 365k views after the bride posted it.

This year marked an exciting new chapter. I rebranded from Lucy Land Creative to The Content Club, elevating my freelance journey into a high-end, purpose-driven brand. With a focus on fashion, beauty, and event content, I now work as a curated content creator that blends strategy, storytelling, and style to help brands stand out online.

I also hosted my first Social Media Workshop specifically tailored for beauty professionals, kicking things off at X Creative Collaboration. Since then, I’ve been invited into salons to deliver the workshop directly to stylists. Helping teams build confidence, learn new tools, and create content that connects.