The Path of Least Resistance.
For years I tried to win games that were never designed for me. Then I realised I could simply choose different ones.
Latest
Founders Diary February 2026: Research Trips, Store Training, A Launch Dinner, Back Talk with Paloma, Dover St Parfums Pop Up, Japanese Garden, Drops of God.
From rewriting scent briefs in Japan to launching at Selfridges and installing Paris Fashion Week retail — this is the honest layer behind the growth.
Today I Failed
What building something excellent quietly takes from you.
It’s Not Boredom, It’s Self Sabotage
Sometimes your friends aren’t wrong about you. They’re just describing a version of you that no longer exists.
My First Proper Onsen Experience in Japan
Today I went to my first ever proper public onsen in Japan. I’m sitting in the gift shop / foyer area feeling completely relaxed, revived, restored. You’re not allowed to take pictures, so I’m writing this while it’s fresh in my body. After my 5am Eihei-ji temple
Founders Diary January 2026 - Meetings, decks, how I set my annual strategic goals and the real reason I did an event in NYC.
I’m writing this on the train to London with that chemical cocktail of fear and excitement running through my veins because tomorrow I’m going to Japan for a 10 day research trip. Originally I booked this as a holiday for my son’s 15th birthday. I was so
Healing the Past Doesn't Always Determine Your Future
Doing The Work gets to back to basecamp, but I think physics will propel you to higher heights.
What you should stop doing in 2026
ChatGPT cussed me out and told me I was over sharing….
Sometimes you have to say no... because this is your YEAR OF FOCUS.
It’s time to lock in girl. Because some things will 10x your life and everything else will drain you.
When Luxury Became Labour
I’m Actively Unlearning Performative Pleasure
2026 Planning & Productivity
Many people always ask me: how I get started, how I stay focussed and how I remain confident. The answer is simple…
Part 1 - Big Woman Energy Protocol
Your BWE Protocol will remind you who you are, what your purpose is and how you want to move through the world.
vision & purpose
Part 2 - The Horserace Method
When I get an idea in my head, I'm very good at making it happen. So now I'll share my process with you. Are you ready for the race?
The Process
Part 3 - How to Plan Out Your Entire Year
For 2026, I have some big things I want to achieve and I also want to ensure I don't drop the ball on self and family, so I'm plotting it all out on a wall chart. Here's how...
vision & purpose
Part 4 - You’ve already got a Personal Brand. Here’s how to make it intentional
People are assessing your personal brand within seconds, and they're using it to decide whether to follow, subscribe, buy or invest in you. So you may as well craft it intentionally.
vision & purpose
Part 5 - How To Define and Map Your Life’s Work
Do you know what you'll be doing aged 80? Fate willing, I do. Or at least I have an idea in my head of what I'll be doing because my life's work is very clear to me.
Business is about momentum, art is about withdrawal
Happy Sunday! I'm basically done in. Drained. Ready to sleep. I won't of course, because this is the time of year when I bed down, schedule my entire year and do my Vision Setting. But it's deep work, so I'm happy. There&
founder's diary
Founder's Diary #6 - Long Hours, Performance Pressure, Overwhelm and Shutdown.
I can't believe I still have to WORK?! OMG must I really labour all day?!
brand building
Worldbuilding Case Study: Miu Miu & How To Find Your Own Brand Vehicles
Tonight in our Stack World WORLDBUILDER SHOW we discussed the stages of worldbuilding and discussed Brand Vehicles again. You can watch the replay in your Stack app. But I thought it might be helpful to elaborate a little more and provide a case study to help everyone visualize precisely what
founder's diary
Founders Diary #5 - Brand Vehicles, Cashmere, Alex Eagle Puffa, Jaunty Hats, Mountain Restaurants, P50, Whiskey Sours, Climax Books.
I've been trying to figure out a way to explain what I mean when I say Brand Vehicles. If you remember my Ultimate Brand Building Checklist, there was a section on Brand Vehicles. I knew what I meant when I created it, but like most of my writing,
My confidence issues are very real.
Confidence, Senegal, New Methods Writing Retreat, making a plan for Wolverhampton, Prepping 39BC Pop Up…
founder's diary
Founders Diary #3 | You need to taste the thing, if you want to cook the thing
Happy Sunday my darlings. I'm currently writing this from the pool at the villa in Senegal on my New Methods for Women Writers Retreat. The rest of the crew are still at the lagoon enjoying the beach while a few of them have gone horseback riding. I came
39BC's Holiday Pop-Up Experience
If you’ve been joining The Worldbuilder Show every Sunday on The Stack World, you’ll have seen the BTS of building my beauty brand, 39BC. Well it’s finally here! This November we launch with a Pop Up and I’d love to see you there! Here’s what
founder's diary
Proving Myself Since I Was In The Womb
Even though I have been living this crazy life for a long time, writing the second instalment of my diary is really hitting me how much of a ricochet my life is. Pinging from high to low, from busy to slow, from external to internal in just a short week.