Adam: Thanks again for taking the time to go behind the brand. First things first, though, what is
something about you that the many people who follow you don’t know?
Suze: I’m ambidextrous, so I can write with either my left or right hand. I prefer the left hand for writing and the
right for sports though!
Adam: How did you become an “influencer”? What is the inside story?
Suze: I’d call myself a content creator rather than an influencer, as influence is all relative. I was working in
corporate events and often got the opportunity to visit amazing places and to meet some fascinating
people. Starting a website and social media platforms was a way of sharing all that with others. Now I’ve
roped in my husband who puts our blogs together and is a dab hand with a drone!
Adam: What advice do you have for those interested in working with influencers? How do you do decide
who to work with?
Suze: We’re quite picky as the companies we work with have to be interesting for our readers and followers. We
choose to feature products and services that we’d use ourselves and that we know we can feature in a
distinctive way. For those interested in working with influencers, I’d definitely suggest that they pick
someone who has serious photography or videography skills rather than simply a high number of
followers. In fact, a study by Tomoson reveals that of all social media platforms, blogs give the best return
on investment, followed by Facebook. Make sure that the influencer’s demographics closely match those
of your target audience too. We wrote an article about how to choose the best influencer for your brand
which gives some further tips.
Adam: What advice do you have for those interested in becoming influencers?
Suze: I’d say find what makes you unique and focus on that. Learn as much as you can about photography or
videography, hone your writing skills and network as much as you can with other content creators in your
Adam: What is the biggest misconception about the influencer world and life as an influencer?
Suze: That there’s little or no work behind it! When we travel to a destination, for example, we often don’t get
any time in the pool other than to get a photo. We’re out and about looking for the best content at the
times when the lighting is best and in the evenings we’re generally hard at work editing the photos and
interacting with readers and followers.
Adam What has being an influencer taught you about branding and marketing?
Suze: Having a recognizable brand is really important. Before choosing the name Luxury Columnist for
example, I researched which names were available across all social media channels. It’s a good idea to
use the same images, fonts and colours across all your platforms and to cross-promote your content on
your different channels.
Adam: What are your hobbies and how have they shaped you?
Suze: I like running and also trying out the latest restaurants wherever we travel. Most of my hobbies are now
integrated into my work in some shape or form!
Adam: Who have been the biggest influences in your life and how do you pay it forward?
Suze: My English teacher who sadly passed away while I was at school. She encouraged me to write and I’m
sure she’d be proud of what I’m doing now. Robert Doisneau, the famous French photographer who shot
Kiss in Front of the Town Hall in Paris, was another influence. I met him when he was well into his 70s
but he had a vivacity and kindness about him that was extraordinary. I try to encourage others to follow
their passion and I often give talks about content creation so that I can pay it forward in some way.