A move to Mexico instigated the creation of my hand-dyed accessories brand Scout & Catalogue which I ran from 2009 through 2016. This brand was born at the birth of social media—starting as a blog and becoming a product line. As the retail world moved online I learned about deeper storytelling, consistent content creation and leaning into new opportunities to cut through the noise. In a lot of ways this business was more about the communication than the product itself.

Running a business is no small endeavour. Keeping Scout & Catalogue relevant and profitable for seven years gave me a huge education on how interconnected each business department really is. These hard earned lessons strengthened my understanding of how the best creative work comes from aligned business, product and brand strategies.