- Tell us a little about yourself!
I’m Sophie Shohet. I’m 32 years old and live in West London with my husband David and our two house bunnies, Louis & Babycakes!
I absolutely love fashion — handbags and shoes, in particular — hanging out with friends and family, good food, and exercising. There’s a tomboy side to me: I like cars, F1, and have always been interested in mechanics.
- When did you start blogging and vlogging, and what made you want to?
I started a YouTube channel in around 2012. I did it because I was working for a digital marketing agency at the time and I wanted a promotion. I wanted to look really keen in terms of social media from a marketing angle. I got the promotion in the end, but left the YouTube channel open. I started filming “luxury unboxing” videos because the packaging from designer stores was so pretty and I wanted to share it. For the first three years, I was uploading one video a month, if that, so the growth was slow. Then in November 2015, I started uploading two videos a week and things have grown from there.
- How do you stay true to yourself while continuing to evolve and be relevant in the blogger community?
Good question! I’d describe myself as friendly, honest, and direct. Those traits will always form the core of the content I create. I think it’s easy to stay true to yourself when you are being yourself. It should always be about working with brands that align to me, whom I feel I can add value to, and whom I think will benefit my viewers and readers.
- Has there been that moment where you felt like you made it? What was that like?
No way, haha! I’m a perfectionist and my greatest competitor. I will never feel like I’ve made it!
- How has your style and blog evolved since starting your blog journey?
The biggest evolution has definitely been in my quality. I started out filming on a webcam, then upgraded to a camcorder, and then a DSLR. Over the course of time, I’ve learned how to get the best out of my equipment. I’ve also learned how to edit at a professional level. My personal style has also developed; the blog and YouTube channel have encouraged me to be more adventurous with my dress-sense and style.
- What does the next year look like for sophieshohet.com? The next 5 years?
My plan is to grow and develop sophieshohet.com over the next 12 months. I started blogging on a more regular basis in January 2017 – previously it was pretty much just YouTube I was spending my time on. I’ve discovered that I have a real love for writing and for taking beautiful photos – if anything, I would say that I find both to be relaxing and a nice change to my day job! I’d like to create a space for women of all ages to feel at home, where I don’t just talk about fashion and shopping – but also more serious topics such as career development, motivation, positivity, and money management.
- Do you have any fashion or lifestyle bloggers you admire and follow yourself?
I feel like my 20s were spent watching MakeupByTiffanyD & Carli Bybel! I loved the good vibes they both exude, plus I always found their content to be interesting and helpful. MoVlogs has been my guilty pleasure in terms of a lifestyle vlogger for the last two years. I also am hooked on UpCloseAndStylish on Instagram – she makes me want to shop, which isn’t good as she has expensive taste!
- Do you have any tips for bloggers starting out?
Before you get going, create a content plan. You’ll be surprised how hard it is to keep thinking of new ideas! If you stop and start with your upload schedule as you’re short of ideas, it can have an impact on growth and reach. Pick a topic you are passionate about and always be yourself – others can copy you, but they’ll never be ‘you.’
- As a blogger you get to wear some great brands — which are some of your favourites?
I am pretty lucky! My favourite brands to wear are Balmain, Karen Millen, Maje, Halston, Victoria Beckham, and Reiss.
- As a Londoner, where are your three favourite places to shop in the city?
Ok so number one is easy — it has to be Harrods! Everything is under one roof; when I walk into that place I feel like I’ve slipped into my slippers and robe, and can relax. The second place is Conduit Street in Mayfair, this is a street that’s only a few hundred yards long but it’s home to some of my favourite brands. At the lower end of the street you have Claridges and at the upper end you’re on Oxford Street, and it’s an easy walk to Selfridges. Thirdly is Westfield White City. David and I like to go here when the weather is bad and we want to watch a film, eat some food, and wander around the shops.
- How do you juggle running your blog, working on your Luxe Lashes by Sophie Shohet line, and operating your social marketing company, Glam Style Limited?
WITH GREAT DIFFICULTY! Lol – honestly though, it’s tough. 2016 was a year where I felt like I was treading water trying to keep up with everything. By the end of the year, I felt frazzled and realised I needed to make changes to my organisation (or rather, lack of). In January this year, I drew up a weekly plan; on Sundays I film two or three videos and get them all edited/create blog content. Tuesday – Saturday I work my ‘day job’ and Monday’s I try to take off. Being more organised has reduced my stress and has improved the overall quality and enjoyment I get out of my work and personal life.
- We see you’re signed to YouTube as a partner — what’s your favourite part about getting to work with them?
I love working with YouTube and I am so grateful and lucky to have this opportunity. My favourite part of working with them is having a partner manager I can talk to when things aren’t working on the platform. I don’t feel like I’m on my own. It’s also beyond helpful because I get told about platform updates to advertising revenues, algorithm etc before they get implemented.
…Oh, and I get invited to lots of parties! 😀
- If you could only be on one of these platforms, which would you choose: Instagram or YouTube?
Definitely YouTube! I can be myself on there, plus it’s more conversational. I’m a chatterbox, so it suits me for sure.
- What is the one thing most people would be surprised to know about you?
I am completely and utterly OBSESSED with cake. Even the word sounds tasty. My favourite cake is a Marks & Spencer vanilla sponge birthday cake with the sugar icing – it’s like heaven. Two layers of delicious vanilla sponge with some jam and buttercream as the filling. Damn!!!
- What do you love about ShopStyle Collective?
I love the wide variety of retailers available through the platform. It makes it easy to link to a range without having to form individual relationships with each. I also really like the creative tools on ShopStyle Collective – they are good for adding rich content to blog posts and Instagram. Plus, it’s great that anyone can sign up for it and it’s not something you need to be invited to.
Thanks so much, Sophie!
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