Let me take you back to 2015. I’d just returned from a year abroad in Luxembourg, and – as a lifelong food-lover who had recently graduated from cookery school – I was looking to discover new places to eat in my home city of Edinburgh. I loved using Instagram to find hidden gems wherever I travelled. But, when it came to the Edinburgh food scene, I found no one was doing it – yet. I started an account called @eatinburgh to fill this gap, sharing my recommendations as I worked my way through the long list of independent eateries I wanted to try across the city. I haven’t stopped since, and that list is only growing.

What began as a food-focused Instagram in Scotland has grown by popular demand into a brand that extends far beyond the digital realm to include more traditional spaces. In the last five years, I also expanded onto new platforms, TikTok and Substack, with a total audience of over 200,000 and a typical reach of more than 1 million accounts monthly. My audience spans demographics with age ranges from the 20s to the 50s across the United Kingdom, Europe, North America, and Asia Pacific. 

As one of Scotland's top creators and a known personality offline, I’ve hosted events for Habits and the women’s media brand, Egg, drawing hundreds of attendees. I’ve appeared on Topjaw’s ‘Best of Edinburgh’ series, which had over 874,000 views, and my newest platform, Substack, features my written work with over 2K subscribers. Alongside my organic content, I collaborate with everyone — be it independent restaurants and lifestyle brands or household names, such as The Macallan, Google Pixel, UberEats, and UNIQLO  — creating branded content that blends the approachable with the aspirational.