LFA's Party Season Picks

Party season is upon us so what better excuse to round up our favourite festive picks? From intergalactic shoes to statement jewellery, have a look at some of our go-to accessories here.


We’ll be dancing our socks off in this jazzy Hansel From Basel pair.

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Lovingly handcrafted from wood and brushed brass with black glitter, these limited edition studs from Wolf & Moon are the ultimate ear candy for the festive season.



Name a better duo than chocolate and booze. Doisy & Dam has teamed up with Drinks by the Dram to bring you a chocolate hamper with a twist.

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Rogue Matilda’s star-printed and out of this world intergalactic brogues are real showstoppers.

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These hand-textured Matthew Calvin hoop earrings are both elegant and intricate.



The easiest way to add a bit of subtle sparkle to your outfit. Sydney-based Valet Studio got us covered.



This bright cross body Estella Bartlett wallet is roomy enough for all our essentials.

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Whether worn as a wrist accessory, around our bag or as a headband, Louisa Parris’ scarves lend colour and texture to any outfit.



Resin jewellery makes a different kind of style statement and this A Weathered Penny pair will take us seamlessly from day to night.

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Instagram rolls out 3 new shopping features

Instagram is ever-changing – with a whole host of tools making their debut on the platform every month, it can be hard to keep up with the what’s what of new features. In June it was IGTV, October saw a crackdown on bots – and November’s offering? Three convenient (and with Christmas fast approaching, conveniently timed) shopping features. If, like us, you’ve only just got to grips with the Instagram Stories of yesteryear, worry not – we’ve done our homework and condensed it all down into easy-to-digest chunks so you can spend less time fiddling and more time shopping (or more importantly, selling). iPhones at the ready..


Praise the social media lords – the days of having folders upon folders full of screenshots are coming to a close. No longer will users have to trawl through a myriad of photos to find the skirt they saw on their favourite influencer – this new feature means that Instagrammers will be able to save products directly from Stories or their Feed to a ‘Shopping Collection’ of self-curated goods, ready to be bought at their disposable.




Originally launched in September, Instagram’s Shop Tab has had a makeover. Browsers can access it by visiting a business profile and tapping on the ‘Shop’ button to have a look at all the things on offer. This is great news for product-based businesses, as it offers yet another avenue through which people can buy their goods. After all, the platform reported that last year 80% of users followed a brand by choice.




Long-gone are the days that Instagram was just about photos – 2018 has gone all out on the moving image. Ever the opportunist, the platform has devised a new feature in which users can buy products directly from videos – simply click on the shopping icon in the bottom left hand corner of the post to see the products in question.

So, if you’re not using Instagram’s shopping features yet, now is as good a time as any to start – make the most of the Christmas period and turn your followers into frequent shoppers, with a multitude of purchases to prove it.



The Cosy Edit

As the winter draws in, it’s time to unwind and enjoy ‘Hygge’ season. Here’s a few cosy products which will help you to create that haven of happiness and comfort in your own home.


These hand knitted and multi-coloured Turkish socks are perfect to sink your feet into this winter.

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Snuggle under the covers with a good read in this softer than soft bedding set from Bedfolk. Disclaimer: You’ll be so comfy that getting out of bed in the mornings will become even more of a struggle!



Create a peaceful ambience during the winter evenings with this beautifully scented candle from Estella Bartlett.

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The Small Home’s Sheepskin Moccasin Slippers are handmade meaning that each pair is totally unique and beautifully imperfect

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Elevate your lazy mornings (and weekends) with this stylish long PJ set from Desmond & Dempsey.

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Beauty sleep guaranteed with this patterned, silk eye mask from Yolke.

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Feet up, kettle on. This Teddy Blanca Ottoman from Att Pynta is the perfect piece to give your house the ultimate cosy factor this winter.

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Made from long knitted strings, this mustard yellow knot cushion is both distinct and cosy.

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Enjoy your favourite cup of tea with these contemporary and clean mugs from Sue Pryke. Available in a range of muted colours.

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A Day In The Life Of Dior Bediako (Pepper Your Talk)

We caught up with Dior Bediako, founder of Pepper Your Talk, a careers platform for young fashion creatives and The Junior Network, a members’ club for entry-level employees. Read on to discover what she loves most about her job, what she gets up to at the weekend and what her guilty pleasures are.

1. I can’t start the day without…

Jumping in the shower within 10 minutes of waking up! I don’t know when I developed this routine but I can’t hang around in pyjamas for long. Most of my friends who work from home are the complete opposite to me and don’t get in the shower until the afternoon. I think they’re insane and they think the exact same about me.

2. Deadlines are fast approaching, which album gets you to the finish line?

At the moment it is 6lack’s latest album ‘East Atlanta Love Letter’. The melodies are peaceful enough to work alongside my thoughts and the whole pace of the album keeps me ticking along nicely. I have it on repeat for HOURS. I’ll then switch to Solange’s ‘A seat at the table’ album for the same reasons.

3. And what snack?

This week it was a pack of Fortnum & Mason cookies. But you can’t call an £8 tin of biscuits a snack. It automatically upgrades itself from snacking to self-care!

4. What’s the best thing about your job?

Honestly, that I created it! It’s probably the single most important act I’ve performed in my whole life. Becoming the founder of PYT and TJN has shown me that I can do exactly what I put my mind to.

The second best thing is that I get to use my strongest skills on a daily basis. Starting out in fashion I became very aware that I would never thrive in a job that didn’t lean heavily on soft skills rather than hard skills. And I’m on a mini mission to help young creatives work on developing the ‘soft skill’ side of their career toolbox - learning the art of negotiation, public speaking and self-advocacy are just as important as learning photography, Photoshop or how to style.

5. And the worst?

I think it’s the fear of the unknown and lack of certainty about Pepper Your Talk’s future. The possibilities are so vast and amazing opportunities have come my way, particularly this year! I’ve flown to Edinburgh to host a Bumble Bizz panel. I’ve had the opportunity to work with many of my career role models such as Funmi Fetto (Contributing Beauty Editor at British Vogue), Tyler Psarras (Communications Director, Farfetch) and so many more. My company partnered with a recruitment agency I used to work for 8 years ago, which was a real full circle moment for me. And I’m super excited to be a main stage speaker at Stylist Live Festival this year.

I have absolute faith that as the business grows, so will the opportunities. Yet, I’m not in full control of who books us or who says yes to us and that is where the doubt can creep in. But as long as I uphold our values and stay true to what we stand for the right people will always find us.

5. What’s your ideal weekend?

It really depends on my mood and the weather! Some days all I want to do is order food in and watch Netflix. Whilst on other weekends I could be out all day, eating, popping into shops and catching up with friends. The only constant is that it needs to include good food.

6. Any guilty pleasures?

I am obsessed with law and crime programmes! I’ve just finished Making A Murderer and I was completely in awe of the diligence displayed by the defence lawyers. I’m constantly making note of new law terms I’ve never heard of such as ‘quid pro quo’, ’Chinese wall’ or ‘pro bono’.

7. And lastly, what are you having for dinner tonight?

I have no idea but what I do know for sure is that there’s no food at home! I’ve acquired a newfound love for my local Chinese takeaway so that’s an option, but I’m also supposed to be eating healthy all month. It’s the classic conflict of my heart vs. my head.


Our favourite brands at Stylist Live

With over 100 pop-up boutiques under one roof, alongside a great line-up of talks & workshops, Stylist Live offers a unique shopping experience perfect in time for Christmas. Here we round up some of our favourite brands showcasing at this year’s event.



Fine spirits, in the thousands, available in 30ml ‘dram’ sample format. And for the spirit aficionado, they even do seasonal Advent calendars and Christmas crackers.


Lovingly handmade in their East London by a team of talented makers, Wolf & Moon’s striking collection of jewellery includes eye-catching statement pieces and everyday essentials.

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From oversized graphic scarves to chunky bubble hats, this independent knitted accessories brand has everything you need to wrap up warm in style this winter.

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From cute cards to colourful mugs, Susan O’Hanlon’s gift-worthy products are guaranteed to bring a smile to anyone’s face.

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Inspired by modern, cutting edge design, A Weathered Penny’s most recent collection brings together the brand’s signature minimalist style incorporated with tortoiseshell accents.

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Fuelled by bright ideas, Wild and Wolf creates thoughtful and lifestyle-led accessories. The award-winning company’s innovative ranges appeal to all ages, combining form and function with exceptional design.

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Loqi’s colourful and diverse reusable bags feature show-stopping prints, ranging from world famous artists to up and coming designers.



Founded by husband and wife team Jim and Chloe Read, Newgate are renowned for their innovative and design-led timepieces. including watches and clocks.

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From hip geometrical frames to more classic styles, we are big fans of Bailey Nelson’s beautiful and affordable eyewear.

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Using watercolours, inks and a splash of glitter, Nikki Strange creates imaginative, playful and ethereal textile printed accessories for day dreamers and reality escapers.

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Our favourite brands at Spirit of Christmas

From artisan homeware to minimalist jewellery, have a peek at some of our favourite brands from this year’s Spirit of Christmas here.



Blurring the lines between fashion and wearable art, London-based brand Louisa Parris’ beautifully illustrated silk pieces are striking, bold and versatile.


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Championing integrity and authenticity, The Small Home has a carefully chosen, capsule collection of beautifully-crafted interior, lifestyle and clothing pieces that you’ll want to keep for years to come.



In this digital age, a personalised note or a handwritten card feel extra special to receive. With their delightful stationery including cards, diaries and notebooks, Martha Brook wants to encourage people to express themselves more meaningfully.


 Image credit: www.sovictoria.co.uk

Image credit: www.sovictoria.co.uk

Based in the heart of the Cotswolds, family-owned Oxford Brush Company boats over 900 different brushes (they even have a brush, for a brush!). However, don’t let the name fool you, they also have a great range of high-quality lifestyle accessories.



Uniting artisanal luxury with colour, texture and decorative accents, Wicklewood’s collection of ready-to-use pieces are made to move with you. 


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Jan Constantine is known for her vibrant, hand-embroidered and distinct designs, and this eye-catching Frida Kahlo cushion is firmly on our wishlist.


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From oversized scarves to chunky bobble hats, graphic knitwear brand Miss Pom Pom’s accessories are sure to brighten up your wardrobe (and commute) this winter.


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Named after the ka-lin-kaw tribe in the north west of Burma, Kalinko supports local craftsmanship and traditional techniques. The brand’s aim is to provide skilled work for talented people, and to fill homes around the world with objects that make a difference. 


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Founded by couple Joel & Molly after a spate of stolen shirts on Sunday mornings, Desmond & Dempsey creates beautiful and quirky sleepwear (that is also an appropriate daywear option).


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Named by Evening Standard as the ‘go-to name for modern, minimalist designs’, Matthew Calvin has made understated jewellery accessible to more people without compromising on design or quality.


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Inspired by a love of nature and the countryside, Sophie Allport’s charming designs include kitchen and home accessories and everything in-between. We’re particularly excited about the brand’s range of dog beds..


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Born out of a poem, Bespoke Verse create thoughtfully crafted poetry-themed prints, goods and gifts that say just the right things with rhyme.


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Designed in London and hand-crafted in Italy, eyewear brand MONC’s unisex collection is based on different creative hotspots around Europe including Kallio, London Fields, Gràcia, Södermalm, and Kreuzberg.

LFA Behind The Scenes - Meet Kamala

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As the newest member of the LFA team, we feel it’s only right to officially introduce Kamala to the world. From her breakfast concoctions to her best discoveries, get to know our new PR Coordinator here.

What do you put on your toast?

If I’m feeling sweet, peanut butter and jam. If I’m feeling savoury, marmite and avocado.

What’s your feel-good song?

‘Steal my sunshine’ by Len or something funky like ‘Move On Up’ by Curtis Mayfield. It really does depend on my mood. If I am feeling grumpy, a really grumpy song can actually make me feel good haha.

Ask your best friend to describe you in 3 words:

Kind-hearted, crazy and creative.

What are you most proud of?

Surviving to 24 and landing a big girl job.

You can only watch one film for the rest of your life. What is it?

Shutter Island.

What’s the best discovery you’ve ever made?

Learning how to scuba dive was INCREDIBLE! I felt like I was discovering a new world; from how you feel to what you can see - it was euphoric.

But then I also discovered a delicious BYOB Italian in Kentish Town the other day which has been a highlight of recent times.

Something you want to achieve in the next year?

Find my own place!

What’s your favourite smell?

Those cooked candied almond/nut things that never taste as good as they smell. OR the classic DKNY Be Delicious in green.

What would you tell your 15-year-old self?

Don’t stress over things that will be completely irrelevant in a couple of years.

What are you having for dinner tonight? 

I haven’t thought that far ahead yet! I’m going to a concert after work so I will probably grab something en route.

Follow Kamala on: instagram.com/kamalabryant

Generation Z are your future customers. But how should you reach out to them?

Generation Z are the tech-savvy digital natives. They haven't known a world without the World Wide Web and are the first generation that have grown up totally immersed in social media. They have also had instant access to information their entire lives.

Now all aged 22 or younger, Gen Z are expected to account for about 40% of all consumers by 2020. It won't be long before understanding their perspective will be key to your brands’ success. Luckily we are here to help future proof your brand. Read on to discover how to successfully reach out to Gen Z'ers.



With some Gen-Zers checking their social media accounts as often as 100 times per day, it is key that your brand knows which platforms they are on in order to reach them. Traditional platforms such as Facebook will no longer cut it for this generation, being replaced with apps such as Instagram and Snapchat. Be sure to tailor your brand to these platforms and try not to post the same content across all channels; get to know what works best for your brand and your platforms.


Gen Z are used to being bombarded with endless messages, making it much harder for you to grab their attention. On average this generation have an attention span of merely 8 seconds - even our pet goldfish could concentrate longer than them! With this being said you need to make sure your serve them 'snackable' content. Make sure your ads are short enough to hold their attention, but long enough to convey the important messages.


Generation Z is a generation that find Youtube influencers more relatable than traditional celebrities. They relate to authentic people who reflect their own lives, therefore utilising influencer marketing will be key for your brand. After all, people trust people, and this is particularly true for Gen Z. 


Having a genuine desire to make the world a better place, Gen Zs care about how brands contribute to social good. They can easily see through a brand if it's not authentic, making socially conscious brands widely appreciated by Gen Zs. Try and build your brand into a socially conscious one, this way you will attract this tech-savvy generation much more effectively.


Meet the Dogs of LFA

There’s no secret that we love dogs at LFA. So what better excuse to dedicate a blog pawst to our favourite furry friends? From food-loving Labradors to cheeky Cockapoos, get to know our di-fur-ent pals (and their owners) here.


Cockapoo April lives with Bronwyn Lowenthal, design director of ethical brand Lowie in South London. On the weekends you’ll find them at Herne Hill Market or in Brockwell Park.

Breed: Cockapoo

Age: Just turned 2!

Where did you get April from? I found her through a friend of a friend in Leeds. Rosie (from LFA) just happened to be up in Leeds from London on the day April turned 8 weeks old and she kindly transported my baby down to her forever London home.

Describe April in 3 words: Cheeky, loving and playful.

Favourite snack: Chicken. Every time.

Any pet peeves? She loves a park picnic so when she runs off during picnic season sometimes it’s hard to get her back. Who doesn’t like a nice picnic right?


Labrador and foodie Jackson is based in leafy North London with Isatu Funna and her husband. He occasionally helps out at Isatu’s shop in Angel meeting and greeting customers.

Breed: Labrador

Age: 2.5 years

Where did you get him from? From a litter in Germany. Jackson’s dad and mum are from my husband’s family.

Describe Jackson in 3 words: Precocious, adorable and hungry!

Favourite snack: Fish.

Any pet peeves? Dislikes plastic bags.


French Bulldog Hitchy is a North London-resident and comes along with her parents to their nearby studio everyday. The full-time heartbreaker regularly explores independent markets and shops in the area.

Breed: French Bulldog.

Age: Just turned 2!

Where did you get her? From a Kennel Club breeder.

Hitchy in three words: Crazy, hungry (but a total) heartbreaker.

Favourite snack: Cheese or chicken.

Any pet peeves? Sticks (I must attack them) and I hate my ears being cleaned...


Juju, Nick and Jo left East London behind for historic and picturesque Tetbury. At the weekend, Portugese rescue dog Juju enjoys a good’ol snooze followed by a long countryside walk.

Breed: Portuguese street dog! A family member actually got us a DNA kit for Christmas one year (yes, we are that obsessed with her!) and she is officially a mix of about 10 breeds – mostly Toy Poodle & Shih Tzu.

Age: We’re not completely sure, but around 5. Her ‘birthday’ is the day we adopted her.

Where did you get Juju from? From an amazing charity called Many Tears Animal Rescue.

Describe Juju in 3 words: Mad. Adorable. Cuddly.

Favourite snack: Anything we are eating.

Any pet peeves: She has many rescue dog ‘quirks’, but we love everything about her. One thing she really doesn’t like is early mornings…she’s the perfect ambassador for our brand as she loves sleep so much!


Urban dog Colin lives in the bustling area of Liverpool Street with Matthew and Joe. A core part of the Matthew Calvin team, you’ll find him charming the influencers that pop into their studio.

Breed: Colin is a Cockapoo! His mum was a Cocker Spaniel and they told us his dad was a Miniature Poodle, although seeing how big Colin is I’m debating this..

Age: He turned 3 on the 1st of August.

Where did you get Colin from? We did some research around a family in Walthamstow who had Cocker Spaniels. When we went to collect Colin both his mum and grandmother had given birth to 7 puppies each! 14, 8 week old Cockerpoo’s running around in the front room was a sight!

Describe Colin in 3 words: Bouncy, fun and clever.

Favourite snack: He loves a good Dentastick.

Any pet peeves: Colin really doesn’t enjoy the vets..



Aberdeenshire born and bred Eccles aka Egg is a real mountaineer and enjoys being out and about. Growing up with Cat and her family, the Border Terrier cross is always excited to catch up when she comes visiting from Edinburgh.

Breed: Border Terrier cross.

Age: 16

Where did you get Eccles from? She’s our family dog. Everyone needs a lapdog!

Describe Eccles in three words: Sweet, scruffy, mountaineer.

Favourite snack: Salmon skin.

Any pet peeves? Border Collies (evil).


Jackapoo Ludo enjoys dog-watching at London Fields with his dad Simon at the weekends. When Ludo is not exploring East London’s hotspots, he’s a trusted assistant in the studio.

Breed: Jackapoo

Age: 2.5 years

Where did you get Ludo from? From a family in the New Forest.

Describe Ludo in three words: Hyper, energetic and hungry.

Favourite snack: Chicken.

Any pet peeves? He’s often too hyper, energetic and hungry.


Energetic Terrier Ruby lives with her stylish parents Annie and Dimitri in Putney. Being near Kings Road, Ruby and Annie enjoy a bit of local shopping and Ruby is always helping her mum’s clients looking their best.

Breed: Half Border Terrier/Half Welsh Terrier. We like to call her a Welsh Border! 

Age: Just turned 5!

Where did you get her from? From an ugly, but adorable mutt in Somerset (the dog not the accidental breeder!) 

Ruby in 3 words: Energetic, impatient and human.

Favourite snack: Literally anything!

Any pet peeves? Other Terriers, and dogs smaller than her. If you’re a Terrier, you’re in trouble. If you’re a puppy Terrier, you may as well stay at home! Plus, she hates being bathed.



Company chairman Milo lives with Rosie, Nick and his cat brother Bruce in South East London. His sense of urgency keeps team LFA on their toes. 

Breed: Maltese Terrier.

Age: 5 years.

Where did you get MIlo from? He’s from Melksham in Wiltshire. He came from a lovely family that owned Milo’s mum and dad. 

Describe Milo in three words: Deep. Sassy. Introverted.

Favourite snack: Popcorn (lightly salted).

Any pet peeves? Oh wow. Everything. People walking too slowly, people walking too quickly, scooters, walking sticks, tall men, men in hats (most men), big boots, dogs on leads, puppies, the list goes on...

How to make the most out of IGTV

Welcome to IGTV, the new video application that brings together YouTube style content with Instagram’s instant accessibility and opportunity for community interaction. An add-on Instagram app, IGTV allows users to share video content that is up to an hour long, providing a prime opportunity for brand development. From product launches to behind the scenes, we’ve put together a guide to show you how you can use IGTV to support your Instagram presence and continue to build your brand.



IGTV launched this summer in the UK, furthering the possibilities of the much used Instagram Stories feature. Simply download the IGTV app, login with your existing Instagram details and you will be met with an array of content from the people and brands that you already follow. Popular with big names such as Netflix and Buzzfeed, IGTV is beginning to gain momentum in the world of social media. The app allows users to easily film, edit, post and promote all in one place, creating instant content that can help to grow your brand.


Curious as to how to use IGTV to benefit your brand? Here are a few ideas.

Product launches - Whether it’s a new product/collection launch or an upcoming event, IGTV is the perfect place to announce something new and create a bit of extra buzz.

Meet the team - People like people. As social platforms become more and more saturated, providing viewers with an insight into the faces behind the brand could help to set you apart from the masses and connect with your customers on a more personal level.

Behind the scenes - Transparency is key when it comes to building a new brand. Viewers want to see how things really work, not just a polished edit of a final outcome. From behind the scenes insights of new product launches to showcasing your design process, IGTV can help you to communicate what your brand is really about.

Influencer takeovers - An influencer takeover on your IGTV provides a space where products can be seen and experienced in real time. It also allow you to reach and capture a wider audience.


If Instagram stories are anything to go by, then IGTV will soon become an integral part of our personal and branded social presence. One of the key benefits of using the app is that your Instagram followers will automatically see your content, as long as they are using IGTV - getting started now allows time for experimentation before the platform reaches the masses. If you’re looking to build brand-consumer interaction or simply looking to broaden your consumer reach, the personal nature of IGTV could make it the place to do it.


 Headspace -  @headspace

Headspace - @headspace

 Bloom & Wild -  @bloomandwild

Bloom & Wild - @bloomandwild

A beginner's guide to paid Instagram ads (and why should be doing it)

We understand that paid advertising can be a daunting pool to dive into so we’ve put together a small guide to help you get started. From growing reach to increased website traffic, paid ads (if done correctly) have the potential to raise your brand awareness and your social presence.

What exactly is paid advertising and retargeting, and how can it help drive traffic to your website?

Let’s take it back to basics. Paid Instagram ads can take a range of forms. They can be used to target existing or potential customers and should always contain visual (s) alongside a call-to-action.

Photo ads are the simplest form, appearing in a news feed on or an Instagram story containing a call-to-action. This could i.e be a link to your brand website, an incentive to sign up to your newsletter or a new product promotion.

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Video ads (or GIFs) are similar to single photo posts, as they can be posted on a story or into a news feed. Again, these include a call-to-action that can help to promote and target a key brand element.


With carousel ads you can post a selection of images to broaden the content range of your paid ad. These will appear in news feeds and require the viewer to manually scroll through to view each of the images.

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Slide show ads are similar to a carousel ads but with automatic image scrolling. Again, these can show a range of images whilst including the vital call-to-action.

Make the ads tailored to your audience - and your brand

Before doing anything, make sure that your target audience is on Instagram. If they are (great!) - now it’s time to get to know your customers better. There’s no point targeting the wrong audience with irrelevant ads as you won’t see a return on them, so have a look at your audience in Google Analytics and figure out who your top customers are. What are their interests? Where are they based? What are their age? Once you’ve broken down all the key details you will have a much better understanding of what type of content they are likely to respond best to and it will ensure that your ads speak to them. Nailing your core customers will also help you make the most out of your paid content.

Before scheduling your paid ad to go live, you will be met with a range of options that allow you to tailor your content to best fit your brand and your consumers. Firstly, what do you want the post to do? Are you keen to increase profile views? Or do you want to get more website visits? It is important to have a clear idea of your main objectives before posting your content to ensure that your ad is as successful as possible. Next you will need to select your ad audience. We recommend going with the Automatic options as this tailors your reach to those who have similar interests to your existing followers. Finally, you will need to select your budget and the duration of your post. Instagram have a handy tool that allows you to roughly calculate the predicted reach of a post dependent on the budget and length of time. We suggest starting small, monitor how your posts perform and adjust your process and content accordingly.

How To Send Emails Your Customers Will Love

Newsletters shouldn't be an overlooked part of your brand's marketing strategy. Clever email marketing allows you to connect with your audience in a personalised way, while also having the potential to effectively drive sales. We've put together a few tips on how to send out emails that your audience will read and engage with.

 Image credit: www.glossier.com

Image credit: www.glossier.com

Keep it visual

Your newsletter should be nicely designed with the right balance of beautiful images, headers and brand colours. The odd GIF or moving image is also a great way to grab attention, but is not a must. An eye-catching, yet clean and consistent layout will encourage your audience to read and (hopefully) engage. Try and keep the text to a minimum as you don't want to overwhelm your readers; short and conversational copy (in your brand's tone of voice) alongside nice visuals will get you a long way. And don't forget easy-to-tap calls to actions. 

Show personality

Promoting the occasional offer along with new product releases are great, but don't forget to incorporate some personal content to mix it up a little. This can range from linking to your own blog content to studio updates. Don't worry if you haven't been up to anything exciting. Your audience will just enjoy having a peek behind your brand, whether that's a trip to your factory, stockist or a team day out by the seaside. Personality will add so much value and it will also enable your customers to establish an emotional connection with you and your brand. 

Step into the shoes of your customer

Nowadays, your customers value content that goes beyond offers and promotions. Sharing relevant information and news that fit with both your brand and your customers lifestyle will keep your customers engaged. Perhaps you've been to a great exhibition, discovered a great new publication or listened to an interesting podcast. As long as it's relevant to your customers, don't be afraid to add lifestyle-y and inspirational content. 

Personalisation and automation

Emails with personalised subject lines are more likely to be opened as they add a human factor to your newsletters. Setting up triggers is another good and time-efficient way of keeping things personal. These triggers will enable you to pre-make emails to be sent automatically to subscribers when they meet a certain condition. This can range from welcome emails when first signing up to your customer's birthdays. 

Need some inspiration? Have a look at a few brands who are nailing their email marketing here


5 Brands That Know Their Email Marketing

We do love a good newsletter, so here's five brands who are nailing theirs.


Aside from eye-catching graphics and branding, the go-to app for all things beauty has also nailed the art of snappy copy.

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Desmond & Dempsey

Desmond & Dempsey's emails are personalised and engaging making our mornings and inboxes better.

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While not technically a brand, Trouva live and breathe independent culture and this clearly shines through in their lifestyle-led newsletter. 

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Innovative product and ethos; we're not unsubscribing anytime soon.

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Boden have really found their tone of voice with one that's both distinctive and compelling.

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Why Content Marketing Is Vital For Your Brand

Whether it's for your emails, social media or your blog, content marketing is one of the most effective ways of keeping your customers engaged while attracting new ones. Here's why it should be at the backbone of your marketing strategy and what it can do for your brand. 

 Image credit: @presentandcorrect

Image credit: @presentandcorrect

Builds your community and your brand awareness

Creating good content (beyond offers and promotions) adds value and personality giving your customers a reason to return. It also gives them something to talk about and engage with, which again can increase your awareness and build a community of loyal customers. Content reflective of your brand and your brand's voice will allow you to build meaningful relationships with customers potential and present. 

Gives you valuable customer information

Whether it is an article, an Instagram post or a marketing campaign, engaging content encourage conversation and interaction, bringing you closer to your customers. By opening up for feedback and communication you will be able to gain incredibly valuable customer information. These insights will enable you to be even more strategic with your marketing and produce content tailored to your audience's wants and needs.

Improves your SEO

Content and SEO go hand in hand. Aside from being picked up by your customers, quality content is more likely to be picked up as preferred content by search engines too. Think about what terms your audience might be using when searching for content and include the relevant keywords strategically. By doing this you will avoid 'keyword stuffing', which basically means using the same keyword too many times without adding any value. Plus, once you've published something it stays online forever meaning that your content can give you a long-term traffic boost. 

Builds trust

Building a trusted presence and establishing yourself as a reputable and reliable brand takes time and that's why your content plays a vital role here. Anything you 'put out' is an immediate representation of your brand so if your content is relevant, helpful and engaging, your customers will think the same of your brand. 

Get you one step ahead of your competitors  

While your competitors are probably already on it, it doesn't mean that you can't do it better or differently. While it's absolutely fine to get inspiration from other brands or companies, make sure that you don't copy them. You have a different audience and voice and your content needs to be aligned with this. 


Generating content is one thing, but knowing what content gets your audience clicking is another. If you feel like you need some direction we might be able to help

5 Ways To Use Instagram To Drive Sales

Instagram is more powerful than ever before, boasting over 800 million users monthly. With such a large influence, the platform has the potential to effectively increase your sales if done correctly. Here are five ways in which you can make the most out of it.


While it may seem obvious, having an aesthetically pleasing Instagram feed can have a strong impact on your engagement and following which again can help you drive sales. Your Instagram feed should be consistent and reflect your brand's signature style (your brand colours etc) so that you're easily recognisable. 

 Image credit: @jodepankhurst

Image credit: @jodepankhurst


Following on from your feed being visually pleasing, think about what other content you can post alongside your own imagery. By keeping a healthy balance of your own imagery and sourced imagery (this can be images found on Pinterest or reposting from other Instagram accounts), you'll be able to promote a lifestyle likely to appeal to your target customers. By doing this, you are showing your audience how your brand fits in with their lifestyle (where they eat, where they shop, what they get up to over the weekend etc), which ends up being a less forceful and 'salesy' strategy than constant product photos. 


Instagram Stories can be very impactful as you're able to reach a wide audience, show personality, humanise your brand and form a more personal connection with your customers. Whether you use polls, answer questions from your customers or take your audience behind the scenes, Stories can be as interactive as you'd like them to be. With the ever-changing algorithm, Stories also gives you the opportunity to direct your audience to content you’ve already posted and that your audience might have missed. 

 Image credit: Pinterest

Image credit: Pinterest


Influencer marketing can be an incredibly valuable asset for your brand. Nowadays we want to hear what people have to say and we turn to influencers to discover new brands and products. If an influencer posts about your product, you'll be able to reach a wider audience and potentially attract new customers. Even if they end up just following you on Instagram or signing up to your newsletter you'll be able to engage with them and target them with compelling and consistent marketing and content which can eventually persuade them to make that all-important purchase. When deciding which influencers you would like to approach it is important to have a close look at their audience and content and make sure it aligns with your audience and your brand values. 


Your customers posting about your brand on Instagram can also be a great way to raise awareness and eventually sales. While your customers' following may not be as big as your targeted influencers, their followers will often be similar to them which again means that they are likely to be interested in your brand too. One way to prompt this is by creating a specific hashtag for your brand and encourage your audience to share photos featuring your product. Having a hashtag makes it easier for you to keep track of followers posting relevant product photos using the same hashtag. KITRI Studio for example use the hashtag #KITRIgirls and includes this in their Instagram bio. They also occasionally round up some of the tagged photos on their Instagram stories which makes their customers feel special while simultaneously boosting their brand credibility.  

 Image credit: @kitristudio

Image credit: @kitristudio

A Day In The Life Of Att Pynta

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From dreamy velvet furniture to handcrafted ceramics, Att Pynta has quickly become the go-to destination for Scandi-obsessed interiors fiends. Founders, Kai Price & Amanda Nelson met while working in the fashion industry and bonded over their shared love of the Scandinavian aesthetic. The duo wanted to create a site that offered contemporary affordable homewares as well as inspirational ideas and decided to launch Att Pynta in 2014. We caught up with the Peckham-based friends over a cuppa to find out what they enjoy the most about running their own business and what they want to achieve in the next year. 

1. I can’t start the day without...

Kai: A shower and cup of tea.

Amanda: Buttery toast and tea.

2. Deadlines are fast approaching – which album gets you to the finish line?

Kai: I usually listen to Radio 6 Music in the studio, so whatever is playing will do. Or a bit of Kisstory!

Amanda: For me its silence...I need zero distractions, haha.

3. And what snack?

Kai: Coffee...

Amanda: Mixed nuts.

4. What’s the best thing about your job?

Kai: Being your own boss and doing something your really feel passionate about. 

Amanda: Definitely being your own boss. Plus, everyday is different and we love seeing our products in people's homes

5. And the worst?

Kai: Overcoming unforeseen challenges.

Amanda: It can be unpredictable and you can never really switch off.

6. What are you most proud of?

Kai: Securing our column with Evening Standard and our recent Liberty London pop-up shop.

Amanda: Looking back from where we started to where we are now makes me really proud.

7. Something you want to achieve in the next year?

Kai: To bring Att Pynta to more physical spaces across the UK and launch new collections. 

Amanda: Collaborate with more creatives on developing new products and fun projects.

8. And lastly, what are you having for dinner tonight?

Kai: Veggie shepherds pie!

Amanda: Roasted root vegetables with feta cheese and couscous.

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The Best International Brands Spotted at Scoop London

Have a peek at some of our favourite international brands from Scoop London.

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Inspired by Scandinavian weather and design heritage, RAINS merge traditional methods with innovative techniques and their considered collection of rainwear and accessories are made to last beyond the season.



Made exclusively in France, Arche's collection of bold shoes are vibrant and creative and promote individuality. The brand was established in 1968 by Pierre Robert Helaine with the philosophy: 'If you can´t think, walk. If you are thinking too much, walk. If you are thinking bad thoughts, keep walking.'

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Priding themselves on ethical and socially conscious practices, Beach Gold support local garment and textile artisans through the creation of their resort wear collections. The pieces are ideal for looking effortlessly stylish at the beach and beyond.

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Sarah Kauss created S'well to reduce the use of disposable plastic and the result is a collection of contemporary and trendy bottles made out of metal. A small step towards smart, eco-friendly living!

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Always keeping ahead of the curve, Amsterdam-based, off-duty cool brand Another-Label's feminine, exciting and classic pieces are suitable for any occasion. 



Effortlessly combining fashion and utility, Danish brand Woden's range of innovative sneakers have been thought out to the tiniest detail and are available for men, women, and kids. 

Pay Day Wishlist - July

Pay day is upon us and it's time to start investing in those summer essentials you've been eyeing up for weeks. Here's some of Team LFA's must-haves this month ...

The Vow London Sunglasses

The Dar Leone Travel Bag


The Hay Picnic Basket


The Sorema Beach Towel

The Modern Botanist Tray 

The Not-Another-Bill Cocktail Set

Why Social Media Should Be Part Of Your PR Strategy

The social media wave isn't ending anytime soon, and with platforms like Instagram gaining thousands of users every day, it's quickly becoming one of the most important aspect of everyone's digital strategies. Is social media not part of your PR strategy? Here's 5 reasons why it should be.


brand credibility

We've all had it, you find a product online that you instantly fall in love with, but when you find the brand on Instagram they only have three posts and a couple of hundred followers - sounds daft, but we're so easily put off by anything that seems illegitimate, so a sad-looking social feed can be the difference between a sale or lack thereof. Building up your social media presence will not only build awareness, but it will also give your brand credibility. 

Editors find products to feature on Instagram

Social media isn't just for your customers - editors are are constantly finding products they can feature on there. Creating a credible Instagram account could be pivotal in getting your products featured in your favourite magazine.

Influencers are taking over

With print dying a slow and painful death (RIP Glamour), influencers are more powerful than ever. Teaming up with the right bloggers for your brand is one of the best ways to quickly build your brand online and raise awareness among your target audience. 

You're not selling a product but a lifestyle

Get to know what your customer likes, what they eat, where they shop, where they go on holiday. This will help you meet the needs and desires of your customer & hopefully make them see how easily your brand complements their lifestyle.

Personality is key

More and more people are investing their time (and eventually their money!) into the people behind the brand. This is your opportunity to show off your brand’s personality and speak directly to your target audience. Just make sure your tone of voice matches your brand - you shouldn’t be saying ‘babe’ unless you’re targeting teens.