Welcome (back) to Wee Birdy
It's been a while...
Hello, friends! I'm beyond thrilled to relaunch Wee Birdy here on Substack. It's been months in the making, with much trepidation mixed with excitement. But here we are – a fresh chapter for a project that's been close to my heart for years.
A look back: Where it all began
I first launched Wee Birdy in the summer of 2007, shortly after moving to London with my husband. It was a time of uncertainty – the Global Financial Crisis was in full swing, and despite having 10 years of magazine editing under my belt, finding a job was tough. I had my sights set on Time Out London, a dream job for anyone passionate about London, style, and shopping.
Proper journalists – grown-ups! – worked at Time Out London, with a raft of experts on each category, from music and comedy to books and food. And I fancied a job on the Shopping & Style team. I adored Maggie Davis, who was the section editor and had just written 101 Things to Buy Before You Die. I applied for the deputy editor role on the Shopping & Style section but unfortunately didn’t get it at the time. (That would come later!) While I had a decade of experience as a magazine editor in Sydney, I was still new to London and hadn’t yet proven myself locally.
At the same time, I was writing a personal travel blog about our UK adventures for family and friends. My posts increasingly focused on London’s independent shops and hidden gems (that phrase is overused now, isn’t it?). So, with an eye toward building my portfolio – and maybe one day landing that Time Out gig – I decided to create a blog dedicated to London shopping and style. What began as a niche project soon evolved into something broader: a celebration of lovely things I discovered both offline and online.
Wee Birdy was very much a reflection of its era – and of me at age 33. I was into all things twee and crafty, with a dash of retro charm. Hence, the name Wee Birdy. But for me, the twee always came with an edge. It wasn’t all pastel bunting and cupcakes. (OK, sometimes it really was.)
The craft renaissance of the noughties was in full swing when I started Wee Birdy in 2007, and Etsy was at its peak. Back then, it felt like a treasure trove of handmade delights – but was (and still is) a mixed bag. For every beautifully crafted piece, there were plenty of questionable mass-produced creations. It really needed someone to offer a curated perspective. So I decided to take on the challenge myself. After all, curating lovely things with a bit of personality – and a touch of irreverence – was exactly what I loved to do.
My aesthetic leans heavily on 1960s-inspired design, so my logo featured animated birds that looked like they’d been plucked straight from The Partridge Family credits.
Looking back, my photography wasn’t great but was a sign of the times – I first used a point-and-shoot digital camera before plumping for a second-hand DSLR in an attempt to up my game – but the blog struck a chord nonetheless. It was heartfelt, and to my surprise, it gained a loyal following and even caught the attention of The Times and British Vogue. For someone who had just started out in London, this felt like an incredible validation.
Wee Birdy is more than just a name; it's a reflection of my passion for exploring the best of London and beyond. The phrase "A little birdy told me" sparked the idea, symbolising the sharing of secrets and insider tips. As someone who had flown from Sydney to make London home, the name Wee Birdy represented my migratory spirit and love for discovering new treasures in design, style, and culture. Oh, and I quite like birds, too. I thought about starting a Substack with a new name and brand, but I’ll always be Wee Birdy.
Then vs. now: How things have changed
17 years later and I’ve found myself in a world that has significantly changed. Back then, Wee Birdy existed in a pre-Instagram and influencer world where blogs were the go-to for curated content. Today, thousands of creators on Instagram showcase beautiful imagery and “hidden gems” with professional polish. And what’s really “hidden” about a cult croissant if there are queues going round the corner? It’s hard not to wonder: is there still room for something like Wee Birdy? Only time will tell.
What have I been doing?
Well, I ended up getting that job at Time Out London. It was a truly magical time. I went to London Fashion Week, attended a reception at 10 Downing Street, and got an all-access pass to some of the UK’s best independent design and fashion brands.
Then I moved back to Australia, had a beautiful baby boy (who is now 14 years old), endured some significant health setbacks, and dabbled in another blog and freelance work.
I’ve spent the past seven years working on some of Australia’s best home, food and interiors magazines – including Better Homes and Gardens, Home Beautiful, Belle, Inside Out, Real Living, Country Style, Australian House & Garden, and Gourmet Traveller. I feel like it’s given me a pretty good eye for what makes a space special. I’m hoping that experience will help me share some really great design and interiors content here on Wee Birdy.
I want to keep things relaxed and fun, so think of this as us chatting about all the lovely things that catch my eye. And please do comment! I’d love to have my Wee Birdy community back.
Before I sign off, I want to extend heartfelt thanks to Kerr Vernon from Everything Will be Fine for creating my sparkling new logo, and to Lucas Boyd for the wonderful portrait photos. Your talents have truly helped bring my vision to life.
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Read more about Wee Birdy here.
Oh welcome back - I loved your blog and like you I moved from London to Sydney (Avalon) look forward to hearing more of your adventures 🌞
So lovely to see you here!