DLX: You have such a unique background. Would you share it with us, most notably your transition from lawyer to Instagram influencer?
Coco: Since I was very young, I’ve been exposed to different cultures, traditions, and of course, fashion. Everything I’ve ever seen and experienced inspired me. I moved to Saudi Arabia after graduating from Cambridge University with a law degree and I worked there as an advisor for high net-worth individuals, acting as a liaison and aid privately to the Royal Family. Then, I was already working with foreign officials and high-end brands, which gave me a better understanding of that market and mentality.
A friend of mine suggested I create a blog to showcase my lifestyle when I was still in Saudi Arabia. Social media really gives a new dimension of communication to them, so I developed a strong following over there. That’s basically how it all started. Since then, I’ve worked with some of the largest and most lucrative luxe brands out there like Harrods, Harvey Nichols, Chloe, and Cartier.
DLX: Why did you decide to focus your blog on fashion and luxury?
Coco: It’s not really a case of just being focussed on fashion and luxury, it’s a case of sharing my passion with the world. I love fashion and I love quality — I surround myself with good things. I enjoy sharing my unique living with the world so more people get to “experience” it with me. It’s refreshing to read comments young viewers leave on my Instagram on how they look up to me and I aspire to become a real inspiration to them.
DLX: What’s your favourite brand and why?
Coco: It would be too difficult for me to choose just one brand. I like numerous luxury brands. However, Tom Ford,Gucci, and Balmain have a special place in my heart. I do have a large collection of items from various brands. I’d rather have the best of everything than restrict myself to only one brand.
DLX: You went to law school. How are you using the degree now?
Coco: I like to think that I use my law degree all the time in my day to day life. It definitely gave me the discipline I needed to become a successful businesswoman and has contributed highly to the success of CCLDN.
DLX: What or who inspires you and why?
Coco: Donatella Versace will always be everything to me — both as a style icon, businesswoman, and person.
DLX: Are you now working on your blog full time? What are some of your other endeavours?
Coco: The blog does require me to dedicate a lot of time to posting and updating. However, I really enjoy taking some time away from the cameras to visit wellness retreats and spas with my friends. I also love to socialize at some of my favourite restaurants in the city.
I also run a private advisory company, so blogging is not my full-time job. I have the help of a team to manage the blog, too, but I try to take the time to post and inspire my followers.
DLX: What’s your favourite city in the world?
Coco: My soul is in London, my heart is in Paris. Like Audrey Hepburn/Sabrina would say: Paris is always a good idea.
DLX: If you could travel to any destination that you haven’t travelled to yet, where would it be and why?
Coco: Most likely LA. Beverly Hills, its luxurious environment and great social life would be a great place to take Coco Ldn, don’t you think?
DLX: For anyone who wants to follow in your footsteps, what would you recommend they do to start the process? How can they build their brand?
Coco: I’d encourage inspiring bloggers and influencers to know their audience and stay original and true to who they are as a brand. My blog has brought in around £100,000 in the last 18 months, but I marked what I wanted to achieve and then counted backwards from there. For example, if you decide you want to earn £30,000 in a year, you know that you’ll need to write a certain amount of posts per week and do a certain amount of sponsored features per year etc. You really need to understand your figure.
I think if it’s something that someone wants to explore as a full-time career, they need to have the funding. They can’t just quit their jobs. It’s a business. You really need to have an understanding of the market and the finances. I think it’s important to stick to what you know. My blog is fully teamed and staffed, and we all love the brands that we work with and love what we do. That’s the market and style that we enjoy, and my followers appreciate that. They approach me and they cherish what I put out.
DLX: Finally, what luxury brand would you like to work with and why?
Coco: Some of my favourite brands at the moment would be Gucci, Valentino and Chanel. I would love to work with a variety of brands, though, as long as I believe in the message they’re sending through their products.