DIARY directory recently caught up with Gabriella Pisani, from the health and beauty blog By Gabriella, which explores the latest beauty products and treatments. She started her career as a beauty journalist writing for publications including LOOK, The Sunday Mirror and HELLO! Fashion Monthly, and decided to share her passion and expertise of the health, beauty and fitness industry by launching her blog in 2015. Having collaborated with brands including BareMinerals, Space NK, L’Oréal Paris and Laura Mercier, she’s also gone on to win awards, including the Cosmopolitan Lifestyle Influencer of the Year 2016, and the Johnson & Johnson Best Emerging VLogger 2017. 

UK health, beauty & fitness blogger

Cosmopolitan 2016 Lifestyle Influencer of the Year

Johnson & Johnson Best Emerging VLogger 2017
 

What made you take the leap from a full-time job at a magazine to go out there on your own?

I started my blog whilst being a full-time journalist. I was well aware of how print is so lead by advertising these days, and that often dictates the reviews featured in magazines. I wanted to share my love of beauty products, style and fitness, but in as honest but still as positive a way as possible.

What's an average day for you?

An average day involves getting up around 7-7.30am, generally heading to the gym first thing and then so often I’ll have a breakfast with a brand/PR contact. My fave is currently Bronte on The Strand! Then I’ll head somewhere to work for the afternoon, to write posts, answer emails and plan my week ahead. The more aesthetically pleasing the work space is, the better for my photos too of course! Taking photos is such a huge part of my day, plus I’m hugely picky with which shots make the cut. I’m shooting so much more now too, so planning and calling in outfits is becoming part of my daily schedule. Evenings, I read a lot of blogs and online magazines for inspiration, and this is where I’m my most productive with writing too.

Do you have any additional professional help for your blog?

Yes. I’m very lucky that my mum has an advertising and marketing agency, Zing Marketing, so all the design, SEO assistance, HTML mail-outs, newsletters and general website managing is done by her team, which has been invaluable to Pretty Ugly growing.
 

"Keep your posts as honest as possible, readers pick up on sponsored posts and products you’re all of a sudden raving about out of nowhere. Sticking with the brands that you routinely talk about creates a better relationship not only with the brand itself, but with your readers too!"

Coming from a printed media background, what’s your opinion on what the future of print vs online?

Go digital now while you can!! It’s no secret that print is not just on its way out, it’s almost had the door closed on it entirely. Whilst some of the giants will be around for a while, I’m sure, digital is the way forward in my opinion. You only have to look at how bloggers are now treated. Two years ago, they were very much the support group for press, but now bloggers are treated like royalty (not myself here), and are very much the influencers for product promotion now.

What’s the biggest lesson you’ve learnt since setting up your blog?

Authenticity and loyalty. Keep your posts as honest as possible, readers pick up on sponsored posts and products you’re all of a sudden raving about out of nowhere. Sticking with the brands that you routinely talk about creates a better relationship not only with the brand itself but with your readers too.

What would be a dream collaboration that hasn’t yet presented itself?

To launch a makeup collaboration with MAC or my own product into Space NK.

Do you have a rate card?

I have a media pack that I sent out to brands and agencies. Creating a YouTube video solely based around one product or brand, I charge £500 for.

How important is social media to your blog?

For me, social media makes up 50% of my brand. Instagram, YouTube and Twitter drive a huge amount of traffic to my blog, with Instagram being my primary focus for the time being.

Where would you like to be work-wise in five years time?

I’d love to be doing what I’m still doing, which is creating honest, fun content centred around beauty, lifestyle, fashion and travel, whilst flying all over the world creating it. I’d like to have launched a product synonymous with my brand identity and most of all, I’d like to be able to repay my amazing mum (and her company Zing Marketing) for all the unbelievable support they have given me in building By Gabriella from the ground up!

What other bloggers /influencers do you follow and why?

I follow a huge amount. To name a few, Li-Chi Pan on Instagram for her insane flatlays, Danielle Peazer for her realness and lovely attitude, Lorna Luxe for her amazing style and Tash Oakley for my gym motivation. 

Contact

Gabriella Pisani in 'digital influencers'