DIARY directory recently caught up with Sarah Tippett from fashion blog The Fashion Ache, which aims to be the style blog to head to if you're looking to soothe any imminent fashion aches. Sarah is additionally the deputy web editor at Wedding magazine by day and her blog follows her journey of style, inspiration, weekly wish list picks and occasional over-use of gifs. 

UK Fashion Blogger & deputy web editor at Wedding 

"Send an email that stands out from the crowd - whether this is in terms of imagery or the way it's worded" 

Listed in DIARY directory in the digital influencers subsection, along with 1000+ categorised influencers for PRs to work with, Sarah provides insight on the correlations of blogging and print magazines; how being a journalist affects her journey as a blogger; the importance of engaging with a post; and her most beneficial social media platforms.

Who are your core readers/viewers?

My core readers are females in the 20-30 age range and are often other bloggers - and those looking for style inspiration.

What made you want to start blogging?

It was back in January 2011 when I made the decision to start a style blog. I was at university at the time, and felt that I needed an outlet, not only for my love for the fashion industry, but my writing too. I can remember sitting in my student house surrounded by my favourite glossies deliberating over the name of the blog for ages...

 
Is there a meaning behind your blog name?

Absolutely! It all comes down to the 'ache' I feel (and that lots of people feel) when I go shopping and find something that I MUST have. It sort of takes over, and regardless of my bank balance or budget, I have to buy it. It's very often one of those 'this off-white t-shirt is perfect and will change my life' sort of experiences - there's just no talking me out of it.

"I think it comes down to the engagement of my readers. I often feel like a blog post is a success if someone leaves a comment, however small, saying that they like it or they relate"

How does being a journalist affect how you work as a blogger?

If anything I think it benefits it, as does being a blogger who works as a journalist. Seeing things from both viewpoints can also really come in handy at WEDDING where I work full time. Specifically when it comes to helping to organise our annual Wedding Blog Awards as having been to events like these myself I know what will excite and inspire bloggers in terms of the venue, the host and the details.

Has working in the magazine industry helped you forge relationships with PRs for your blog? Is the format the same?

Yes it has - and again, so has my work as a blogger in regards to my PR relationships for WEDDING. I've known some PRs from when I first started out as a blogger so when I moved to WEDDING I already had the contacts and those relationships only got stronger. The format in terms of the way I work is slightly different when it comes to blogging and magazines.

What advice / top tips would you give PRs looking to promote their clients through your blog?

Send an email that stands out from the crowd - whether this is in terms of imagery or the way it's worded. I receive a lot of emails per day, and if it's just a lot of heavy text with no imagery, I don't feel as drawn to read through it.

Do you have any professional help for your blog – photography / representation agency / SEO advice?

No, currently it's just me. I've worked with a couple of photographers very briefly, but most of the time I'm behind the camera. When I'm in front (for styled posts) my husband is often roped in to take the shots. I'm sure he's totally delighted by this, of course. #instagramhusband

How do you use social media to promote yourself and what’s your favourite/most beneficial platform?

I'm a BIG user of Twitter, Instagram and Facebook. In terms of my most beneficial platform - it would have to be Twitter. It generates a lot of retweets and comments as well as helping new readers find my blog. I love Instagram too of course, and my profile on this platform is building every single day.

Are there any areas you'd like to explore further across your platforms?

I'd love to get more involved in Twitter Chats for bloggers but often find that time is against me!
 

Are you forthcoming when it comes to PRs/brands requesting stats?

Of course. Working in the magazine industry, brands always want to know stats, so when it comes to blogging I'm always prepared (with a media pack to hand) to provide them with them.
 

Blogging can - to an extent - be seen as a numbers game, however we believe that numbers don't always measure up to engagement. What does success mean to you and how do you measure it?

For me personally, I think it comes down to the engagement of my readers. I often feel like a blog post is a success if someone leaves a comment, however small, saying that they like it or they relate to it. I also love collaborating with brands, really working with them to produce an end result that we're both happy with. Just having the chance to work with some of my favourite brands leaves me with a feeling of success.

Working as a blogger and as a magazine journalist what are your views on blogs/social platforms taking over? Is traditional magazine coverage still as valuable as it once was when up against influencers?

I don't think that blogs/social platforms will ever completely take over - I think that the two can definitely co-exist alongside each other. Magazine publications are still very important, to their readers and to the brands - and they've got so much history behind them! They've been doing this for decades. In my eyes they are still the top experts of the industry.

What other bloggers / influencers do you follow and why?

I love following other bloggers! Right now I'm following Emma Gannon (because you instantly get submerged in her posts), Charlotte Jonsie (the girl's got fabulous hair), What Alex Wears (another journalist-meets-blogger), 5 Inch and Up (because her images are simply breathtaking) and Fanny Lyckman (because her style is off-the-charts cool).

Contact

The Fashion Ache in 'digital influencers'