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MAKING WAVES interviewed Dominique from All That Is She this week, who is wildly popular for her highly creative Instagram account with over 540K followers, she has been featured in Vanity Fair, ABC News, Metro, Huff Post, and winner of Instagrammer of the Year 2018 by Blogosphere. Not only has she turned a hobby into a lucrative business, but she is also a mum to Penny and Amelia. She’s known for both her creative content on Instagram and raising awareness of environmental issues through #ProjectLitterCritter.

We had the opportunity to work with Dominique on a campaign last year with Mastercard utilising Instagram + Instagram Stories - you can check out a few pics from the collaboration here.

Can you tell the readers a little about yourself and All That is She? How did it all start? 

The All That Is She Instagram account started in 2015 while I was on maternity with my youngest daughter, Penny. It was a creative outlet and a way to 'meet' other like-minded people during a time when my days were repetitive, and my only companion was a baby (and she wasn't much of a conversationalist). 

The account started as a fashion blog and soon evolved to take on a more lifestyle and family approach. That then morphed into the creative account that you see today.

Life can be so busy as a working mum, with two children in addition to your business, how do you manage your time and juggle all of these areas of your life?

I get asked this question a lot, and the honest answer is, I don't. If I'm devoting my time to helping with homework or playing with Penny then I'll be neglecting an unanswered email or DM's. On the flip side, if I'm answering those emails, I'm not spending time with the girls. Similarly to being a parent, being you're self-employed is non-stop - there's always another job that you could be doing. To alleviate some of the stress, we have set ourselves some self-imposed restrictions when it comes to timings in an attempt to achieve a better work/life balance. So, typically, the girls - Amelia and Penny - arrive home from school at around 4 pm, so that's the time we now put down our phones, shut the laptop, close the office door and spend time together as a family. Once Penny is in bed and Amelia has settled into her bedroom for the night, we then pick the work back up and continue to do so until we go to bed. It's not always ideal, and it does mean that most of our nights are spent working, but those hours with the girls away from work are really important to us. 

Do you have any tips for influencers just starting out? 

Be yourself. As banal and predictable as it sounds, it really is the only way to stand out in an ever-growing sphere. It wasn't until I stopped looking at other accounts to see what they were posting, and instead, started to create and share images that *I* loved that I saw my account soar. 

You are so creative with the content you share on Instagram, tell us about your content creation process?

When it comes to creating our images, it is a joint effort by my boyfriend, Dominic, and me. Usually, this consists of us both sitting at the kitchen table, tea and croissant by our side, thrashing out ideas. If we have the foundations of an image in place, like working on sponsored content, for example, where you know the product/message that you need to convey, then it's the case of taking that product and building on it. We take into account how the feed looks and how the next image will affect the overall view, but ultimately, we like to take the ordinary and make it extraordinary.

What does a typical day in your week look like for you.

It depends entirely on what we're working on that day. Currently, we're working on a creativity course that we plan to launch in February, so at the moment, a large portion of our time is spent writing and designing that. But we will also work on any paid work, organic content and we're also in the early stages of launching our own clothing line. A typical day doesn't exist; every day is different.  

What was your most successful collaboration to work on and why?

I guess that all depends on how you measure success. For some, that could be how much they were paid or how well-known the brand is, but for us, it's how I work was received by our audience and the brand. We're always proud of the work that we put out, but some stand out images that we've done would be the Halloween pumpkin image that we produced for Heinz and the rooftop Mary Poppins image for Odeon.

What are some of the most important qualities you think are required to be successful in the industry?

You need to be passionate about what you do, and not just be in it for the money and 'free stuff' (I use that term lightly, as it's never truly free). If you're passionate about the work that you do, the images you create, what you write, what you say and your audience, then that will show in what you produce. It's an incredibly fast-paced industry to be in and you can't afford to get complacent, so be prepared to be constantly working on your craft, perfecting it and know when to change things up. 

You create beautiful content on Instagram, tell us about why you decided to leverage this platform the most and why you think it’s been successful for you.

We knew from the get-go that Instagram was the platform for us. It's image-based and that is where our talents lie. I find that the community on Instagram is incredibly supportive too. They'll champion your successes and comfort you through your fails.

What do you think the future looks like for influencer marketing?

I believe it'll only grow stronger and more influential. More eyes are on the industry now, so as a result, more legislation is being put in place which will hopefully deter any foul play or questionable social media marketing behaviour going forward - and without said behaviour, we have more chance of it being seen as an esteemed profession.

All That Is She



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