Sharing Moments of Calm

I have a cottagecore, country-living, dream too. 

Psst! Can I tell you a secret?

I never wanted to be a copywriter…

I saw myself as a storyteller and had been writing little stories in my scrapbook since I was a kid. Little did I know that this love of stories would make me the copywriter I am today.

I sometimes feel like I was born in the wrong era. I don’t mind telling you that this fast-paced tech world unnerves me.

Marketing trends change at breakneck speed, AI is taking over, and honestly… It’s exhausting.

Slow hikes in the Lake District, a perfectly brewed cuppa, and cosy evenings with a book bring me back to a calmer time.

So, I’ve decided to embrace the nostalgia. Sound familiar?

How I became The Cottagecore Copywriter

I started my copy career writing packaging copy for Ella Rose candles before landing my first full-time gig at NEXT, the UK’s top online retailer. What began with product descriptions soon expanded to emails, features, and packaging ~ you name it, I wrote it!

A year later, I was promoted to copy and features editor for menswear and homeware. That’s when I found my true love ~ writing for homeware brands like Joules, Barbour, and Laura Ashley.

After three years, I craved a change and dived into gaming, crafting characters, worlds, and content strategies. A couple of years (and a dream team) later, I became Head of Content.

Then, like all good stories, came the plot twist. My brain was buzzing at 3 a.m., work had taken over, and I wasn’t loving it anymore.

So, I left my high-paying corporate 9–5, hired a business coach and invested in my solopreneur dream.

Just Custard Copy was brewed, The Cottagecore Copywriter was stirred, and now I have the perfect blend of work-life balance, partnering with home and country lifestyle brands I adore.

Now, I’m sharing my 7 years of copywriting experience to help home and country lifestyle brands share their story in their authentic voice to create a cult following, and simplify their marketing content needs.

How we’re going to make your story, their story

~ Make the dream cottagecore aesthetic a reality (no matter where your dream buyers live)

~ Transform slow-living desires from wishlist items to add-to-basket purchases

~ Answer why your dream buyer should buy from YOU (and recommend you to their pals)

~ Share your story to make you stand out fields over other home and country lifestyle brands

~ Nurture a consistent tone of voice across all your content that you love, and your buyer can relate to

Let’s Bag Your Dream Buyer Today

Custard Kinda Folk

Wing-it Wanders

Outdoor-loving, sustainable fashion folk for countryside explorers who craft clothing that lasts.

Booktroverts

Independent authors and book subscription services who want to share their stories with the world.

Home Enchanters

Interior designers and handmade decor creators who help their buyers realise their countryside living dream.

Animal Confidantes

Pet services, animal nutritionists who want the best for our furry, scaly or feathered friends.

Why Just Custard Copy?

Did your Sundays feature a slap-up roast followed by a selection of homemade puddings?

Now, despite the display of beautiful deserts laid before him, my brother would always request ‘just custard!’ in his rumbling pubescent tone, and now it’s become that thing we say at our family gatherings.

I love stories. I love reminiscing. I wanted a brand name that would make me giggle, smile, and fill me with pride every time I say it. ‘Hollie Muggleton’ (although I can be quite funny) just didn’t make the cut.

It is, and perhaps always has been, ‘Just Custard’.

‘Just Custard’ marvels at the simple things we enjoy in life. Diving your nose into a new book (sorry Foyles), taking the pooch for a puddle-full stroll, bubble bath pruning seshes.

That’s a snippet of my story. Ready to write yours?

Yours, Hols ~ The Cottagecore Copywriter x

Love Letters

“You make yourself quite indispensable”

Tara, Perfectly Brewed Brand Voice Blend Client