WHY I WRITE
Growing up the youngest in a middle class immigrant family as a first generation Punjabi in Mississauga I had a sheltered upbringing. My family members, whether it was my parents or my sister protected me from the outside world, making the world seem like a scarier place than it needed to be. This made me a shy and anxious youngster when it came to experiencing the world for myself. Consequently, in my earlier years until my late teens I was soft spoken although, I’ve always been a keen observer of my environment.
I naturally sought writing as a means of communicating my thoughts, views and passions as a person to process my observations. The act of writing and creating content gave me a strong and solid voice early on in my life and since then I’ve never stopped writing. Writing gave me a voice and has made me the strong, confident and creative woman and editor I am today. The core of my editorial, brand marketing and content strategy all goes back to the joy I found the moment I solidified my voice as a content creator and storyteller.
As a communicator and content creator I will help give your beauty, wellness, lifestyle or media brand a voice and help you to develop its core identity through digital, social and traditional mediums. Lets bring your story to life with my integrated media, pr, digital marketing and editorial services.
HOW I GOT HERE
I worked in the Canadian media industry as a beauty and lifestyle editor for six and a half years with a healthy mix of both digital and print experience. After completing a Master’s Degree in English Literature at York University, a post-graduate certificate in Book and Magazine Publishing and a few internships (one being at CAA Magazine and the other at 29secrets.com), I started off working at Totem Custom Publishers (formerly Redwood, now a division of TC Media) as digital editorial assistant on The Home Depot Garden Club for The Home Depot USA. During this time I also fell head over heels in love with the world of beauty and started working at Anokhi Media (then Anokhi Magazine), a South Asian lifestyle publication, in the beauty department first as an intern and over the course of two years worked my way up to beauty editor.
Thereafter, I went on a year long venture as a full-time freelance editor working with a mixture of lifestyle and media brands in both print and digital including content strategy for The World of Eyes and beauty and lifestyle content for 29secrets.com, LipstickLifestyle.com, TheBabyPost.com, CanadianBeauty.com and AnokhiMedia.com.
In November 2013, at the age of 28, I took on the position of editor at Elevate, an anti-aging, cosmetic enhancement and beauty publication based in Toronto. As editor-in-chied for four and a half years, I oversaw the print magazine, helped our freelance art director with the creative vision, worked in building our digital and social strategy with our digital editor and collaborate with our associate publisher on brand extensions whether it was special advertorial sections, our branded consumer events or subscription beauty boxes.
My work has also appeared on Beautezine.com, TheKit.ca, BeautyDesk.com, TheLuxeLife.com (lifestyle website for e-commerce fashion site eLuxe.ca) and I’ve also worked in partnership as a blogger and content provider for The Canadian Association of Aesthetic Medicine (CAAM). My adventure in the beauty and lifestyle industry continues.
In August of 2017 I took an exciting step and leveraged my storytelling skills and beauty expertise by joining Devon Consulting, a boutique PR firm based in Toronto specializing in luxury beauty. I currently work as Digital Strategist and PR Executive on telling the brand story of some of my personal favourite beauty brands including Fresh, Shiseido, Laura Mercier, Cle de Peau, Burt’s Bees, PUIG Fragrances, Rodial and Nip + Fab.