Newsletter No.17
We launched Well Curated six years ago, at a time when many established publications were moving to digital-only formats. Choosing to focus on print editorial was a conscious decision. For me, engaging with wellness has always been about building a personal toolkit of practices and products you can rely on when you need them most. I wanted Well Curated to become part of that: a source of information and inspiration on your coffee table or bookshelf that you could return to whenever you need it.
Leading with print has resonated in exactly the way we had hoped. While the wellness industry has grown rapidly, beneath the constant cycle of product launches and repackaged trends are the fundamentals. That’s what we’ve chosen to focus on: evergreen content that isn’t rushed, but designed to last. Choosing to live well is a slow, intentional practice rather than a quick fix, and our aim is for Well Curated to align with that.
Over the past six years, I’ve learned so much about publishing, branding, what matters (and what doesn’t), so I thought I’d share a little of that insight.
Here are twelve things I’ve learned from starting a wellness publication from scratch…
You can’t be good at everything
At the start, you wear every hat: writing, editing, sales, social media. But trying to be a jack of all isn’t sustainable. The sooner you focus on your strengths and accept where you need support, the better. People are often more willing to help than you expect; don’t be afraid to ask.
Don’t run before you can walk
It’s easy to get caught up in building a big audience or a perfectly polished brand from day one, but having strong foundations is more important. Learning your voice, understanding your audience, and refining your brand over time creates something far more sustainable.
Remember your value
A wellness publication isn’t just about “wellness” - it’s about your perspective and the value you bring. When you remember that, decisions become easier: what to publish, who it’s for, and how it stands out. If you don’t know who you are, it’s easy to drift and lose direction.
You don’t see your business the way your audience does
You see the behind-the-scenes stuff: the overthinking, the late nights, the paddling beneath the surface. Your audience doesn’t. They see the calm surface and the finished product. Don’t let the internal pressure distort your view of what you’re actually building.
One brand can feel like multiple businesses
You’re not just running a publication; you’re managing social media, hosting events, building a community… each part requires its own strategy, energy, and consistency, which can be overwhelming at times.
Growth isn’t linear
Some ideas won’t resonate and some efforts won’t pay off. But those moments are part of the learning process. Like most things in life, building a brand is a constant mix of setbacks and breakthroughs.
Sometimes life has to come first
There will be moments when you need to step back and prioritise your life outside of work, and that’s ok. Building something meaningful doesn’t require you to be present every second of the day; it requires longevity. Taking care of yourself is part of sustaining what you’re creating.
Accept that you’re in it for the long haul
There are no real shortcuts. Building something with depth, trust, and value takes time - often longer than you expect. Once you accept that, the pressure to “make it” quickly fades, and you can focus on consistency, growth, and playing the long game.
You have to be disciplined
Motivation comes and goes, but discipline is what keeps things moving. Showing up consistently, especially when progress is slow, is what turns your ideas into something tangible. I’ve found that coming back to why I started Well Curated helps with motivation, as well as remembering to have fun with it. After all, work makes up such a large part of life.
Aim high
Go after what you want; ask the question. You never know what doors might open.
You don’t need a big bank balance
While having money helps, what really matters is the time you invest.
You’re building a community, not just a business
The connections you make along the way are the best part of building a brand - they’re what make it fun, rewarding, and meaningful. When you eventually move on, it’s the friendships and memories that stay with you (and hopefully a bit of cash too!).
Starting from scratch is messy and unpredictable, but also so rewarding. If you’ve got an idea, take the leap. You don’t need to know everything before you begin; you’ll learn pretty fast on the job! Click here to order or download our latest issue.
We hope you have enjoyed our newsletter. Cam & Kate x