I am Sam, more commonly referred to as Jack and Tom’s mom.
I originally hail from the Vuvuzela-loving city of Johannesburg, I’ve lived in London, Hong Kong, Paris and New York home and now call Tokyo home. I’m a Creative Director, having worked for magazines such as ELLE, heat and FHM, and I’ve been a weekly fashion columnist for Grazia. I also contribute to lifestyle and fashion magazines as well as creative-direct marketing campaigns. In 2014, I started this fashion and lifestyle blog, LaBelleCrush.com.
Moving a lot and having two small kids has changed my perspective on this concept of “doing everything”. We’re made to believe that as women we can have it all, not that I disagree with this, however the more amazing and inspiration mothers, wives, sisters, daughters, stay-at-home moms, full-time career moms I meet, the more I realize that you can have it all, but not at the same time. I want to create a blog for busy moms who love fashion, style and beauty. Who haven’t forgotten what they love, even when it’s their favourite coat smeared with chocolate handprints (happened to me all the time!) or their toddler is having a melt-down while shopping the sales (been there too!).
I now divide my time between writing, building Lego rocket ships (this is harder than you may think!) and sharing coffee with inspirational modern moms who love everything from fashion and design to food. I love all things fashion and I adore my boys who will always remain my biggest crush.