I set up Little Max in 1994.
Sarah McCartney
Before that, I was school swot at Boldon Comprehensive, Tyne & Wear (where I still hold both the O levels and under 14s long jump records, now unbeatable as my school has been demolished and there’s a carpark where the long jump pit was). There I was mostly miserable, but deliriously happy playing sax in the county’s big band at weekends. I did a science degree at Durham then took a job doing maths at an ad agency. In the marketing department of the Guardian and Observer Newspapers I gradually turned into a person who got practical, creative things done, and did a bit of writing. Feeling the need for a bit of intellectual exercise, I did an MA in marketing and corporate strategy at a handy local university.
Between 1996 and 2010 my biggest client was Lush Fresh Handmade Cosmetics; I spent 14 years as editor of the Lush Times, training all Lush’s worldwide writers to use the Lush style, writing labels, shop signs and around 120,000 words a year about fresh, handmade cosmetics. I spoke at marketing and cosmetics industry events about ethics, packaging (avoidance of same), greenwash, natural ingredients and how telling the truth is a really good way to market your products.
I also work for interesting organisations like Breast Cancer Care, Sense, Skype, BBC Radio 1, the Royal Geographical Society, STEAMCREAM, Zetetic Business Strategies and the Local Heritage Initiative. I’ve also taught courses at London Metropolitan University, Thames Valley University, Hammersmith & West London College and University College Falmouth.
I’m on the board of 26, a bright bunch of people which spends its time encouraging better writing in business. From knowing them, and writing the Lush Times, I’m a judge at the 2011 D&AD Awards in Writing for Design.
My first book, The Fake Factor, about brands and their evil twin, the counterfeit, was published in 2005. There’s another out in 2011.
In an ideal world – with a fair wind and a reasonable Lottery win – I’m aiming to set up a creative centre where people can come to think, write, practise yoga and drink decent coffee.
When I’m not writing or running workshops, I’m doing yoga – I’m qualified to teach Mr. Iyengar’s method – blending my own scents, knitting (mostly socks as they don’t take long), designing clothes, writing fiction and having ideas. My other website www.4160Tuesdays.com is all about that side of my world.