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16/03/15 Laura Wellington - Co Founder


Who are you and what do you do?

I’m Lil Dix and I run CopyStorm. I’d describe myself as a freelance copywriter and social media pro, though it’s a little more complicated than that. My work covers all sectors but I have a particular taste for the food and drink industries. I also run a food blog called Whip Until Fluffy.

My work is pretty varied. I do a lot of traditional copywriting for websites and brochures, mixed in with some community management (taking care of a brand’s social communications, from strategy to moderation) and a bit of consultancy and training too. Through my blog I’ve picked up some photography, food styling and recipe development skills, so I also offer that to food brands who want the whole package.

What brought you to Duke?

Nearly four years ago I found myself in Leeds, having moved up from London straight out of uni. I landed a job working from home, but because I didn’t know anyone up here, I found it really difficult to maintain a healthy work/life balance and I wanted to meet new people. Although the original job ended, I’d developed a taste for being my own boss. I looked for clients from home but found opportunities quite limited, and I just wanted to find people in a similar situation to me, to learn from them and to keep me inspired creatively. Someone I knew (Jen Allison) had a desk at Duke, and told me to come down for a look. It’s been almost three years and I haven’t looked back.

What are you working on at the moment? or what things have you done recently that you are proud of?

At the moment I’m working with a few smaller, independent food businesses and start-ups in Leeds to help them develop a tone of voice that correctly represents their personality. These are my favourite type of jobs and I love the consulting part of my job. I’m very excited to be offering my experience to Leeds Juicery through consultancy at the moment – they’re set for big things! My favourite thing is seeing passion projects grow – when someone loves what they do, you can see it in every part of their business, and it’s great to help them develop and fine tune those raw ideas. I work on medium size and bigger projects too but a lot of them are kept under wraps, so I can’t shout about them!

For the last six or so months, I’ve been pouring my heart and soul into Leeds Indie Food, a new collaborative festival of food and drink culture that is taking place from 7 – 24th May this year. The team and I Kickstarted the project and I’ve been channeling a lot of energy into taking care of the festival social comms, as well as helping to curate the programme. I’m pretty proud of what we’ve achieved so far between the six of us, and I couldn’t be more excited for May.

What are you going to/doing/seeing in Leeds at the moment? Or is there something you are looking forward to?

See above! I think May is a really exciting month for Leeds and I can’t wait to see how Leeds Indie Food goes. The support so far has been phenomenal. Aside from that, I think the food and drink industry in Leeds is really exciting at the moment – we’re getting national recognition for some of the amazing talent we have within walking distance – places like Bundobust, Grub & Grog Shop at Northern Monk Refectory and Noisette Bakehouse to name a few, let alone British Street Food champs Fu Schnikens and all the other creative experiments that go on at Belgrave Music Hall and Canteen’s Food Lab. I could write you a whole essay on things I like to eat in Leeds, so I should probably stop here…

Culture-wise, I’m really looking forward to the British Art Show and Leeds Indie Art Hostel this year – it’s brilliant to see people working together, I love the feeling of collaboration and community that Leeds has. The best thing about it is that it feels like it’s only just beginning.