On the Blog:
Sheryl Luke of @WalkInWonderland
March 26, 2019
Taking a Walk in Wonderland
LA-based Fashion/Lifestyle blogger and Instagrammer, Sheryl Luke of @WalkInWonderland started her blog back in 2010. In just three years, she was able to turn her “style diary” into a full-on career taking her all over the world. Throughout her years in this space, Luke has remained one of our most devoted #Birdgirls.
We took a walk with Luke to get the inside-scoop on conceptualizing her personal brand’s name, what it takes to turn ones passion into a career and how to stand out online in such a transforming space.
Before starting Walk In Wonderland, what were you up to professionally? What inspired you to start blogging?
I was helping run a small boutique on Melrose Ave. I really learned a lot from my time there and ended up doing a lot of the buying for the store.
The blog started very humbly as a means for me to just document my daily outfits and organically grew, especially when Instagram hit the scene.
When did you turn your passion into your main focus? Was there an A-HA moment where you knew this was the path you had to follow?
I was always determined to pursue a career in fashion. My time at the boutique set me up to take on my blog full time, when the moment felt right. There wasn’t really an “A-HA” moment, but more of a realization that I was on the brink of getting myself involved in such a fast growing industry.
With the industry growing at such a fast pace, even in 2010, coming up with a stand-out name for ones brand can be one of the trickiest pieces. How did you come up with Walk In Wonderland?
A name has to feel right and for me, I applied it to my dreams of when I was a little girl. I always wanted a huge walk-in closet, filled with the most beautiful clothes. So, Walk In Wonderland is merely my little girl self finally getting to play dress up!
Taking a Walk in Wonderland
LA-based Fashion/Lifestyle blogger and Instagrammer, Sheryl Luke of @WalkInWonderland started her blog back in 2010. In just three years, she was able to turn her “style diary” into a full-on career taking her all over the world. Throughout her years in this space, Luke has remained one of our most devoted #Birdgirls.
We took a walk with Luke to get the inside-scoop on conceptualizing her personal brand’s name, what it takes to turn ones passion into a career and how to stand out online in such a transforming space.
Before starting Walk In Wonderland, what were you up to professionally? What inspired you to start blogging?
I was helping run a small boutique on Melrose Ave. I really learned a lot from my time there and ended up doing a lot of the buying for the store.
The blog started very humbly as a means for me to just document my daily outfits and organically grew, especially when Instagram hit the scene.
When did you turn your passion into your main focus? Was there an A-HA moment where you knew this was the path you had to follow?
I was always determined to pursue a career in fashion. My time at the boutique set me up to take on my blog full time, when the moment felt right. There wasn’t really an “A-HA” moment, but more of a realization that I was on the brink of getting myself involved in such a fast growing industry.
As you know, JENNY BIRD HQ is located in Toronto, where we are quite weather obsessed. How does living in LA influence your style? *not like we’re jealous or anything*
I think the weather definitely has the biggest say. We are fortunate that it doesn’t get very cold or at least it doesn’t stay cold for long but for me, that isn’t always a good thing. You see, I love coats. I would even say that I might feel more at home on the streets of New York City...but I just can’t do crazy winters!
With the industry growing at such a fast pace, even in 2010, coming up with a stand-out name for ones brand can be one of the trickiest pieces. How did you come up with Walk In Wonderland?
A name has to feel right and for me, I applied it to my dreams of when I was a little girl. I always wanted a huge walk-in closet, filled with the most beautiful clothes. So, Walk In Wonderland is merely my little girl self finally getting to play dress up!
As you know, JENNY BIRD HQ is located in Toronto, where we are quite weather obsessed. How does living in LA influence your style? *not like we’re jealous or anything*
I think the weather definitely has the biggest say. We are fortunate that it doesn’t get very cold or at least it doesn’t stay cold for long but for me, that isn’t always a good thing. You see, I love coats. I would even say that I might feel more at home on the streets of New York City...but I just can’t do crazy winters!
A lot of our JB Community is comprised of up-and-coming and aspiring bloggers and influencers. We know so many #Birdgirls that are inspired by your journey, and how you got to where you are today. What advice would you give someone who wants to have a similar career to yours?
Best advice I can give is to make sure you are ready to work. There’s a lot of prep that goes into a good picture and even more so in a campaign. The competition is so fierce that you can’t afford to phone it in. You have to try and create the very best content all the time.
A lot of our JB Community is comprised of up-and-coming and aspiring bloggers and influencers. We know so many #Birdgirls that are inspired by your journey, and how you got to where you are today. What advice would you give someone who wants to have a similar career to yours?
Best advice I can give is to make sure you are ready to work. There’s a lot of prep that goes into a good picture and even more so in a campaign. The competition is so fierce that you can’t afford to phone it in. You have to try and create the very best content all the time.
What are your best practices and tips for influencers throughout their growth phase?
Make sure your voice resonates in all the content you create. Being inspired by someone is always good but if all your ideas are muted as a result, you’re just going to blend into the noise. It’s your voice that makes you standout. Don’t “fake it till you make it”... instead “risk it for the biscuit!”
What are your best practices and tips for influencers throughout their growth phase?
Make sure your voice resonates in all the content you create. Being inspired by someone is always good but if all your ideas are muted as a result, you’re just going to blend into the noise. It’s your voice that makes you standout. Don’t “fake it till you make it”... instead “risk it for the biscuit!”
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