We're a close-knit team of strategic thinkers, helping brands grow with authentic content, sustainable systems, and ideas that move the needle.
Nice to meet you. I’m Lucy
For 15+ years, I lived what looked like the dream life in luxury travel. Picture private jets to remote islands, impossible trips made possible, and clients with very deep pockets who expected magic delivered under impossible timelines.
The Instagram version looked amazing. The reality? Living on other people's schedules, managing crises at 2 AM, and existing in a permanent state of "everything is urgent." I became exceptional at selling dreams to others while completely forgetting what my own dreams looked like.
2016 - 2018
A Realisation And New Beginnings
2016 brought my first child and a beautiful revelation: managing luxury travel emergencies at ungodly hours while a newborn demanded attention seemed less than ideal.
The lightbulb moment was beautifully practical: I need a business that moves with me, not against me.
Coffee First Social was born from this realisation. The name? Pure strategy disguised as honesty. Everyone can relate to needing coffee first thing in the morning. It's the perfect conversation starter, the universal truth that breaks down barriers and gets people nodding before you've even explained what you do. Plus, it perfectly captured my new reality as a sleep-deprived entrepreneur who genuinely couldn't function without that first cup.
2018 - 2020
Life changing Events
Early 2018 welcomed baby number two because apparently, I like a challenge.
Creating content strategies between nappy changes, developing client systems during school runs, and having those "I should probably be filming this chaos" moments became my new normal. Every parent knows these moments too well.
The beauty lived in the mess. My approach became defined by one thing: what actually works in real life. No fluff, no "hustle at 4 AM" nonsense, just practical strategies that could survive the beautiful chaos of actual human existence.
2019 and 2020 felt like I had everything figured out. Thriving business, growing family, systems that actually worked.
COVID arrived with perfect timing to humble me completely.
Having 90% of clients in luxury travel and tourism means when the world stops traveling, your business stops too. Overnight. Completely. Picture watching a house of cards collapse in slow motion, except the cards represent your livelihood and the wind is a global pandemic.
Deep reflection mode activated (fancy speak for drinking lots of coffee and having honest conversations with myself).
2021 - Present
Finding Balance (if there is such a thing!)
Post-pandemic life called for complete reinvention. Everything I'd learned about human connection, relationship building, and delivering under pressure got applied to helping small businesses and solo brands cut through digital noise.
The approach stayed consistent: no fluff, no guesswork, just content that makes sense and actually sells. The client base expanded from luxury travel to restaurants, consultants, e-commerce brands, and anyone needing to show up online with purpose instead of posting and praying.
2021 brought baby number three to join the party. (Yes, definitely the last one!)
Daily life involves balancing content calendars, and school drop-offs with client calls. The occasional "wait, this would make great content" moments that every business owner recognises.
Perfect work-life balance remains a myth. Work-life integration that actually functions? That exists. My business was built around my family, creating something sustainable rather than something that demands everything.
After 9+ years and 60+ clients, the lesson is clear: the best marketing requires authenticity, not perfection. Sustainable growth comes from systems that work even when life gets messy (which it always does).
What this all means for you?
Building something that worked for real life became the goal. Real life includes picking up kids, making dinner, and still helping businesses grow.
Small businesses need exactly this approach. Not another guru promising overnight success, someone who understands that sustainable growth happens when you plan like a pro and post with purpose.
Whether you're growing something new or refreshing something existing, my approach stays simple: create content that actually works, systems that don't require 80-hour weeks, and strategies that move your business forward without moving your life backward.
The best business strategy is simply being human in a digital world.
And yes, it all starts with coffee. The perfect conversation starter that reminds us we're all just humans trying to figure it out, one cup at a time.
Ready To Work With Us?
Hangout with us on Instagram @sociallycoffeefirst
