Sunday, 5 April 2015


London Parenting Lifestyle Blog WHIITELIST by Simi Lindgren

WHIITE LIST (noun) a list of brands and places that are acceptable, trustworthy, luxe and ‘cool’ for modern mamas. 

My first trip abroad was to Paris, France at the age of a month old, so my passion for travel was ignited I would say very early on in life. My love of fashion started with print magazines J17 and Sugar (remember those?), which developed into my love of luxury and lifestyle with the Gwyneth Paltrow Tatler cover back in 1998.

Looking for a creative outlet from my commercial career, and a way to document my travel and lifestyle having visited over 20 cities with my husband in our 4 years of marriage, I published my first post here following a birthday trip to Istanbul.

My ‘day job’ which I LOVE (read more here and here) allows me to not only lead a fantastic team maximising business revenue, and working with editorial and marketing teams but, allows me to meet with the media, PR and brands and build relationships and find new loves such as beauty, an area that I was tasked with driving the market opportunity. I am by far no ‘beauty expert’ but I began to dip my toe in the ‘beauty’ pond with my next couple of posts on Collagen boosting tips and Liz Earle’s Naturally Active Haircare (those images need updating ha!Ha!).

“WHIITELIST is an aspirational destination for luxe life and style lists for millennial mothers...or women who just like lists!”

It was 4 days after my last post that I learnt I was 6 weeks pregnant and promptly took a 99-day break from my blog before making the announcement that Mr.L and I were expecting here.
In this time, I was unsure as to the direction of the blog (I am still navigating that to this day) but I knew I wanted to document as much as I could, blogging intermittently and not promoting the posts, mainly because I hadn’t actually announced that I had a blog to the world. It was my own little secret corner of the internet.

It was nearly a month after the birth of my son Chance, and 145 days after my last post that I decided to launch the blog into the world to help any other ‘mummys’ out there like me. My first post Happily Mother After certainly did that, 362 people (from 1 reader) rushed to my blog to hear my story! I couldn’t believe it, but, this was the confidence that I needed to launch my blog into the world (having gone through several name changes) and launch WHIITELIST by me, Simi Lindgren into the world...officially, on the 19th February 2016.

I am so happy you’re here, I hope you continue to return and support me (top 7 ‘Mummy Blogger) and my award-nominated blog.

Don’t hesitate to drop me a line to say HELLO, comment on a blog post, ask questions, or to collaborate on opportunities like these here.
You can email me here, or find me curating the best moments on Instagram, tweeting on Twitter, pinning on Pinterest, liking on Facebook and loving my favourite blogs on Bloglovin’.

SAL xx

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