From secret Pinterest boards to year-long embargos: super stylist Selina Lake shows us how she navigates the net.

There’s seems very little that uber-stylist Selina Lake can’t, as if by some sort of magic, make pretty. Over the past decade, she has added her signature dash of achingly beautiful vintage flourishes and pops of arresting colour to magazines, events, sets and books (some ten of them her own, all sold around the world in multiple languages).

As befits her unerring eye and enchanting work, Selina is in constant demand. She has worked with the likes of Country Living UK, Country Homes & Interiors, Elle Decoration, The English Home, The New York Times, Sony, Next and Wayfair (amongst a myriad of others), and her work has appeared at the prestigious RHS Chelsea Flower Show and RHS Hampton Court Palace Garden Festival. She has, in concurrence, built a devout 20k-strong Insta following in the process.

She is, then, a woman who knows how to create atmosphere and drama, both inside and out. Her latest book, Shed Style (Ryland Peters & Small, £19.99), has just hit the shelves and marries the two to sigh-inducingly covetous effect. Within its pretty pages, she explores the gamut, from the traditional gardener’s potting shed to a writer’s cabin to an artist’s studio via sheds, cabins, huts, greenhouses, pods and garden structures. From the rustic and humble to the elegant and refined, Selina makes us yearn to brew a pot of tea, head down the garden path, switch on Radio 4 and relax while potting up for the spring and enjoying a moment of quiet calm.



Here she shares with us her favourite online spots, revealing how her work wouldn’t be the same without Instagram or Pinterest, and why the one and only podcast she plugs into is an absolute must-listen that makes her appreciate life.

My favourite website...

Pinterest. It’s an indispenaible tool I use for work. I make secret boards for almost every project I’m working on, which I send over to my clients. I love making mood-boards to develop the look and feel I want to create.

My favourite app...

Instagram. I use it daily. It’s a great resource for discovering places, shops, events and restaurants to visit and attend. I use it to share my latest work and inspirations, and I even started my own hashtag #allthingsbotanical, which has had over 200k posts shared.

My favourite blog...

My lovely friend Caroline Rowland launched 91 Magazine back in 2011. The magazine has evolved from online to a biannual print magazine, which is now published in fifteen countries. She publishes content on the blog twice a week, so readers can enjoy and discover creative interiors, stylish shops, thriving small businesses and independent designer/ makers between printed issues.

My favourite podcast...

If I’m honest, the only podcast I have downloaded and listened to is You Me and The Big C because I used to go to first and middle school with one of the presenters, Bowel Babe aka Deborah James. It is surprisingly funny considering it covers all topics relating to cancer. It makes me stop and think and appreciate life.

My favourite YouTuber...

I rarely use YouTube and if I do it is when I need help or guidance with a craft or DIY project, I search for tutorials.

My most recent buy online...

I’m trying not to buy anything I don’t really, really need or anything that isn’t plastic-free or organic, so it was probably something from &keep or Yellow Gorse.



Last book you downloaded or read...

Actually it was my own – my latest book Shed Style! I just received my copy from my publishers and so I had to sit down and read it through, again. I have done this with all ten of my books the day the first copy arrived in the post.

Favourite tweeter...

I don’t use Twitter that much. I link my Instagram posts to my Twitter account. I much prefer more image-lead social media.

Favourite Instagrammer...

Wow that’s a tough one! I follow over 4,000 accounts!! Looking at my recent favourites, I’m currently drawn to garden Inspirational posts from @gertrudsrum, @arstidensbasta, @rosendalstradgard, and @petershamnurseries.



Social media allowed me to meet...

My wonderful, creative friend, Sarah Prall – @sarahjanelane – who works with me now, assisting me on various styling projects. We met because I put a post on Facebook back in 2013 asking if anyone had a flower meadow I could use for a photoshoot for my book, Outdoor Living. Sarah replied and offered up her buttercup field. That was one of my favourite photoshoots.

The best digital advice I've been given...

I’m not sure I have been given any advice. I do however have to follow a few rules about posting my work as images are often under embargo until they have been published. Sometimes I shoot features for magazines a year in advance so it can be a long wait.

My screensaver is...

My wedding reception. We hired Horsell Village Hall in the village I grew up in, and I styled it with festoon lights, flowers, vintage tea cups, long tables and paper pom pom decorations with a mix of pinks, pastels and pops of orange. Marrying my husband Dave was the best day of my life so far. But if we re-did the day now I would style the venue completely differently!



My standout online memory...

It was during the week of the RHS Chelsea Flower Show last year (2019) when I had the pleasure of styling the Alitex Greenhouses Stand on main avenue and loads of Instagramers were sharing pics and videos of my work including @clausdalby, @sundaytimeshome, @prettycitylondon, @bei.bei.wei, and @theenglishgardenmagazine.

My pet online hate is...

Negativity and uninspiring images.

Do you have any online rules or resolutions (such as a time your religiously switch off devices, for example?)

I don’t have any rules as such. If I have something to post, I post it I don’t worry about posting something every day or at certain times.

As someone who runs a business at least in part online, what are your best bits of advice/ most interesting things you’ve learned?

I think social media is a really useful resource for businesses. A great image goes a long way. I am often surprised by how bad some companies’ images are. My advice is to seek out stylists, photographers and content creators to help with creating Insta-worthy/pin-able images if you feel your account is a little lacklustre.

READ MORE:

Guest Edit with Christina Strutt of Cabbages & Roses
My Web with Molly Mahon
Best Websites For Shabby Chic

By Nancy Alsop
February 2020