Meet Hols, your brand voice strategist and content writer

Oh hello, you.
So glad you found your way here.

Grab a cuppa with hols

I crafted Just Custard for the voices of creativestorytellers, the animal lovers, the what’s-around-that-corner adventurers, the home enchanters, who have something to say.

“But what about holiday pay?”

I'd done it. Written for NEXT and a string of UK household names. Worked my way up to Head of Content. LOVED the work. The craft, the strategy, building a team, the moment a brand's voice fits just right.

So why was I crying at random moments throughout the day? Ringing the doctors because I genuinely didn't know why I felt like I was going crazy?

I was missing purpose. Doing what others deemed as successful. Becoming a cog in the corporate clock as my life ticked away (erm… dramatic much?)

Sod the holiday pay. I called it a day.... With 0 clients.

I swiftly had to change my mindset of burning down what I’d built over a decade, to restoring the version of myself that would grow and support the life I needed
(without losing my tiny little mind)

Who I left behind...

The Home and Menswear copy & features editor for NEXT and their brand partners

Developer of brand voice and messaging guides connecting companies to their clients

Crafter of revenue-generating content strategies that took ‘meh’ promotions to mega sales

Award-winning global head of content with the best team a gal could ask for

But that’s not really the case… is it?

I’m the same gal. None of that experience goes away. Just the layers of ‘professional’ facades over the years peeled back.

Back to me. The outdoorsy, mind-wandering, nature-loving, try-new-stuff embracing gal.

And for my clients, they get a brand voice strategist, lifestyle copywriter, and content strategist in their back pocket without having to fork out for 5 different experts.

I work hard for myself and for business owners who have something worth saying.

Who appreciate that there’s more to life than being tied to your desk. But also know that it’s the hard work that will get them there.

How Can Just Custard Help

Brand Voice Guidelines

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Creative Writing

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Website Content

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SEO Best Practices

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Newsletters

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Market Research

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Product Descriptions

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Messaging

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Storytelling Techniques

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Content Strategy

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Brand Voice Guidelines ✳︎ Creative Writing ✳︎ Website Content ✳︎ SEO Best Practices ✳︎ Newsletters ✳︎ Market Research ✳︎ Product Descriptions ✳︎ Messaging ✳︎ Storytelling Techniques ✳︎ Content Strategy ✳︎

Currently obsessing over…

Chapters

I’ve just finished The Burial Plot, and it’s still scratching my brain. Loved it, but the ending is niggling me.

Flicks

Why can’t I stop thinking about The Other Bennet Sister? The yearning, the tiny little glasses, the forearms...

Munching

As a renowned dunker whose of chip to dip ratio is questionable... M&S Caesar Dip has me in a choke-hold.

Gluging

You just can’t beat a latte. No syrups. No sugar. Oh, if I see an elderflower cordial on the menu, it’s gonna be a two-drink order.

Bopping

Alive! by Bakar. Walking over the fields, sun shining. It’s giving me main character energy and I’m here for it.

Yearning

I can’t choose between Norfolk and Keswick. You can’t make me. *instantly opens AirBnB*

The people who come to me aren't just trying to grow a business. It’s all part of building a life. They relish the moments where they can switch off, spend time with the people they love, and stop feeling like everything will fall apart if they step away for a spontaneous weekend away.

That's the crux of impactful brand foundations. They hold everything together when you're not there.

The Just Custard Approach

(We do things a little differently around here)

Foundations First

We start with your voice, your personality, your stories, your values, your promise. Skip the foundation and you'll be rewriting forever. We’ve had enough of that, hey?

We craft a solid brand voice first, then we make your content writing impactful.

Quick Wins? Nah

In all my years I’ve discovered that all ‘quick wins’ are actually the results of sticking with a strategy, years of trial and error until the moment something clicks.

Put in the time, effort and energy in your voice and content systems, and I promise you results.

Just You & Me

Trusting someone with your content is HUGE. I won’t pass you off to someone else. I’m here for you. I want you to succeed and I don’t say that lightly.

From our first conversation to beyond the project finish line, I’ve got you.

I bloody love these brand owners and what they’re achieving today

  • Eva | Anders Design Studio

    BRAND VOICE + WEBSITE CONTENT

    “In just an hour, you figured out who I am, what my business is like, and how I should show up in the world.”

    Eva came not quite knowing what she needed and left with a voice, a direction, and a website copy that matched her personality and premium portfolio. She’s recently been hired by Google to design packaging for Gemini. Eek! What a brief.

    “I'm slightly panicking on how I'm going to support this amazing copy with visuals.”

  • Rebecca | The Peak Edit

    BRAND VOICE + WEBSITE CONTENT

    “You’ve managed to pull out some absolute gems from my ramblings!”

    Before we saw months of overwhelm, loads of content that never left her Google Drive. She had built something real but couldn't articulate it. The AI prompts weren't helping.

    We worked together and brewed a brand voice she recognised as her own, and the confidence to use it. Now she’s fully booked and thriving.

    “I feel clear on my brand’s direction now, and I know that no one else in my industry has the same theme.”

  • Bryony | Clay & Burn

    BRAND VOICE + WEBSITE CONTENT + PRODUCT DESCRIPTIONS

    “Really understood my brand and vibe. My website feels so much more me.”

    Bryony’s candles and home fragrances are made for a moment of luxury, romancing the tiniest moments we get to ourselves. But she couldn’t get that across without sounding ‘cringe’ (her words lol), so we got in touch with our inner Jane Austen and proceeded to write with haste.

    “I couldn’t wait to read it, so I had a sneak peek. You’ve made me want to buy it all.”

  • Sarah | The Dog & The Ducks Designs

    WEBSITE CONTENT

    “Working with Hols is like having an incredibly knowledgeable friend, who supports you and knows just what you should do.”

    Sarah launched with copy that matched her talent. The words did the work. The numbers followed. She also said she felt "relieved" she hadn't gone live with something mediocre, which tells you everything about what the right words are worth.

    “In October, my website had over £1k of sales in one month. My pre-order sales were double the amount of last year!”

  • Charlie | Hunt Carpentry & Joinery

    BRAND VOICE + WEBSITE CONTENT

    “Compared to my Check-a-Trade account, my website has a much higher success rate of people getting in touch and becoming paying customers.”

    Word of mouth is powerful, but Charlie needed somewhere to send potential clients where they could flick through his work to see if he was the carpenter they needed. His trade accounts were a little lacklustre and didn’t demonstrate his creativity or personality. So, we fixed that…

    “So far I’ve had 22 inquiries and 16 of them have become clients!”

Your voice is your connection

If your brand feels bigger in your head than it appears to others — if you wince when you read your own website back, if you're tired of writing content that doesn't sound like you — I welcome you with open arms into the Custard Cottage.

One natter. No hard sell. No "packages start from" awkwardness before we've even said hello. Just a look at where you're at and what's possible.

G’on then, let’s have a brew

Frequently Asked Questions

  • We offer a range of solutions designed to meet your needs—whether you're just getting started or scaling something bigger. Everything is tailored to help you move forward with clarity and confidence.

  • Getting started is simple. Reach out through our contact form or schedule a call—we’ll walk you through the next steps and answer any questions along the way.

  • We combine a thoughtful, human-centered approach with clear communication and reliable results. It’s not just what we do—it’s how we do it that sets us apart.

  • You can reach us anytime via our contact page or email. We aim to respond quickly—usually within one business day.

  • We offer flexible pricing based on project type and complexity. After an initial conversation, we’ll provide a transparent quote with no hidden costs.

  • Collaborative, honest, and straightforward. We're here to guide the process, bring ideas to the table, and keep things moving.