What inspired you to get into content creation at such a young age, and what keeps you motivated today?

Growing up I was always so inspired by the OG YouTubers—the ones who were doing their thing before social media was even what it is now like Zoella and Molly-Mae. Watching them build an empire for themselves was so inspiring and I knew I wanted to be a part of that. They completely changed the way we interact with our role models and build that authentic connection between creator and audience. My big driving force in my content creation journey has been to create content for people that has the same impact as my favourite creators had on me. I want my videos to be a safe place for girls to come to and feel like they have a friend in me. Whether it’s inspiring someone to feel confident, giving them new ideas, or just making them smile—those are the things that keep me going. 

What have been some of the biggest or most noteworthy milestones you’ve accomplished so far?

One of my most memorable milestones was getting my first big brand collaboration with PrettyLittleThing at the age of 15!  I grew up wearing the brand so working with them as a brand ambassador was a total pinch-me moment. Another moment that felt unreal in my journey was when my podcast launched. Receiving messages from listeners saying how much they enjoy the episodes or how they feel like they’re just hanging out with me and my guests makes all the work that goes into it so rewarding. Also, writing my story and seeing the reaction from readers enjoying my book, My World, will always stick with me. 

Who or what are your biggest influences when it comes to fashion and beauty?

For as long as I can remember, I’ve looked up to influencers when it comes to fashion and beauty. The likes of Molly-Mae and Emma Chamberlain really inspired me from the start. I also love Taylor Swift. She has such an effortless sense of style. The way she blends high fashion with streetwear is next level and I try to bring that same energy into my own outfits.

With trends constantly changing, how do you decide what style you want to engage with and which ones you want to leave behind?

I love experimenting with new looks and mixing up my wardrobe, but I always try to keep it true to my own aesthetic. I’m not going to wear something just because everyone else is. I have my favourite outfits and brands and I really stick to those. 

Many people have a glamorous image of influencer life—what are some things about being one that you don’t really enjoy?

I’m incredibly blessed to live the life I do. Since the pressure to perform and keep up with trends, content, or engagement sometimes overwhelms me, I like to take a step back from time to time to unplug and really connect with my friends and family. They keep me grounded and put everything into perspective for me – that balance in this industry is key. I’m so grateful for my platform and the opportunities it’s given me; I wouldn’t change my life for the world. 

You share a lot with your followers. How do you maintain a balance between sharing and keeping some moments private for yourself?

Growing up on social media, I’ve definitely learned the importance of keeping certain things just for me and those close to me. Not everything I do needs to be documented and uploaded online. That being said, I truly love to create content and try to show as much of my life online as possible – the highs, lows, and everything in between. 

Why did you start your podcast, and what has been your biggest accomplishment with it?

I started my podcast after deciding I wanted a space where I could talk about topics that my friends and I already discuss. With this platform, I can share a different side to me with my audience, as well as dig deeper into topics and connect with my guests on a more personal level. The most rewarding part of it is building such a strong community with our listeners. I wanted the format to feel very natural, like my listeners are having a conversation with me. 

Many of your followers, especially your younger audience, look up to you as a role model. What’s a message you’d like to share with young people who hope to follow in your footsteps?

I tend to mention this in my videos since my followers ask: if you’re looking to follow your dreams, don’t let anyone tell you that you can’t do it. You have to be authentically yourself! There’s no point in comparing yourself to others when we’re all on different paths. I make it a point to always uplight and be a positive light to others, because you never know how much someone needs it. Keep shining, and don’t forget to have fun while you’re doing it. If I can do it, so can you! 

We’d love to know about your upcoming projects! Are there any new goals or projects you’re excited about?

I recently collaborated with the celebrity-favourite restaurant Archie’s to create my Dream Matcha Milkshake and I loved the entire experience. This project definitely launched me into the current project I’m working on that’s set to release this year. Whilst it’s still in the works, this will be my own brand and let’s just say it’s definitely representative of me and my personality. I’m also getting organised for the next season of my podcast, Ami Charlize’s Private Story, so lots of exciting stuff is happening all at once!