Profile: Gracie Carroll

March 14, 2013

By Jill Adams

Photography by Danielle Waters

Gracie Carroll says that her mom’s career as a fashion buyer and boutique owner played a big role in her own devotion to the fashion industry.

“If it wasn’t part of my world growing up, I don’t think it would have as much of an influence,” she says.

Gracie Carroll.

Looking to stay in touch with family and friends while working abroad, Carroll began her first fashion and personal blog, London Snog, not knowing it would be the beginning of a new chapter in her life.

When she was in high school, Carroll decided to pursue a career in fashion, and she went on to study fashion communications at Ryerson University, Toronto. She has interned for Lush Magazine and in the fashion department at Teen Vogue in New York City. After graduating, she moved across the pond. She worked in fashion public relations during her first year abroad before landing her dream job: assisting the fashion features director at ELLE UK.

“It was really perfect for me because it combined writing and styling,” she says. “And my boss, Rebecca Lowthorpe, was like an idol to me. It was pretty amazing.”

Somewhat surprised by the popularity of London Snog, Carroll launched her second blog, Joli Lapin, which focused on lifestyle and food. She decided to build upon this focus after moving from London to her hometown, Toronto.

Using her work and blog experience, she then created and developed her latest website, A fusion of past endeavours, it covers everything from fashion and style to culture, art, travel and food.

Carroll has developed several engaging websites over the last couple of years.

Right from the start, gained followers from around the globe, and Carroll has been able to meet many local designers, photographers and bloggers.

Before launching her new site, she carefully considered what was missing in the market, which included “a very well-designed and functional blog, something that talks to the fashion girl. But the fashion girl who is interested in more than just fashion and style.”

Recently, she launched a new section that provides guides to various cities around the world. This spring, Carroll has plans to add nutrition and fitness content and bring in additional expert contributors. She already has a beauty contributor.

Apart from her day job at a social media company, she freelances for various fashion publications, but she still finds time to cook often and has a great collection of cookbooks.

Carroll’s style is trendy and creative.

“I find cooking really relaxing, so that’s what I like to do on my weekends,” she says, adding that she enjoys dinner parties with friends too.

Crossing “a job at a prominent fashion publication” off her bucket list, Carroll has her sights set on one day publishing her own cookbook.


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