Lia Townsend of Stories to Gather

Stories to Gather is one of those businesses with a social media presence that simply inspires. So, naturally, we were thrilled to speak with Lia Townsend, the talent behind the brand that is known for “bringing people together over thoughtful edibles to create moments with loved ones.”

Along with Stories to Gather, Lia is also founder of Casa di Stories to Gather, described as “the heart and home of Stories to Gather.” (You might also know it as an incredibly chic space in Rozelle, and in that case, you wouldn’t be wrong.) 

Business owners will love Lia’s refreshing, down-to-earth take on all things social media. As for us? This might just be one of our favourite interviews to date. 

What social media channel is the most impactful for Stories to Gather and why?

Instagram has been instrumental to my business. Being a food artist, my work is definitely best communicated using visuals and Instagram has been wonderful for that. I treat it both as a portfolio but also as a moodboard for what I’m feeling inspired by - whether that is colour, objects, art or things outside of my realm that I can then apply to my own creations.

How do you connect with your community on social media?

I’m fortunate enough to have a pretty engaged community so I’m regularly in my DMs or comments, connecting with my community. My audience is also my client so often I find that we are swapping references or they are sending me my own posts to communicate what they are interested in.

In your experience, what is the biggest pro and biggest con when it comes to social media efforts?

The biggest positive is definitely how much it can help support my business - it’s a free marketing channel for me and a lot of my work is driven from either someone following me or seeing someone else share my content.

The biggest challenge is definitely the time factor - Instagram is constantly hungry and needs feeding.  People have a much stronger sense of urgency on there. It’s very much a balancing act being online and sharing content vs. being in the kitchen or at Casa di Stories to Gather doing the bulk of my actual work that requires both of my hands! 

What is a mistake or misstep that you have made on social media and what lesson did it teach you?

I’m always treading a fine line between my account being professional but also personal. At the start, I really only shared my work but as I’ve become more comfortable with it, I am more relaxed and personal with what I share. It surprised me how responsive people are to seeing other aspects of my life such as motherhood, travel and style. Being a bit more open and more ‘myself’ has definitely strengthened my connection with community on social media.

What has been a standout moment or milestone for Stories to Gather on social media?

A big turning point for me was working with dream partners on social campaigns. Applying my creativity in food and styling purely for Instagram has been a way to diversify my business and has helped build even more success with real-life work. 

How do you measure your social media success?

I tend to look at social media holistically with my business so don’t focus too much on KPIs or metrics. For me as a creative, I want to continually put out work that I’m proud of that inspires me but also inspires others. When I share content of a table I’ve created or an event I’ve done that has a positive response or receives a lot of saves, that makes me feel like I’ve been successful.

Looking forward, what does the future hold for Stories to Gather when it comes to social media activity and efforts?

I’ve been doing a lot more Reels and video content which I’d like to continue to do. I also want to share a lot more behind-the-scenes content and how I bring a vision to life, whether that’s through creating moodboards or in general sharing more inspiration-type posts. I think part of the fun is bringing my community along with me throughout my journey, not just showing them the final product.

If you’re anything like us, you can’t get enough of Lia’s incredible work at Stories to Gather. Follow Stories to Gather on Instagram to follow Lia’s inspiring journey, or tempt yourself by visiting their online shop.