The Magazine that celebrates the over 40s campaign is now published!

HOW THE CAMPAIGN EVOLVED YES YOU CAN CELEBRATE AGE

REWRITE EVERY DAY AS A NEW DAY!

20 STORIES

OVER 40S CAMPAIGN

THESE ARE YOUR STORIES ABOUT WHAT MATTERS MOST!

THIS CAMPAIGN WAS A JOURNEY ABOUT WHO WE ARE!

All about celebrating life & our age!

I started the over 40s campaign in September 2021 inspired by photography mentor, Sue Bryce Without knowing it, I also had a strong desire to work with women and men over the age of 40 Perhaps because I was at that stage of life myself?

Reaching that milestone I felt the campaign really resonated with me, for feeling celebrated in a different way and a different type of encouragement and support

People usually celebrate turning 40 by throwing a big party and I did too, which I was very grateful for. But I also felt there was more to it than just a party.

I wanted it to be an opportunity for reflection, for looking back and stepping into the next decade with confidence

Age is a beautiful thing and there is so much to do, to be and to share when we go past this milestone

I have collected the stories, thoughts and challenges of the people who took part in this campaign, as a way to show our collective impact To support one another but also to inspire others, the younger generations and to show that there is another way

The way of love and acceptance!

Laura

Meet our Over 40s

Take a look at the photographs and the stories of these incredible people who embrace their age and are ready to show a different example.

WHO IS ON THE LIST

Behind the Scenes

The Dream team

I have loved working with Roweena Latiff as my make-up artist that most of you have met.

We didn’t know each other before this campaign and I feel we have been the nest match.

The power of love and connection is to bring us back to our core.

The process of taking these has been so much fun as not only have I have laughed, learned & been inspired; I have come to many realisations by hearing the stories of these amazing women and men.

The intimacy of the studio

Working in a studio and with the amazing make-up artist has been very intimate and a perfect moment of connection.

We grow so much when sharing our stories. There are uplifting moments, nuggest of wisdom, realising that others have similar challenges.

Meet Johanna

Johanna is 42 and a mother of three. She was one of the first participants in the campaign and she wanted to share her story to inspire others.

There have been a number of challenges in Johanna’s life and a transition from being a woman and her own person, to being the mother of three young children is probable the most important one.

Moving countries, as she has lived in Sweden and the UK, has been another journey.

However compared to the journey of motherho,od that might seem like a breeze.

When she started her family, Johanna decided to stay at home and spent the next decade looking after her children.

She gave all her time and energy to her growing family and it is only in the last 4 years since her younger child started in full-time school that she suddenly had full days of her own

Profile

Previously Johanna used to travel the world as a flight attendant, something she couldn't do any longer being a mum of young children.

Johanna wanted to take part in the over 40s campaign as a way to boost her confidence and take up a new challenge. A challenge to reconnect with herself in the process of finding and defining who she is now, after ten years of motherhood.

"This would be a huge challenge Throughout the last year I have had a change within me where I feel I deserve to take time and focus on me and to find me as a woman again”.

“This experience would be a great start and hopefully show other women out there, who feel the same that if I can do it, they can too. Turning 40 is beautiful".

How would you like you to be portrayed in the portraits of you as part of the campaign?

Elegant and glamorous! Putting on a beautiful dress or stylish clothes makes me feel great. Very different from what I look like at the school gates "casual and simple"

How did you feel about your age before taking part in the campaign?

“40 sounds old. It's when I started to really focus and think of wrinkles and ageing. I don't feel forty years old on the inside at all”

When was the last time you were professionally photographed?

Only once before, when I was 18 years old for my graduation/prom pictures.

What do you feel has changed in the way you feel about your age from taking part in the campaign?

“Partaking in the campaign was a way to step out of my comfort zone and help my confidence.

Talking about ageing with others and knowing they have similar feelings have helped me feel relaxed and comfortable with my age and all that comes with it.

It's all a natural process, after all.

I don't see ageing as only the visible signs of ageing but how we grow ” .

“Being wiser and more confident than ever, where trivial things don't matter as much and how we accept and embrace who we are, look and feel, is truly beautiful”.

What do you feel will change in the way others perceive this age group, from this campaign?

I hope others (and myself) will see that we are all beautiful and turning 40 and beyond is not taking anything away, but instead we are embracing getting older with confidence.

Meet Jodie

Jodie Greer is 42 and in 2020 she took a leap of faith and left the corporate world after a career of more than 20 years. She started Be #PeopleSmart, a consultancy supporting organisations to improve disability inclusion and accessibility.

The reason Jodie decided to join the over 40s campaign was “ as a 40 year old in a new career space, no longer driven by money, I want to be able to show myself as a real person without cringing at the photos”.

She always disliked her professional photographs. She had never had the experience in the studio with a makeup artist and was hoping that would give her some extra confidence.

Profile

How would you like you to be portrayed in the portraits of you as part of the campaign?

Disability inclusive, authentic, human and professional. My style is authentic, businesscasual, and focusing on people first.

How did you feel about your age before taking part in the campaign?

It's a strange age range, as the younger generation seem amazed at the fact the internet wasn't around when I was at school and yet there are still many older people in the workplace who deem me young.

“Personally, I'm grateful for every birthday I get, I just wish people wouldn't judge others on age.”

What do you feel has changed in the way you feel about your age from taking part in the campaign?

I think the campaign will give me extra confidence to actually get my photos taken, and help show those of us "in the middle" of the age groups as professional but also still pretty cool actually.

What do you feel will change in the way others perceive this age group, from this campaign?

It depends on their own age, I'm keen to see the outcome though.

I always dislike my professional photos and can’t help comparing them to other people’s.

Meet Donald

Donald was given a photoshoot to celebrate him turning 40! And he embraced the gift. Donald came to the studio where we spent some time taking new portraits for him. Although a little uneasy to start with, Donald relaxed as we talked about work, life, family and I got to know him a little bit better.

Donald is a lawyer with 15 years of commercial and civil litigation experience. He spends his time between Nigeria and the UK and also works as an advisor in international development. I took the opportunity to ask Donald some questions as well as having some of his portraits featured on this page.

How do you feel about age ?

When you ’ re younger you can’t wait to get old because you think you ’ re going to have all these amazing experiences.

Then you get to a certain point and realise that you ’ re older and you start to see that there is not an infinite amount of time available.

I think life is about this continuous balance between feeling you have too much time and the feeling you don't have enough of it.

How do you feel about the over 40s campaign?

I thought it was an interesting campaign. It was important to play a part and to reflect on the positives of coming to terms with the process of ageing.

What would you like to share about your business or personal story?

Confirming personally and wanting to share that it’s never over, there is always tomorrow, there is always a new day and opportunity for a new beginning.

It is always good to have a constant review of where you are and where you want to get to.

I think it’s important to take time out because everything changes, and so do we and time goes by It is important to reflect back

As a legal adviser in a commercial context and employment litigation, I have worked overseas and coming back to the UK has been a challenge at times. Being away from the country felt like being out of touch for a number of years and coming back took a bit of time to get up to speed. When things are difficult it is Important to look for help and support

Do you think the role of mentors or coaches is important?

Yes it is as well as having an idea of the type of support you need.

A buddy system can be helpful or speaking with colleagues that are at the same level as you and finding a way of supporting each other.

Sometimes it’s a colleague at a more advanced level with more experience that you can tap into and sometimes it has to be outside your organisation.

The starting point for this journey is understanding your own value system and developing a 360° vision to find the specific help you need.

How would you describe your style?

I am not as bold in my wardrobe as I am in the way I express myself in person! But feeling ‘dressed’ gets me into 'flow' & brings a quiet confidence. Wearing dresses slows me down slightly - and keeps me grounded. If I'm not wearing a dress you'll find me in gardening wear and walking boots - I have a long burgage (old Medieval) garden, and also run a family allotment

Profile

How do you feel about your age generally?

I do notice that younger people think differently - I love that!

I love their energy and I love learning from them!

When it comes to age I tend to think in terms of "Age and Stage" - so it becomes less about the number and more about what's Now and what are all the possibilities for what's Next.

I find that's much more positive as it brings a light to all the options!!

What do you hope will change in the way you feel about your age from taking part in the campaign?

It's all to be celebrated - we can only impact the things we have influence over ;)

What do you feel will change in the way others perceive this age group, from this campaign?

I'm hoping it helps to show that we all have something to offer

Whereas no one person has all the answers, those who are over 40 group have a lot of helpful questions!! And from there we can get creative...

What would you like to share about your business or personal story?

I coach young people who are already brilliant but who are often less than 100% sure that another path isn't "the right" path for them.

have built a deep understanding f my key values, and what it eans to live my life in line with hose values - and have xperienced how it feels to have hose values compromised.

“So now the power that ’Should’ used to hold over me is replaced with the knowledge that my decisions and actions are made in pursuance of the authentic future I know I want to create - for me, for my family and friendsand ultimately for my clients”..

o have support around you?

Having friends and family to support in all of life's Ups and Downs is important, just as I like to walk life's journey with them.

There's something about sharing the highs and the lows which connects us as human beings I would also include having my own coaches (yes, I have more than one!) - has been immensely helpful and eye-opening. It's great to be challenged/ reminded what's important to me/ held accountable for some of the things I know I want to be doing more of.

Meet Maggie

Meet Maggie. She is 49. I first met Maggie when she contacted me to have new branding photos for her website Maggie is a therapeutic counsellor and the founder of Sage London Counselling in London. She was born and raised in New York, and moved to London with her family in 2011. She is the mother of two children, ages 15 and 12.

Maggie is a former lawyer and a prosecutor in Manhattan and when relocated to London, she spent five years working in the City at a large insurance company. Maggie began retraining as therapeutic counsellor in 2017, and opened Sage in early 2022. Her approach to counselling is direct and interactive. "I saw a white space for a practice that was solution-driven”.

Profile

How do you feel about age?

My feelings about age have changed drastically since I changed careers.

For some context, I grew up with a mother who was deeply ashamed of the aging process. I didn't find out her actual age until I was in my 20s! She even knocked off a few years on my birth certificate.

I've accomplished more in my 40s than I did in my previous two decades. I genuinely think the options are limitless because I've shown myself that I have them.

I am not stuck. And neither are you!

Why did you take part in the over 40 campaign ?

I decided to take part in this campaign because I genuinely, honestly feel like life gets better as we age. Your tolerance for inauthentic, immature behaviour decreases, and you can take the reigns of your life and time. I want to tell other women that they can look at what's not working, and decide to do something different. If I did it, you can too!

I felt honoured to be asked to be a part of this campaign. What Laura has created here is simply remarkable. I am so grateful for this opportunity.

What would you like to share about your business or personal story?

The part of my personal story I really want to share involves trusting yourself. I knew, for several years, that I was deeply unhappy in my profession.

But I kept saying yes to jobs that were framed as "good opportunities" because I seriously thought making a change would be too difficult. It wasn't.

The hard part was deciding to start. After that, everything else fell into place. Also, you are allowed to say no to "good opportunities". That's the biggest lesson I've learned in all of this.

How important has it been to have support around you?

One challenge I faced during my career change was shutting out other voices. Some people, who likely had the best of intentions, were confounded by the changes I was making. They felt uncomfortable, and projected their discomfort onto me. People feel safe with the version of you that exists in their minds. When that version is challenged, they may question their OWN lives and choices, which can lead to some relationship difficulties!

“The upside is that people who have successfully navigated change will be your biggest cheerleaders. Cherish those relationships”

Support is SO important. As is a community. I could not live my life without the wonderful friends, schools, and community I have around me. My children also champion me, which is priceless. I'm lucky. But, as previously stated, not everyone deserves a seat at your table You're allowed to decide who gets one, and this gets so much easier with age.

Meet Maria H

Maria is 43 year, she is a mum and runs her own business after a career in the luxury hospitality world.

Maria joined the over 40s campaign after seeing it on Clapham Mums.

“I was born and raised in Sweden, to a big Cantonese-speaking loving family. I studied Hotel Management at Cesar Ritz Colleges Switzerland.

In the past 17 years, I have obtained significant experience in luxury hotels and private members club for families, where I’ve developed lifetime skills in Personal Assistance, Executive Assistance, Office Management, and Meetings & Events Planning.

Besides this, one of my greatest achievements in life is becoming a mum to our 7 years young content girl.

Profile

“Motherhood has tested all my qualities to prove that being confident, organised and positive is the key to success.

3 years ago, I started my first-ever working relationship with my first client. It was so surreal but true. I thought to myself, how could all this happen after a few brainstorming sessions during the covid lockdown.”

“I was genuinely restless about being on furlough and not knowing when I could resume my Executive Assistant role at the London EDITION Hotel in Fitzrovia. I said to my partner “I have nothing to lose and will create a project”!

A couple of months later, in October 2020 “Maria Lifestyle PA” was born. It was all created in a playful way – learning by playing!

I truly believe Maria Lifestyle PA services can enhance individuals' lifestyles, my passion is in helping professionals. “A step towards a better lifestyle” and “Buy some time and spend it with people you love most” are my two mottos and what matters to me.

Currently, I’m adding the element of “wellness” under Maria Lifestyle PA’s umbrella I qualified as a Vinyasa Yoga teacher in September 2023. I strongly believe mind and body practises can add value in our day to day lifestyle.

How do you feel about age?

I believe age is just a number. Life is what you are making it to. Believe in yourself, and the sky is your limit.

Why did you decide to take part in the campaign?

The campaign really spoke to me as I thought, the “Maria Lifestyle PA” chapter started when I was 40. I wanted to mark and remember it with lovely pictures. Besides, Laura is a lovely lady to work with!

The entire campaign is so much fun, the photoshoot session was a pleasure and entertaining. I really look forward to meeting the other participants in this campaign.

What would you like to share about your business or personal story?

At the start of “Maria Lifestyle PA” the main challenge was to connect with potential clients during the lockdown period.

However, I tried various online platforms/pages, and they proved positive outcomes.

It is so important to have support around us when starting a small business. Especially, when it’s just one person running the show. Having supportive humans and communities around means the world to me!

Meet Soledad

Meet Soledad, a senior Business Manager working in civil engineering and currently completing the final stages on the Crossrail project, or otherwise known now as “the Elizabeth Line”.

Soledad was gifted the photoshoot on the occasion of her 50th from her husband and daughter.

Soledad is a keen traveller, she enjoys adventure, camping, hiking and visiting new countries. Originally from Chile she now lives in London with her husband and daughter.

Profile

How do you feel about age?

“I am happy I turned 50 and I feel great and very comfortable, since age has never been an issue for me.”

What would you like to share about your business or personal story?

I feel very satisfied as a mum, as a wife and as a professional.

It has not been an easy ride, but women have an amazing resilience that is what keeps us going forward.

The key is to keep the balance, focus on the important things and never give up.

What has been a challenge for you and how did you overcome it?

The biggest challenge for me h been working in construction which is a male oriented workplace and also in different countries around the world. I have not only needed to prove myself as a good professional but as a woman as well.

However this has taught me tha no matter where I am or with whom I work, I am proud to be woman giving the best of me a a professional and as a person

How important has it been to have support around you?

I think the main support in my life has been my family, but since I am away from my home country I don't have that essential support from my parents and sisters which is the most I miss. Coincidentally my sisters have been in the same situation, one living in France and the other one living in different countries Australia, Indonesia and now in Canada. So we have supported each other by having continuous contact and staying close on our life experiences. However my husband has been a great pillar and we are blessed with our daughter.

Ben is the Founder of The Decision-Making Studio, a boutique consultancy about empowering decisions under uncertainty.

Ben turned 50 earlier this year and as a milestone that caused a moment of of reflection. Originally from Canada Ben has lived and worked in London for the past 20 years. Ben hosts a podcast All Things Risk, where he speaks regularly with people who turn the theory into practice. One of his favourite episodes is with Nathan and Susannah Furr who discuss the 'Upside of Uncertainty'.

How do you feel about age?

There are two sides to how I feel about age. On the one hand, I think we obsess about age too much as a society, and I certainly don't 'feel' my age (I feel much younger!). I think we can all do things to maintain a more youthful outlook - from our mindset, to trying new things, to how we move and maintain our physical and mental health. Those are all things I try to do

On the other hand, I think the process of aging can lead to some very healthy reflections. In the past year or two and in part because of the loss of my father, it has served me as a reminder that life is indeed short. That it is very important to do things that are meaningful to us. And not put off some of things that we might have always wanted to do. Ageing can compel you to do those things.

Why did you take part in the campaign?

I really liked the concept and thought it would be nice - and an opportunity - to share some reflections.

We often forget that by the time we are 40, we will have accumulated a huge amount of life experience but that we also have lots of life ahead of us. It's important to celebrate and acknowledge this period in our lives because for many, our 40s and 50s can be difficult.

We have to deal with many competing pressures. We may feel like we have lost our way or given up on some dreams. We may have to deal with family issues from our children to ageing parents, and possibly much more. However, there is a lot to recognise and celebrate.

What would you like to share about your business or personal story?

This year, I finally decided to quit my safe and comfortable corporate job to launch my own consultancy

I launched "The DecisionMaking Studio", my business that is all about helping individuals and organisations get better at decision-making.

This wasn't an easy decision of course. However, the techniques I developed and used - which I have accumulated over the years in my career - I have found to be very valuable and I want to share them.

What has been a challenge for you and how did you overcome it?

I grew up in an immigrant family in Canada (my family moved there from Argentina in the 1970s) and certainly didn't grow up surrounded by riches!

I think what I have learned and applied over the years is:

1) take advantage of the opportunities that are presented to you

When I was growing up that meant taking advantage of an opportunity to travel or experience something new. Later in professional life, to volunteer for opportunities that might have stretched me out because I realised I could benefit immensely from them. In this sense, challenges are good, especially those we create for ourselves.

2) While taking advantage of opportunities, protecting your 'downside' the best you can is important.

So, avoid getting into too much debt and make sure you aren't planning around a 'best case ' scenario only.

Based on these 2 things, I have founds loads of opportunities that had limited downsides and lots of potential benefits. This all sounds very simple and it is in theory, harder in practice.

How important has it been to have support around you?

I have been very fortunate to have had very supportive friends, family and colleagues over the years. It's different for everyone but we can all cultivate that type of environment and I think it starts by providing others with the type of support you want to have.

Profile

Marianna has run a tax law firm for 10 years, first as Marketing Director and then as Managing Partner. In 2021 she launched WOW - Women of Worth in London to support women in business, fast-tracking their growth and creating a business cultural bridge between London and Italy. This has now fully evolved into the "WOW Marketing Spa and Club".

“I love it as it is an opportunity to meet brilliant and like-minded entrepreneurs and professionals in London”.

How do you feel about age?

I see ageing as an opportunity to be something new or different, a transformation of our essence into our potential. However I cannot deny that it scares me sometimes. I feel in the last ten years, time is ticking faster and faster.

Approaching my 50s, I'm realising that ageing is actually a fantastic journey and a privilege to be able to shape my life true to my purpose. When you have less time, your vision becomes clearer, and you make quicker decisions; you do not wish to "waste your time" anymore. It's the best time to appreciate life, be grateful for it and embrace the evolution of our being

Why did you take part in the over 40 campaign?

With my platform, WOW Women Of Worth, we share stories of women in business. Our mission is to inspire women to go beyond their comfort zone and build confidence; I felt it was my turn to share my story, to share more about the person behind the scenes. The team, the community, and clients may see me as a balanced and confident leader, but I have flaws, doubts and ups and downs, as we all do. I am happy to "undress" from that role and show who I am beyond that Maybe it could inspire someone else

In the marketing world everything has to look great and be beautiful, I want to share the idea that greatness comes from imperfection, mistakes and failures and if, for the majority of people, age is the falling sun, I see it as the time to shine!

How did you feel about the campaign?

I think it's a great idea, and will be fun to see what the " over 40 generation" thinks and does these days

I would expect to see and hear stories and examples of calmer experiences and spaces from my generation, where hopes, dreams and ambitions are expressed at a slower pace.

I feel our generation has the responsibility to share our experiences, mistakes and successes & to continue dreaming. I feel that this campaign can open a dialogue between generations.

This is a topic that is very important for the times we are living in.

Part of the WOW philosophy embraces the benefit of drawing inspiration from those in our network and community rather than being influenced to imitate them. I feel this campaign can allow a generation with lived experience to offer inspiration to younger generations who can take what they need from it and form their own unique stories

What has been a challenge for you and how did you overcome it?

My main challenge has been to say " no " at some point I am naturally a pleaser and in my early years, I tended to provide advice and support to clients, sometimes without even charging.

I had to work hard on believing more in my skills and understanding that if someone cannot afford or does not want to pay your fees (for any reason), it is not because you are worthless

I realised it was not fair for me to say yes to help them and not charge. I was disrespecting not only myself but also my family, who invested in me. I still enjoy providing tips and support but have learned to set boundaries, which makes me feel respected, free and happy. I have embraced the transformation to be myself and now feel settled and at peace with myself

How important has it been to have support around you?

Life is a journey, when we stop, we are finished. It can be exhausting and look unsustainable, and that is when you need your supporters around; people to celebrate the good times and share the bad times with. I have to thank mine as they make me feel important. I wish all to find the right supporters and to 'WOW' during their ageing and transformational journey To find out more about WOW check out www.wearewowwomen.com.

TtMTanna recently turned 50 and she wanted to update her professional photos and also celebrate the milestone. She joined the campaign after seeing it on Linkedin and it resonated with her.

Tanna Swan is the Company Director at Stretch Recruitment.

After 15+ years of working for the best companies in hospitality recruitment, she decided in 2020 that it was time to venture out on her own and chart her own course.

“I am so very happy that I did! It was frightening and I wasn't ’ready’ with a fully formed business plan. Rather a fully cooked desire to stretch myself beyond what I had done to date. Hence, the name of my business: Stretch Recruitment”.

How do you feel about age?

“I am loving 50!

I am confident in my body and know my mind better than at any other time in my life.

Although I can be quite fuddy headed, I am old enough to forgive my forgetfulness, which is a more peaceful state of mind than perhaps I had when I was younger.

I wear me well.”

What do you hope will change in the way you feel about your age from taking part in the campaign?

I hope to feel more honestly presented in my professional photos. Genuine.

I adore the hospitality industry and am blessed to know so many of its wonderfully talented people but as all of my professional photos were at least ten years old, I felt the need when reaching 50 to update them.

I want my profile to present the authentic Tanna Swann to them

What would you like to share with others?

Staying active both physically and mentally has always been important to me and even more so now that I am fifty. I think it serves me well

I try to keep stretching my comfort zone in order to (hopefully) gracefully turn the next chapters of my life.

And I am both proud of my achievements and blessed by being surrounded by loving family and friends.

What would you like to share about your business or personal story?

“An American in London. It is a bit of cliché but I came here for a working holiday and never went back. I met the man, learned to travel, fell in love (with the man, the industry and the travel) and so stayed.

I moved from operations into recruitment back in 2005 and from then have grown my network and industry understanding as best as I know how”.

What would you like to share about your business or personal story?

Fighting the imposter syndrome over an entire lifetime- such a waste of energy!

I overcome it by stepping out of my comfort zone often and when I succeed, acknowledging the success. Learning that I am enough makes being me so much more enjoyable!

Meet Pinky

Pinky is the creator of Pinky Laing jackets, a brand that has been making velvet military Napoleonic jackets for more than 10 years

Inspired by her father who served in the British Army, Pinky was always fascinated in the design, fabrics and trimmings associated with uniforms. She started by customising outfits for friends attending events and festivals and later evolved into a business of making beautifully crafted pieces which have been worn by pop stars, celebrities and party people all over the world over the last ten years.

Profile

How do you feel about age?

“I think that age is actually just a number and its much more about how you feel about yourself.

Needless to say, I feel young, certainly in spirit. I remember being a teenager and wishing endlessly that I was older, now I constantly wish I was younger... ”

Why did you take part in the over 40 campaign ?

Most of my friends are in their 40s and doing incredible things, having incredible careers and are being successful in all manners of ways. I think that becoming 40 should be celebrated - at 40 I think you are officially a grown up!

How did you feel about the campaign?

It is always an honour to be part of a group of strong women, so I feel very touched to be included. Thank you Laura for getting us all together!

What would you like to share about your personal story?

I spent my 20's and 30's until recently working in PR and marketing while creating bespoke military jackets for extremely fun people to look great at parties and festivals all over the world.

More recently my life goals changed and I set up a purpose led business after studying sustainability;

I saw how much textile waste my own factory produced and wanted to do something about it

Remnant Revolution was born as an idea and a CIC that saves unwanted fabric from landfill in the UK. While at the same time building women led communities to sew homeware products from the remnant fabric with profits supporting women and children charities. I am building a business to tackle fabric waste and with a purpose that feels much more aligned to my current stage of life.

What has been a challenge for you and how did you overcome it?

It is always a challenge to find the right balance of being a present and committed mother to 3 young children, whilst running a business. Both need a lot of attention.

I am in awe of women who can do both successfully whilst still having some sanity left by 9pm!!

How important has it been to have support around you?

I think that support is something that goes hand in hand with great friendships. I am beyond lucky to have so many strong, independent, clever (and funny) friends around me in my world This year in particular as I moved back from Munich after 10 years and had some left hand turns in life, I felt incredibly supported by my friends. Women are particularly good at supporting other women and wonderful things come from strong women led groups!

Meet Beatrice

Beatrice was the first person to join the over 40s campaign. She got in touch as she was looking to create a number of brand images for her business.

A woman in business and a busy mum, Beatrice finds the time to connect with her clients, grow her business and look after her two daughters.

Profile

I have loved reading more about her in her Linkedin Bio, which I love. She talks about being a role model for her daughters and being married to a fantastic man

How do you feel about age?

Age can be a sensitive topic for many, especially when it comes to professional success and entrepreneurship.

But for me, it feels that being older brings a wealth of experience and knowledge that can be valuable in running a business.

While others may feel that being younger brings a fresh perspective and the ability to adapt quickly to new technologies and trends

As a 37-year-old female small business owner, I have a unique perspective on age and how it relates to my business. I'm confident in my abilities and experience, but still learning and growing as a business owner.

Ultimately, age is just a number, and what matters most is one ' s passion, dedication, and willingness to learn and adapt to new challenges and opportunities.

Why did you take part in the over 40 campaign ?

“I loved the concept and what Laura wanted to achieve with such a great pool of amazing human beings.

The over 40 campaign created an avenue where I could share my own story or experiences related to breaking down age-related stereotypes and embracing my age. By participating in the campaign, I'm helping to raise awareness and promote positive perceptions of ageing, which can have a positive impact on individuals, businesses, and society as a whole.

The campaign promotes the idea that being over 40 is not a limitation, but rather an opportunity to redefine oneself and achieve new goals.

How did you feel about the campaign?

The over 40 campaign was a way to connect with like-minded individuals and promote positive change in society.

What would you like to share about your personal story?

The reason why I started my business in operations was to be able to give my children the life I never had growing up.

This means being able to travel anywhere we want on our time without the need of booking holidays in advance.

My parents worked too hard almost every day to provide for our basic needs, so we hardly went on holiday.

I haven't been able to make this happen yet but I'm on the right path. Also, to be able to help small online businesses to get their back end in order without having to reinvent the wheel every time

What has been a challenge for you and how did you overcome it?

Time management has been a challenge for me as a small business owner, a mother to 3 under 6 and a wife.

Oftentimes I have to wear multiple hats and have to juggle various tasks, which then leads to burnout and a lack of work-life balance.

I have been able to overcome this, by prioritising tasks, delegating responsibilities when possible, and setting realistic deadlines.

How important has it been to have support around you?

It takes a village to be able to run a business and still maintain my home

Having the support means I'm able to be there for my kids when needed as well as businesses that need my help and expertise.

Meet Reuben

Reuben is 52. He is a surveyor and has been running his own business for the last 10 years. Reuben is the most warm and friendly person you'll ever meet. He is a natural empath but also committed to building connections based on our true self and our true values.

Profile

How do you feel about age?

On the downside, getting older is challenging - weathering fears of illness, dying, life being different to expectations, slower recovery, harder to lose weight, and not having enough work-life balance.

The upsides are – having better resources personally, professionally, emotionally and really breaking the spell of being a work slave and having more fun myself and with my wife, daughter and friends and family.

Why did you take part in the over 40 campaign ?

‘I wanted to support your creative and inspiring work.’

How did you feel about the campaign?

I am curious about the challenges, success and journeys of ageing.

What would you like to share about your personal story?

I have swam against the tide in my business and personal journey and the two biggest examples of this are –

Firstly, shockingly my 4 year old son drowned on a family holiday in 2005 and I have managed thanks to the love of my wife Kathy, daughter Jemima, therapy, friends and family.

Secondly I had a hard time at school as I have dyslexia. I left school with 1 A-level, 2 decades later, I got on to a masters in my early 40s and retrained as a chartered surveyor and property valuer. I passed all the assessments for the first time and got a distinction.

What has been a challenge for you and how did you overcome it?

I think I have answered with loving support and deep determination to succeed.

How important has it been to have support around you?

After self-love/support this is the central theme.

Meet Katy

I first met Katy when we were both doing the famous “Tess Swann Bootcamp ” on Wandsworth Common. Then she came to one my charity photography events where I got to meet her 2 sons. We kept in touch and when I started the over 40s campaign, Katy said that she wanted to join. I was delighted and I had a great experience photographing Katy.

Profile

How do you feel about age?

I have always looked young for my age which was a disadvantage in my 20s, as I was not taken seriously. But it has become much more appealing in my 40s and 50s!

Ageing is a natural process and anyone can look beautiful at any age if they look after themselves and show their inner beauty.

Why did you take part in the over 40 campaign ?

I was brought up to not make a fuss, nor show off in any way, so being the centre of attention was completely out of my comfort zone. I was lacking in confidence as I moved into my 50s and have always been self-conscious in front of a camera. It was a great opportunity to let go of this anxiety in a very relaxed environment with such a friendly and professional photographer and make-up artist.

How did you feel about the campaign?

It completely overwhelmed me by its professionalism and confidence building It is an excellent campaign, which should be undertaken by everyone!

What would you like to share about your personal story?

I started work at 16 for a friend who had set up a guided tour business.

Since then, I have had a varied career including working for Burkes' Peerage, the Sainsbury family, the Connaught Hotel, a relocation agency, a publishing house, a law firm and I also designed part of the multimillion refurbishment of the Savoy Hotel.

This broad range of employment has enriched my life and enabled me to become more flexible in the work environment.

What has been a challenge for you and how did you overcome it?

My husband became very ill when our teenage sons were babies. It was challenging to maintain the joy, happiness and enthusiasm you need to show to your small children, while struggling with the anxiety generated, while caring for your spouse. After many years, he recovered and the experience has left us all closer, stronger and more resilient.

In 2019 I enrolled at London Metropolitan University to study BA Textile Design It all started well until the pandemic completely shut down the teaching and access to printing studios. It was a challenge to design, print and produce creative pieces from a table in my bedroom, using minimal domestic art supplies but it altered the way I approach and ultimately solve difficult problems.

How important has it been to have support around you?

Extremely important. It is reassuring to know that people you love are there for you through the good times and the bad.

Meet Bronwen

I met Bronwen in 2018 when we were both part of a business group

We bonded over business meetings, coffee and chats Bronwen is an opera singer, from Australia who lives in England, with her husband, 2 dogs and 2 cats. Thanks to her the world of classical and opera music opened to me and all of us in the business group, such a gift! I asked Bronwen if she wanted to be part of the over 40s campaign and I was delighted that she said yes!

Profile

How do you feel about age?

I've become more and more comfortable with age in the last few years, but there is still a stigma around ageing particularly for women. So this comfort is balanced with occasional feelings of defensiveness when people ask my age, or a misplaced sense of satisfaction when people say, oh you don't look that old!

Why did you take part in the over 40 campaign ?

Laura takes great photos that capture the personality of her subjects. When I needed new headshots to use for my professional profiles, I knew she would create interesting images full of life and not standard portraits.

How did you feel about the campaign?

The campaign is a great way to bring age back into the conversation as a positive thing

What would you like to share about your personal story?

I set up Rogue Opera in 2017 at the age of 41, having retrained as an opera singer at the ' very late' age of 34.

In an industry that often only recognises and rewards young singers at the start of their careers, I decided instead to create my own company and work, bringing opera out of the traditional theatres to new audiences and spaces.

My years of experience as an events and marketing manager have been invaluable in growing my company, and my years of life experience certainly contribute to my capability as a performer and director.

What has been a challenge for you and how did you overcome it?

The Covid Pandemic prevented live performances for almost two years – a huge challenge to my growing company. I had to pivot and learn a whole new skillset to set up a livestreaming opera performance and education platform.

Broadcast from my living room studio, the Rogue Opera VIP pass brought a weekly show to subscribers, with curated live performances of arias, setting the music in the context of the characters, stories and music, recorded excerpts from singers and a history and music terminology segment to demystify opera for nonopera audiences.

This kept the business visible, opened doors to new audiences and opportunities and provided work to a pool of over 50 professional freelance opera singers.

How important has it been to have support around you?

Invaluable! Connecting, collaborating, sharing with and being inspired by people is the key to any successful business.

Meet Guy

I met Guy Murgatroyd via Bronwen and Rogue Opera as they work together as part of it. Guy is the musical director for Rogue Opera and is also a vocal coach and writer on music Whilst performing as a soloist and with singers, Guy has expanded his career as a Performance Coach at the Sixth Form Farnborough College and also works for the charity Live Music Now. Guy plans to grow his performance career internationally, record his first solo album and branch out into conducting and composing.

Profile

How do you feel about age?

It's a mixed bag for me. If I dwell too much on the fact that each year is passing by steadily by then it can be a challenge to stay positive.

However on the flip side I am increasingly proud of who I have become over the years and I understand that I could never have been this person at any other age. So I like to remind myself every year that it is a once in a lifetime joy to be the wonderful age that I am

Why did you take part in the over 40 campaign ?

Laura was recommended to me by my colleague Bronwen, also part of this campaign for over 40s! She has been lucky enough to have many different photo shoots with her over the years and they always looked super high quality and original when I saw them. When I was searching for new professional shots this recommendation was exactly what I needed!

How did you feel about the campaign?

I think it's a great idea because I have many wonderful friends and colleagues in their 40s and the more I get to know these people the more I understand just how incredibly young this age actually is. Life seems to have barely begun at 40. Society and traditional career models feed you the idea that it's 'old' but I feel that this is actually complete garbage. I do think attitudes to higher age categories are getting better these days but it is taking its time for this change to happen.

What would you like to share about your personal story?

Music is an incredible natural resource It gives all of us instant access to an area of the emotional psyche that is kept locked in a cage deep within us much of the time. When you get married, lose a relative, hear you ' ve passed an exam, go through a break-up or just make it to another Friday what do you do?

Put on your favourite music and enjoy accessing an extra level of humanitarian comfort (whatever type of music you are into).

I am a musician because I love to share this power with people It's therapy for the soul and it allows you to see and understand more about life than just surviving the everyday. If one person feels something by even just a single note at one of my concerts then I have done my job. It is impossible for me to imagine doing anything else.

What has been a challenge for you and how did you overcome it?

As a creative I have been plagued by perfectionism all my life as you might expect.

With planning and assistance it is possible to cope with this in rehearsals and during performances.

However it is particularly hard to fight through in the areas of my career that I am not so gifted at.

For me this is the entrepreneurial activities that come with being freelance such as networking and marketing. I often do not push my activities in these areas as hard as I know I can because I do not want to 'get it wrong ' .

But of course the biggest lesson I have almost daily is the acceptance that it is truly better to do a lot of things and get some of them wrong than to do nothing on the off chance that some of this 'nothing' is wrong.

How important has it been to have support around you?

In post-covid lockdowns people have found it harder to connect with each other than before, especially with strangers.

However we all also feel the need to connect more than ever to heal and grow from that collective traumatic experience.

For me personally any kind of community is essential no matter what we are going through and where ever we are in life.

I love time on my own but so many of my bigger ideas and endeavours would not ever see the light of day without some sort of community

For example, as a musician you still need someone to take high quality photos, someone to run your website, someone to get business coaching from, colleagues to perform with, friends to relax with post-show

Even though I have a lot of responsibility to myself in my work I could never do it all on my own

Profile

The reason she wanted to be a part of it was because “ very honestly I want to share with the world that my 40s have been the best phase of my life! I am at a state of peace with myself and I embrace my life and my age as a gift to be enjoyed. Don't be afraid, 40s are truly a good place to be!”.

This is a great project that spreads positivity about one ' s age and oneself. Really happy to be part of it.

What do you feel will change in the way others perceive this age group, from this campaign?

My message to all: Look forward to your 40s. Embrace your age, embrace yourself and embark on this next exciting phase of your life!

How do you feel about age?

I have always embraced my 40s, as I feel all these years have made me what I am: Someone at peace with myself. I don't have to pursue perfection in life, I am good, just the way I am and that is good enough. I am a good mother, partner, daughter, friend and professional. And this project celebrates that about all people.

What has been a challenge and how did you overcome it?

Changing my career in my 30s was a huge milestone in my life. It took me years to come to this decision but once taken, I never looked back I would like to share with all: follow your gut instinct and do what you enjoy and what you are happy with.. in any aspect of life.

How important has it been to have support around you?

My partner, children, extended family and friends...

They are vital and essential in my life. I always compare them to my solar system, with my children being the centre of it

. But besides that, it is important for me to preserve "Anu" in me.

It’s how I entered this world and how I will leave it eventually... so I do need to look after her and keep her happy. Along with being a parent, partner, child, friend, professional... always look after the "You" in you!

Meet Catherine

brand become more distinguished over the years.

Profile

How do you feel about age?

I have come to terms with my age and I really enjoy the confidence that comes with being a bit older. I wish I could give some of that to my 20-year-old self. I feel I can now relax and enjoy life without worrying about what people think of me, and really go for my goals without the anxiety that crippled me in my 20s and 30s

Why did you take part in the over 40 campaign?

I met Laura in a business group we were both members of. She has taken my portraits and has also done headshots for my team. I have felt every time looked after even if posing for photos doesn't come naturally to me

How do you feel about the campaign?

I’ve really enjoyed being part of the campaign and found it very empowering.

What would you like to share about your business or personal story

After working in the city ever since I graduated from my masters in 2000, I worked in finance as a fund manager and stockbroker.

That was what I had done for many years before setting up my own wealth management practice and running my own business.

I really enjoy working for myself after decades of working in the corporate world.

What has been a challenge and how did you overcome it?

One of the biggest challenges I faced in recent years has been the identity of my business, or lack of it! I’m part of a very large network, Saint James Place and potential clients have always assumed I was an employee, whereas I have my own business within Saint James Place. I launched the re-branding campaign last year and used Laura to help me create an identity in photographs, while I set up my website incorporating my values, introducing my team, and defining the value I can add for my clients. This has been a tremendous success. So thanks very much Laura!

How important has it been to have support around you?

I find my support networks invaluable I have my business networking group where we meet every week I have a peer network group where we share best practice and business ideas and most importantly, I have my practice manager and my team who I couldn’t do without!

Profile

How do you feel about age?

I'm too conscious of it! I think we live at a time when ageing is complicated (rather than natural and inevitable), especially for women. Our attitudes to ageing here in the West are not so healthy in my view

Why did you take part in the over 40 campaign or had a photoshoot with Laura?

I needed to get some up-to-date photos taken for my website and wanted to be a bit more creative with them than previously. I found Laura online and I just sensed she'd be perfect for what I was after! She was.

How do you feel about this campaign?

It's a great idea – the more celebration there is about ageing well, the better, as far as I'm concerned!

What would you like to share about your business or personal story?

After a long and successful career as a Board Director at one of London's classical music agencies, I made the decision in my mid-forties to re-train as an executive/leadership coach. I now work with orchestras, musicians and management to support them to be the best they can be. I love every minute of it and truly believe I'm making a positive difference

What has been a challenge for you and how did you overcome it?

I was diagnosed with early stage breast cancer at the end of 2022. After two surgeries and radiotherapy the prognosis is good but it's a wake-up call that we ' re not invincible. And a great reminder that it's important to spend time with people we love and to do work we love.

SHIMILIMEARS.COM

How important has it been to have support around you

100%. Family and friends are superimportant to me. I feel very lucky to have some wonderful and generous people around me.

To find out more about Trudy, you can visit her website

https://trudywright co uk/

CONTACT

For enquiries get in touch directly with Laura on 07934799100 or photography@shimilimears com

07934788199

@lauraphotographylondon photography@shimilimears.com

https://shimilimears.com/