She’s Glasgow’s darling with the tangerine hair. She’s Sheri Scott, better known as Forever Yours Betty. On her little corner of the internet, you will find excellent fashion and beauty articles, pieces on business, and loads of lifestyle posts.
I had the opportunity to talk to Sheri about how she got her start in fashion and business and how her blog has evolved over the years.
SZ :: I understand that Forever Yours Betty started as a vintage pop up shop in 2011. What can you tell me about that? How did you make the transition from shop to blog?
SS:: Yes it’s true! Betty first started life 7 odd years ago. Me and my friends decided to start a side hustle in the shape of a vintage store, selling mainly online and at fayres. Our main point of difference was every item had a story; where it was worn, who it was worn with, basically fictitious tales of a timeless socialite named Betty, Betty Swollocks! You know, since the stories were bollocks!
When we stopped selling vintage after uni and our lives got in the way, I decided I was gonna keep the blog and rebranded as “Forever Yours Betty”. That was what we signed each story off with, so it felt like a natural progression as a lot of people began to refer to me as ‘Betty’. At the time I was working in retail after studying communication mass media at university. Being dyslexic it became very clear to me that the longer I went without writing, the worse my abilities got. Little did I know, that off the cuff decision to keep going with the blog and create my own little slice of the internet would actually change my life forever.
SZ :: What did you do for a living to make ends meet during your early blogging days?
SS :: My background is retail with a brass neck. When I started, I was full time in Vivienne Westwood and was lucky that it was a franchise so I could take advantage of opportunities a brand like that can do for you. I asked to be in charge or press loans, done a lot of personal styling, creating relationships with local journalists and put on regular events. Soon I was head hunted to relaunch Biba in House of Fraser, which felt kismet since I had been collecting vintage Biba for years. I utilised the same skills then too, getting people excited about the brand and creating loads of activity. Frasers hadn’t had anyone in the PR and Events position for years, so I asked for it. After being turned down more times I can count they finally gave in and said yes, so that was my first job off the shop floor. It gave me a retail first approach which I feel has been invaluable in my career so far.
SZ :: How has the blog evolved over the years? If you were to compare the blog now to the blog in 2012, what would be the most noticeable differences?
SS :: Oh absolutely. I’d say mainly my writing but my general interests and writing topics too. When I started it was all about my personal style, vintage and Glasgow, but now I talk about literally anything that interests me. There’s a lot more business chat, mental health and opinion pieces included in the blog, but it’s more spaced out since instagram has grown into more of a micro blogging platform. I basically see my blog as a place on the internet I can call my own. There is no wrong topic, if it interests me and I have something to say about it then I’ll write about it.
SZ :: You blog about a wide variety of topics. What is your favourite thing to blog about?
SZ :: What sorts of things do you feel are off limits when it comes to your blog?
SS :: I am open about 80% of my life, but I guess keep 20% for me. Usually, that’s my relationship but to be honest I remember years and years ago writing about heart ache so I guess if I am feeling it it’s just as much therapy for me to get it out there. I’ll only post what feels right but am an open book when followers get in touch asking questions. If there’s something that wouldn’t exactly fit on foreveryoursbetty.com, it may work for Fashion Fix Daily. I feel like me on social media is an ‘extra’ version of myself. It’s an extension of me but there’s certainly pieces of me I keep just for me.
SZ :: Do you have any posts that you have written over the years that still stand out in your mind?
SS :: The one about Social Media anxiety did really well, as did the one about failure, the negativity diet or my petition to let dogs on the Glasgow Subway! Recently though posts about working freelance and handling the pressures of creating a personal brand seem to resonate with people, which is a great feeling.
SZ :: What has been your favourite collaboration to date? What do you enjoy most about collaborating or working with clients?
SS :: That’s a tough one. There’s been so many, perhaps Visit Florida as I got to travel with my bestie and our partners in a road trip adventure! On a client side I’ve been working alongside American sportswear company GANT for years as their outreach specialist, travelling to their head offices around the world with the team I work with at McGarry Fashions. Whether it’s a collaboration for my blog / instagram or a client for my PR / Outreach consultancy, I need to feel passionate about the brand or message. I enjoy when I see brands Ive worked with do exciting things or grow, you can’t help but feel apart of it.
What is your dream collaboration?
SS :: The dream? Well, the dream to one day design an eyewear collection with an eyewear brand. And it feels like i am not far off! This month, the campaign I shot with IOLLA gets launched promoting their new eyewear wardrobes. I have been a huge fan of theirs since their doors opened so it’s amazing to see my face fronting the new campaign. I’ll be hosting styling events in their showrooms helping customers pick their own eyewear wardrobes. The shop floor is where I started so I really do enjoy events where I can work with and style people again!
SZ :: How do you think that Instagram has changed the game for influencers?
SS :: It feels a lot more stressful since the implementation of the algorithm, but since the reading of actual blogs has diminished significantly it is a necessity to stay connected to your audience. I absolutely love creating images, but at times Instagram – and the people of it – can really suck it out of you. There is a huge rise in accounts falling for the ‘instagram aesthetic’, creating pressure to have a full blown shoot (and face-tune-athon) from simple things like getting pizza or going to the cinema. This is where I start to question the social responsibility of thinking carefully what we are sharing and what we are teaching the younger generation growing up with this idea of perfection. For me, I like to create fun, colourful content, celebrating personal style and artistic editing. Sure, my face is edited, but I always have a true unfiltered stories to counteract the shop window that is my feed.
SZ :: Do you consider yourself to be a feminist? How do you define feminism? What does feminism mean to you?
SS :: Absolutely. Shoudn’t we all be? I think people who are scared or threatened by the word feminism don’t actually know what it means. To me, it means equality in every sense of the word. It is normalising things that should already be normal. Teaching both girls and boys about periods, masterbation, consent, privilege. We have bought our girls up to have shame in themselves but also pander to the male ego, and that’s not bashing, it’s just facts. You can have ambition, but not too much. You should aim to be successful but not too successful. I remember talking with people when I was single about men being threatened by what I do, and the response I got was basically nodding heads saying yea, that’s tough cos you must emasculate them, poor them. It’s disgusting that as a women you can’t celebrate your mind without being big headed or your body without being a slut.
Whatever you want to actually call it, there’s no denying that the problems with gender equality. There are issues across the board like the fact we are still reinforcing young boys that they need to be hard and tough, to be a man. We all need to do better. All of us, both men and women together to fix it.
SZ :: What is the most valuable lesson that you have learned as a freelancer and a blogger?
SS :: To trust myself and that I do actually know what I am doing, no matter what my impostor syndrome or anxiety says. Actually ask yourself what makes you happy and define what success means to you, everything else will fall into place. Don’t pigeonhole yourself or your business and it’s cheesy but 9 times out of 10, your gut knows the answer.