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Ruby Assembly readers, I hope you are as excited as we are. We are so delighted we’re clicking our ruby red shiny heels in glee – this week our Business Ninja is none other than the Melbourne blogging celebrity that is Esme and the Laneway. The perfect mix of effortless vintage Melbourne style encapsulated in her earnest, honest blog, Esme represents the underground movement towards old-is-new style done in a feminine, original fashion. So please, make sure to subscribe to Esme and the Laneway and find out what makes this celebrity blogger inspired! Thankyou for this great interview Esme.

1. What makes your blog magical, setting you apart from other competitors?

I don’t know if it is magical – although I want it to be! I think what sets any one blog apart from another is honesty; if the blogger posts about what is honestly interesting to them at that moment, then that – hopefully! – shows.

2. What are your maddest ‘ninja skillz’?

Haha ninja skills! Awesome! Hmm, I am very much a night owl, so I can stay up really late – I don’t know if this is only useful for working, though! I have lots of energy for things I am interested in, so taking photographs is usually a real joy, even if it is cold and awkward and generally all a bit hard… Oh, and I can pick songs form the first few seconds… great for pub quizzes, then.

3. How did your lightbulb moment in creating your business/blog come about?

I think it was more of a row of fairy lights; lots of little moments that added up to me finally clicking publish on that first blog post.

4. What is your earliest memory?

I swear I remember my first few hours after being born, at the hospital, but then I am pretty imaginative, too… hmm. Leaving my paternal grandparents house, I think, and seeing the lush park at the end of the road. Oh, and walking to primary school on my first day, and walking past all these tall 18th and 19th century buildings, that didn’t end and have roofs but just blurred off into the sky – from my 4 year old view point, anyway 🙂

5. What would your last meal be?

I have a craving for chocolate mousse at the moment, so that would have to be on there!

6. What is your best tip for recruiting staff or choosing business partners/associates?

Well I haven’t had to do this for my blog, of course 🙂 But I have worked on shoots and projects with other people, for my blog and for other outside projects, and I really think that personality is way more important than skill. Sure, you want them to be great at what they are doing, but I think it is even more important that you get on well with them, and that you can like and respect each other… as this means you enjoy whatever it is you are doing, and that’s essential if deadlines are tight and so on!

7. What is your favourite sound?

Oh, how to choose?! The sound of fruit bats when they swoop over head. The sounds crows make. My partner returning with a much wanted coffee for me 🙂

8. Who would you like to invite to dinner?

Today, I would like to invite PJ Harvey, Adalita Srsen, Florence Welch, Karen Elson and Sarah Sophie Flicker. There’d be a bunch of amazing guitars for us, too! I think I could have a week of these dinners with fantasy guests, and it wouldn’t scratch the surface. Isn’t everyone like that? And of course tomorrow the guest list would be different..!