Jess Graves

"To meet Jess is to encounter a life lived in full colour. Whip smart and searingly savvy with a touch of the naughtiest humour, above all she is a woman who believes in being entirely genuine.  An incredible writer, she is as interested in the words as much as the story, the how as much as the why. Unafraid to ruffle feathers when feathers need to be ruffled, she is a sublime embodiment of the LD woman".

Let’s start with your story and how you’ve got yourself to this point. Give us some background about your business, what it does, what sparked it and what continues to fuel it? I started The Love List almost five years ago as a way to organise my own thoughts and predilections. At the time, I was working in media and constantly sending friends links, screenshots, voice notes, and recommendations for what to buy, where to go. Eventually it became clear that what I was really doing was editing.

What began as a personal newsletter has grown into a reader-supported media business; one that blends editorial, commerce, and cultural commentary. I write about fashion, beauty, identity, money, womanhood, desire, and taste. What continues to fuel it is curiosity, and a deep respect for the reader. I never write “down.” I assume intelligence, discernment, and appetite.

Can you share some of the big things you’ve learnt since you started out? That clarity compounds! The clearer you are about your point of view, the easier everything else becomes, from audience growth to brand partnerships to decision-making. I’ve also learned that sustainability isn’t about scale for scale’s sake. It’s about building something that can support you creatively and financially without hollowing you out. And perhaps most importantly: your work gets better when your life does. Boundaries, rest, and discernment aren’t indulgences; they’re necessities.

What have been your big successes or your moments that have felt huge? Hitting meaningful revenue milestones without compromising my voice has been huge. So has watching The Love List become a genuine reference point for readers, for brands, and for other writers. When people tell me they use it to make decisions, that feels enormous.

Another big moment was realising I didn’t need to “graduate” to something else. This is the thing, and it can keep evolving.

What has surprised you about running your own business? How personal it is. You’re constantly toggling between vision and logistics, intuition and spreadsheets. You’re making decisions with incomplete information and learning to trust yourself anyway. It genuinely puts in perspective what’s worth worrying about and what just isn’t.

Anything you would have done differently? There are a few brand deals I took out of a scarcity mindset early on that still give me the ick. I donated my earnings from them to worthy causes, and that made me feel better.

Is there anything about your industry that you’d like to fundamentally change? Or anything that you think isn’t given enough attention? I’d love to see more transparency around money, especially for women-led media. Revenue, pricing, sustainability. We talk endlessly about aesthetics and audience, but not enough about how creators actually survive long-term. I also think taste is undervalued as a form of intelligence. It’s treated as frivolous (especially by men) when it’s actually deeply cultural, economic, and political.

Give us an idea about what’s coming up for you in the next year. What are you excited about? This year (our fifth anniversary year!) is about consolidation and expansion. I’m working on more structured editorial series, some exciting collaborations, and a few IRL moments that bring the community together in a tactile way. I’m also beginning to shape a larger body of work — something more permanent — that builds on the themes I’ve been writing about for years.

And tell me about the people who form your Coven. Whether they’re mentors, colleagues, peers within your industry or other founders who you’ve met while building your own brand. Who are the handful of women who helped you? What is the impact they have had on your success and growth? And importantly what are they doing that we should know about? I’ve been incredibly lucky to be surrounded by smart, opinionated women who take their work seriously and themselves lightly. Some are founders, some are editors, some are behind-the-scenes operators — all of them are honest, rigorous, and generous with perspective. . 

”I’ve been incredibly lucky to be surrounded by smart, opinionated women who take their work seriously and themselves lightly.”

Lastly obviously because at LD, jewellery is our lifeblood, talk us through yours, both the old and the new. Jewellery, for me, is emotional. From the old: I have a diamond cluster ring that belonged to my grandmother. It’s substantial — the kind of piece that was saved for occasions. I remember noticing it as a child because it felt powerful, not precious. Now I wear it daily and it reminds me that beauty can be lived in. From the new: I’m drawn to pieces that feel grounded and sculptural but still have a little sparkle. Things that can anchor an outfit. I like jewellery that feels a little confrontational. Looking ahead, I’m more interested in fewer, better pieces — things that will age alongside me.

Six of the best. Give us some of your recommendations. What are your favourites?
Podcast: Don’t judge me, but I hate podcasts!
Book: Play It As It Lays by Joan Didion
Hotel: Hotel du Cap-Eden-Roc
Beauty product: Vintner’s Daughter Active Botanical Serum
London restaurant: Rochelle Canteen
Holiday destination: The Amalfi Coast, slightly off-season