girl crush: grace abbott

girl crush is the Just a Splash interview series spotlighting inspiring women.

Grace Abbott came into my orbit right when I needed her to.

I was in an in-between phase of my career — circling the idea of freelancing, not totally sure what it could look like, but knowing I wanted something different after being laid off for the second time in three years. And then Grace sort of appeared (I think first in my Substack feed?), like a very chic, very competent sign from the universe. She was doing exactly what I couldn’t quite articulate yet: building a career that felt expansive, self-directed, and actually fun. And not in a vague, aspirational way. In a “here’s how you actually do it” way.

As someone who started freelancing for the first time last summer, I’ve booked her office hours and saved more of her TikToks1 than I’d like to admit. She’s an expander for me — someone whose work genuinely shifts how I think about what’s possible.

Grace is building the brand How to Go Freelance — a content universe (e-course, Substack, Instagram, TikTok) dedicated to helping freelancers and creatives define their skills, win clients, communicate their value, and make more money. Through her course and content, Grace has built a kind of modern playbook for creative independence, one that feels equal parts strategic and intuitive. That’s kind of her thing: building. Brands, communities, careers. Both her own and other people’s.

You might also recognize her voice from EXPANDED, the To Be Magnetic podcast, where she spent five years as one of the first team members, helping create a brand from the ground up.

What I love most about Grace is that she’s generous with the real stuff. Rates, templates, strategy, the unglamorous parts of going out on your own (she talks below about why most of her content is free). She’s direct without being mean (her words, and I concur). And she’s proof that you don’t have to niche yourself into a corner to build something that works.

You can totally be a multi-hyphenate. ✨

Where are you from & where do you live now?

I grew up in central Massachusetts, on a Christmas tree farm. I’m actually writing this in-flight right now, on the way back to MA – because we’re selling the farm, so I’m going to clean out my childhood home.

Now, I live in California – and I’m happy to never return to the cold.

Who (&/or what) lives with you?

My dog, Donnie :) a 12lb pomchi.

And I ALWAYS have a friend staying with me. My most frequent guests are my besties, who all also happen to be brilliant collaborators and creatives too.

My second bedroom is home to: Deb (who has helped me architect my most viral posts), Andrew (who took all the photos in this article), Conor (who is an amazing Actor and writer), Grace M (my #1 content mentor + cohort partner), and my mom (the reason I’m here – her advice frequently shows up on my Substack!!) Besides creative collabs, we laugh until we can’t breathe, walk the reservoir and have deep philosophical talks, and eat a lot of coconut soft serve from Erewhon.

How do you spend your days? (ie. “What do you do?”)

I’m a work girl – and I enjoy it! Since I started doing graphic design in college, I’ve always been obsessed with creating new things, launching new businesses, building my consulting practice and now personal brand, Substack and coaching via How To Go Freelance.

Right now, I’m elevating everything within my HTGF universe – updating my website copy and design, launching some new products, cleaning up and editing anything that needs a refresh. I’ve wanted to do this for a year, and the spring energy finally hit me and I’m having fun!

I’m also writing a lot of thought pieces and product reviews for The Good Trade. I just finished up a white tee shirt guide, now I’m testing 10 clean mascaras… and I’m writing more personal essays about change, purpose and my journey to self love.

Besides my work and creative life – I do pilates 3x a week, spend lots of time with friends, think a lot about life through a spiritual lens, and I’ve been spending a lot of time in Joshua Tree lately – wearing cowboy boots, hiking, sauna and cold plunging – with someone I’m dating :)

You’ve made over a million dollars as a freelancer (!). That’s pretty incredible — I hope you are so, so proud! As someone who has recently kicked off their freelancing career and knows the hustle of landing well-paying clients, I am so impressed. Can you share what that journey looked like financially—from your first freelance gig to hitting six figures to beyond? What were the major inflection points? And what does that actually look like in terms of client load and the type of roles you’re fulfilling for your clients?

Thank you – and yes! I first started freelancing in college because I was studying graphic design, and so friends and family would always ask me to help them with logos, posters and websites. I started charging for it, getting referrals – and my freelance career began.

After I graduated, I moved forward with getting a full-time job – first at a small agency where I really focused on and became good at brand and marketing strategy. Then I worked at a clean beauty startup, where I realized I was wearing SO many creative hats, that I would be able to make more money and have more freedom on my own.

2018 was my first year freelancing full-time. My base income was made up of 2-3 retainers (ranging from $800 – $4k) – some for graphic design and some marketing, social media and strategy work. Then I’d take on short term projects on top. I hit $115k my first year in business – and continued to hit six figures every year by using a retainer stacking + small projects strategy.

Retainer relationships and fractional roles are what have allowed me to make over a million in freelance income over time. I’ve had some roles that have lasted 5+ years – like when I was head of marketing for To Be Magnetic (a lot of people recognize me from the podcast!)

And remember, $1 million in income just means $100k a year for 10 years… or $200k for 5. I’ve had a mix of income ranging from $115k - $450k a year over the last 8 years. With enough years under your belt, you’ll have made a million too!

I love how open you are (on Substack, TikTok, IG) about rates and worth. Where does that confidence come from? Did you always have it, or was it something you had to cultivate along the way?

I’ve always been a pretty confident person – but mostly confident that I had a lot of potential. Growing up, I was a C student, and I was always pretty good in dance class – but didn’t practice enough to be “the best” – at least that’s the narrative I carried around. I always had this sense that when I found something I was totally passionate about, I’d do my best work.

It was honestly a total surprise to me (and my family lol) when I became interested and obsessed with graphic design when I was 19. I started building blogs and editorial graphics for fun, and taking on clients just for the thrill. Work was the first thing I poured my whole self into – and so with that I’ve always been confident because I know I’ve always given it my all, and have continued to get good feedback and referrals.

You have a good reach — 9.6K subscribers on Substack, 12.5K followers on TikTok, 13K on Instagram. How do you balance creating free content with paid content? What’s your philosophy on what to give away versus what to charge for?

I started my TikTok + Instagram with 0 followers in August 2024 – and my Substack in April 2025… it’s almost my 1 year anniversary! I’ve built an audience pretty quickly by staying committed to sharing real value and transparent stories from my experience – and by having a super targeted audience, freelancers, creatives, self-employed people. I know who I’m talking to, and I know what will support them – because I am them! I go through phases of posting a TON every week, and only 1-2 times a week. Regardless, I’m committed to showing up weekly and it feels really good to stick to something and see results.

Right now – most of my content is free. And that’s helped me build a real community full of cool creatives who read my work, and implement my tips. I get feedback and testimonials all the time, and that’s given me so much confidence in the direction of my brand. Instead of centering my paid Substack strategy around payment gated articles, I’ve centered it around community events.2 I offer 2 coworking sessions a month and a live video Q/A sessions for everyone who pays.

Recently I’ve started getting more inquiries from brands for social media sponsorships – but I only want to share products and tools that will support my audience – so I’m navigating that in real time.

Ultimately, I hope my content inspires people to purchase my e-course, How To Go Freelance. A step-by-step guide I created based on a decade of real life experience. It’s perfect for anyone who is just getting started, or for someone who has been freelancing with no structure and wants to make more money.

You were once the marketing director at To Be Magnetic, the neuro-manifestation method that combines psychology, neuroscience, and energetic principles to rewire subconscious limiting beliefs and boost self-worth. (Side note: I love listening to old podcast eps when you’re on!) What was that like and did it shape how you approach your work today?

I was one of the first team members at TBM. I actually came up with the name To Be Magnetic, designed the website, launched the Expanded podcast, launched the Pathway membership, designed the Manifestation Journal, and the flower remedies. I wore every creative and marketing hat there was, and hired a lot of the team. My last project with them was getting the book deal for How To Manifest with Meg Thompson – who is amazing.

It was really exciting to be on the ground floor of a company that took off quickly, and be able to experiment, and learn with such an engaged audience and passionate team. I am still close with everyone – but after 5 years, I was just ready for something new.

TBM is my expander! Seeing the fast growth of something that truly provides value for people, gives me confidence in what I’m building now.

Who is a dream client you’d like to manifest working with?

I’m not manifesting any new clients right now. I’m excited about building How To Go Freelance. Writing more on Substack, creating new products, selling my workshop, experimenting with content, running social cohorts with my friend Grace McCarrick, and being completely surprised by the opportunities that arise along the way!

Pretend you’re speaking to your mentee — what’s one piece of career (or life) advice you would have for them?

Focus on what you can give instead of what you can get. That mentality is magnetic and leads to every opportunity. This is the definition of operating from abundance instead of lack.

Three Substacks to recommend?

Kate Citron – False Start3

Juliette Dallas-Feeney – Recovering Girlboss

Ali Kriegsman – New Motives

What’s your superpower?

Being direct without being mean.4

Where can people find you? (plug yourself!)

• Substack: How To Go Freelance by Grace Abbott

• Insta: @howtogofreelance

• Freelance Workshop: How To Go Freelance

1. Like, comment & share this post! Truly so grateful — each ping makes my day. Plus, it helps others discover my work too.

2. Subscribe! (And if you feel so inclined to upgrade to a paid subscription, trust you will be my new favorite person.)

3. Connect with me on Instagram! I’m loving the crossover between IG and Substack lately and am having so much fun chatting with you in my DM’s.

4. Book Office Hours! Want to chat with me 1:1 or pick my brain for a longer period of time? Book a 1:1 session and let’s tackle all the things together! (Offered in 30-minute slots too.)5

5. Buy me a coffee :)