I don’t know if I’ve ever really said this out loud, but while my name is on this account, this business has truly never felt like just mine. It has always been ours. You guys obviously see me in front of the camera, but Jake has been behind the scenes from the very beginning. He’s unpacked more PR boxes than either of us could count, steamed clothes before shoots, loaded my return bags into the car, held the camera more times than I can remember, and kept the kids entertained so I could film “one last thing” before dinner. Honestly, I don’t think people realize just how much of this business has been built by the two of us.
Shop Jake’s date night look here.
One thing I know I’ve never shared is that before I post almost anything, it gets sent to Jake first. He’s been my BTS editor for years, long before anyone else ever sees a reel. He’ll tell me if it needs to be faster, if the song isn’t working, if I buried the best clip, or if I should honestly just start over. 😂 Sometimes I don’t love hearing it, but he’s almost always right. He just has such a good eye for content and a really good instinct for what feels authentic. There are so many reels that have performed well because of changes he suggested, and I don’t think he gets nearly enough credit for that.
That is who Jake is though... He’s the person who wholeheartedly supports the people he loves. When I first started creating content, I know it wasn’t exactly the most traditional career path, and there were definitely people who didn’t understand why I wanted to do it. Jake never made me feel crazy for trying. He never questioned whether I should go for it or encouraged me to play it safe. He believed in me before there was an audience, before there were partnerships, and before this ever became the career that it is today. There are so many moments over the last few years where I would’ve questioned myself a whole lot more if I hadn’t had him reminding me to keep going.
So getting to watch him start something of his own feels really, really special.
Last week he officially started his own Instagram page, and I think one of my favorite parts about the whole thing is that this really is just something he’s doing for fun on the side. Jake is a dentist by day, which is very much his career and something he’s incredibly passionate about. He’s so smart, constantly learning, and genuinely loves taking care of his patients. This page isn’t about becoming a full-time content creator. It’s a creative side hustle that he can build in the little pockets of time outside of work and being a dad, and honestly, I love that for him.
Shop Jake’s game day polo here.
And if you’ve ever met Jake, the direction of the page probably won’t surprise you. He has always been the guy who researches absolutely everything before buying it. If he’s buying a watch, he’ll somehow know every brand worth considering. If it’s a golf polo, he’ll compare fabrics, fit, and price until he’s convinced he’s found the best one.
One of the really fun things about my job is that over the last few years he’s gotten to discover brands he probably never would’ve found otherwise. It’s been so much fun watching his style evolve, not because he’s trying to follow trends, but because he’s figured out what he genuinely likes, what works for him at this stage of life, and what makes him feel confident.
I also think we’ve realized there’s such a space for someone like him online. There are so many amazing women sharing products and style, but there aren’t many guys simply saying, “I’ve tried this, here’s what I honestly think, and here’s what I’d spend my own money on.” And I actually think the fact that this isn’t his full-time job is part of what will make it fun. He’s just a normal guy with a career and kids who likes clothes, appreciates good quality, and has a very discerning opinion about what’s actually worth buying.
That’s exactly what I hope his page becomes. Just a genuinely helpful place for men who want to dress a little better, find products that are actually worth buying, or even learn how to style pieces that maybe feel a little outside their comfort zone.
Selfishly, I think it’s going to be a great resource for all of us, too. I can’t tell you how many times I’m asked what to buy husbands, dads, brothers, or boyfriends for birthdays and Christmas, and I have a feeling Jake’s page is going to make those questions a whole lot easier. If something ends up on his page, I can promise you it’s because he genuinely likes it. He’s never been someone who can fake excitement over something just because it’s popular.
More than anything, though, this just feels like such a full-circle moment for me. Jake spent years believing in my dream before it looked like much of anything, and now I get to be the one cheering him on while he tries something that he’s excited about. I’m also just really proud of him for putting himself out there. Starting something new is vulnerable, especially when you already have a full career and a very full life, but I am huge on chasing the things that excite you and at least giving them a shot. I love that we get to connect over this little creative world now, too.
I think one of the greatest gifts in marriage is getting to be that person for each other. Sometimes one person takes the leap first, and sometimes the other one does, but getting to stand on the sidelines and say, “I know you can do this,” is a really special thing. He’s done that for me over and over again, and getting to do it for him now feels pretty full circle.
So if you have a guy in your life who’s always looking for honest recommendations, whether that’s your husband, your brother, your dad, or your boyfriend, I hope you’ll send him Jake’s way. I know firsthand how much thought he’ll put into everything he shares, and I couldn’t be prouder to finally watch the guy who’s been behind the scenes all these years step into something that’s completely his.
xx
Charli
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