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Christina Lew of Miss Rosanna

Christina Lew
Freelance writer/PR
Miss Rosanna

What is your professional or training background?
I spent my twenties in lifestyle PR starting in fashion PR at Ann Morrison Public Relations (AMPR), in-house at beauty company Aveda and retail department store David Jones as well as food and wine PR for a boutique PR agency. In my thirties, I worked in the corporate sector work doing internal communications. This was coupled with having two children! I ended up taking a voluntary redundancy while on maternity leave with my second child.

Over the past three years, I’ve started working freelance as a copywriter/PR in between getting involved with a small online eco-fashion business called Green Eyed Monster (now defunct). I also write a blog called Miss Rosanna targeting locals who live in Melbourne’s north eastern suburbs – it’s all about interesting people, places and things to see and do.

What do you make, create or do?
Besides my blog which is a project of passion, I am a freelance PR for The Light Factory Gallery ( and also do contract copy writing (websites, brochures etc). I am also interested in the local arts and culture scene here in northeast Melbourne. There is life in the suburbs but you have to know where to look and one of the reasons I started my blog is to let people know.

What other creative areas would you like to explore as a side-project to your current work, or move into full-time?
I would love to pick up more clients complementary to the gallery i.e. a boutique store, bookshop, winery etc and have a whole portfolio of independent, like-minded businesses that could all be promoted as a collective.

What skills do you have that help you run your business, or what skills would you like to develop?
I’ve done an introductory small business course and am a big online networker (and hope to do more of this in person once my kids are older). Given my PR background, I find that’s also a huge natural help in attracting people to me and what I do. I am a people person.

I would love to develop more technical and business skills. On the technical side, definitely some design skills like working with Adobe and a photography course. On the business side of things, I would consider something like an MBA if I thought it was really going to help me but any course that equips you to understand financials and management would be a bonus.

List five people, businesses or websites/blogs that keep you motivated and inspired, and why?
I’m from Melbourne so the big three blogs for me are:
1. Lucy Feagins, Design Files
2. Phoebe Montague, Lady Melbourne
3. Joyce Watts, Mel: Hot or Not

I’ve also been subscribing to:
4. Crystal Leahy, The Crystal Bawl – she’s a Singaporean ex-pat who moved to the Mornington Peninsula to do the whole sea change thing. Only thing is she’s now moved back to Singapore! We actually became online friends and I am waiting to hear about what she does next. She takes beautiful photographs.

5. Businesses – too many to mention but I love hearing about people who decided to follow their heart to start their own creative businesses and who have been successful in their chosen career, making a living doing what they love and feel passionate about. It is inspiring.

Contact Christina via hellomissrosanna/at/

Posted by: Tess McCabe
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