From an early age, Torie Jayne fell in love with all aspects of design. Focusing on fashion, whilst studying at Kingston University she gained her first job in New York designing for American Eagle Outfitters. Returning to London, she continued her fifteen year career, working for many High Street brands, such as Marks & Spencer and Zara, designing collections in many areas, from swimwear and knitwear to denim and childrenswear.
Upon buying her first home, her passion for crafts and interiors was given free reign, taking on house beautification projects with an eye for colour combinations and attention to detail. In 2009 she started her blog as a means of sharing her baking, crafting and interior design ideas with others. In combination with her Pinterest boards where she has over 1.3 million followers and Flickr photo stream, she has demonstrated an exceptional eye for colour and trend awareness, and has built an online brand that attracts around 100,000 hits a month to her blog alone.
The experience of living and working in the US, in combination with extensive worldwide travel throughout her career, has ensured her inspiration and trend awareness is truly international. Although a UK-based blog, the readership is multinational, with more than a third of the audience being American.
Her passion for decorating for seasonal holidays is evident, featuring many different crafts, including handmade cake stands, embroidered tablecloths, glittered toadstools, needle felted acorns, and snowflake placemats. Her dessert table tableaux proved incredibly popular, containing the prettiest macarons, quirkiest cake pops, extravagantly decorated cakes, gingerbread bird houses, iced doughnuts, candy and chocolate bunny lollipops, complete with hand designed and manufactured gift wrap labels and packaging. Birds feature heavily, from polka dot fabric Easter birds to black crows at Halloween and a birdcage Christmas cake, as well as numerous hanging bird decorations.
Her creative work on her blog has appeared in publications around the world including The Magic of Sugar in Germany, Making Magazine in the UK, Dutch interior magazine Ariadne at Home, French magazine C'est Dit, ACP magazine Australia, Arnoldo Mondadori Italy, and Cosmopolitan Greece. Online publications have also published her work, including Apartment Therapy, Molly Makes, Creature Comforts, Be Different Act Normal, and Heart Home Magazine amongst others.
Her photography is sold through Getty Images, with her most notable photograph of Bird House Key Hooks being featured on the Sainsbury's Bank website and on thousands of leaflets given out in their stores across the UK. She has done styling and photography work for clients such as renowned ribbon designer and wrapping design expert, Jane Means.
Her first book, “Craft, Show & Sell” in the UK and “How To Show & Sell Your Crafts” in the US, was published in January 2014. Her second book "Torie Jayne's Stylish Home Sewing" was published in February 2015.