This newsletter lives alongside the YouTube channel and the podcast for those who prefer reading over watching, and for the weeks when a video can't capture everything I want to say. If you’d rather listen in, make sure to follow along on YouTube and Spotify!
It Started With a Diagnosis (and a Camera)
When I was 11 years old, I was diagnosed with Ehlers-Danlos Syndrome (a connective tissue disorder). And I had to give up something I loved and was genuinely good at: competitive swimming.
That was a hard thing for an 11-year-old to absorb. But looking back, I didn't lose my competitive nature. I redirected it.
I became obsessed with photography. I watched legends like Lindsay Adler, Peter Hurley, and Sue Bryce on YouTube for hours as a kid who was down about losing her sport, channeling everything into a new obsession. I started entering competitions. Regional. National. International. And I won. My work ended up in the Metropolitan Museum of Art multiple times through Scholastic Arts & Writing competitions.
That competitive drive didn't disappear when I gave up swimming. It just found a new outlet. That lesson has followed me ever since.
/
How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
How I Accidentally Became a Creator
Fast forward to USC in Los Angeles, which is one of the most competitive creative environments in the country. I joined a social media club and shot my first brand ad for Hint Water (Facebook ads were everything back then). My dream of becoming a commercial photographer started to actually feel real.
Then one day, the model didn't show up to a shoot.
I had a client to deliver for. So I set up the camera, stepped in front of it, and shot myself.
That was my accidental entrance into content creation.
From there, things moved fast. I became a brand ambassador for TikTok, Tinder, Abercrombie, Smashbox, Timberland, to name a few. By the time I graduated I’d had 13 ambassador roles. I interned at Warner Bros. and Paramount. But what I kept coming back to was this: building a career on my own terms, where I owned the relationship with my audience, felt more powerful than anything a studio could offer me.
The Era That Defined Me (2020–2023)
I graduated in 2020 during COVID with a chronic illness that made a traditional 9–5 feel impossible. So I did what I always do: I asked myself what the end goal was, and I built toward it.
From 2020 to 2023, my purpose was clear: advocate for people living with chronic illness, partner with brands that genuinely aligned with that mission, and build community with intention. That era led to my children's book (now published with DK Books / Penguin Random House 🎉), being featured in Sports Illustrated Swimsuit 2022, New York Fashion Week, and so many moments I'll never forget.
One of my favorites: I was at a Fashion Week show for The Blonds, and I looked up — and there was Nigel Barker. THE Nigel Barker from America's Next Top Model. As a kid, I used to dream about being on set in his world. But this time, I wasn't there working for him. I was in the same room, front row, because of the platform I had built with purpose.
It didn't look the way I'd imagined. But in that moment, I was certain I had arrived.
And if you are reading this, you probably believe in yourself to make some audacious dream a part of your career too. Welcome, you’ve come to the right place to get a whole lot more stories, and more importantly the skills to grow, and scale your story as you become a Host of Influence.
📬 Creator Calls…
No question this week, but I want yours! What do you most want to understand about building a sustainable creator business? Reply to this email or drop us a comment. I'm reading every single one.
You can also join the discussion by being a part of our Reddit community!
Next issue, we're getting into something I get asked about constantly: has anyone ever had an original idea? AI, plagiarism, trademarking, and the originality myth no one wants to talk about honestly. See you then.
Welcome to Creator Etiquette™ by Hosts of Influence®. I'm so happy you're here.
Xo, Gigi Robinson
Founder, Hosts of Influence® | Creator, Educator, Speaker, Author, Dog Mom
You're receiving this because you signed up for Creator Etiquette™. Unsubscribe below if it's not for you — no hard feelings.
