In an exclusive Conversation with Apryl, we delve into her transformation from a personal Instagram diary to a global platform for travel and fashion enthusiasts.
Explore her inspirations, challenges, and aspirations in this captivating journey.
What inspired you to transition from using Instagram as a personal diary to a platform for sharing travel and fashion experiences?
I moved to the UK for my studies and discovered my love for travelling. Being so close to Europe for the first time, I would take every opportunity to hop across and explore different countries! I started sharing my travel photos on Instagram to let my friends and family at home know what I was up to.
As I started scrolling through Instagram, I was inspired by the photos I saw of women in beautiful destinations worldwide in beautiful gowns, and from there, Girlandwander came to mind. I was captivated by unique cultures, landscapes and fashion trends, particularly dresses.
Sharing my experiences on Instagram allowed me to document my journey and connect with others who share similar interests. It became a platform for inspiration and storytelling where I could share my adventures and style discoveries.
How do you balance your full-time career as a pharmacist with your passion for travel and content creation?
When there is a will, there is a way! I work a full-time role in pharmacy, but I also make it a priority not to bring work home. I tend to arrange my travel on weekends and utilise bank holidays to maximise time off.
I am also very lucky to have consolidated my full-time hours into four working days. So whilst working hours are long, a 3 day weekend is a bonus.
Could you share some insights into your creative process for curating content that blends travel experiences with fashion?
I don’t think women should conform to society and be told to dress or look a certain way. I love the idea of having a touch of fairytale in my life, and I try to express this in my fashion choices. My motto is: “You don’t need a special occasion to wear that special outfit.” Wear it every opportunity you get. Every day is unique; every day is a gift.
That said, I always research places that I am visiting and plan outfits accordingly. This would involve selecting clothing and accessories that complement the colours and textures of the surroundings. Some fail-safe colours I love are red and white.
During the travel, I remain open-minded and observant in capturing spontaneous moments and details. Whether it’s a bustling market or a serene landscape, I want to integrate different scenes into my photos and videos organically and authentically.
Much of the end result comes from editing. I ensure each post is edited to tell a compelling story and evoke a sense of wanderlust and style inspiration. I strive to create visually engaging content that resonates with my audience, inspiring them to explore a world where travel and dresses go hand in hand.
What criteria do you consider when selecting locations to feature on your Instagram account?
When selecting locations, I consider several aspects, including:
Visual Appeal – I look for locations with beautiful scenery and unique architecture that would make for visually striking content.
Cultural & Historical Aspects – Places with rich cultural experiences and historical landmarks often have an interesting story behind them that people would be keen to learn about.
Seasonal changes – It’s crucial to keep content seasonal and, more often than not, to post in advance of the season to share information promptly. For example, people would want to know when a particular flower is blooming and the best locations to view it, and this information should be shared before peak blooming season so people can prepare to view it.
Safety considerations – There are many beautiful locations in this world, but I won’t promote them if they are unsafe to access.
How has the COVID-19 pandemic impacted your travel plans and content creation strategy?
COVID impacted heavily on my travel plans. I felt stuck and even demotivated for some time during lockdown. However, I started taking walks in my local area and realised you can find beauty anywhere. You don’t need to travel far to find inspiring places; there is so much to see at our doorstep.
The British countryside is stunning and there is a lot to explore. During lockdown, I started sharing areas of beauty, such as local parks and castles. Once travel started re-opening, I was still hesitant about travelling abroad. Instead, I made road trips to different parts of the UK, exploring the likes of the Jurassic Coast and the beautiful Cotswolds.
Can you tell us about a memorable experience or destination that has left a lasting impression on you?
There are places that I can say Instagram made me visit. One of them is Cappadocia, Turkey. The landscape is still so beautiful, raw and untouched. It’s like being transported back in time. Every rock has its story, and there is so much to explore and do! There are also multiple experiences, like horseback riding through the valleys during sunrise, the ever-popular hot-air balloon ride to view the fantastic terrain, or spending the night in a cave hotel! It was a memorable trip for me.
What advice would you give aspiring content creators looking to establish a niche in the travel and fashion space?
Don’t wait or sit on it; start! Everyone has to start somewhere, do it.
You’re never too old or too young. Sometimes people are shy to let their friends and family know, then I would stay start your page without adding them on, that’s okay too!
How do you effectively engage with your audience and respond to their inquiries and feedback?
Being an introvert, it has been a learning curve for me, but I believe it’s nice to know there is a real person behind the photos and videos. I like to speak to my community through stories – just sharing my day-to-day life or behind the scenes of creating a specific post. It makes it more personable and creates a bond.
I don’t believe in gatekeeping, I share any resources I have freely including links and experiences at different locations in captions on my posts and also through personal dms.
Have you encountered any challenges or obstacles as an influencer, and how did you overcome them?
Definitely. I personally don’t like to use the word influencer due to the stigma associated with it. There are always going to be people that don’t agree with your choice of work/hobby.I surround myself with friends and family who celebrate my successes with me but, at the same time, aren’t afraid to give constructive criticism.
Another one would be burnout. Keeping up with the demand for fresh and engaging content can be challenging and lead to burnout. I’ve learnt that it’s okay to a break when you need it, your audience won’t forget you if you need to rest for a week or two.
Comparison/Imposter Syndrome – it’s very easy to compare yourself to others, wonder why someone else is performing better, and experience imposter syndrome. I remind myself all the time to focus on my journey, celebrate my achievements and that I am unique in my way.
How do you strive to promote diversity and inclusion within the travel and fashion industries through your content?
Promoting diversity and inclusion within travel and fashion is essential to me. I try to represent this by consciously featuring diverse cultures and experiences in my content. This would include diverse destinations, embracing different cultures and experimenting with fashion styles worldwide.
It’s essential to do research beforehand when travelling to a new country. I respect local customs but also try to participate in local celebrations and festivities. I love trying new food and am open to trying most cuisines!
I believe everyone starts somewhere in fashion, and whilst there are well-known, more prominent labels, I also love trying smaller new brands. I actively seek out brands that prioritise diversity and inclusion. I hope to amplify diverse voices and stories within the fashion community by collaborating with companies that share these values.
Could you share some tips for maintaining authenticity and staying true to yourself while navigating the influencer landscape?
It can be easy to forget yourself in this landscape, I’d say always keep a level head, no one person is better than another. Treat everyone equally with respect how you would want to be treated.
Share only what you truly believe in; your community will trust and love you back.
Have friends that will keep you in check. True friends are the ones who aren’t afraid to tell you off!
What are your future goals and aspirations for your Instagram platform, considering the evolving landscape of social media and travel?
Instagram has always been a hobby and an avenue for me to share what I love – travel and fashion – and as long as it inspires others, I will continue.
I see myself as a traveller and will always share my tips and resources for every place I visit. I aim to empower and inspire women to explore the world and feel confident in their fashion choices.
