I’m Amme. I live in New Zealand, I study law and marketing, and I don’t believe in doing anything half-arsed. Whether that’s raising kids, building a skincare routine, or overthinking my degree pathway.

I grew up wanting to be a lawyer, but ended up studying journalism instead — the result of encouragement that was well-intentioned but, in hindsight, misaligned. During that time, I worked in photography and video production, which means I’ve always had one foot in content, even if I never planned to make it my “thing.” Now, it's part of how I think, how I create, and how I build a personal brand that doesn’t make me cringe.

I married my just-out-of-school sweetheart, and we’ve since had two children — who were less of a “pause” in my life and more of a push. Motherhood made my interest in wellness and beauty go from casual to critical. Like most people, I wanted to give my little ones the best start and attitude towards their wellness and confidence possible but this also meant taking care of myself in ways I’d neglected. After finally addressing likely PCOS and losing 40kg, I began treating health, beauty, and mental clarity as systems and fell in love with learning the ins and outs of our brains, habits and the way we function as people.

I take my routines seriously, not because they’re aesthetic (though I appreciate a well-lit vanity), but because structure gives you agency. Now I treat my wellness routine like it’s part therapy, part science, and sometimes part content.

I have a strong preference for quality over quantity in most areas of life — beauty, fashion, friendships, skincare. I like high-end beauty, clean tailoring, thoughtful interiors, and well-built things that last. I have a soft spot for good architecture, subtle design details, and the kind of home that looks put together without being gouache. I drink fine red wine when I can, and an irresponsible amount of coffee always (wellness-girl branding aside).

Studying law and marketing , raising two children, and sharing what I’ve learned — through study, through personal experience, and through trial-and-error across this blog- Apologies is a place for personal style, curated routines, beauty that doesn’t waste your time, and thoughts on wellness and ambition.

If you want smart takes, a few dry laughs, and honest conversations about learning, growth, style and mindset you're in the right place.