One of the things we love most at Get Blogged is seeing how personal stories can spark genuine connections – between bloggers, brands, and readers alike. In a digital world that can sometimes feel a little too polished or automated, it’s the real-life moments, honest reflections, and creative approaches that truly stand out. That’s why, as part of our 12 Bloggers of Christmas series, we’re spotlighting bloggers who bring their authentic selves to every campaign and collaboration.

Today, we’re chatting with Emma, the voice behind Mrs Shilts. Emma’s family lifestyle blog is a great example of how content can evolve alongside real life. She started as an accountability journal for her weight loss and fertility journey, and has grown it into a space that celebrates family, creativity, and the everyday wins. As someone who’s worked with a range of brands and built a loyal audience, Emma’s perspective is a reminder that authenticity and selectivity are more important than ever in the influencer world. Whether you’re a fellow creator looking to refine your approach or a brand hoping to build meaningful partnerships, Emma’s story is packed with useful takeaways and inspiration.

A Conversation with Emma of Mrs Shilts’ Blog

Get Blogged: Emma, thanks for joining us! For those who may be new to your blog, can you tell us a bit about your niche and how you got started?

Emma: My blog niche is family lifestyle. I originally started blogging to stay accountable as I was on a weight-loss journey to help with fertility issues. Thankfully, my hard work paid off, and I subsequently went on to have two amazing boys who are now 7 and 12 years old!

Get Blogged: That’s such a powerful journey, and it’s wonderful to see how your blog has grown along with your family. Looking back at 2025, which brand collaborations have been the most memorable for you?

Emma: My best brand collaborations this 2025 have been with The Hundred cricket series, where we enjoyed a game at Lord’s and Edgbaston. We love the sport, so it was fantastic to see our team, Birmingham Phoenix, take part. Also, I really enjoyed the creativity of the Very campaign I took part in recently, showing off all their beautiful Christmas decorations and how I’d style them at home.

Get Blogged: Those sound fantastic! It’s always inspiring when a campaign feels like a natural fit and lets you be creative. Was there a particular collaboration this year that stood out for another reason?

Emma: Earlier this year, I took part in a brand campaign, and the brand loved my authenticity and the deliverables I produced. This led to another campaign for later in the year, which was also really successful!

Get Blogged: We hear more and more from creators about the importance of feeling heard by brands. What’s your take on what makes a partnership truly work?

Emma: Being listened to as a collaborator is really important, and it shows that brands do take on board creator suggestions and feedback. It’s not just agreeing to their terms and carrying out the deliverables they want, but offering our valuable insight and how we think our audiences would read or watch something.

Get Blogged: That’s spot on. In our experience, the best campaigns are always the ones where both sides bring ideas to the table and genuinely collaborate. As a creator, how do you decide if a partnership is the right fit for you and your audience?

Emma: If I genuinely use the product or service the brand is promoting, it’s probably a good fit. If I struggle to be naturally positive about it, it’s not the right fit for me or my audience.

Get Blogged: Such a good point. It’s tempting to say yes to every opportunity, but long-term trust and audience loyalty always come from being selective. What’s your advice for other bloggers who want to work with brands, but also want to stay true to themselves?

Emma: Sell yourself! Put your name out there, but don’t agree to everything just because a brand is offering a free product. Be selective and make it work for you too!

Get Blogged: Absolutely. As the industry shifts and automation and AI become more prominent, what do you think will matter most for bloggers in the coming year?

Emma: In 2026, authenticity will be key! There is so much automation out there, and with the rise of AI, bloggers are getting overlooked by the big tech giants. Yet there is so much to be said about being honest, being real and being yourself, as audiences can resonate with that.

Key Takeaways for Bloggers

• Let your blog evolve with your life. Authenticity is your greatest asset.
• Don’t just agree to every campaign; choose partnerships that genuinely fit your values and audience.
• Your insights as a creator matter. Speak up and collaborate with brands, not just for them.
• In an era of automation, being real and relatable will set you apart.

Key Takeaways for Brands

• Listen to your creators and value their unique perspectives. They know their audiences best.
• True collaboration goes beyond deliverables; it’s about building trust and creativity together.
• Long-term relationships with authentic voices yield the most meaningful results.

Follow Emma

• Blog: mrsshilts.co.uk
• Instagram: @mrsshilts
• Facebook: @mrsshilts

As we continue to spotlight the bloggers who make our community shine, Emma’s story is a reminder that real influence comes from honesty, selectivity, and a willingness to grow alongside your audience. Whether you’re a blogger or a brand, the future of digital partnerships is all about genuine connection—and that’s something no algorithm can replicate.

Stay tuned for more inspiring features from our 12 Bloggers of Christmas celebration!