The UK Blog Awards 2017 | And The Winner Is……..

Mature bloggers at The UK Blog Awards 2017
Annette, Catherine, Michelle, Nikki, Me, Lisa, Greetje

Me, Catherine and Nikki at the UK Blog Awards 2017

Me, Catherine and Nikki

The Tide Is Turning For Mature Bloggers

Last Friday found me rubbing shoulders with the cream of the blogging community. Hundreds of bloggers mingled, drank champagne, chowed down on canapés and let their hair down.

Every year the UK Blog Awards seems to get bigger and the competition is definitely getting stiffer. Being shortlisted for an award is a hard fought battle, and only eight lucky entries from each category get to attend the awards as finalists.

This year, for the first time in three years (I was shortlisted in 2016 and 2015), found me donning my finery and attending the event not as a finalist but, along with other members of The Over 40 Collective, to support my very good friends Nikki (Midlife Chic) and Catherine (Not Dressed As Lamb).

As the announcements were made I could feel myself holding my breath. Would this year be the first year for a woman over 40 to win the coveted fashion and beauty award?

The whooping and cheering that filled the air when Nikki was highly commended was deafening – when Catherine scooped the award we went wild! I still haven’t got my voice back.

This MUST be a turning point in the blogging world. Mature bloggers have been overlooked and underestimated by brands for far too long and it’s time they sat up and took notice.

A woman in her 40’s, 50’s and beyond doesn’t want to know what a twenty something thinks of the latest anti wrinkle cream, she wants to know what her friends think. And as mature bloggers we are seen by our readers as friends – people to trust.

Michelle of RetroChicMama at the UK Blog Awards 2017


Annette Lady of Style and Lisa The Sequinist at the UK Blog Awards 2017

Annette and Lisa

Don’t Underestimate Mature Bloggers

Time and time again I see brands whose offering is tailor-made for the midlife woman, seeking out the 24 year old bloggers who have a huge, yet sometimes unengaged and even fake following.

These bloggers will cherry pick one or two pieces and showcase them to their followers, who may make a purchase. And the brands in question will smile and call the campaign a success. But how is success quantified? is it selling one garment to a young women who will never, ever shop with a brand again? Or is it selling to the mature woman who won’t simply fill her basket with one garment, but will peruse a brand’s offering and possibly become a lifetime shopper?

Surely it is time for brands to see bloggers over 40 as gloriously diverse, unique style seekers who sometimes want to colour outside the lines of life.

We are more tech savvy, more discerning, more intelligent and have way more disposable income than many of our younger counterparts. So please don’t underestimate us, don’t patronise us and don’t ignore us.

Midlife Is Confusing

As mature women our lives have become so far removed from the blueprint that governed the lives of our parents’ and grandparents’ that we are, to all intents and purposes, ‘making it up as we go along’.

Which makes being a middle woman not only difficult in terms of the ageing process, it’s also bloody confusing. Midlife women are actively searching for answers. What to wear. What to buy. How to reinvent themselves. And, as mature bloggers, we are able to fill the empty chasm of non information that’s out there.

There is a sea of change coming. Women in their 40’s, 50’s and beyond are richer than they’ve ever been, freer than they’ve every been, more influential than they’ve ever been and more empowered then they’ve every been and, as mature bloggers, we are in the perfect position to connect with these women.

A Note To Brands

Any brands out there reading this: Catherine’s win at The UK Blog Awards 2017 is proof positive that mature bloggers have what it takes to create award winning content. So my question to you is this: the tide is turning now – so will you ride the wave, or get swept away?

You Can Catch A Video Of The Night Below

Drinks at the event for the UK Blog Awards 2017

Balloon art at the UK Blog Awards 2017
Thumbs up at The UK Blog Awards 2017


  1. Jo
    April 24, 2017 / 8:01 pm

    WELL DONE – So happy to see the success of older women bloggers. Will you please remind clothing brands that I have money at my age and good taste? I am also a much more loyal consumer at my age. I am still on the eternal search for a brand that is reliable and relatable – jesus, how hard can it be to look chic and fashionable at 50? πŸ™

    • April 26, 2017 / 6:04 pm

      Funny you should say that Jo, I was in London a few weeks ago giving a talk about just that subject! I was speaking on behalf of Walnut Tree Advertising Agency which caters solely for mature people. As I said, the tide IS turning – we just need to keep pushing on.

  2. April 25, 2017 / 4:20 am

    This post just had me cheering! So happy for all of you! How completely fabulous! And THIS is the reason that I started my blog! There are far too few offerings out there for women over 40…… know- the REAL scoop….for women who AREN’T “Forever 21”. I’m still a brand new blogger, figuring it all out, but this just makes me incredibly happy. Does it seem to you that the Over 40 bloggers are more popular in the UK than in the US? So glad that I found your site- love the blog- and massive hair flip and nod to all the over 40 bloggers out there!

    • April 26, 2017 / 6:08 pm

      You know, now that you’ve said it I do wonder if mature bloggers are more popular in the UK *puts on hard thinking hat*
      My readers tend to be split 50/50 between the UK and US, and I know there are huge mature US bloggers. I’ve had a wander over to your blog – massive hair flip right back at you, it made me laugh out loud. That chicken!!

  3. April 25, 2017 / 6:06 am

    Awesome post Dear. Congratulations for being short listed – that’s an achievement in itself.

    So awesome about Catherine getting the award.

    I am going to spread the word with this fabulous post.

    xoxo Yvonne

    • April 26, 2017 / 6:09 pm

      Catherine thoroughly deserved the award, it was such a special night!

  4. April 26, 2017 / 12:04 am

    Michelle thank you SO much for those lovely words – you are an absolute star, as are the rest of the girls – thank you for all your support and love!! I couldn’t have been prouder to take home the trophy for not only myself but also for all the 40+ bloggers out there. Nikki and I getting the win and a runner-up place is proof positive that brands need to sit up and take notice – we CAN produce fantastic content as you say and the fact that we weren’t judged on our age but simply by what we put out there was so important to me.

    Such a great post, fantastic photos – and what a BRILLIANT night! I will remember and treasure it forever!!

    Catherine x

    • April 26, 2017 / 6:10 pm

      Meant every one of those lovely words Catherine! It was, indeed, a very special night. Here’s to the over 40’s taking over the Blog Awards next year!!


  5. April 26, 2017 / 11:44 am

    Such brilliant news about the fabulous win!! And you all looked so beautiful on the night. I bet it was amazing.
    But yes, the best news, is the fact that Catherine, a 40+ blogger was the winner! Great news for us slightly more mature bloggers πŸ˜€
    Suzy xxx

    • April 26, 2017 / 6:11 pm

      Things are definitely on the turn Suzy. It’s a great time to be a mature blogger!!

  6. April 27, 2017 / 3:13 pm

    Fun post Michelle. We did have a blast, didn’t we? It was good to see you again, even if it was only for the evening (poor Andrew). As we were in early we had the opportunity for a chat which I loved. You looked beautiful. All the over40Collective women did. Far more than the young ones, far more stylish.
    I like the vlogging that you do. Haven’t started that yet. My post will be up Saturday or Sunday next.

    • April 28, 2017 / 6:36 pm

      I think we all scrubbed up pretty well Greeje! It was a brilliant evening and I can’t wait to see you again. Thank you once again for allowing me to use your pics.


  7. April 30, 2017 / 1:46 pm

    Congratulations!! I have been of the same sentiment for years and now that I am one year away from my 40’s I am so pumped to see people finally taking notice of the older blogging scene. I remember when a certain brand launched in Canada and just as you describe they picked a bunch of 20 somethings who did not shop the brand nor do they continue to, to represent their brand. I always felt this was a big disconnect with who their customer was. Hoping that the marketing world sees that there are some kick awesome bloggers that can speak to their peers about fashion.

    • May 2, 2017 / 11:14 am

      It would be wonderful if the industry were to take this as a very serious sign that mature bloggers are rocking the blogging world. Let’s keep our fingers crossed πŸ™‚

  8. May 26, 2017 / 2:51 am

    Michelle! Just catching up with this from Catherine’s and Greetje’s and Nikki’s website. You put this so succinctly. We are different from our mothers. We have education and cash and a desire to own this part of our life! I really am loving this celebration of midlife bloggers. Well done!

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.