In a conversation with The Lovie Awards, chef, food writer, and creator Claire Thomson reflects on how sharing recipes for her daughter unexpectedly sparked a global conversation about food, family, and growing up. From building a creative career rooted in honesty to cultivating an audience through consistency rather than trends, Claire shares why authenticity, patience, and real life remain her greatest creative ingredients.

Dear Grace began as something deeply personal. What inspired you to share those letters online?

It started as a joke between my eldest daughter, Grace, and me when she left for university. She’d always cooked with me at home, so I began making Instagram videos saying, “Dear Grace, this is your mother speaking live from the internet,” sharing the recipes I thought she’d be cooking in the halls. What began as something just for her quickly snowballed. People connected with it in ways I never expected, and eventually my publishers asked if I’d turn it into a book. Dear Grace became less of a cookbook and more of a love letter to motherhood, growing up, and leaving home.

You’ve built a career across books, journalism, television, podcasts, and social media. What has kept it sustainable?

Food has always been the constant. I started as a chef, always wanted to write about food, and then motherhood naturally became part of that story. Writing Dear Grace was one of the easiest books I’ve ever written because it felt so real. It reflected exactly where I was in my life, and that’s what has kept my work sustainable. We all have to eat, and there are always new stories to tell around food.

Your audience has grown steadily over many years. Was there a turning point?

Honestly, it’s been a long slog. I started sharing what I was cooking long before Instagram became what it is today. I never bought followers or looked for shortcuts. I just kept showing up and doing the work. Because the audience has grown organically, there’s a real sense of trust. People know what they’ll find when they visit my page, whether it’s seasonal recipes or practical advice they can actually use.

How do you balance openness with protecting your personal life?

I treat Instagram like my job. It’s a digital diary for my food writing, not my entire life. I post regularly during the week, answer questions, and share what I’m cooking, but I also switch off. I don’t feel the need to share every family holiday or every personal moment. Having those boundaries means I can stay authentic without feeling like I have to give everything away.

The internet rewards speed and trends. How do you stay true to your own creative voice?

I pay attention to how platforms change, but I don’t think creators should chase every trend. People are very good at recognising when something isn’t genuine. I’d rather create work that feels true to me than build content around what an algorithm might prefer. Authenticity lasts much longer than trends do.

Your work centres on teaching people to cook. What gives you optimism about the future of the internet?

I love how accessible knowledge has become. If someone wants to learn to bake sourdough, make kimchi, or cook a family recipe from another culture, they can learn directly from people who genuinely know what they’re talking about. There’s a real democracy in food online, and I think that’s something worth celebrating.

Finally, your Lovie Letter. What do you wish you’d known before building a career online?

I wish I’d known how long it would take. There aren’t any shortcuts to building trust or a genuine community. Looking back, I’d tell myself to be patient, keep honing my craft, and enjoy the process. Your career has to grow alongside your life, not at the expense of it, and that’s something I’ve really come to appreciate.

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