Josephine, who began her fashion and beauty blog a decade ago at the age of 60, provides a fashion resource for women over 50. The aim of the blog is to educate mature women on style, fashion, and what suits them. Josephine has had a long-standing connection to the fashion industry, having started her career in Fashion PR before training as an Image Consultant and later working in the corporate world conducting seminars, coaching sessions, and speaking at conferences.

The fashion industry has evolved since Josephine started her blog, and she now focuses on promoting sustainable and practical fashion, encouraging women to purchase fewer but higher-quality items and making the most of their existing wardrobes.