LEAF is a boutique copywriting & holistic content strategy service, focused on authentic voice, emotive storytelling & positive purpose. Founded by established editor & copywriter, Eminé Rushton, in 2016, LEAF provides a home for good people, brands & projects, which also contribute to the greater good.
“Human stories, strategically told.”
Eminé is a level 6 content strategist (Chartered Institute of Marketing UK; CIM 2025 graduate), working with both brands and individuals to help bring their unique stories to life – powered by holistic content strategy (across brand, marketing, content + digital) + the latest AI precision tools, to ensure the right message reaches the intended audience.
From beautiful, informative health + wellness ebooks for NEOM Organics to complement their four ranges for Sleep, Energy, Happiness and Stress to the immersive coffee table book, Natural Wellness Every Day: The Weleda Way, commissioned by Penguin to celebrate Weleda’s centenary, we work with naturally brilliant brands and individuals in a highly creative, holistic & collaborative way.
LEAF is proud to have worked with some truly inspiring people over the years and it’s been the most glorious privilege to see these individuals, their ideas, communities, and brands grow & flourish.
We have supported:
Jayn Sterland, Managing Director, Weleda UK
Henrietta and Charlie Norton, co-founders, Wild Nutrition
Dr Pedro Catala, founder, TWELVE beauty
Rebecca & Clare Hopkins, co-founders, Balance Me
Sharon McGlinchey, founder, MV Skintherapy
Annee de Mamiel, founder, de Mamiel
Nicola Elliot, founder, NEOM Organics
Daniel Collins, founder, Forest Spa Finland
Michelle Roques O’Neil, founder, Therapie
Bonny Casel, founder, The School of Natural Medicine UK
Joey Walters, founder, Rising Connected
Louisa Canham, founder, LA-EVA
Eminé Rushton
Creative Director
I have 20 years’ experience in the beauty, health and wellness industry, nine of those spent at Psychologies magazine as Health, Beauty & Wellness Director, and two as Editor of the beautiful conscious living and mindfulness print title, oh mag, published by the award-winning Iceberg Press. I am the Managing Content Editor for the organic veg box pioneers, Riverford, and editor of Veg&Table magazine, and Wicked Leeks.
I’ve worked both as a brand consultant for 10+ years and was also the Global Copywriter for Weleda, for two years.
I blend my background in consumer magazines with 10 years as a wellbeing author of six titles, including SATTVA, & Natural Wellness Every Day: The Weleda Way.
As a level 6 Content Strategist (Chartered Institute of Marketing; 2025 graduate), I love working with brands & individuals to create successful digital brand & marketing strategies which keep authentic, human & purposeful energy at their heart.
I am also a qualified holistic facial therapist & women’s yoga therapist, and a keen home herbalist. Holistic wellness, love + respect for Nature, values of kindness + reciprocity, and an innate love of Stories and their world-shaping power, inform the work I do, every day, here at LEAF and through my Substack, MOTHER NOURISH.
GOOD PEOPLE, GOOD THINGS
IG @leafcreate
