When Sarah Sands took over as editor four months ago, the first conversation we had was about the magazine. She's in her 40s and I'm in my 30s, so we're part of a powerful consumer group, but we didn't feel there was a magazine out there for us. Stella fills that gap.
But aren't there already Sunday fashion supplements? What about
The Sunday Times' Style?
I grew out of Style in my early 20s. It's very young, clubby and urban, whereas Stella is for grown-up women who have responsibilities but also love fashion and fun.
How does it look?
Very classy, but user-friendly. We were sick of fashion magazines being so in love with their own coolness that you couldn't really see what was on the page, so it's accessible.
What else can we expect?
Our covers alternate between fashion and celebrities. And we have meaty reads – interviews, columns – and articles on food and interiors. This week we had Jade Jagger's house and a piece from Sex and the City creator Candice Bushnell.
How much contact do you have with PROs?
We speak to them every day. There are so many product placement possibilities and we interview celebrities each week. We appreciate emails telling us what's going on.
What makes the grade?
We will quickly recognise who gets what we're about, and who just sends out generic emails. If we only receive well-tailored emails, we'll soon recognise your name and be far keener to listen in the future.
When's the best time to contact you?
Thursdays and Fridays. It all comes to a head on Wednesdays.
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