On Friday 16th November, Hustle & Fox produced and hosted a super special ‘pastel’ party to celebrate the 3rd birthday of The Modern Nursery: the award winning, aspirational and social lifestyle store showcasing contemporary nursery décor, furniture and toys for the modern family.

In just three years, Laura Williams, founder of The Modern Nursery, has built a successful business using the power of social media, and specifically Instagram. With 100K+ followers on Instagram (97k before the party!), Laura has harnessed the influential power of the platform by building strong relationships, not being afraid to be kind in business and smart marketing.

The party was held at London’s Soho House on Dean Street and, in line with The Modern Nursery’s brand, required guests to wear pastels. Hustle & Fox chose the somewhat controversial dress code (in November!) to allow Laura to maintain her light, bright Instagram feed even though this was a glitzy nighttime event. Not all guests were delighted with the dress code but…here’s the thing: it got everyone talking and resulted in significant traction on Instagram which lead to a sharp increase in sales for The Modern Nursery over the following weekend.

Guests included the best of social media’s parenting cohort - a chance for Laura to thank them for all their support over the last three years.

Photos by Charlotte Gray at Emily Gray Photography

Flower wall from South East Flower Walls

Cake made by Susan Al-Safadi

Cake topper Other Letters