Midlifechic is one of the UK’s largest life and style blogs for women over 40. With over half a million page-views every month, Midlifechic holds an open conversation with affluent, intelligent career women about style, beauty, travel, wellness and family life with teens.

Since its initial launch in 2014, Midlifechic has grown fast, winning awards and building partnerships with major British brands such as John Lewis & Partners, Marks & Spencer and Specsavers. It is written by our very own Marketing Director Nikki Garnett in her ‘spare time’ and we’re very proud to say that Nikki has just been named one of the UK’s 50 most amazing women over 50 by Woman and Home Magazine.

What we did

Selfridges marketing – from the development of the black and yellow identity through to the world renowned window displays, the iconic photoshoots, the ground breaking events and the positioning of the store in the national consciousness, we worked on it all. As leaders of a team of over 50 people, we took Selfridges from being a dusty old department store at the wrong end of Oxford Street to being a glittering emporium where anything could and did happen. It continues along the path that we set to this day, although many would say that it is not quite the dynamic, inclusive destination that it was between 1993- 2005.

However, from it we bring the skills that drive Apparatus: limitless creativity; the ability to breathe life into tired brands; an understanding of the consumer and what drives them; the instinctive need to think differently and the energy to make anything happen. When you’ve received that kind of training in your career, the opportunities are limitless.

  • Digital

  • Branding

  • Marketing

  • Strategy

  • Retail

  • Education

  • Business

What we delivered

Digital Strategy

Responsive Web Design

Ecommerce Web Development


UX Design

Web Maintenance & Management

Brand Strategy

Logo Development

Print Design & Production Management

Corporate Identity & Brand Implementation

Illustration, Photography, Video & Animation

Verbal Branding

Marketing Strategy


Content Marketing

Influencer Marketing

Email Marketing

Social Media


Nikki Garnett - Managing Director, Midlife Chic