Lucy Start was once recognized as one of the rising stars of the fashion industry, and the go-to couture jewelry designer for the likes of Rihanna, Kylie Minogue and Cheryl Cole. Under her eponymous jewelry label, Lucy Hutchings, she was extensively featured in Vogue and other fashion publications, included in Red magazine's '30 under 30' list, and was recognized as one of the designers to watch by the Evening Standard.

But now, she is known by a different name: She Grows Veg. Lucy's transformation story has seen her transition seamlessly from leading jewelry designer to Instagram gardening sensation. Lucy has always found that gardening, in particular growing edibles, has made her happy, which she took to the next level in 2018 by becoming a part of the vast Instagram gardening community; her following is now up to 67k, and she has recently launched her own Youtube channel.

Lucy is now taking the gardening world by storm by turning her design eye to all things edible. She is on a mission to make gardening appealing to a younger and more style-conscious and food-loving audience, and to show that gardening doesn't have to be a science drowning in overwhelming rules, rigid frameworks and Latin names – she wants to break a few rules, and have fun while doing it. Lucy, who is based in Suffolk, believes that gardening can be fun, creative and beautiful, no matter your skill level or background.