A Business Co-Founder & CEO Shares A Day In Her Life
A Business Co-Founder & CEO Shares A Day In Her Life

A Business Co-Founder & CEO Shares A Day In Her Life

Three years ago, Jordan Mitchell founded marketing agency Good Culture with long-term collaborator and friend Liz MacCuish – and today, its client roster includes brands like Marc Jacobs, Good American and Creed. Here, she talks us through her typical working day…
By Nana Acheampong

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I wake up at 6am. As I’ve gotten older, I average around six or seven hours of sleep. I’m a really light sleeper and at times I definitely struggle with insomnia. Generally, I’m an early riser but on the weekends, I try to lie in until around 9am. When I feel anxious or stressed, I will start my day by playing affirmations on YouTube, lying on the floor, repeating them to myself to motivate myself for the day ahead. 

I don’t always feel refreshed when I wake up. But I do believe every day is a new opportunity to move closer to achieving your goals. Once I’m up, I throw on my Alo yoga kit. I also take a shot of Symprove and do an Eleni Fit workout on YouTube – I love it because there’s no chit chat, the music is good and it’s challenging. I try to work out five times a week and I’ll do a mixture of mat Pilates using weights and body weight.


Getting my sons and I ready in the morning in a military operation. I live with my husband and my two sons Jude, who is five, and Jaxson, who is 15. My daughter Jada 21 is currently away at university in Norwich. I make the kids breakfast at 7am and while they’re eating, I jump in the shower. My skincare routine includes the Augustinus Bader cleanser, followed by the Augustinus Bader face oil. After that, I’ll put on my SPF – right now, I’m using the Ultra Violette one, which is so light and blends really well. 

For make-up, my go-to products include the Hourglass Ambient foundation, the Lisa Eldridge highlighter – I put this under the eyes before concealer to tighten and brightens – an Hourglass concealer and I always contour with the NARS bronzer. Then I’ll add the Lisa Eldridge highlighter to my cheeks, and the lip liner I’m currently wearing is ‘Chocolate’ from Bobbi Brown with my favourite Victoria Beckham lipstick on top.


I put Jaxson on the school bus at 8.20am and then walk Jude to school. It’s only a five-minute walk down the road, so I’m usually back home at 8.50am to feed and take our cockapoo dog, George, for a 15-minute walk. 



I get dressed based on the energy I want to convey that day. I don’t save anything for ‘best’. My personal style is best described as confident, elegant and sexy. I love tailoring – a good blazer with a high-waisted pencil skirt would be my signature look. I also love a two-piece set, which The Frankie Shop does so well. My style is always evolving, though. I’m often inspired by people or a mood, so one day you might see me embracing the mob wife aesthetic and the next day I’ll be looking like a posh mum from Putney. I love Alaïa’s close-fitting sexy silhouettes, Saint Laurent’s exaggerated shoulders and I wear a lot of Wardrobe NYC. In the summer, I also wear a lot of Dôen and Farm Rio – the prints and little rompers are so great.

At 9.30am I get a taxi from my house to the train station. I live in Kent, but it takes me only 20 minutes on the train to get into London Bridge, so it never feels like a long journey. On my commute, I catch up on emails and make a few plans before getting in the office so I can hit the ground running. I get a taxi from London Bridge to the office in Shoreditch – I could get the tube to Old Street, but I always wear heels!

I try to avoid social media in the mornings. However, some days are more successful than others. I love STYLENOT.COM for sartorial fashion news, Business of Fashion and Vogue Business for a broader understanding about what’s going on in the fashion world. Bloomberg and TechCrunch are also sites I look at most days. 


No two days are the same as I’m often on shoots, at pitches or in meetings. However, if I have a solely office-based day, I usually arrive at 10.30am and quickly sit down with my co-founder Liz and our CFO to discuss finances. I’ll also catch up with my VP of cultural marketing and managing director to go through the team and client list. What I love most about my job is that it’s not predictable. In the office, I tend to work on new business decks and proposals, agency business plans and strategy, and start reaching out to potential brands for prospective new business opportunities. I also sit down with the leadership team, checking in on team members and offering support across client comms or troubleshooting any issues.

The office is very chic. We have a marble boardroom table, a bouclé white sofa, lots of art from Leto – it’s a really nice environment. We are a loud, buzzy bunch; there are lots of big personalities and characters. Everyone who works here really cares about the work we do and is committed to having a positive impact on the business and broader company culture.


I’m super driven, so I have high expectations. But I’m also warm and approachable and I’ve never been a super strict or formal boss. I’m not like that as a parent either – it’s just not who I am. I’m a team player, so I’ll always weigh in to support my team and have their backs. There are now 24 people in the company, and we try to do away days, as well as offer training and workshops. We recently ran a financial literacy workshop, which was a great opportunity to bring everyone together. 

The thing I like the least about my job is that sometimes, it doesn’t matter how hard you push, some things just won’t happen. It’s frustrating when you live and work in a world that values instant results. This industry can also be unpredictable – a lot of brands are closing, and magazines are becoming more focused on commerciality. It forces you to be creative and plan for what’s next – I always see any challenge as an opportunity.


I only drink water and mint tea until I break my fast around 12pm. I've recently cut out caffeine as it was making me anxious – which is a shame as I love an oat milk iced latte. I add Dirtea Lion's Mane Mushroom powder to my teas now, which is supposed to support focus. I tend to pop to Itsu for lunch at around 1pm to get a miso soup and a fruit salad, but when I’m in the office, I try to be at my desk working at the same time as eating. My favourite place for lunch meetings in London is Nobu – I love how fresh and light it all is. For a snack, I’m partial to a Ben's Cookies or grapes, when I’m trying to be healthy. 


I don’t have an evening routine as such. But most nights I’ll help Jude with his homework, catch up with Jaxson, get the boys ready for bed, read to Jude and then head downstairs to do some more work. During the week I only go out in the evenings for work – maybe two or three times max. I like chilling on the sofa with my husband watching a box set. I just finished Kin on BBC iPlayer, which was brilliant, and we’ve also started to rewatch Ozark. If it’s just me, Real Housewives is a real guilty pleasure. 


On my bedside table you will find The Power of Habit by Charles Duhigg, The Art Of Negotiation by Tim Castle and Girl, Woman, Other by Bernardine Evaristo. I also have a candle from Soho House and a selection of coffee table books. 

Follow @JordanJCMitchell on Instagram.

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