Gabriella Layne-Avery, Founder of Strut Communications (Strut), has a knack for cutting through the noise of social media's ever-evolving trends. With a strong foundation as a contributing editor for fashion and lifestyle magazines early in her career, she has seamlessly evolved into a digital storyteller, content marketing specialist, and creative director.
Gabriella is known for staying ahead of trends to create culturally relevant, timely content that, as she puts it, “stops the scroll on social media” for her clients. She’s harnessed this skill to lead content strategies for prominent online communities, including PR Girl Manifesto, Epic Fab Girl, and Black Bride Magazine.
At Strut, Gabriella helps visionary CEOs work smarter, not harder, by empowering them to confidently amplify their brand on social media. As the ‘Editor-In-Chief’ of her clients’ brands, she uses her journalism strategies to craft content that goes beyond promotion—telling stories, sparking conversations, and building strong communities
Strut began as a magazine that Gabriella launched while pursuing her M.A. in public relations at the University of Southern California. Journalism is her first love, so she wanted to create a platform to celebrate and amplify underrepresented fashion designers and brands.
After graduating, she landed a job as an account coordinator at a marketing agency but continued to work as a magazine editor outside her 9-to-5, becoming a regular at the Starbucks down the street to pursue her passion project.
However, in 2018, everything changed when she was laid off. To make ends meet, she started freelancing in social media, and what seemed like a setback turned into a blessing in disguise—she fell in love with working for herself and helping other business owners build their brands online. A year later, she decided to go all in and start her own content agency, and the rest is history.
Gabriella grew her client base by practicing what she preached. She created content that showcased her expertise and attracted clients who wanted to replicate her strategy for their own businesses. This not only helped bring in clients but also fostered meaningful connections in the marketing and PR industries, leading to referrals and new opportunities. As Gabriella says, “Strut is proof of what good content can do for a brand.
As she grew her client base, Gabriella faced inevitable obstacles as she navigated the steep learning curve of being a new entrepreneur. Although some mistakes cost her time and money, these hard lessons were crucial in shaping her journey. One of the biggest hurdles was undercharging for her services, which forced her to work unrealistic hours with too many clients to make ends meet. She’s incredibly grateful to her internet business besties who offered advice and support through those tough times—she knows she wouldn’t be where she is today without them!
Her greatest piece of advice is to be your own biggest client! She says, “The best way to demonstrate your capabilities is by making sure your brand reflects your skills. And don’t rely solely on social media to find clients—attend events, network, and make connections in real life. It makes all the difference, trust me.”
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