We’re excited to introduce you to the always interesting and insightful Michelle Lawton. We hope you’ll enjoy our conversation with Michelle below.
Michelle, thanks for joining us, excited to have you contributing your stories and insights. Can you talk to us about a risk you’ve taken – walk us through the story?
The greatest risk I’ve taken in my career was starting my consultancy, Joyful Plate. At the time, I was an SVP at a branding agency, enjoying job security, a great salary, and a thriving career. But at 43, brimming with energy, optimism, and a dash of chutzpah, I knew that if I didn’t take the leap then, I never would.
I had a strong foundation to build on: expertise in food and beverage branding, transferable skills in brand strategy, market research, package design, copywriting, leadership experience, and a robust network built through years of cultivating relationships at food trade shows. Encouragement from colleagues who had already transitioned to freelancing further bolstered my confidence: “Come on over; the water’s fine!” they said. Still, making the decision was not easy.
I come from a hard-working family where earning money was not just important—it was a source of pride. By the time I was 30, I had earned a seat on a global management team in a leadership role, and by 34, I had purchased a lovely apartment in New York City. Independence and financial stability were cornerstones of my identity, so the prospect of leaving a stable, well-paying job with benefits to start from scratch was daunting.
At the same time, I longed for personal freedom—to be in charge of my time and live life on my own terms. The allure of charting my own course was too strong to ignore, but the fear of financial uncertainty loomed large.
To force a decision, I set a deadline. On a flight back from Dublin, (where my Irishman of over 20 years is from), I told myself, “When we touch down, I’ll decide—yes or no.” By the time the wheels hit the tarmac, I had my answer: yes. I resigned shortly after, but not without a thoughtful transition period; my employer graciously allowed me to stay for six months to ease the change for our clients.
So, how did it turn out?
Over a decade later, I’m still here. Joyful Plate remains true to its mission: celebrating the joy that good food and beverages bring to life everyday. We’ve been instrumental in growing the businesses of many clients. And under the Joyful Plate umbrella, I’ve tried things I never imagined: writing a book (Moderating a Love Affair with Food: 10 Tips to Mindful Eating and Drinking), teaching a semester at the Fashion Institute in NYC, becoming inducted into Les Dames d’Escoffier NY, a non-profit supporting women with scholarships in hospitality, and volunteering for the West Side Campaign Against Hunger, auctioning risotto and wine-tasting dinners. Each step has been a lesson in reinvention and staying true to my values.
Lately, I find myself being drawn back into the fine wine industry, where my knowledge and palate have grown from years of professional tasting. How this aligns with my book on moderation, I don’t know?! I need to be more disciplined than ever!
The greatest lesson I’ve learned is this: complacency is not an option. Entrepreneurship demands constant evolution. Every day brings an opportunity for growth, and I’m embracing that mindset as I explore what’s next. Consulting has defined much of my professional life, but I’m also curious to make a deeper contribution and legacy. I do love playing with words. I’d love to find the time to take a proper poetry class, I have a feeling this may be a way for me to express later in life.
My challenge every day is to tame the financial fear monster. I’ve always kept the consulting infrastructure very light with little to no overhead to stay profitable. Surviving in NYC as an entrepreneur is no joke, especially these past few years with cost-of- living increases. Yet, I remind myself that I have everything I need. I’ve learned to thrive on grit and simplicity—it’s the grit, not the glamour, that keeps life interesting.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I am a brand marketing expert and trend-spotting specialist with over 20 years of experience in the food, beverage, and lifestyle industries across the U.S. and Europe. I founded Joyful Plate in 2010, a consultancy dedicated to positioning brands for growth through imaginative strategy, research, and design. Throughout my career, I’ve had the privilege of managing or refreshing iconic brands like Antinori Wines, Krug Champagne, Campbell’s Soup, Morton’s Salt, both in senior agency roles and in-house corporate positions. I hold an Advanced Wine Certificate from the Wine & Spirit Education Trust and love sharing everyday food, wine, and travel experiences on Instagram @joyfulplate and and https://joyfulplate.com/inspiration.
As a market research expert, I bridge the gap between consumers and brands by asking the questions my clients need answers to. My understanding of client-side challenges comes from firsthand experience. When I was Category Director for Wine & Champagne and a member of a Global Leadership Team, I managed a wine portfolio of 13 brands, representing 30% of corporate volume. It was an incredible learning experience, blending commercial acumen (P&L responsibility, forecasting, inventory management) with creativity (developing campaignable ideas on tight budgets). My early training at Procter & Gamble laid the foundation for balancing these left-brain and right-brain demands.
Today, I position myself as a fractional brand manager—a collaborative extension of a client’s team. Whether managing cross-functional projects or leading outside agencies and strategic partners, I bring not only my expertise but also a strong and respected network. My team includes talented designers and content creators who help express brands in meaningful and creative ways. One of my favorite things to do is develop campaignable ideas for clients that express a brand’s truth, to help them discover the magic in their story.
How about pivoting – can you share the story of a time you’ve had to pivot?
Recently, I’ve pivoted toward the wellness space, inspired by the release of my book, Moderating a Love Affair with Food, which shares personal and professional insights into mindful eating and drinking. Writing the book has opened unexpected doors to brand and research projects in wellness. This new chapter feels like a natural evolution—helping others find a healthy balance in their lives.
Perhaps this is where I can make a longer-term contribution. I’ve been reflecting on the human experience in all its dimensions—balancing health, occasional indulgence, and the pursuit of moderation. As a market research moderator, I’ve facilitated hundreds of focus groups, ethnographies, and one-on-one sessions across health-adjacent sectors, exploring topics such as smoking cessation, cold and flu, diabetes, weight loss, fitness, and vitamins/nutraceuticals. These experiences have given me a unique perspective about the human condition that I hope to share with my clients.
Let’s talk about resilience next – do you have a story you can share with us?
Although I pride myself on being glass half full (joyfulplate!), the pandemic was an especially challenging time. Living downtown in New York City, those first few months felt particularly dark. Just before lockdown, I had decided to ready my apartment for sale, assuming it would sell quickly. I cleared out 80% of the space into storage, leaving just a bed, a desk, and a few kitchen essentials. Then the world shut down, and for six months, I couldn’t show the apartment at all, yet the bills still needed to be paid.
During that time, it was hard to keep my business afloat as clients paused projects. Like everyone around the world, I adapted to Zoom while tuning in for daily local updates. It was a surreal and sad time, yet also a time of true connections in our community. I am grateful to everyone who supported me during this time.
Resilience and thriftiness have always been part of who I am. I think these traits have helped me as an entrepreneur. I get $30 haircuts, ride the same bike around Central Park I’ve had for 25 years (with a few tune-ups), and shop for clothes in thrift stores. While I enjoy travel, fine wine, dining out, I also love cooking meals at home, often with fresh produce bought from street vendors. I fly economy. I’ve saved my air miles and have never upgraded (hoping to use on a trip to Japan in the next few years!). I find joy in the simple things, most definitely in relationships, which are my greatest treasure.
To the outside world, it might look like I lead a life of leisure—jet-setting with a glass of champagne in hand. But the past few years have not been easy. I am incredibly lucky for the support of my loving partner and a network of friends and family. I’m deeply aware of my privilege, even as someone who has worked hard for everything I have.
I try to focus on keeping things joyful. Humor has been a constant—something I share with friends and colleagues. And as they say in Ireland, I try to embrace the “craic”—a good laugh and a good time. The world needs more joy more than ever.
A key theme of my new book is this: “Protect your health, but also protect your joy.” It’s a lesson I carry with me every day.
Contact Info:
- Website: https://michellelawton.com
- Instagram: @joyfulplate
- Linkedin: https://www.linkedin.com/in/lawtonmichelle
- Youtube: https://joyfulplate.com/in-the-media
- Other: https://linktr.ee/joyfulplate
