Hi, I’m Toby
I grew up in a family defined by writing, wine, landscape, and a certain kind of serious attention to the world. Te Mata Estate - where I work as EMEA Director and Brand Ambassador - has been making wine in Hawke's Bay since 1896.
That inheritance shaped how I think: the long view, the primacy of place, the belief that craft and focus is what creates real meaning.
Across three continents I've been a publisher's editor, a bookseller, a journalist, a curator, and a brand strategist. I hold a Master's with Distinction from the University of Edinburgh, a postgraduate diploma in editing and publishing, and have won prizes for my essays, short stories, journalism, and public speaking.
My writing work often moves between the personal essay, cultural criticism, longform journalism, and reportage. I'm drawn to the places where interior experience opens onto larger questions about value, identity, and how people make meaning.
Based in Amsterdam, I work with publications, NGOs, cultural institutions, and brands across Europe, New Zealand, and beyond. I'm available for editorial projects, brand storytelling, long-form content, and cultural communications, when I can make the timings work.
Current projects include Avel Allen, an editorial imprint focused on making public domain literary work more accessible, and ongoing editorial work with European Rewilding Association and The Ocean Project.