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Chatting with Richard and Tom Singleton, Jamie McFadden gains insights into the story of the Essential Journal and the passion behind a publication now celebrating its 10th anniversary.

Words by Jamie McFadden

Sitting down with Richard and Tom Singleton, the founders of Essential Journal, you get an immediate sense of how deeply personal their journey has been. What started as a modest, passion-driven project back in 2014 has now grown into a national publication, celebrating its 10th anniversary.

The magazine, founded in Liverpool, has not only carved out a space in the highly competitive lifestyle print market, but it has also built editorial partnerships with some of the biggest names in fashion and luxury – Rolex, Land Rover and Barbour to name a few.

But according to Richard and Tom, it wasn’t all part of a grand plan. In fact, much of their success stemmed from a shared determination and a willingness to put themselves out there. “We didn’t have big industry connections when we started,” says Richard. “It was just the two of us, fuelled by a love for quality products, knocking on doors and sending emails to anyone who’d listen.”

The brothers took a hands-on approach from day one. “We believed so much in what we were doing that we didn’t hesitate to get in front of these big names ourselves,” Tom explains. “We’d show up at events, reach out directly to brands we admired, usually with an email that began ‘We promise this isn’t a sales pitch.’” That persistence paid off. “I think they saw how serious we were, how much we loved craftsmanship and authenticity,” Richard adds. “That’s what resonated, and that’s why doors started opening.”

Despite being founded in Liverpool, Essential Journal always had a much bigger vision. “From the start, we didn’t want to just be another local publication,” Richard reflects. “We wanted to create something timeless, something with substance that could stand on its own anywhere in the country.” Their aspirational tone, rooted in a deep appreciation for well-made goods and the artisans who create them, caught the attention of a discerning audience. Today, the magazine is distributed in key venues around the UK, from high-end hotels to luxury car showrooms and airport lounges.

As Tom puts it, “We always aimed to create something that reflected our own interests, but also those of readers who, like us, don’t just buy, they invest. We’re speaking to people who care about the story behind the product, the craftsmanship and the authenticity.”

Their passion for connecting with makers and creators is what ultimately allowed them to secure meetings with fashion trailblazers. “Honestly, it wasn’t easy,” Tom laughs. “We didn’t have the clout that established magazines had, but we had heart and persistence. We got in front of people like Paul Smith and the team at Harrods because we were relentless about sharing our vision. We didn’t wait for opportunities to come to us, we created them.”

“It’s surreal to look back now,” Richard adds. “We’d go into these meetings with nothing but a pitch and our passion and to think that brands like Barbour and HUGO BOSS eventually trusted us to tell their story is still really humbling.”

As any observer can see, the print media landscape continues to evolve and Essential Journal has successfully navigated the challenges facing all publications, thanks in large part to their willingness to adapt. “Print media is tricky right now,” Richard acknowledges. “But we’ve never been afraid to pivot. We took a step back recently to really think about how we wanted to move forward.” That strategic digital pause led to a reimagined look and feel for the journal, which is unveiled in this, the 10th anniversary issue.

Richard explains, “We knew we needed to refresh, but without losing what made us unique. Our readers trust us because we’re not chasing trends, we’re telling stories that matter. So, we focused on updating our design, our voice and expanding into multimedia, without sacrificing the core of what we do best.”

This EJ refresh isn’t just a fresh coat of paint, it is the beginning of a new chapter. “We’re excited about where we’re going,” Richard says, smiling. “There are some really exciting collaborations in the pipeline and we’re expanding how we engage with readers, through video, podcasts and even social media takeovers. It’s about meeting our audience where they are, but doing it in a way that feels authentic to Essential Journal.”

As they look to the future, both brothers remain committed to the principles that have guided them from the beginning – quality, authenticity and a deep love for craftsmanship. “We’ve always been about substance over style,” Tom says. “That’s why we’ve survived in a market where many others haven’t.”

Looking back on the past 10 years, Richard and Tom are proud of how far Essential Journal has come but are quick to emphasise that the journey isn’t over. “We’ve had some incredible highs,” Richard admits, “but we’re still growing, still learning. We never stop trying to push the boundaries of what’s possible for the magazine.”

Tom echoes that sentiment. “At the end of the day, we started Essential Journal because we wanted to share stories of people doing things the right way and putting passion and care into their work. That’s still what drives Essential Journal’s team and it always will.”

As Essential Journal celebrates its 10th anniversary, the Singletons are not just reflecting on their past successes, but they’re also looking ahead to what promises to be an exciting future – one filled with more opportunities, more partnerships, and, of course, you – the loyal reader who has supported them throughout.