The website is inspired by a quote from Zadie Smith in On Beauty: 'Time is how you spend your love.' I came about the idea for About Time after feeling increasingly frustrated by going on lifestyle websites and being overwhelmed by the sheer amount of choice and variety on offer for restaurants, events, fitness classes - massive long lists of 100 things.
I wanted someone to sit me down and say: 'This. This one thing is worth your time.' And that's what About Time is - bossy, authoritative, your friend in the know, who knows that your time is precious, and wants to spend it well.
Sometimes you do things without knowing, exactly, why you're doing them at that time. Listen to that gut instinct, the drive to pursue a project, because that's what takes an idea to a reality. You have to be fluid with that idea; it changes, morphs, takes on a life of its own.
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