Get to Know Toviah
Often times behind-the-scenes, creating content or campaigns, Toviah HJ Carter is the Director of Brand and Customer Journey at Skout. If she’s not at Skout, she’s reading, scrolling, and chasing her two daughters, Hendrix and Halston around the house. And yes, they are named after Jimi and Roy.
New year, tell us your big dreams for the year (what do you want to tackle and/or accomplish)?
Full transparency, last year kicked my butt. I ended the year feeling really overwhelmed and exhausted. Sometimes I don’t strike a great balance and will do it all or do nothing. I can be an extremist. This year feels better– mostly because I’m really trying to spend more time doing the things that make me feel happy and not putting any pressure to monetize every dream or talent, which I think is a cultural fixation or at least a notion I’ve really adopted over the years. Sometimes it’s fun to explore our creativity and just be creative without thinking it needs to be a career path. I also read “Atomic Habits” by James Clear this year and it helped shift some of my thinking around daily habits. It’s been really liberating. So this year I want to focus on my photography, write more, spend more time in the garden, move my body more, and continue to cultivate a beautiful and inspiring home that we love and can share with friends and family.
What did you learn in 2022?
I learned I don’t need to do everything— the days are long but the years are short. My daughters are a great reminder. I don’t need to say yes to every project or invitation. I learned you can be a really good mother, and still have a hard time. I learned you can be a really good wife, and still have a hard time. I learned the importance of stopping and resting, and I learned the importance of gratitude and what that daily practice looks and feels like. Lastly, social media is not a way to unwind after a long day. And to slow down and just relish, reflect, and be still.
Favorite project in 2023? The Pivot Circle is really exciting. It’s an internal project and it’s one of the ways we are communicating our brand, our company culture, and some of the industry voices we respect and value. This project is continuing to take shape and there is so much room for growth which is really, really exciting.
What would you like to see more of in this industry? Less of?
Less green in branding and logos– I think you can communicate your message and industry without the obvious. I think less big picture language and tone– our food system, especially the American food system, isn’t just about what we consume or how we consume it. To create an enduring and transformative industry, we have to have cultural shifts, we have to have political changes… so more conversations about how we can collectively do this. The most persuasive and impactful industries have direct access to regulators and legislators (for better or worse). I want to see more women leading the conversation and/or contributing to the conversation and I want to see more people of color leading conversations. More collaboration and less gatekeeping.
What are you growing this year in your garden and why?
I have beautiful peonies I’m really proud of– it’s always exciting when they start coming up and start blooming. They are dormant and then it suddenly feels like they grow 3-4 inches a day. Watching a plant grow is both humbling and beautiful. We planted an artichoke this year and have very little experience with artichokes in the garden, so it’s been a really fun experiment. Our almond tree is also one of my favorites.
What’s on your spring cleaning list? Cleaning?!
I’m currently cleaning out and organizing every drawer and closet in our house. It’s a huge undertaking but it feels so good to get rid of unnecessary stuff in the house.
Travel plans (where and why)?
We will be in Atlanta in June for a wedding and I love the south, so I can’t wait. I love a really long list of things to do, eat, and see. We are trying to organize a family trip– ideally somewhere with a beach so my girls can play, frolick, and swim. Italy keeps calling my name– I’d love to go to Milan to shop, relax in Parma, spend a few days in Alberobello, and I definitely would need to see The Antholz Valley. A trip with my husband would be amazing as well.
What can we expect from you/Skout this year?
A lot is happening at Skout. You can expect some new collaborations and partnerships. You can expect a few more projects in the northeast. And the Pivot Circle will continue to help us thoughtfully communicate the brands, moments, and things that help shape the industry, bring us joy, and keep us inspired.
What are you listening to or reading this year?
I’m almost finished with “The Creative Act” by Rick Rubin and then next up I think I’ll read “Herding Tiger: Be the Leader That Creative People Need” by Todd Henry.
We should all binge _____________ right now:
I’m all about balance (lowbrow and highbrow), so I highly recommend something that feels mindless and easy for days/nights when you need to unwind, and maybe something a little more thoughtful and interesting on days where you can focus and tune in. For your off days, binge You on Netflix. Or (big or!) revisit an old show– I love Frasier, Seinfeld, Game of Thrones, and Curb Your Enthusiasm. True Detective is one of the best series to binge watch. A new season is coming out soon and every season is different, but damn, it’s such an enthralling series. The first season is my favorite.
Tonight I’m making _________ dinner:
Not sure yet. I have so many magazines and cookbooks, so I always want to make a zillion things but the thought of cleaning up and wrangling small children before and after can feel a little daunting. Last night, I made pumpkin seed pesto and a really nice green salad with local greens and sprouts. It was amazing. Seared napa cabbage and dumplings from the “Mister Jiu’s in Chinatown” cookbook sound amazing— I’m missing a few ingredients so I’ll need to postpone until this weekend or early next week.