About Not for Vanity
Co-founded in July 2022 by writer Ella Piazzi and digital media expert Alex Mingoni, Not for Vanity is dedicated to elevating independent voices in literature.
Having closely monitored the online publishing landscape, we recognized a critical gap: an overcrowded market filled with costly, low-visibility promotional services targeting aspiring writers. We felt that wasn’t right. Self-published authors operate as true “authorpreneurs” – balancing writing, editing, design, marketing and public relations. Having already invested substantial time and capital to bring their books to life, they need high-impact, reliable support to maximize their reach.
To better serve the wider independent literary community, our scope also expands to champion small independent publishers. Our goal is to collaborate with as many boutique and indie presses as possible, driving visibility to their incredible catalogues. For authors published under these small presses, we offer dedicated book reviews and in-depth author interviews to amplify their work.
To provide specialised, focused support, we have aligned our expertise: Alex directly manages and drives promotional strategies for our self-published authors, while Ella oversees all partnerships, reviews, and interviews for small independent publishers.
Driven by this shared mission, we transitioned from our corporate careers to focus our collective skills on building a secure, collaborative ecosystem. Join us today, and let’s shape the future of independent publishing together.
A Note on our Focus & Mission
While we welcome brilliant indie voices from all walks of life, Not for Vanity holds a special mission to champion UK-based creators and writers who are navigating the literary world at age 35 and older. We believe that lived experience brings an incredible depth to literature, and we actively prioritize elevating mature and local independent talent who are often overlooked by traditional industry channels.
Who We Are
ELLA PIAZZI (Editor in Chief)
Ella is a London-based writer and Birkbeck University Creative Writing graduate. Known for her compelling short-form work, her writing was recently performed by the Yellow Coat Theatre Company and published in Thorn & Bloom Magazine. She maintains ongoing creative collaborations with both organisations. Ella’s reading interests span LGBT+ themes, literary fiction, fantasy, YA, noir, and horror.
ALEX MINGONI (PR and Branding Manager)
A Digital Media Management graduate and subject matter expert in Anglo-American independent publishing, with extensive knowledge of the sector’s historical foundations, market development, and socio-political dynamics. Alex is looking to read historical fiction, YA/NA, thrillers/crime and romance books.
