Being an influencer today often means carefully curating every moment of your life for the camera.
Emily Blackwell, once known for her role on Made In Chelsea and now a brand in her own right, is a prime example of this modern phenomenon.
At 28, Emily has built an impressive following of nearly 400,000 Instagram followers, where she shares everything from personal milestones to paid brand partnerships.
In September last year, she announced her pregnancy on Instagram, with a post that aligned with every influencer’s playbook.
Alongside a sponsorship deal with Clearblue pregnancy tests, Emily shared her growing belly and moments of joy with her partner Jordan Oldershaw.
Everything appeared picture-perfect, from gender reveals in shades of pink to cradling her bump with love.
But behind those glossy posts, Emily was facing a much more difficult reality.
The Hidden Struggles of Premature Birth
While her Instagram account continued to show the glowing moments of an expectant mother, the truth was far different.
Emily had gone into labor prematurely, unexpectedly, and baby Eva arrived 10 weeks early.
Instead of the happy scenes of preparing for a new arrival, Emily was in the neonatal intensive care unit (NICU), watching her baby struggle for survival.
The birth, which had been scheduled for January 16 with a C-section, took an abrupt turn when Emily’s water broke much earlier than expected.
In November and December, while posting images of baby baths and prams, Emily’s tiny baby was fighting for her life in the hospital, unable to breathe on her own and fed by a tube.
In those moments, Emily had to juggle her influencer obligations with the harrowing reality of being a new mom in a NICU.
“I felt like I was leading a double life,” she admits.
“It felt fake, putting stuff on social media because no one had a clue what was really going on.”
Navigating the Dilemma of Social Media Authenticity
As her baby fought for survival, Emily faced the difficult decision of whether to share her story with her followers.
Posting an update felt nearly impossible.
She explains, “I could have announced her arrival, but I would have had to explain to everyone why they couldn’t congratulate me just yet.
It felt like I was stuck in this awkward position.”
Despite the pressure to continue posting content for her sponsors, Emily kept her family’s struggles largely hidden from the public eye.
The influencer world’s demand for a polished, picture-perfect story collided with the harsh realities of early parenthood.
As Emily spent her days beside Eva in the NICU, she couldn’t help but feel disconnected from the version of her life she was presenting to the world online.
The Emotional Toll of NICU Life
Emily vividly recalls the terror of those early weeks, with little Eva, who weighed just under 3 pounds at birth, hooked up to machines in the NICU.
“I couldn’t even think about what to post on social media,” she says.
“The whole experience was an out-of-body one.
The machines, the tubes—it was overwhelming.”
Her partner, Jordan, was her rock during this time, supporting her as they both tried to keep up with their work while also being present for their baby.
“Jordan would try to work from the café across from the hospital, but the focus was all on Eva,” Emily recalls.
She speaks with admiration for the nurses in the NICU, describing them as “angels” who not only cared for Eva but also looked after her.
Despite the intense fear and uncertainty, Emily kept going, day after day, focusing on the health of her daughter. “There were good days and bad days,” she says.
“But every day we just hoped for the best.”
Eva’s Triumph and a New Beginning
Thankfully, after a long and exhausting journey, Eva was allowed to go home on Boxing Day.
Emily describes it as “the best Christmas ever,” and she’s grateful that her daughter is now healthy and thriving.
Reflecting on the emotional rollercoaster, Emily says, “Eva should have been born just last week, but she made it through.”
The name Eva, meaning “life,” felt even more perfect after their experience.
Emily finally shared the reality of her daughter’s early arrival with her followers, posting a heartfelt update that included a tribute to the nurses who saved Eva’s life.
In the spirit of gratitude, she and Jordan distributed the baby shower gift bags—originally intended for their own celebration—to the NICU staff on Christmas Day.
As Emily gazes at Eva now, she is in awe of her resilience and how far they’ve come.
She reflects on how much she’s learned through the journey: “You can’t plan anything when it comes to babies.”
What was supposed to be a flawless Instagram-worthy pregnancy turned into a journey of survival and love, reminding Emily that some things are far more important than the perfect post.
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