Holly Willoughby goes full Gwyneth Paltrow as she hires crystal-healing ‘energy editor’ 

It is the sort of gimmick worthy of Gwyneth Paltrow’s achingly right-on Goop empire – but Holly Willoughby has hired a so-called ‘energy editor’ for her new lifestyle brand.

The 41-year-old This Morning presenter launched Wylde Moon, which boasts a podcast and online magazine, earlier this month with a 14-strong staff roster that includes employees in traditional roles such as style editor, beauty editor and head of digital.

But Ms Willoughby, the brand’s founder and creative director, has also employed Emma Lucy Knowles, who describes herself as a ‘clair-everything, a healer, a reader, and a crystal whisperer’, to choose a crystal of the month as well to help subscribers ‘relax into their senses’.

Writing on the website, Ms Knowles, who has penned a number of self-help books including You Are A Rainbow: Essential Auras, says: ‘Every month sees a new energy, a fresh vibration and frequency.

‘To celebrate that magic and to allow you to make the most of it, we’re bringing you a crystal of the month.’

February’s rock is an aventurine – a type of green quartz – which she says tunes followers ‘into a creative vibration, open the heart to adventure, explore and play’.

Ms Knowles, who offers sessions about crystal healing on her own website, also advises Wylde Moon readers to take part in a ritual which uses the mantra: ‘As I light this candle, I create a safe space to connect to my highest and deepest self with effortless ease.’

Ms Willoughby is joined by her sister Kelly, who is the managing director of the project, as well as singer Mike Skinner’s wife Claire Le Marquand as her creative consultant.

In addition to offering reading and listening material, the television star also has a 12-piece jewellery collection on sale as well as home fragrance products. Her bespoke perfume, priced at £41, will be launched this week.

Ms Paltrow’s Goop brand regularly features crystals on its website, including pieces such as ‘eight high vibration crystals for better energy’ and ‘nine best crystals for beginners to keep at your desk’.

In 2018, mother-of-three Ms Willoughby pulled out of a lifestyle brand, Truly, she had created with Dragons’ Den star Peter Jones and his wife Tara, claiming she was too busy.

She said of her decision: ‘Truly was something I was very passionate about, but my husband has a really high-pressured, busy job and I have three kids and other projects. My son Harry has really got into football and I want to be able to take him there so he can do what he loves.’