Jude Harper’s stone cottage in the Scottish countryside currently has no running water. “I’m on a well here, and we haven’t had much rain for months, so it’s dried up,” he explains, leaving him relying on bottled water for drinking and cooking. Far from being discouraged, this challenge is simply the latest chapter in a journey that has captured the attention of hundreds of thousands of viewers online.

In 2022, after running a yarn company for nearly a decade, Jude reached a point where motivation had vanished. Then tragedy struck, when both his parents were diagnosed with cancer and passed away.

Recounting his decision to completely reset his life, Jude explains: “I wanted to do something else and had always wanted to live in the countryside. So I quit my job, put my house on the market, and drove around Scotland until I found the right place to start over.”

The Leap Into the Unknown

With no backup plan, uncharacteristic for someone who typically has “backup plans for backup plans”, Jude had only his savings to sustain him for about nine months while he figured out his next steps. “It was freeing and scary at the same time,” Jude says. “It’s easy to keep going and be miserable, it feels like the easier option.”

This decision led him to a small stone cottage in the Scottish countryside, where he encountered unfamiliar challenges. “I didn’t know how anything worked. Private supplies, septic tanks. I didn’t know my neighbors. I live alone, so I didn’t know anyone and regretted it a little, but only for a couple of weeks,” Jude says.

The idyllic countryside life shown on social media doesn’t always match reality. “It’s definitely a lot of work,” Jude shares. “Every time I step outside, I see how much I need to do.”

While there are magical moments, “You make dinner with things you’ve grown and light a fire with wood you’ve chopped”, the challenges are real. “Sometimes you don’t have running water, or no hot water for weeks, or the fire fills the house with smoke because something’s fallen down the chimney.”

The cottage lifestyle has also proven “grubbier” than Jude expected. “I’m perpetually filthy,” he admits with characteristic candor.

From First Video to Flourishing Channel

Before moving to the cottage, Jude had some experience creating content through his yarn company’s “weekly video podcast.” This background, combined with a desire to document his new journey, led to his first video. “I used to send pictures of little projects to my mum, just to show her what I was up to. I couldn’t do that anymore,” Jude explains. “So I thought I’d document it another way.”

His third video, a tour of his cottage, unexpectedly gained traction. “I thought maybe a thousand people would watch it,” he recalls. “Now it’s been seen by over 400,000.” This early success launched a channel that grew faster than he ever expected.

The Meaning Behind “Rewilding”

The name “Rewilding Jude” carries dual significance, blending ecological principles with personal transformation. “Rewilding is about bringing areas back to nature, less cultivated, more native plants,” Jude explains. “I wanted to bring myself back to who I was, connect with nature more, and it just fit perfectly.”

His vision for the channel and his life aligned from the beginning: “I wanted to change how I looked at life, to be less of a consumer and more of a producer.”

Content Creation Process and Philosophy

Jude’s weekly videos represent a significant time investment. He films four to five days each week, documenting various projects around the cottage and garden.

“I film a lot and edit down hard,” he explains. “I work on projects four to five days a week. I’m terrible at work-life balance.”

His editing process, which takes a full day, turns days of footage into minutes of content. “I’ll film two days’ worth of work and edit it into a two-minute montage.”

This approach reflects his own viewing habits: “I have a short attention span. If I get bored watching, something needs to be cut.” The result is a “short, choppy, visually interesting” style that keeps viewers engaged.

While he once planned his videos more, his approach has evolved. “Now it’s just projects I’m doing that week, sort of lifestyle vlogging, but edited differently.”

Authentic Content in a Polished World

In a time of increasingly AI-produced content, Jude believes his audience craves realness. “The more polished and AI content I see, the more I want a real, slightly wonky life,” he says. “I’d rather see someone’s mismatched jars of food than a perfectly airbrushed kitchen.”

His audience connects not just with his projects but with his learning process. “I started with tools I inherited from my dad, who wasn’t even a DIY person,” he says. “I just watched videos and figured things out. If I can do it, anyone can.”

Rather than presenting himself as an expert, Jude embraces mistakes as part of the process. “Everything I do turns into a disaster at some point, but I learn every time,” he says. His chicken coop project, planned for three weeks, took three months. “It’s huge. It’s nicer than my house,” he laughs.

These moments are central to his content. “I leave most of my mistakes in because otherwise my videos would be very short. I’m not skilled enough to make how-to content, so I just show the reality.”

Despite his transparent content, Jude maintains boundaries. “I’m good at not oversharing,” he says. He avoids filming guests to protect their privacy and his own downtime. “If people visit, I take that week off. It’s not fair to expect them to be on camera.”

He also avoids sharing low moments. “When I’m stressed or tired, I don’t film it. It makes it feel bigger than it is.” This thoughtful approach helps him stay grounded while maintaining authenticity.

Managing the Business Side with Sincerity

Very early on, brands began reaching out. “By September, a month after starting, a few brands wanted to work with me,” he recalls.

Feeling overwhelmed, he connected with Talent Manager Joel Saunders from Ziggurat XYZ. “I went into the meeting convinced I didn’t need a manager,” Jude says. “Joel explained everything managers actually do; contracts, negotiating, knowing your worth, all the things I’m terrible at.”

When brands first contacted him, Jude was unprepared. “I didn’t know anyone in the industry. When brands asked for my rate, I didn’t even know what an integration was.”

He remains careful about partnerships. “I’m picky about products and companies I work with. I had clear values and didn’t want to compromise.” This approach hasn’t limited him. “I say no to about 60% of offers, and it’s never been a problem.”

Beyond logistics, Jude values the support. “It’s nice having someone who knows the industry and reminds me to stop watching the numbers and focus on making videos.”

Current Projects and Future Plans

Jude is working on smaller projects while awaiting renovation paperwork. “I’m waiting to start the big renovation, it’s moving slowly,” he explains. In the meantime, he’s focusing on practicality. “I’m building a pantry and decorating my living room on a tight budget. I don’t want to spend much before renovations, but I still want it to feel cozy.”

Looking ahead, Jude is content with his direction. “People always want more videos, and ideally I’d like to outsource some editing for balance,” he shares. “Otherwise, I’m happy with where things are.”

Wisdom for Those Looking to Reset

For those inspired by his journey, Jude advises starting small. “I used to watch people building their lives from scratch and think, that’s what I want. So I started small, growing herbs in pots, baking bread, and making jam.” His message is simple: “You can learn where you are, gardening, cooking, or making videos. You don’t need fancy equipment to start.”

And as for being “too old” to start over, Jude laughs it off. “People say, ‘I’m too old,’ but if you ask someone in their 70s, they’ll tell you you’re not.”

When the day ends, Jude finds peace in simplicity. “I love reading. When it’s cold, I light the fire, grab a book, my cat curls up on me, and I have hot chocolate. It’s the perfect way to tune everything out.”

That balance, ambition mixed with appreciation for small moments, defines Jude’s journey, inspiring thousands to consider what “rewilding” might mean for them.

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