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Aimee Smale is the perfect role model to every aspiring female founder…

Aimee Smale is the perfect role model every woman needs to listen to…

She started odd muse in 2020, risking her house savings to bring her passion project to life.

In 2024 she will turn over £20M…

A far way away from the £1m she always dreamed of.

She fixed a problem that needed solving… she attacked fast fashion head on and has helped slow it down. 

Aimee started a movement and built a community of a more sustainable, conscious, savvy customer, helping build there wardrobes slowly & reducing throway away fashion culture. 

Fast Fashion brands are falling whilst Aimee and OddMuse lead the way to new horizons.

But now, Aimee wants to slow down.

She’s experienced so much growth in the last 3 years that recently it’s affected her mentally.

She became stressed, burn out & needed rest.

Odd Muse could do £50M next year, but Aimee doesn’t want to. 

I spoke with Aimee after she’d just got home from having one month off. 

A month break where she relaxed, refrained and reflected on what she actually wants out of her company.

A journey all of her followers feel like there on with her. 

On Social media Aimee is honest, transparent and welcoming. 

Her approach to her audience is one I’ve never seen before.

It may seem candid, relaxed an open but there is a reason for each and every post. 

Her creation has been so impressive that people mistake her brand as an ‘influencer brand’ 
But that’s simply not true. 

Her brand made her an influencer because of how good her product is and how much her customers love her.

I uncover…

The real reason she is so open with her customers
Her secret’s on social that everyone normally ignores
Why her brand is thriving whilst fast fashion is going into decline
How she is now having cultural impact 
Why she actually has a shop in Covent Garden
The tricks she uses that brands like fear of god and Cole Buxton have also used that have helped grow her brand so quickly…

If you’re serious about growing a fashion brand today, you want to understand what it really takes to succeed on different social media platforms or you simply want a female role model in your life there is no better person to listen to than Aimee Smale.

Chapters:
00:00 Intro
01:39 Do you work too much?
05:37 How much sleep do you need?
06:37 Are you obsessed with your phone?
07:52 OddMuse is four years old
09:32 Are you scared of growth?
12:07 Aimee Smale never wanted to be an entrepenuer
15:10 Giving your customers what they want
16:27 How important is taking a break?
18:16 How did you approach starting your own brand?
23:31 Did Aimee Smale have any business experience before Odd Muse?
24:39 Did you think when you were at ASOS that you'd be where you are today?
26:56 What gave you the confidence to step into the unknown?
28:15 What are the first steps to take if you want to start your own fashion brand?
31:30 Trying other suppliers was a mistake
32:30 Odd Muse opened a factory with their supplier
35:55 How do you start a fashion brand with no money?
39:28 How does Odd Muse deal with fast fashion brands copying them?
41:15 Has Odd Muse caushed Pretty Little Thing to have their worst year ever?
44:32 Odd Muse won Wimbledon
46:41 Will Odd Muse do menswear?
47:42 Good marketing or good product?
51:30 Will you ever increase the prices of Odd Muse?
53:05 How do you approach Odd Muse's socials?
55:51 Why do you know do Pinterest marketing?
56:56 How important is it for a founder to have a personal following on social media?
57:56 Why do you take your personal socials so seriously?
01:01:10 How would your team describe you?
01:02:23 Do you regret putting your face to your brand?
01:03:59 Who do you look up to?
01:04:34 Odd Muse Collaboration
01:06:14 How do you know what will sell?
01:09:09 What type of person does Odd Muse hire?
01:12:03 Why did you host a dinner party in LA?
01:17:08 Have you ever wanted to give up?
01:22:23 What do you struggle with the most?
01:23:57 What happened to Odd Muse in the Middle East?
01:27:09 Why did you choose to have a store?
01:27:51 How do you deal with shoplifters?
01:28:43 Will there be any more Odd Muse stores?
01:30:19 What were your ambitions when you first started Odd Muse?
01:31:28 What can we expect from Odd Muse?