Aimee Smale is the fearless entrepreneur behind one of the UK’s most sought-after fashion brands, renowned for its refined aesthetic, minimalist style, and impressive growth. Taking a leap of faith, she launched her brand from her bedroom during lockdown, leaving behind her job at ASOS to pursue her vision. In just three months, a single product generated over £100k in sales—an early testament to the brand’s undeniable appeal. With no guarantees but an unshakable belief, Aimee has redefined modern fashion entrepreneurship. Whether you’re an aspiring business owner, a fashion lover, or someone inspired by bold career moves, Aimee’s journey proves that success favours those who dare to take the risk.
CHAPTERS
00:00 – Trailer & Introduction
01:37 – Starting as an ASOS buyer
06:39 – Planning your own brand
10.18 – Fear of embarrassment
11:33 – How it began
13:18 – The launch of Odd Muse
15:52 – The Lorna Luxe effect
20:49 – Founder-led strategy
25:50 – Sustaining a business financially
29:32 – Successes and challenges
39:48 – Being a founder
42:44 – Rocket Round
49:02 – Leave a tip
50:46 – Lunch hour
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https://www.instagram.com/aimeesmalex/
Odd Muse: https://www.instagram.com/oddmuselondon/
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