Aimee Smale on building Odd Muse into a $30M brand, why her wedding can wait, and the reality of out-earning your partner

Odd Muse founder, Aimee Smale, joins Maggie Sellers Reum to reveal how she built a $30M fashion brand with no investors, turning £12K into one of the UK's fastest-growing bootstrapped businesses through community, conviction and long-term thinking. Aimee shares the story behind Odd Muse, why vulnerability became her greatest advantage, the power of doing one scary thing every week, and how sensitivity helped her become a stronger founder. She opens up about building a business without outside funding, taking bold risks, handling criticism online, balancing ambition with relationships, and why she believes her journey to a $100M brand is only just beginning. Get unselfish access to insights that will help you own the room. Sign up now https://linkly.link/2jPXJ ---------- (00:00) Intro (02:28) Building a $30M Brand Without Investors (07:33) Vulnerability Is Her Biggest Advantage (13:40) Do One Scary Thing Weekly (25:37) SoFi Ad (26:56) Pique Ad (27:53) The Story Behind Odd Muse (31:30) How £12K Became $30M (34:45) Building to $100M Bootstrapped (43:11) The Biggest Bet She Ever Made (51:41) Friendship Looks Different For Founders (56:02) Fiverr Pro Ad (57:01) Lululemon Ad (58:02) Why Trolls Don't Matter (1:00:39) Why Sensitivity Is A Superpower (1:08:31) Success Doesn't Intimidate Her Partner (1:10:04) Why Marriage Can Wait (1:11:31) Her $100M Vision (1:12:23) Rapid Fire With Aimee ---------- SoFi - visit SoFi.com/HSRCrypto and get up to $1000 in cryptocurrency when you open and fund a Crypto account. Pique - https://piquelife.com/hsr for 15% off Fiverr - If you are scaling a business, then you need to visit https://pro.fiverr.com Lululemon - http://lululemon.com Learn more about your ad choices. Visit megaphone.fm/adchoices

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:00Maggie Sellers Reum?

  If you're starting a business, there are certain things that are so fun to think about. Y'all know I love a mood board, so everything that relates to the creative, the name, the brand, the website, the vision board. But then there are the things that make you pause and ask, am I even doing this correctly? Or do I even want to be doing this? Like forming your business, getting the right documents, keeping your personal information private. This is where our sponsor, Northwest Registered Agent, is so helpful. They're a one-stop shop for founders who want to launch and legitimize their business without turning it into a giant admin spiral. They help you form an LLC or a corporation, act as your registered agent, and give you tools like a business address, operating agreement, website, phone number, professional email, and free guides.

• 0:43Maggie Sellers Reum?

  They also have real corporate guides who know your local laws. Visit northwestregisteredagent.com/hsrfree and start using free resources to build something amazing. Get more with Northwest Registered Agent at northwestregisteredagent.com/hsrfree.

• 1:33Speaker 01

  All girls in their twenties waste so much time on crap friends and crap boys. So I think in business, just teaching women to be unapologetic is so important. Basically, I was like, pretty little thing. And I started a brand called Odd Muse.

• 1:46Maggie Sellers Reum?

  And now you've built a $30 million brand, bootstrapped.

• 1:49Speaker 01

  Yep, no investors.

• 1:50Maggie Sellers Reum?

  I'm obsessed with you. I was one of the first buyers of Odd Muse.

• 1:55Speaker 01

  I do like, women especially, we just need to scream a bit more about our success. That's why I started my personal brand, because I genuinely didn't realize it was going to be this hard. Like, this is the craziest story. I had to pay my deposit, and one of the guys phoned me and said, can you send me $100,000 just to prove that you can pay the deposit next week? So like, as a woman, I had to give a deposit to my deposit. But I love being underestimated. Like, I've paid my mom and dad's mortgage off. That's what excites me about money. I'm like, what would this unlock? I would not have been able to do this if it wasn't for...

• 2:30Maggie Sellers Reum?

  A lot of people watching this will want to be founders. How do you think about being driven, successful, ambitious, especially in terms of being in a relationship?

• 2:39Speaker 01

  Quite controversial.

• 2:42Maggie Sellers Reum?

  Hi, angels. Did you know that subscribing to our channel is free? It doesn't cost you anything, and it is the simplest way for you to support Hot, Smart, Rich and help us grow, so that we can bring you more of the conversations you love. Just hit the subscribe button below, and thank you.

• 3:03Maggie Sellers Reum?

  In case you missed it, you're allowed to be hot, smart, and rich. So let's get into it.

• 3:13Maggie Sellers Reum?

  Amy Smell, are you ready to get hot, smart, rich?

• 3:15Speaker 01

  Yes, absolutely.

• 3:17Maggie Sellers Reum?

  So excited that you're here.

• 3:18Speaker 01

  So excited that you're here. I feel like Hot, Smart, Rich is needed in London. Do you not think?

• 3:25Maggie Sellers Reum?

  You actually posted that, and I really wanted to get into why you put that onto your latest vlog.

• 3:32Speaker 01

  Because I just feel like, in the UK, we're so, like, reserved. And women especially, we just need to, like, scream a bit more about our success. And I feel like I do on these podcasts, because I know why people watch it, but in real life, if someone was to be like, oh my god, Odd Muse or anything like that, I'd curl up into a ball. So I just feel like us British girls, us as a nation, we need some more Hot, Smart, Rich.

• 3:56Maggie Sellers Reum?

  I couldn't agree more.

• 3:57Speaker 01

  And that's why she's here.

• 3:58Maggie Sellers Reum?

  That's why you're here, and that's why I'm here.

• 4:00Speaker 01

  Yep.

• 4:00Maggie Sellers Reum?

  We have a lot of US listeners that might not know who you are. So if someone's just clicked into this conversation, what would you tell them to get them to stay to listen to the episode in full?

• 4:09Speaker 01

  Okay, so first of all, my name is Amy Smell. I started a brand called Odd Muse back in 2020 during a time where no one was going anywhere, and I was essentially trying to sell you clothing then. Everyone told me not to start a business. I thought it was the perfect time to start a business, because everyone was on their phones, and I knew I had a great product. Fast forward six years, we are now a $30 million company. We have stores in New York, we have a store in London on New Bond Street, which is like the most prestigious place in London to have a store. So I'd say that's my little thing to get you to stay.

• 4:45Maggie Sellers Reum?

  I started doing this because I think, like you, you've built a community-driven brand, and so have I with Hot, Smart, Rich. And so I like to give a promise, because I've chosen you for a reason. So to my community, what I will promise you will get from this episode, if you listen to it in full, is this, and I want to see if you agree or disagree at the end.

• 5:04Maggie Sellers Reum?

  You will be able to build an exceptional personal brand, an exceptional bootstrapped business, and live life without permission.

• 5:13Speaker 01

  I love that. I do agree with that, especially like with the era I'm in now. Like, the last, like, five to six years have been, like, really hard, but that last point you said, I'm really, like, living that now. So there might be someone listening to this that are, like, in the crux, like, in the pits of their business right now, but there is that kind of no permission coming your way.

• 5:33Maggie Sellers Reum?

  How would you describe your personal brand and your era that you're in right now?

• 5:39Speaker 01

  Exciting, and I think I really didn't know the opportunities that there are with a personal brand. Like, for me, when I first started posting about Odd Muse, it was by pure default. I was a 22-year-old girl, I spent all my money on stock, I had no budget for models, photographers, marketing, I had no knowledge of marketing. So for me, building a personal brand and telling people what I'm doing and sitting on the floor of a storage unit packing your orders, that's the only thing I could really do to push my brand. I think it's just super surprising, like, how there is a business in yourself.

• 6:17Maggie Sellers Reum?

  I think the way that you think about even those two avenues is, one is very short-term monetization, and one is long-term equity. So like, for you, you can actually get a lot of money from the personal brand right now, this second. But you did something so smart, which is you have equity in what you've built with Odd Muse.

• 6:34Speaker 01

  100%, and on that point is, Odd Muse is always the priority. It always has been the priority. Six years in, I'm learning a little bit more about monetizing my personal brand, but my priority has been building Odd Muse. And I think that's really important to say, because sometimes the world of social media and maybe, like, the attention can be, like, super exciting, and you want to focus on that, but the long game really is in the business and the equity.

• 6:58Maggie Sellers Reum?

  A lot of people watching this will want to be founders or be building a personal brand. What would you say to the person about why it's beneficial to have something other than the personal brand as you're building both a personal brand and a business?

• 7:12Speaker 01

  Again, I think it's just something that I fell into, but I think people really connect with it. And I was talking about this the other day, so I have always, I've not gate-kept anything. Like, I've always told you how much money it costs to start a business, how much money it cost me to start my New York store, launches that didn't go well, launches that did go well. And I feel like I've just had no ego with it, and I think that's the key thing. I see a lot of founders that want to show this, like, glamorous day in the life, but I've always, the reason I started my personal brand and started posting was because I genuinely didn't realize it was going to be, like, this hard. I was like, like, I've posted videos of me, like, so upset on the floor, because I'm

• 7:55Speaker 01

  like, no one is telling us that it is like this, and that this is, like, the reality of building something. It is so stressful. And in those early years, everything is new, so everything just feels so heavy, whereas, like, your five, six-year point, you've, like, you've seen it all. If you're gonna do it, it's really important to be so authentic to a fault. And also, I would say, I never actually really started telling people how to do things until, like, year three. I see a lot of founders that are really early in their journey and kind of come into social media, like, this is how you should do this, this is how you should do that.

• 8:36Speaker 01

  I never felt qualified to tell anyone how to do things until, like, year three, year four, and that's when I kind of started doing podcasts and, like, feeling a bit more confident to share. Up until that point, it was like, this is how I done it, and, you know, I'm upset about this today, and this has happened today. But it's only in, like, year three, four, five that I've actually been like, no, I'm actually confident, this is how you should do it. So I think dropping the ego, being really authentic, and not trying to come across, like, you know more than what you know.

• 9:08Maggie Sellers Reum?

  I was so excited to have you on, because I also have cried quite a few times on the internet.

• 9:12Speaker 01

  It's quite controversial, isn't it?

• 9:14Maggie Sellers Reum?

  It is. Is it controversial in the UK?

• 9:17Speaker 01

  Yeah, I think people just love to say, like, I would never cry on the internet, but if I didn't cry, if I didn't post videos of me crying, there would be no content going out. Like, I was building a, I was building this business, and if I didn't plop my phone up and just tell you how today's gone, there would be no content from Amy Smell. So it was kind of like, it's either, like, post that or post nothing. And, you know, I'm proud of it. It's real, it's like, that is, I have set myself a goal to stop crying on the internet. Like, there has to be a time when enough is enough, but I have no regrets. I think it's, like, shocking that as women, we didn't tell each other, like, how hard this is, and I will always just advocate that.

• 10:00Speaker 01

  It takes blood, sweat, and literal tears to get to where you want to get to.

• 10:05Maggie Sellers Reum?

  I couldn't agree with you more, and you've also gotten amazing opportunities from crying on the internet. So we probably wouldn't know each other had you not posted videos of you crying. Take me back to that video.

• 10:17Speaker 01

  I actually have a fun story with Stephen about this. So I posted, I can't remember what was going on at the time. I think I was just running a team of, like, with no managers, so I had maybe, like, 40 people reporting into me. I wasn't like, I hadn't got the structure in Odd Muse yet, and I just had this...

• 10:38Speaker 01

  Oh my god, I'm like the ugliest crier. I'm literally Kim K.

• 10:43Speaker 01

  Oh my god. Someone commented on that the other day, like, I'm actually so glad to see this video and like know where you are now. But Stephen basically saw this video and reached out to me and was like, here's my number. Send me a fifteen minute voice note of everything that's going on. And within like an hour, I got a fifteen minute voice note back at like two AM. Which is insane that, because I know how busy I am. I can't imagine how busy that guy is. So to send me back a fifteen minute voice note was insane. Um, but yeah, I just, I'm not that girl anymore.

• 11:16Speaker 01

  But that's crazy.

• 11:18Maggie Sellers Reum?

  I feel like that's where I have this thesis that the next era of these creator brands is actually leading through vulnerability.

• 11:24Speaker 01

  Hmm.

• 11:24Maggie Sellers Reum?

  And women are so perfectly positioned to do that.

• 11:27Speaker 01

  Yeah.

• 11:28Maggie Sellers Reum?

  But I also feel like one of women's superpowers is to be a chameleon and to know the room that you're in. And for me, I'm so curious for you because I think people see and have seen me cry on the internet.

• 11:39Speaker 01

  Hmm.

• 11:40Maggie Sellers Reum?

  And then I don't know if they assume that I would do that in every single work setting. So how did you think about your online persona, building the brand to your community versus building it with your team?

• 11:51Speaker 01

  That's been a difficult one because obviously my team, I feel like at times my team have kind of like tiptoed around me a little bit because like there's been a few situations where I haven't actually known things that are going on internally with the business because the girls in my team are just first and foremost, just too lovely to like wanna bother me if I'm, if I'm having that sort of moment. So it's definitely affected that. But I would say that one of the reasons why I love how emotional I've been over the years is whenever I see someone in public, they do not hesitate to run over to me. And immediately they are not scared to say anything. They just feel like I'm your, I'm their best friend.

• 12:35Speaker 01

  And that happened to us in Cannes, didn't it? That girl runs straight over to us and was like, oh my god, Amy and Maggie. People are so excited because they have, they just feel so connected to you. Like they've seen you in your most like vulnerable state. They feel so, so connected to you. And I love that. Like, I love people running over to me like they've known me for like ten years. And so I actually think it's like my superpower, like just being able to share everything and have no, you know, I just click hit, I just click post. And I think not enough people have that nowadays. We all wanna curate something perfect, but I just, I just click post because this, I'm running a business. Like it's either like this or nothing. And but yeah, no, I, I, I think it, they connect with you on another level.

• 13:21Speaker 01

  Like, cause I see people that I maybe follow and I don't feel like I'm connected enough to them. So I'm a bit hesitant. Or should I say hello? Should I not? I know people don't feel like that with me and I love that.

• 13:33Maggie Sellers Reum?

  You said something when I showed you that video that that's not you anymore.

• 13:36Speaker 01

  Hmm.

• 13:37Maggie Sellers Reum?

  How would you describe the Amy that started the brand versus the Amy that you are sitting here today?

• 13:42Speaker 01

  The Amy that started the brand was so shy, so timid. And I love to say that because on paper, I am not the per, or was not the personality type to run a business. I'm super, super sensitive. I feel everything. And I can be super awkward in social situations. Like even at events now, I'm like, oh my god, why am I going here? Who am I gonna know? Like I, I stress so much about all the little things. And but six years later, I'm so confident in my success. I've always been super confident in Odd Muse's product.

• 14:21Speaker 01

  But not myself. And I think the confidence that Odd Muse has given me, but also it's just made me tougher. Like the last six years have been so hard. Like it isn't, it has not been easy at all. Like we've, a lot of people think Odd Muse is an overnight success. And even overnight successes are, first of all, it's not an overnight success, but we've had moments where like the business has skyrocketed overnight in certain situations. I don't think people understand how hard it is to have an overnight success, how hard it is to go from one hundred people to ten thousand people on site and having to facilitate that and having to manage reviews when your face is front and center of this brand. So

• 15:05Speaker 01

  yeah, I just think she is ten times tougher, a lot more confident. There's still glimpses of her, but she's just been through it.

• 15:14Maggie Sellers Reum?

  A lot of people listening to this want to build confidence. They want to be a more confident version of themselves. That is probably other than like, how do you have a successful relationship or start investing? Confidence seems to be the thing that all of these women are trying to grow. What are steps that you can take or things that you do to actually build your confidence in addition to just putting in the reps?

• 15:37Speaker 01

  I think the main thing for me is one thing I used to tell myself really early on in the business stages was I have, every single week I have to be terrified. Every single week you have to be scaring yourself because you're not gonna build up that resilience without putting yourself in terrifying situations, without posting that video online, without opening that store, without signing that contract. You have to constantly be terrifying yourself and doing things that scare you. And that doesn't change. I still always put myself in situations that terrify me, that feel so, so nerve wracking leading up to that moment. But it just, it does so much for yourself and it does so much for your business.

• 16:20Maggie Sellers Reum?

  When you were at that Creator Influencer, do people like to be called creators or influencers here?

• 16:25Speaker 01

  I think, I don't know, the creator term's kind of like coming in. It seems more like businessy. So I'm a creator.

• 16:31Maggie Sellers Reum?

  Okay. So the Creator event that you went to last night, were you nervous walking in?

• 16:34Speaker 01

  Absolutely.

• 16:35Maggie Sellers Reum?

  And how did you overcome that to own the room?

• 16:38Speaker 01

  I went on my own. I could have had a plus one. I made sure I went on my own. And I, I just dived in. I just went. I had, I had no strategy. I just went and I met loads of people. I made sure to like go up to a few people and just say, hi, I'm Amy. How are you? And really introduce myself. That's one thing I never used to do, introduce myself. I would always just look for someone I knew. Or like, and just attach to one person. But I really make sure that I introduce myself now. And I feel like that's actually something that I learned from like American founders. Like they are so like, hi, I, I, this is my name. This is what I do. And that's one thing I found really refreshing in Cannes. I was like, people really advocate themselves, for themselves and as they should.

• 17:23Speaker 01

  There's not enough of that here. We're all a bit like, maybe like a bit awkward around introducing ourselves and we can be quite clicky. And I think just walking into the room and introducing yourself. And if someone doesn't respond to that, the way you would respond to that, you don't need to talk to them. Like I know if someone walked over to me and said, hi, I'm Maggie and this is what I do. I'd be like, oh my god, that's amazing. My name's Amy and stuff like that. So I think you should always kind of expect that people are gonna be as welcoming as you. And if they're not, then you're not a match and you can talk to the next person.

• 17:54Maggie Sellers Reum?

  I'm so curious because I have a perception of what you would be as a child.

• 17:59Speaker 01

  Okay.

• 17:59Maggie Sellers Reum?

  But how would you describe what Amy was like as a child?

• 18:05Speaker 01

  Amy as a child drove herself mad. She would move furniture at two AM. She would rearrange her bed. I mean, to start Odd Muse, I actually dissembled my single bed in my parents' room and threw it out on the driveway. I was like, I don't need to, don't need to sleep. I just need to shoot content in this room. And I need like a little desk to work from. So like my dad come home that day and was like, what is going on? Your bed is in like a million pieces on the driveway. But I just, I'm really obsessive and impulsive. And I feel like I really like, if I have a good idea, I run with it. And but like throughout school, university, like would stress myself out so much. Like, I remember being like eight years old and having like a test at school and I'd

• 18:49Speaker 01

  covered my room with like all these like brainstorm mind maps. So I could go to sleep reading it all. Like, I would get so obsessive, I know. And like, I would just spend so much time on my own. And I think I just really felt a lot of pressure to do really well. But it was so self inflicted, like that never come from anywhere, anyone in my family. I just always wanted to do well.

• 19:13Maggie Sellers Reum?

  Why do you think that is?

• 19:14Speaker 01

  I don't know why. I just, I get a kick out of it. Like I love, I just, I've just, who doesn't wanna do well? But I just was, was a bit obsessive. Like I would like stay, I would have like the security guy at university kick me out of the library at midnight. Like I was so obsessed. But I think that's a credit to like my work ethic. Like I have always put myself in situations where I'm doing things that I love. So at university, I started fashion buying. I was so interested in the buying world of fashion. And even at school, like all the subjects that I chose, like I've always been really obsessed with like learning. I think that's really important. I always say I need to be laughing or learning.

• 19:54Speaker 01

  And I always love to say that to people because I feel like people have such a thin patience nowadays with their expectation at work. Whereas if I'm having a crap day at work, I'll be like, at least I'm learning something today. I can either be really enjoying myself, having a great time laughing. Or if I'm not enjoying myself, at least I'm learning something. If I'm not laughing or learning, I'm not doing it. That's like my rule of life.

• 20:19Maggie Sellers Reum?

  I think that's so important for founders to talk about because so often it's like people look to you as the top of the business and you're almost democratizing your information. And like the best founders that I see actually do the opposite. They're learning so much from their team.

• 20:31Speaker 01

  Hmm.

• 20:32Maggie Sellers Reum?

  But who would you credit the most that you've learned from in the journey of building Odd Muse?

• 20:37Speaker 01

  I feel like I'm really just entering that era because I've really started hiring up. It took me so long to hire senior hires. And so I've recently hired a managing director and a brand director. And I just love sitting in catch-ups with them and rooms with them. And I fill my time up with them as much as I can because I just feel like I'm absorbing so much from their knowledge and their experience, but also just their experience in like leading the teams. Like I feel like one thing I really underestimated was that leadership quality that you need when you build a team. And I mean, I think just watching these two people give feedback to other people is

• 21:18Speaker 01

  so mind blowing to me because previously in the business, I would be like having to tell someone that I don't like something or I wanna change something. I'm like hyperventilating going into this meeting and thinking that I'm breaking their heart. But These hires that have been in the business a lot longer than me just do it in such an amazing way that's better for the team member. So I think I'm learning a lot about leadership from them. But up until that point, it was all my customers and all my community. And I've had no, I've took criticism so good, like, but one thing about fashion buying will teach you if like a product's not working, do not personally attach, move on. So I've always constantly like been asking my community, do we like this? Do we like that? Oh, you like that dress? Okay, we'll do this

• 22:03Speaker 01

  collection based on this. And I've learned a lot from my community, but now I'm like really leaning into like directors and kind of like moving into that C-suite level to just really absorb knowledge from them.

• 22:14Maggie Sellers Reum?

  I love that. You're talking so much about learning because you often think when you finish school, it's like you're done learning and you just have to know everything.

• 22:21Speaker 01

  I love people that know more than me. I want to be the dumbest person in the room at all times. All times. Do you like that or no?

• 22:28Maggie Sellers Reum?

  I say the exact same thing.

• 22:30Speaker 01

  Okay.

• 22:30Maggie Sellers Reum?

  Like I, I was actually, so there was a new woman, Elena, who just run my team and she's in training this week. And I was saying like, I love when people have a point of view, like do not just agree with me because then I lose trust that like you actually don't have the skillset that I wanted you for. Like the best way to work with me is actually to push me is actually to like give me a different thought. If you are attached to that, that can become a problem. But if you, if you introduce that thought and it's a conversation, I love that.

• 22:59Speaker 01

  I think that's such a conversation to have with anyone before you hire them.

• 23:03Maggie Sellers Reum?

  What is the best way to work with you?

• 23:05Speaker 01

  I read a quote the other day and I'm kind of like forgiving myself. Like I feel like hiring is a bit like dating and it's like, it's so fine if it doesn't work out because it's not good for either party. And so I'm really like, I feel like with people I hire, I am kind of like playing the field a little bit and seeing if we like really click.

• 23:25Maggie Sellers Reum?

  I want to go to that a little bit because I think I'm so curious with founders of like why they start a brand. It sounded like, that's why I asked about you as a child, like you loved learning and you loved being obsessed with things. But what was it specifically about aspirational luxury fashion that you were like, I'm going to do this?

• 23:43Speaker 01

  Well, basically, I was working, well, I was at university, graduated, got my first job at ASOS. First paycheck hit, I was like, okay, fuck Pretty Little Thing, I've got money now. Fuck Boohoo. I'm not, get out of my way. I've only been, I've only been buying you because I've literally had no money. I've been buying you with my student loan. I'm ready. So I want to spend like a hundred and fifty, hundred and fifty quid, hundred and fifty pounds. We was laughing earlier when I said quid. And I wanted to spend a hundred and fifty pounds on something. I was like, I want to buy like, what is my first piece? I couldn't find anything. There was nothing out there that was

• 24:22Speaker 01

  speaking to a young working woman that wanted to just up her spend and just like buy something cool. And it was literally like, a YSL blazer for two thousand pounds or like a twenty quid dress from Pretty Little Thing. No one was like hitting that middle ground. And I just, I sat with that idea for a while, continued to just use my ASOS discount and just wear ASOS and Pretty Little Thing and stuff. And then over COVID, I was like, no, this really needs to happen. Like this is such a niche. I'd been like working on samples in the background, like I'd been spending like sixty, sixty pounds here and there, getting samples made in China because I was, I was working at ASOS. I

• 25:04Speaker 01

  understood like where people were getting clothes from, how much they cost, how much it was to import them. Like I was really understanding like the BTS of fashion that no one sees, like how you actually get a product on site. And I think, well, over COVID, I got moved departments at ASOS and I was on like the beauty brand. And a lot of people love beauty buying, but for me, it was so systematic. It was like, I was ordering like thirty thousand pixie glow tonics a week, just like a, I felt like I was just at a call center all of a sudden. And I just, I wasn't in that creative realm. Whereas when I was on the premium department, I was going to appointments, I was curating collections for ASOS, and I had an amazing manager that let me do things that were

• 25:49Speaker 01

  like way above what I was able to do. So I think it took job satisfaction to be like on the floor and a bit of like lockdown, spending too much time with myself and just really gearing myself up to just go for it. And then one day I was like, I've got, I've got this sample made. This blazer is amazing. I'm going to quit my job. And I think there's something in that that just clicks. And I think I'd spent so much time on Odd Muse, like it was a hobby before it was a business. So I was like commuting into London every day for two hours on my iPad, like sketching, what's the brand called? What's the brand called? The mission is investment fashion. The mission is slow fashion. What's, I need a good name. Like I thought of every single detail. And I think when I come to

• 26:31Speaker 01

  market, although I look back now and I'm like, that is not how I would have Odd Muse look, like if I look at the socials and stuff, but it looked pretty good for a twenty-two-year-old that was just quitting a job. And everyone was like stunned by the finishing product. So I think I just come to market with an idea that I'd spent so much time with and I was so confident in. Like when I speak about not being confident in myself, I'd spent two years with Odd Muse and I thought it was the best thing ever and I had to share it with the world. So I think making it a hobby for like two years before launch was like the most game-changing thing I did because I fell in love with my business before the world did.

• 27:11Maggie Sellers Reum?

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• 27:51Maggie Sellers Reum?

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• 28:29Maggie Sellers Reum?

  I need a matcha. So we're going to take a little break and make one with our show sponsor, Peak. They have my favorite Sun Goddess Matcha. I use this all the time, especially when I'm traveling, but also because it's just the best ingredients. It's ceremonial-grade organic, made from the highest quality tea leaves and the added oxidants don't hurt either. Now, we're going to add a little bit of hot water first. I'm an iced matcha girl, but I'm also a latte girl. And to be able to do this the best at home, I use Peak Carrara Marine Collagen, which turns my matcha into a latte. Today, we're going to do two scoops because it's that good. Source from Japan with

• 29:08Maggie Sellers Reum?

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• 30:22Speaker 01

  Where did the name Odd Muse come from? Oh, I need to think of a chic way of saying this, but I'll tell you, and then I really need to work on this. But I was obsessed with the idea of the word muse, like something that was super inspiring. And I think I just really had a problem with the industry, like really pushing fast fashion onto these young women. Honestly, like spending, like you would watch brands like Boohoo spend way more money on getting someone in Love Island in these crap clothes than they would on the actual clothes. And like people were just buying into it. And I essentially was like, okay, what I'm doing is odd. Odd Muse.

• 31:07Maggie Sellers Reum?

  I don't think you need to change that.

• 31:08Speaker 01

  Okay.

• 31:09Maggie Sellers Reum?

  I actually-

• 31:10Speaker 01

  I'm doing something odd.

• 31:11Maggie Sellers Reum?

  I think that, for me, I think being different and being odd is actually such a superpower, especially in this world we live in now where even facial features are starting to look the same. But I don't know about you, like, when I see a woman with very distinctive features that doesn't have Instagram face, I am drawn to them. I am like, there is something so uniquely different about it. So I don't know, because I, you know this, but I was one of the first buyers of Odd Muse.

• 31:36Speaker 01

  When you showed me those pictures, I was like, I cannot believe this. Because this is like the podcast that I've been manifesting this year. And then you rocked up that picture. I was like, no, this is not real. This is not happening right now. And it's like you in a car park with the blazer on.

• 31:51Maggie Sellers Reum?

  And that was the first VC dinner that I was hosting, where I was actually trying to get LPs, so very rich people, into a fund that I was working at at the time. And I remember being like, this is what is going to speak to who I am. I'm a creator meets being now at a VC fund, and I want to be fashionable and I want to be stylish, but I want to be taken seriously. And I'm actually hosting people that have real money. And I remember it was a UK brand. I was always looking to be different. Like whenever someone asked me about my outfit, I didn't want to say Zara. I didn't want to say the same thing. And so being, having that word odd in it drew me to the brand.

• 32:30Speaker 01

  Yeah, it's a good name.

• 32:31Maggie Sellers Reum?

  I actually think you need to like own that story.

• 32:34Speaker 01

  Yeah. But I love what you just said there. Like that Odd Muse really is a feeling. Like people, we call it, well, we've, there's a few people that say on TikTok, and we're just owning it now, but we call it like the Odd Muse effect. And it really just made, all the clothes make women feel so fabulous and so ready for whatever they're going into, whether that is a board meeting, whether that's now like a wedding, like it just, it really is like a coming of age when like a young woman stops shopping fast fashion and moves into Odd Muse. And I love that because every single year I've been in business, fast fashion is just declining. And I have so many young women that have said to me, you've changed the way I've shopped. Like I used to spend the same amount on Boohoo and ASOS and stuff like that.

• 33:19Speaker 01

  But now I just like, I want to re-wear this one thing over and over again. We have people that still wear that blazer five years later. That was my mission, to just buy something that you want to wear, that's not only going to last in terms of quality, but also style. Like, we're not inspired by trends. We're completely inspired by what has worked before and what our customer will like. But it is a feeling. It is odd. People will, if it's a really important day, people are going to come to Odd Muse, and I love that.

• 33:47Maggie Sellers Reum?

  I also love what Isabel, our mutual friend, said about having things that you are known for aesthetically on your, on your personal brand page. So like, she only really has a few pieces of colors in her wardrobe, because it's actually now what people are drawn to, where it's instantly recognizable.

• 34:04Speaker 01

  Yeah.

• 34:04Maggie Sellers Reum?

  I think that slow fashion and what you have pioneered is, would be so intimidating, sitting at where you were at a 22-year-old woman. How much money did you have saved to launch this brand to go up against these huge brands?

• 34:19Speaker 01

  So I saved like £12,000 to try and move out one day. And then I thought, I'm just going to risk it all. I've got, you know, I've got, I felt really steady. Like I hadn't moved out yet. I knew that my parents are like pretty solid. They probably still let me live in their bedroom now. So I, I'm so lucky to like have that support. Like, they didn't have anything, they couldn't give me anything, but they gave me like a secure home. And I feel like that's just been everything to me. And so I really just like mitigated the risk. I was like, I can, I'll buy a house one day. It's fine. And so it was £12,000, but that all went on stock. I had nothing for nothing else. Like, I had no, I made my website myself. I learnt myself, I taught myself Shopify. I made the logo myself.

• 35:05Speaker 01

  I didn't have anything but this stock that I'd purchased. I bought £12,000 worth of stock.

• 35:11Maggie Sellers Reum?

  And now you've built a $30 million brand.

• 35:13Speaker 01

  30 million last year, yeah.

• 35:15Maggie Sellers Reum?

  Bootstrapped.

• 35:16Speaker 01

  Yep, no investors.

• 35:17Maggie Sellers Reum?

  If you could do it all over again, would you do the same thing?

• 35:21Speaker 01

  Yeah. I kind of think, be, it's, I feel like not having investors is like my biggest flex for fashion. It's so like, when I walk down New Bond Street, I'm like, I'm the only store here that's like female-founded with no money from anyone. Like, I'm on the same street as MS. In New York, I'm next door to Totem. Like, and I've done this all by myself with my own cash. Like, I feel like that's something I'll be so proud of. And even if we do take investment one day or anything like that, I'll always be so proud of how far I took it without any help. And I did that with my community. I would not have been able to do this if it wasn't for the pre-order model.

• 36:03Speaker 01

  So for like the first three years of Odd Muse, I was selling all my stock before I had to pay for it. And that was, people always ask me about the pre-order model, and I'm like, the product was that good. The first 100 units would sell out, and people would pay and wait for five weeks. And it's like, it's a lot to ask people five weeks. Like, I can't, this isn't fast fashion. I can't get it back on site within a week. Like, five weeks was even like a push. The manufacturer that I work with had just started her business at the time. So we was both just like working day and night to get it done, because we wanted to build our businesses together. And like five weeks was the best we could do. But up until like last year, like 60% of our site was on pre-order. And I couldn't have built that business.

• 36:47Speaker 01

  Like my pre-order, my community invested in me. And I think that's just the most like niche story that I'm so proud of, because I made them want that so much. And I made them trust me that much to want to wait for that product. Because we all have, especially now, like we all have such a thin patience. We scroll TikTok, we go, we watch it for three seconds, we keep scrolling. Patience is so thin nowadays. But I created something that people were willing to pay for and wait five weeks for. And I think that's so powerful.

• 37:20Maggie Sellers Reum?

  Now that you're sitting at $30 million revenue,

• 37:24Maggie Sellers Reum?

  what is the goal?

• 37:26Speaker 01

  The goal is to take it to 100 with no investment. And then, because I, I feel like if you watched me in podcasts a few years ago, I'd be like, no, never doing investors, blah, blah, blah. But I, I do feel like that would be such a new learning experience for me, and definitely something that I want to do. I also feel like Odd Muse and the team would deserve that, because I recognize that there's only so far that I can take it on my own. It would get to a point where it'd be like quite risky to still be running a business solely on your own of that capacity. And but I really want to take it to 100 million with no investors. And I'm, I'm in no rush. I'm in no rush. Like, that can be 20, 30, that could be 20, 35. Like, that is just my goal. And so yeah, that's the goal.

• 38:10Maggie Sellers Reum?

  I love when you talk about that, because I think so many people build a business to sell nowadays. Like, you've seen the exits, right?

• 38:16Speaker 01

  Yeah.

• 38:16Maggie Sellers Reum?

  And it happens so quickly. Like, Hailey Bieber on Road Three Years.

• 38:19Speaker 01

  I know.

• 38:20Maggie Sellers Reum?

  How do you think about that when you see something like that in the news, where you're like, what, what do you feel when you hear that headline?

• 38:27Speaker 01

  I always feel like, I always ask myself, like, what if, what are people saying? And what could that be for Odd Muse? What would Odd Muse's journey be like if I took an opportunity that come my way maybe two years ago? And but I'm also like, there's no rush. There's, like, I'm building a brand with longevity. Like, everyone will tell you in business that you need to strike while the iron's hot. And, and this is an amazing opportunity. When you're going like that, you should sell. But I just, I'm building a brand with longevity, and we've got a long way to go. So I'm in no rush to take investment.

• 39:01Speaker 01

  And I feel like I'm only just really starting to enjoy myself and find myself in the business. So I'm just enjoying it at the moment. Like, I'm not someone that went into business to make money. And I feel like that's why I've got such a good relationship with my community. Obviously, that's been amazing, and I've wanted to like push the brand. But even, one thing I'm being really transparent at the moment is, we're kind of like lingering at this 30 million. Like, I think we'll finish again the same this year with like no growth. And I'm not really transparent about that, because I know that I need to re-strategize this, and this is a new challenge for me, and I'm learning a lot. I also know that I could go to an investment board and be like, right, we're at 30 million. We want to take it to 100 million. And they could, they could do that for me within like a year or two. I know that.

• 39:46Speaker 01

  But I want to challenge myself to do that myself. And I'm not in a rush to see those numbers. And I think, yeah, some people might think I'm crazy for saying that, but I, I want to be transparent about it. I see, I see a lot of articles that go out when a business doesn't grow, keep growing like that. But I mean, I never set out to have a business with 30 million. So if I make 30 million for the next five years, I'm good. I'm happy. Like, that's, for me, that's so, so cool. And I think the way I'm going to grow this business is because I'm not putting pressure on myself anymore. Like, I'm going to unlock that 100 million, because I'm not that girl that's stressing anymore.

• 40:26Speaker 01

  And so yeah, we're kind of stuck at the 30, but we're re-strategizing. We're changing everything that we're doing. We're doing all new product. We're sourcing so many new fabrics. We're just moving into like even more of a luxury era. And I'm just enjoying learning.

• 40:42Maggie Sellers Reum?

  You said that you didn't start the business to make money.

• 40:44Speaker 01

  Hmm.

• 40:44Maggie Sellers Reum?

  Do you like making money now?

• 40:46Speaker 01

  Now. I do, but it's it's funny, like even since I it's only since I've monetized my personal brand that I feel financial freedom. I've bootstrapped this business, so any money I've had, I've not been attached to. And and I've just had like so many priorities with my money, like. I wanted to buy my dad, my mom and dad a car before I even moved out. I wanted to pay their mortgage off before I even moved out. And stuff like that. So the the money has been amazing, but it's never really felt like mine until I monetized my personal brand. And anyone with a fashion brand will know that, or anyone with a business will know. So many things crop up, like in them early stages, you could have like thirty thousand pound in your bank account and then the next day and a big invoice hits and it's nothing.

• 41:28Speaker 01

  So I never got attached to that money. And I remember when we got a finance director in. He was like stunned at like how well I managed the cash flow. But it's because I never once got excited, made big purchases. I never really unlocked financial freedom. Until I monetized my personal brand. And I think that's really important because you can see those numbers come in, you can get super excited and you can make some silly purchases as you should. But I just, I never did that. And I've had such a separate relationship with the money that is odd muse. And I think. Any bootstrappers will know, you just need to like save everything for a rainy day.

• 42:09Maggie Sellers Reum?

  Have you made more money from your personal brand than you have as the CEO of the company then?

• 42:15Speaker 01

  Um, I guess so, yeah. I guess so, because I've just like reinvested it all. And like, obviously. There's more money sitting in Odd Muse's account than mine. So I don't know how you'd work it, but in terms of like how much Odd Muse has paid me into my account versus my personal brand, technically, yeah.

• 42:34Maggie Sellers Reum?

  Well, I think that's why I wanted to ask it because. I think a lot of founders, especially women, are afraid to say how their business is doing with revenue because. People in their life feel like they've made thirty million dollars.

• 42:48Speaker 01

  Yeah.

• 42:48Maggie Sellers Reum?

  Did you ever feel scared that like the people in your life, whether it was your family, your friends, whoever would be like, now Amy's made it and like. She can take us out for dinner or she can take us to the club.

• 42:58Speaker 01

  No.

• 42:59Maggie Sellers Reum?

  No.

• 42:59Speaker 01

  Definitely not. I've had, I'm really lucky with. The circle around me, like growing, I've had like my two best friends for like twelve years, like I'm not. I'm, I don't have like loads of friends and I like it that way. And and I've just got such a solid family and I think everything, even to this point, is like still such a nice surprise. If I do anything, there's no expectations. And I feel like I'm really lucky because I know some people wouldn't have the same experience, but it just makes me want to give more.

• 43:29Maggie Sellers Reum?

  I'm obsessed with you. I feel like this is why. You were asking me how it's going in in the UK and it has been so interesting that a lot of people. When even the money conversation comes up and you know, that's kind of like the whole point of the show is for. The Bella, we call the Bella that's listening to this, to really feel like. She doesn't have to follow the the grain. She doesn't have to listen to the gatekeepers. She can find financial freedom and what I call fuck you money.

• 43:55Speaker 01

  Yeah.

• 43:55Maggie Sellers Reum?

  To be able to leave any room that she's no longer respected in.

• 43:58Speaker 01

  Yeah.

• 43:58Maggie Sellers Reum?

  But when it actually comes down to talking with the numbers, whether you're in the US or the UK, it's like, it's a very scary thing.

• 44:04Speaker 01

  It it is, and it really is. And it it goes back to like when I come on these podcasts. I know as a listener what I would want to hear from me. But when I'm in real life, I would never talk like this at all. I would never sell myself. I would never, if someone comes over to me and says, Odd Muse is amazing, I'll be like. Like, it really just, it's a British thing. We just want to curl up into a ball and we don't want to seem like we're boasting. I think that's the main thing, like we don't want to come across like we're showing off. But I think I'm kind of in this era where I'm like so proud of how I've used my success. And like even just like my life dream was to look after my parents the way I have, so.

• 44:43Speaker 01

  The second I paid their mortgage off was like my I made it moment, like how can I ever have a down day again? Like I've paid my mom and dad's mortgage off. I've unlocked. The freedom that they've deserved their whole life after giving me everything. So I think. I'm just really proud of how I've used my success and I lo- I love to talk about it.

• 45:02Maggie Sellers Reum?

  How do you think about setting goals for money now, if you've already achieved something for your parents like that?

• 45:07Speaker 01

  Now, when I think about, like when I speak about this hundred million, all I really think about is my team. Because with that hundred, it's not about. Making a hundred million pounds. It's about building a brand with longevity. It's about. Giving the team all these opportunities. It's about bringing more people in that everyone can learn from. I think that's what excites me about. I always think about. Money and what it can do for like everyone around me. And so I think that's what I think about when I think about money. I'm like, what would this unlock? And I think that that's with the hundred million. I'm like, this would unlock so much for the team and the brand.

• 45:44Maggie Sellers Reum?

  What are the investments that you've made, both let's do your personal brand and for Odd Muse, that were a lot of money but paid off in the end to grow both of those businesses?

• 45:54Speaker 01

  I think, I mean, for Odd Muse, there's been many, many times where I've just. Risked it all and like that comes down to the stores, like even. With my New York store, that was an insane amount of money and I was in far too deep when I started realizing the deposits and like. Yeah, definitely the stores. I remember me opening New Bond Street, this guy was like on his bike and he stopped me like, what shop is opening here? Like I live here and I'm like, oh. It's my brand Odd Muse. And he was like, oh, who's like your investor? And I was like, no, I'm opening. And he went to me, you're brave. That's what he said to me. He was like, you're really brave. And I was like. Yeah, I am. I am brave and this is going to work. And there's, you should come back on Saturday and see the queue outside the door.

• 46:38Speaker 01

  So, yeah, and even when I opened the New York store, this is the craziest story. I had to pay my deposit and I had one of the guys phone me and say. Can you send me a hundred thousand dollars just to prove that you can pay the deposit next week? So like as a woman, I had to give a deposit to my deposit. Yeah. Yeah.

• 46:58Maggie Sellers Reum?

  Did you pay that?

• 46:59Speaker 01

  Yeah, but I got it back.

• 47:03Maggie Sellers Reum?

  That is something that I feel like deserves even a different conversation where it's like about being a woman in business.

• 47:09Speaker 01

  Hmm.

• 47:10Maggie Sellers Reum?

  What do you think is our benefit of being a woman in business and where do you feel like situations like that hurt us?

• 47:16Speaker 01

  Um, I mean, it's never really hurt me. Like, I love being underestimated. I don't, I get a lot of questions about this and I feel like. People expect like a more of a, an emotional response and like it's a disadvantage, but I think. I think it's like, okay, I'm brave. I'm more than brave that to be doing this. And uh. Yeah, I even get like, there's people that really thought that New Bond Street store wasn't going to last through Christmas and it's just like. The New York store in January, we signed the permanent lease off for a pop up store, like just. Hmm. The fuel that Odd Muse gives me and how amazing it is and how much it has defied. All my expectations just kind of like fuel me whenever I'm in a room of people that underestimate me.

• 48:00Maggie Sellers Reum?

  When you distill that down to like, what is it? Is it viral product? Is it founder led content? Is it? Like being in in front of cultural trends that are happening, like what is it?

• 48:10Speaker 01

  It it's honestly the community that I've built and the diehard Odd Muse girls that just support everything we do. And they've just given me so much confidence in in this and. Just the longevity of the brand, like being able to afford rent on Mercer Street in Soho. And New Bond Street in London, just being able to pay that invoice every month is insane to me. So I think just the longevity of the brand, like every, every month that goes by, every year that goes by, every store that we open. It just builds more and more in me. And I feel like that's why you see like such a change in me in this fifth year because it's like. I've been running this business for five years. It's so hard to run a business for five years.

• 48:55Speaker 01

  Like it's one thing to scale a business, it's a whole other thing to maintain that. Maintaining is so hard and that's what we're doing and I'm so proud of us for doing that.

• 49:05Maggie Sellers Reum?

  Let's talk about the difference between building a brand in different markets, because I feel like you've actually done it in the US and in the UK and now you're doing it in Dubai.

• 49:13Speaker 01

  Yeah.

• 49:13Maggie Sellers Reum?

  Why?

• 49:14Speaker 01

  The brand has always done really well out there through no marketing, no like real push from us. And I think it's really important when you're in a market like that to recognize the business you have and learn more about it. So at the moment, I'm spending a lot of time learning about the market and the culture there. And I think that's really important because I don't want to get to a day where Odd Muse is huge in the Middle East and I haven't done anything to respect the Middle Eastern customer. So I'm learning so much about the Emirati woman, like I meet. I meet women that tell me that they buy our bridesmaid dresses for at home date nights with their husbands. Like, how cool is that?

• 49:54Speaker 01

  They, obviously, they are modest when they go out, but when they're at home with their husband. They wear whatever they want and Odd Muse is like such a part of that for them. So they'll buy like the bridesmaid dresses in every color and they get. Super dressed up and that is just learning about these women. They are so amazing. And I want to do more for them. Like, that's great that you're wearing Odd Muse for your at home date nights. But you need to be able to wear Odd Muse when you're out of the house.

• 50:24Maggie Sellers Reum?

  What do you think the best market is to build a business in, in the aspirational luxury fashion category you're in?

• 50:31Speaker 01

  I think the old fashioned term, you crack America, you crack the world, is still very relevant. There's a lot of people in America, they are always looking for like the newest, coolest thing. The coolest London brand, like I love, all the New York girls come in and think we're like the coolest thing ever just because we're from London. And I love that. So I still truly believe you crack America, you crack the world. And and I knew that from the very beginning, like one thing, one thing I really remembered when I started. This business is, okay, I'm in the UK, we are on a tiny island and as much as I want to convince.

• 51:11Speaker 01

  Young women to stop shopping fast fashion, they are a lot more powerful than me, so I'm going to tell them my mission. And I'm going to slowly get them on board, but from day one, I'm putting all my ads to the US. From day one, I'm speaking to the US and we was really only sending orders out to the US for like the first two years. Like we was not a UK brand, big in the UK, like we had a lot of followers in the UK, but we weren't quite getting them to convert. It took a lot of time to build trust. It wasn't until twenty twenty three. When, or twenty twenty two, when I released our pearl dress and got into like the dress market, that I really kind of. Convinced the UK girls to get on board with this. I had to prove myself, but the US loved us from day one.

• 51:54Maggie Sellers Reum?

  Blazer from day one.

• 51:55Speaker 01

  Exactly. And a lot, a lot of people know that. They assume that we kind of went into the US when we opened the New York store. But the US has always been like a large majority of the business.

• 52:06Maggie Sellers Reum?

  I think something that I found shocking about you personally then was that you ended up building it from the UK. Moving to the US one.

• 52:14Speaker 01

  Last year.

• 52:15Maggie Sellers Reum?

  And now you've already left. Why?

• 52:18Speaker 01

  Um, I think the main thing really was I wasn't re- actually ready to leave my team. It wasn't necessarily like a US thing, but I think what made it really stressful is I'd moved to the US to really set this market on fire. Like they'd been ordering from us for a while from the UK warehouse. We needed to open a warehouse. We needed to do a big marketing strategy. And then within a day of being there, Trump bought in a hundred and forty five percent tariff. So all of a sudden someone ordering a $200 blazer would have to pay like $500 to get it. And that doesn't make sense. No one's doing that. So I kind of watched the business overnight half. And that's quite stressful because I'd just signed the lease in New York. We couldn't get any stock. It was like this time where I didn't know what to do. I kept stopping the shipment because

• 53:03Speaker 01

  my shipment was going to be like an extra like a hundred thousand dollars just to get it into the port. I, I didn't know what to do. So there was like two months when we first opened the New York store where there was nothing you could buy in there. And yeah, that was, that was Trump. And, and I remember going to bed every single Sunday so nervous because every Monday he would announce something new with the China tariffs. And it was really hard because I've built this brand with integrity and with this one woman in China, this family run company. So the obvious thing people are saying to me is move from China, get a factory somewhere else. And it's like, but these people are literally like my family. Like if I don't put an order in next month, like

• 53:45Speaker 01

  their business, they're like, they only make for odd muse. Like this is insane. I can't leave them. So I was just stuck and I think I could have been anywhere in the world, but I was in New York. And, and I feel like it just kind of ruined my experience in the US. But I do keep saying to myself, I've got another New York chapter in me because I didn't get to do that how I wanted to do it. Like I'm a fashion girl at core. Like I deserved my dream year in New York and I didn't get it. So, yeah.

• 54:14Maggie Sellers Reum?

  I get asked a lot about maintaining friendships when you're building a business, right? Especially when you are transitional and you're like able to pick up and move. How do you think about friendships? And being transitional and putting in the time to be able to have those relationships when you are focused on building your business right now?

• 54:32Speaker 01

  Okay, this is such a fun thing for busy women to do. Me and my friends do this thing called a Wednesday waffle. So every single Wednesday, we send each other a minute long video note. And we only talk about ourselves in that minute. We don't ask, we just say, this is what I've been doing this week. And we spend a whole minute telling each other what's going on. And that is how I stay so connected to my best friends. And, and I mean, that sounds really silly, but it's twenty twenty six and that's how we like, I, I want to know what my friends are doing. And, and I love to say, I, all my friends and family are like take along with me. Like if there's ever an event or there's ever something that I can share with my friends and family, like we're doing it.

• 55:16Speaker 01

  Like everyone gets to enjoy odd muse and the way it's changed my life. So, yeah, but Wednesday waffle is a good one. Do you know what a waffle is?

• 55:24Maggie Sellers Reum?

  What, I eat like a pancake?

• 55:26Speaker 01

  No. So Wednesday waffle is like when you waffle, you just like talk too much.

• 55:32Maggie Sellers Reum?

  That's so me, except I've had to train myself with the podcast to stop talking.

• 55:36Speaker 01

  If you're like talking too much, you're waffling. So that's, that unlocks what Wednesday waffle means. You'll probably really confuse them in here, okay? But yeah, if you're waffling, you're just talking too much.

• 55:46Maggie Sellers Reum?

  And you send it in a group chat?

• 55:47Speaker 01

  Yeah, just a Wednesday waffle.

• 55:49Maggie Sellers Reum?

  Do any of your industry friends or best friends sell a ton of odd muse?

• 55:54Speaker 01

  Yeah, yeah. Isabel sells a lot of odd muse. It's very like her style, like super, super capsule. And I mean, yeah, whenever I meet someone in the industry, the first thing I do is like kit them out with a new wardrobe, as you should.

• 56:07Maggie Sellers Reum?

  As you should.

• 56:07Speaker 01

  I want to do that. And I think that's the reason it actually works really well. Because I have sat there and actually thought about the pieces that, not the pieces that I want to sell. Like there's, there's a few things in there that are just not in stock and I went through the ends of the earth to try and get them for you. Like you can't even link it and sell it at the moment because I can't get them. Um, but it is really just super intentional, like what I want them to wear. Um, so yeah, it's never to like sell. It's because I want to share odd muse with the world and I know it's gonna do great things for the wardrobe.

• 56:36Maggie Sellers Reum?

  Do you sell the most odd muse?

• 56:39Speaker 01

  Yeah, I do.

• 56:40Maggie Sellers Reum?

  And who's right after you?

• 56:42Speaker 01

  Who's right after me? You know what? The influencer side of things or the creative side of things is super new. I've only just hired a head of influencer. It's all just been like organic, random moments until now. Um, but I'm like, every week when we do trade, I'm the biggest like on the shop my, I'm the number one and I like it that way.

• 57:01Maggie Sellers Reum?

  Yeah.

• 57:01Speaker 01

  Because no one's going to sell your brand like you. And I think that should always be the way. But I mean, I mean, there's so many US creators, like, you know, like acquired style, whenever she posts, it goes insane. Like there's so many like huge girls like that, but in terms of actually like building that into a strategy, that's really new for odd muse. Which I love because that's when we're talking about that a hundred million. How much am I going to unlock there if I've done thirty without an influencer strategy? All we've done is have like a shop my account and like make sure that earning commission when they sell odd muse, there's been no strategy there. So I'm really excited. I'm learning about that a lot more because up until now, we've just like sent product out and just hope that you'd like it.

• 57:41Maggie Sellers Reum?

  We need to talk about Bentley right now because Bentley has collabed with you, Joe and the Juice and Gestard guy. And I'm like, who is running this at Bentley, this luxury car brand?

• 57:51Speaker 01

  That's one, I love the Bentley relationship because one thing I say about odd muse is for our younger consumer. It invites you into a world that really didn't really care before. And I had a very open conversation with Bentley and I said, I don't think I'm going to sell any Bentleys for you, but I'm going to make it look really chic. I don't know if my customers buying Bentleys yet, but they're gonna. Like, and that's how obvious makes them feel, like they're gonna be in a Bentley one day. And like even the first Bentley collab we did was the Bentley booth. So everyone come to the New York store and had like a photo booth in the Bentley. And like all these girls are like, I've never sat in a Bentley before. And I'm like, neither, like everyone. So I think I love how Bentley lets us invite our customers into this luxury world. I mean, who doesn't love a Bentley?

• 58:35Maggie Sellers Reum?

  I just asked all of you guys this one question. What is the one thing holding you and your team back from using AI properly? The answers were fascinating because everyone was basically circling the same problem, the same one that I had. They don't know where to start. People said things like, we don't know the right prompts. We don't know how to set up an AI agent. Our systems don't talk to each other. I think every company today needs someone thinking about this properly. How can AI save time or increase output? How can it make your business smarter without replacing the human judgment that actually makes the work really good and unique? That is where our sponsor Fiber Pro is so valuable because it connects you with vetted specialists who understand AI.

• 59:17Maggie Sellers Reum?

  And more importantly, understand how to turn it into a real outcome for your business. So instead of your team trying to figure it out alone, you can bring in expert talent who can move quickly, plug into what you're building and help you use AI in a way that actually works. Visit pro.fiverr.com to learn more. I'm in my Ludeo phase. We all know that point in our cycle where our body is basically like, please do not make this any harder than it needs to be. But during that time, I still want to move my body. I want to go for a walk. I want to get outside, maybe stretch. But I am not forcing a high intensity workout when my body is asking for something kinder and softer.

• 59:55Maggie Sellers Reum?

  And that is where Lululemon just gets it so right. And their Groove Relaxed Cinch Pant is exactly the kind of thing I want to wear on those days. It has this oversized relaxed fit, so there's actually space for your body to move and breathe. Nothing feels too tight or restrictive. It's perfect for that lower impact movement. It's made with their Nulule fabric and has a super soft, barely there feeling. I only just learned that when Lululemon does colors, they do it with limited drops and they sell out so much faster than I realized. Lululemon offers free returns too, so there's never a risk if you decide to change your mind. So head to lululemon.com to get your hands on their Groove Relaxed Cinch Pant.

• 1:01:08Speaker 02

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• 1:01:36Maggie Sellers Reum?

  And I feel like that's why we got along so well, because our missions are so aligned. And everything you're saying around these girls, I'm like, I have tried to democratize the access in rooms that I have crawled my way into, gotten into, and in a way that's so approachable and digestible. But it has been met with a lot of criticism in the past. A lot of people that I would say are gatekeepers and like things being kept a certain way to be like, stop doing what you're doing, because I don't like that people get access to this.

• 1:02:05Speaker 01

  Yeah.

• 1:02:05Maggie Sellers Reum?

  Have you ever been met with the same sort of?

• 1:02:08Speaker 01

  Absolutely. And I think as you grow, it's just, especially when you're posting online, it's just something that happens to everyone. And that's what I tell myself, like, this is just normal. This is just the reality, unfortunately. Like, I really think that the way people are allowed to have these platforms and speak so crazy about people will be something that we look back on in like 10, 20 years' time. And we're like, how did we let that happen? Like, you know, when we look back on all like the tabloids and how they used to scrutinize women? I think in 10, 20 years' time, we're going to have conversations like, how the hell in this world of 2026 and AI, do we still let someone with a fake account hurl abuse on something that they know nothing about? Like, I had someone the other day,

• 1:02:51Speaker 01

  when I posted my, I had a Forbes article go out about how like I bootstrapped to 30 million. And someone commented, like, fake account, obviously, and said,

• 1:03:03Speaker 01

  you should check company's house. She only finished on 3 million profit.

• 1:03:09Maggie Sellers Reum?

  That's amazing, by the way.

• 1:03:10Speaker 01

  I'm happy with my 3 million profit. What's wrong with 3 million profit? I always call these, this person Martin from Sussex. I don't know why. So I'm like, Martin from Sussex, where's your 3 million? Like, how can you criticize a woman for only ma- who says the words just 3 million? That is shocking to me. And even if I, sometimes I have to go back because I'm like, no, this is just like stupid now. Like, if you're really factually incorrect, I do every like, once in a blue moon, I go back. And, and even if I turned over 30 million and made no profit, I still found 200,000 people in that year to buy my product. Whether I made no money or not, I did something right.

• 1:03:53Speaker 01

  I got 200,000 people to buy my product in one year. So I'm like, people just don't get it. But they're given this confidence through these like empty platforms that have no real consequence. So I, it's taken me a minute, but I've just learned that it is just a reality. And we're all doing something odd.

• 1:04:14Maggie Sellers Reum?

  How do you, because you said earlier in the conversation that you kind of feel the highs and the lows, which I deeply feel. Like, I can be on cloud nine, and then one thing happens and I am like, it's all going away. And it's all terrible. And I find it hard.

• 1:04:28Speaker 01

  That level of passion is what fuels you to the high moment. So I've always like really like dogged myself down for being like a super sensitive person. But I'm like, no, this level of passion has this whole other side where it's like, it has driven the business. So like, I can be, I can feel everything, but I can also like take it to the next level. And you just can't have one without the other. I really feel like that you can't be so passionate about your business without being so sensitive and so susceptible to what happens. So that's taken me a long time because I've always thought it was a problem in me. But I'm telling myself that like how sensitive I am and how much I actually care is my superpower in this business. Because there's been so many times where it would have been easier to quit. Like, 2025 would have been easier to quit.

• 1:05:13Speaker 01

  It would have been way easier to just say to someone, I don't understand this whole thing that's happening. I don't understand what Trump could do and politics and all these things. I've just had my head in the sand building this business for the last five years. I can't deal with this. It would have been so easier to quit. So I really pride myself on the fact that every single time, no matter how low I've got, I've just got back up again. I've got straight back up for work again the next day at 6 a.m.

• 1:05:40Maggie Sellers Reum?

  How do you stay on top of that type of, not to sound nerdy, but like geopolitical change now? Now that you've been in that space where you're like, I had no idea that this could affect my business. Like, how do you choose your information diet or the things that you're doing to stay in touch with like the pop culture of the woman you're talking to, but the lens of a CEO that's thinking about building a global brand?

• 1:06:01Speaker 01

  I think still to this day, like I, I don't really get too deep into what is going on in the world like I should. Like, I still should, I feel like I should have told, learned more about what Trump can do and what the effects of this. But also like, I recognize that all that stuff last year ruined my creativity. So my managing director, my operations director, they know everything and they're going to alert me if there's anything to expect. And there has to be with founders, when you are running a business of this size now, if you've got a good team, they're, they know to kind of keep your head in the clouds a little bit. Because I have to show up for this brand every single day. Like, if Trump's going to do something volatile tomorrow,

• 1:06:46Speaker 01

  they're not going to tell me before I come on this podcast. If it's going to really affect the business, we're going to have a chat about it at the end of the day. Or they're going to pick and choose their times. Because we have seen such a positive impact when I, when I'm feeling good, Odd Muse is doing good. Like, there's this weird, other founders will feel the same. There's like this weird synergy between where you are in your life and how your business is doing. So, yeah, I think it's important to have a good team and have that covered in your business. But you have to allow yourself to be, especially if you're creatively fueling your business, you have to forgive yourself and have your head in the clouds a little bit. Because otherwise, there's not going to be good product or good marketing going out.

• 1:07:29Maggie Sellers Reum?

  Especially when you're the creative force behind it.

• 1:07:30Speaker 01

  Exactly.

• 1:07:31Maggie Sellers Reum?

  What do you think the role of a supportive partner is in that pursuit of keeping your heads a little in the clouds and just like having a solid family life?

• 1:07:41Speaker 01

  So important. Like, that to me is like, my parents didn't have any money to give me. But like, like love and support and stability is like the best currency. And I never ever like take that for granted. Like, I know I wouldn't have the business I have today if I didn't have just solid friends, solid family. And even my partner, I've been with my partner for like 10 years. He was like on the floor with me at 3 a.m. making this like shit little box that I made for my end of year project at university. Like, it was a shoe wear brand and we like made the packaging like at like 3 a.m. The next morning I was presenting it. So he's been there from the very beginning. And I think all girls in their twenties, like we waste so much time on like people.

• 1:08:24Speaker 01

  We waste so much time on crap friends and crap boys. And I just, I was able to solely focus on my business because I just made really right decisions with good people. And I think my parents taught me what to look for in people and what to enjoy. And I think my parents have always really taught me to just really be curious about others. And I think being interested in others and genuinely like not really bothered about talking about myself too much and really just like, what do you do? Tell me everything. And wanting to learn from people has just really made building this business quite seamless for me at times.

• 1:09:02Maggie Sellers Reum?

  I just started a bit of controversy by saying that my age gap relationship actually sets me up for success because I can be very selfish right now. And my partner is not focused on who's going to be the entrepreneur. Like, he's done his thing. And so for me, it's like his attention, his time is so focused on like, literally like, how can I think about my business? And like, what can we do? And I think, I'm so curious because you guys are a similar age.

• 1:09:26Speaker 01

  We're a similar age, yeah.

• 1:09:27Maggie Sellers Reum?

  How do you think about being driven, masculine in work, successful, ambitious in terms of having someone in a similar age relationship?

• 1:09:38Speaker 01

  I think it's important to say like, it hasn't been easy. Like, there's been times where it's been like, even when we moved to New York, like I had to say to him, like, the only way we can do this is if you come and work for Odd Muse for a year. And the first thing was like, I'm not working for my girlfriend. Like, I don't want to do that. What am I going to tell my friends? I'm not doing that. And I said to him, okay, but in 20 years' time, are we going to say, oh, you worked for Odd Muse for a year? Or are we going to say, oh my God, we was young and we was out every night in Manhattan and we just lived our best life? Like, what are we going to do? And I always, I've had to remind him so many times over the years, like, don't listen to the naysayers. And like to our core, we know that we're like two normal kids from like a small town in Essex. Everything is so cool that we do.

• 1:10:22Speaker 01

  Like, and that, we never lose sight of that. Like, we're so- We're so happy to be on this journey and I think again, it comes from like really wanting to share that success with him. We're now hitting a point where I'm like happy with where I am at. And I am really focusing on like how we could like take him to the next level and he's um we're like renovating properties together and we're building up him a prop- property portfolio. And I just think you can't do it without real love. Like I want that for him. I'm not in competition with him and I'll share everything with him. He would do the exact same for me. If Odd Muse was his, if Odd Muse was his, we would live a very different life. Like uh he probably wouldn't like have

• 1:11:02Speaker 01

  me working or anything like that. I know that I would obviously work, but I think it just takes real love. And my sister always says that Josh is just like my person at the end of the day where I can just forget everything. Like I will, I, in the last five years, I've had such a crazy time building this business, but as soon as I walk through the door, like everything is silly again and we're just together and there's nothing else going on. And even that time in New York, like it was so stressful. Like half of my business is failing. I've got an empty store in New York. But he's like, let's get on a city bike. Where are we going tonight? Like just forget about it. Let's do it.

• 1:11:42Speaker 01

  That support's been really valuable to me. Um but it hasn't been easy. Like you get a lot of people that think it's super strange. At the moment, I'm in a relationship where I earn more money than the man and that is really uncomfortable for people to get their head around. Um but we're on this earth for a very long time. I believe in him as much as he's believed in me over the years and he's gonna be super successful.

• 1:12:05Maggie Sellers Reum?

  And it's turning. So thirty one percent of women in the UK now out earn their partner. In the US, it's thirty seven percent.

• 1:12:12Speaker 01

  Okay.

• 1:12:12Maggie Sellers Reum?

  And twenty six percent in Canada.

• 1:12:14Speaker 01

  Interesting.

• 1:12:16Maggie Sellers Reum?

  I think that people are uncomfortable when things are new.

• 1:12:19Speaker 01

  Yeah.

• 1:12:20Maggie Sellers Reum?

  But if you actually understand women's potential, even if you look at like women, public market CEOs, the way that they lead, the way that their business successes.

• 1:12:30Speaker 01

  Yeah.

• 1:12:31Maggie Sellers Reum?

  It is not crazy that women are turning into these uber successful

• 1:12:35Speaker 01

  Yeah.

• 1:12:36Maggie Sellers Reum?

  business leaders because we lead through what I believe even the next generation wants, like vulnerability and emotion and the ability to relate to people.

• 1:12:45Speaker 01

  Yeah.

• 1:12:45Maggie Sellers Reum?

  You seem to not care about what people think about you. Is that a skill or is that something that you were born with?

• 1:12:50Speaker 01

  No, that's a skill that I've learnt a hundred percent. I that's a skill, new twenty twenty six skill. And not something I was born with. I've always cared way too much about what people think. And but I love that. I love that I'm giving off that energy because I'm really trying. So thank you for saying that.

• 1:13:11Maggie Sellers Reum?

  You give off like the best energy.

• 1:13:13Speaker 01

  Oh, thank you.

• 1:13:14Maggie Sellers Reum?

  Yeah, I, for the minute I met you, I mean, I actually didn't buy the brand five years ago or whatever for you. I had no idea who you were.

• 1:13:21Speaker 01

  I love that though.

• 1:13:22Maggie Sellers Reum?

  Yeah. And then I, I think it was like I had started hearing about you when I signed with Stephen. I had heard about you more and then I, over the last few months, had been like following and following and like become obsessed with you. And then I got to meet you at Cannes and we just bonded so hard. And we had a really interesting conversation too about weddings and like the pressure of that. Where are you at with that now?

• 1:13:48Speaker 01

  Oh, I still haven't started planning it. I think, I just think for the first time in six years since starting this business, I know what it's like to wake up and not feel stressed. And I feel like I don't wanna, I'm scared to invite the stress of planning a wedding in. So yeah, I'm unsure, but I've made a decision that at the end of this year, I'm gonna do a big engagement party because I love a party. And I'm gonna decide whether that makes me want to have a wedding or whether that scratches the itch and I'll just go down the registry office at the town hall. So that's my decision. But I mean, I've, I've been with Josh like ten years, so we're in no rush.

• 1:14:28Speaker 01

  I kind of almost, I was talking about this last night. I'm like, no, I think I wanna get married when like a designer is gonna give me a custom dress and it's Vogue weddings vibes. So I can't wait. I need, I wanna, I wanna keep elevating. And I want him to be super happy with where he is. Like at the moment, he's building himself and I, I feel like in the next year or two, he, I really believe he's gonna be super, super successful. And I know for him, that is he's gonna be really, he's really happy now, but I know I want him to be super happy in his career. So we're just kind of in no rush.

• 1:15:05Maggie Sellers Reum?

  So right now, what is on your big vision board?

• 1:15:09Speaker 01

  Just that hundred million figure. Like I really, and like I said earlier, it's so much more than a hundred million in sales on Shopify. It is how much it unlocks, how many lessons I'm gonna have to learn, how many new departments I'm gonna build, how many senior hires I'm gonna bring in and learn from that my team are gonna learn from. This cool office, like it's something like this is like so inspiring to me. And even I've just started a podcast, like even seeing this set, I'm like, I'm just so excited for how much how elevated you can become through just having a bigger budget. So, do you know what I mean?

• 1:15:46Maggie Sellers Reum?

  I love you.

• 1:15:47Speaker 01

  So that's what I think about when I think about that hundred million figure. And that's why yeah, that's why that's the main thing that I think about. But there's so much to that.

• 1:15:57Maggie Sellers Reum?

  I love it. Okay, Amy, we're gonna do some rapid fire.

• 1:16:00Speaker 01

  Okay.

• 1:16:00Maggie Sellers Reum?

  You ready? Amy Smell.

• 1:16:02Speaker 01

  Yeah.

• 1:16:02Maggie Sellers Reum?

  What is the last thing you put on your credit card?

• 1:16:07Speaker 01

  Okay, I bought the Chloe Jelly sandals.

• 1:16:10Maggie Sellers Reum?

  You did?

• 1:16:11Speaker 01

  They're so cute. They kind of look like they're from the Disney shop. But I love them, the tortoiseshell ones. And yeah, I wish I had a better answer for that, but I just got myself the Chloe Jellies.

• 1:16:19Maggie Sellers Reum?

  Love. What is the last most expensive thing?

• 1:16:23Speaker 01

  Oh, I just went crazy in Paris with Isabel for like the first time ever. We got a YSL bag each and some denim jeans. I thought that was pretty cool.

• 1:16:33Maggie Sellers Reum?

  Iconic.

• 1:16:34Speaker 01

  Had loads of champagne in the store. Started telling the sales advisor how much Saint Laurent means to us. And we bought our first designer bag ourselves from Saint Laurent. He probably thought, get these crazy girls out of the store. But that was probably the most expensive transaction recently.

• 1:16:47Maggie Sellers Reum?

  Love. Okay, you can only wear one for the rest of your life. Earrings, sunglasses, purses or rings?

• 1:16:55Speaker 01

  Probably sunglasses. I feel like you can just unlock a new personality with a good pair of shades. Can I mix and match or is it just one sunglass?

• 1:17:02Maggie Sellers Reum?

  What's your sunglass brand?

• 1:17:04Speaker 01

  Oh, so many. I'm loyal to none. I love so, I go like, I can have a pair of H and M sunnies, I can have a pair of Chanel's. Like I love mixing. I love having a million sunglasses. Like I'm packed for this trip. I have like a Perspex case of just sunglasses. I don't, I'm not loyal to one.

• 1:17:21Maggie Sellers Reum?

  We love that. Um okay, you have to start a brand in your twenties. Are you moving to New York or LA?

• 1:17:27Speaker 01

  New York.

• 1:17:29Maggie Sellers Reum?

  What's the first thing you do every morning?

• 1:17:32Speaker 01

  Oh, I sit there for like twenty minutes and just silence. Like I need that twenty minutes completely on my own.

• 1:17:39Maggie Sellers Reum?

  No phone?

• 1:17:39Speaker 01

  No phone, nothing. I just sit with a coffee and like sometimes even close my eyes on the sofa. I just need that twenty minutes of silence in the morning.

• 1:17:47Maggie Sellers Reum?

  Love that. You can only visit one place for the rest of your life. Where is it?

• 1:17:52Speaker 01

  Oh, that's a good one.

• 1:17:57Speaker 01

  Probably New York, you know? I had, Trump ruined it for me last year, but I am just a different woman in New York. I dress better, I work harder, like I'd get it all done. Probably New York.

• 1:18:10Maggie Sellers Reum?

  You can only work with one influencer for the rest of your life?

• 1:18:13Speaker 01

  Myself.

• 1:18:16Maggie Sellers Reum?

  Love you. Um okay, who is your favorite comfort creator in the UK and in the US?

• 1:18:21Speaker 01

  I love this question. Um UK is Lorna. Lorna, previously Lorna Lux, her Instagram name is now Lorna. Always been, she's been a huge part of the Odd Muse journey. Um but she has always been such an inspiring comfort influence. I love her so much.

• 1:18:39Maggie Sellers Reum?

  And what about the US?

• 1:18:40Speaker 01

  I love the twins. I love, I love, I love um Danielle and Bridget. I just love seeing what they do every day and how much they achieve in one day is insane.

• 1:18:49Maggie Sellers Reum?

  It's insane.

• 1:18:49Speaker 01

  They're just running on just craziness, like ice coffees. They're just brilliant.

• 1:18:55Maggie Sellers Reum?

  You can do a collab with a high luxury fashion brand. Who is it?

• 1:18:59Speaker 01

  My main thing right now, this is probably a bit specific, but I really wanna get in Harrods and I really wanna do more like Odd Muse Lux range. Like we're releasing a hundred percent suede jacket that's gonna retail for like six hundred pounds. I really wanna keep going with that. So I get in Harrods. That's my main thing. I can't think of like an actual brand because I feel like honestly Bentley's unlocked that for me. Like the Bentley thing is so cool to me. Um but I mean, second to that has got to be Saint Laurent. Like the structure, everything is just super high fashion and I love that.

• 1:19:34Maggie Sellers Reum?

  Okay, we do these on HSR, HSR love notes. Do you know where they are?

• 1:19:37Speaker 01

  No.

• 1:19:37Maggie Sellers Reum?

  Okay, it's like an affirmation to retrain your brain.

• 1:19:40Speaker 01

  Oh.

• 1:19:40Maggie Sellers Reum?

  You can only tell yourself one HSR love note for the rest of your life. What is it?

• 1:19:45Speaker 01

  I've got one thing, but I don't know if it's quite superficial to say, but it's something that I used to always tell myself.

• 1:19:49Maggie Sellers Reum?

  What is it?

• 1:19:49Speaker 01

  I used to always tell myself money is easy. I always, like, I always used to think about how money can so easily be spent. So why can't it easily be earned? And I always used to tell myself, I used to say to myself, I am in receiving mode. Money is easy. I used to say that to myself every morning about Odd Muse sales. And I think that's kind of just unlocked this like really positive energy that I have with money. And receiving it, saving it for this, like saving that rainy day fund cash flow. So I would always say money is easy, but I feel like I need to do something that's a bit more like girly.

• 1:20:24Maggie Sellers Reum?

  No, I actually love that. I think girls are so afraid of talking about money.

• 1:20:27Speaker 01

  Yeah.

• 1:20:28Maggie Sellers Reum?

  Actually giving people tools of like how to even start talking about it is really helpful.

• 1:20:32Speaker 01

  Yeah.

• 1:20:33Maggie Sellers Reum?

  Because a lot of people ostrich.

• 1:20:34Speaker 01

  Yeah.

• 1:20:34Maggie Sellers Reum?

  Like they just put their head in the sand. They're like, I don't wanna look at it. I'm gonna go short term gratification. Not right now. And ultimately that only sets you back.

• 1:20:42Speaker 01

  Exactly. So money is easy. Just tell yourself that.

• 1:20:45Maggie Sellers Reum?

  Love it. Okay, you have to title this season of your life, Amy. What is it called?

• 1:20:50Speaker 01

  It's like a rebirth.

• 1:20:53Speaker 01

  But what's a chic word for rebirth?

• 1:20:54Maggie Sellers Reum?

  Amy two point O or something.

• 1:20:55Speaker 01

  Amy two point O is one hundred percent the era, the chapter.

• 1:21:01Maggie Sellers Reum?

  Amy Small, where can people find you?

• 1:21:03Speaker 01

  So my brand is obviously Odd Muse London on all channels and it is at Amy Smell X on all social channels. And my Substack, I love my Substack. I have to shout out my Substack, which is Amy Smell X again.

• 1:21:17Maggie Sellers Reum?

  And how can people help you? How can HSR help you?

• 1:21:21Speaker 01

  Just continuing to spread this hot, smart, rich message. Like I loved when you stood up in Cannes and really spoke about your mission because it

• 1:21:32Speaker 01

  It is something that we are. I just feel like more women need to hear it. We need to be more comfortable with our success. We need, I love that T-shirt that you wear. Future nepo baby parent, like, I love that. Because why do we slander nepo babies? Like, their parents have done cool shit. So I think just teaching women to be unapologetic is just so important and it's so inspiring. And I've just, I've seen how much it can unlock for me when I just like step into that hot smart rich era, so.

• 1:22:02Maggie Sellers Reum?

  That's like what you were saying, it's the odd muse effect, but for me, it's hot smart rich energy.

• 1:22:06Speaker 01

  Yes.

• 1:22:06Maggie Sellers Reum?

  Like whenever I sign emails, I'm like, sending you hot smart rich energy.

• 1:22:10Speaker 01

  Yeah.

• 1:22:10Maggie Sellers Reum?

  And I think people for so long were like, this is so weird. And now you get it. You're like, okay.

• 1:22:17Speaker 01

  Well, it's embarrassing till it's not, right?

• 1:22:18Maggie Sellers Reum?

  It's embarrassing till it's not.

• 1:22:19Speaker 01

  Yeah.

• 1:22:20Maggie Sellers Reum?

  Amy, we love you. Thank you so much for coming on. I came here to wear all my stuff.

• 1:22:24Speaker 01

  Yay, you're gonna send me pictures. I wanna see you in the colts.

• 1:22:26Maggie Sellers Reum?

  Yeah, I'll be, I'll be linking shop my.

• 1:22:29Speaker 01

  Oh, yeah. You'll be like number two. I'd love that if it was me and you. I'd love that.

• 1:22:32Maggie Sellers Reum?

  Oh, let's do it. Love you.

• 1:22:34Speaker 01

  Thank you so much.

• 1:22:45Maggie Sellers Reum?

  If you're starting a business, there are certain things that are so fun to think about. Y'all know I love a mood board, so everything that relates to the creative, the name, the brand, the website, the vision board. But then there are the things that make you pause and ask, am I even doing this correctly? Or do I even want to be doing this? Like forming your business, getting the right documents, keeping your personal information private. This is where our sponsor Northwest Registered Agent is so helpful. They're a one-stop shop for founders who want to launch and legitimize their business without turning it into a giant admin spiral. They help you form an LLC or a corporation, act as your registered agent, and give you tools like a business address, operating agreement, website, phone number, professional email, and free guides.

• 1:23:29Maggie Sellers Reum?

  They also have real corporate guides who know your local laws. Visit northwestregisteredagent.com/hsrfree and start using free resources to build something amazing. Get more with Northwest Registered Agent at northwestregisteredagent.com/hsrfree. When fall comes back around, there's a sense of a reset. And new pieces from Lululemon's fall drop are an inspiration to push your goals and elevate your routines. As your calendar fills, easy-to-layer styles meet the demands of your day. And as you challenge yourself to try even more, versatile sets transition with you. The Lululemon fall lineup brings new levels of comfort and confidence, whether you're starting something fresh or starting something over.

• 1:24:14Maggie Sellers Reum?

  Check out the latest arrivals in store and on lululemon.com now.