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.

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(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

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Lululemon - http://lululemon.com 

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