A YOUNG entrepreneur turned her humble side hustle, flogging £10 items, into a £5million fashion empire.
During the pandemic,Aimee Smale, 26, launched a modest side hustle that has since blossomed into Odd Muse, a multi-million-pound brand and a household name in luxury fashion.
Whilst working remotely as a buyer’s administration assistant at ASOS, Aimee decided to put her “basic graphic design skills” to work, selling £10 logos to small businesses.
Speaking candidly to Grace Beverley on the Working Hard, Hardly Working podcast, she shared just how she built her brand from the ground up.
She said: “So this is a really random story in my journey. Over COVID, I started making £10 logos,
“Everyone had a baking business. Everyone had a small thing going on that they didn’t want a mega expensive logo for.
“I taught myself the basics of graphic design and was making £10 logos for all the bakers out there.”
This unexpected side gig soon turned into a goldmine.
Aimee said: “I was making like 30 logos a day at one point. Finishing ASOS, closing my laptop, staying up all night to just make logos.
“Eventually it was menus for restaurants, some brochures, and just random stuff. But it got me £12,000 for Odd Muse.”
Aimee used this £12,000 to stock her first product – the Ultimate Muse Blazer.
She added: “I had to buy 50 of everything, minimum, but the blazer, I was like ‘I just really believe in this I’m gonna get 100 units’.”
Her belief paid off as the blazer sold out completely at launch.
Aimee said: “I remember we sold 100 units within the first launch and I broke even instantly on the £12,000 – and I had about 700 people waiting [on pre-order].”
Odd Muse quickly became a sensation, with its iconic pieces attracting a loyal following.
Aimee’s vision for the brand was clear from the start.
The entrepreneur added: “I was really explaining my mission, I was like ‘guys I know we can’t go anywhere but I’m not selling you something that you’re only going to wear this weekend,
“I’m selling you something that I want you to wear for years and years – and don’t just take my word for it, look at the product, would you not want to wear this blazer’”
A significant moment for Odd Muse came when influencer Lorna Luxe purchased the blazer, leading to a massive surge in sales.
Aimee shared, “I remember saying to everyone – everyone would be like who do you want to wear your brand and I would say Lorna. Anyone in the world – Lorna.
“She literally bought it, put it on her story, and it changed the game for me.”
The success of the Ultimate Muse Blazer was followed by the launch of the Pearl Dress, which sold out within a minute.
Odd Muse opened its first flagship store in Covent Garden, London, in October 2023.
From shy girl to fashion mogul, Aimee Smale’s journey is nothing short of inspirational.
Odd Muse turned over £5 million in 2023, just three years after Aimee left her £21,000-a-year job.
At 22, Aimee was almost arrogant in her belief in the brand, but it’s this unwavering confidence that has driven Odd Muse to its phenomenal success.
The young mogul said she “just wanted to offer a fast fashion alternative and justify a price point that encouraged re-wearing and investing in your wardrobe”.
Her vision for inter generational fashion has resonated with young women worldwide.
Aimee’s role as Creative Director allows her to stay heavily involved in the design and social media aspects of Odd Muse.
Her relatable personality and authentic content have helped build a strong community around the brand.
She said: “Having fun with the brand has really boosted our community. We’re connecting with our customers so differently to how any other luxury brands are.”
Looking ahead, Odd Muse is set to strengthen its community with in-person events and international launches.
With 60 percent of daily orders coming from the US, the brand’s global reach is undeniable.
Meanwhile, whilst we saw the rise of many successful lock down upstarts, it’s never too late to begin your savvy side hustle.
One mum revealed how she managed to rake in an extra £45,000 a year – and it’s a lot easier than you might think.
Elsewhere, another mum is now mortgage free at just 42 – Gemma shares her top tips and how she managed to pay off a whopping £255,000.
MANY people feeling strapped for cash are boosting their bank balance with a side hustle.
The good news is, there are plenty of simple ways to earn some additional income – but you need to know the rules.
When you’re employed the company you work for takes the tax from your earnings and pays HMRC so you don’t have to.
But anyone earning extra cash, for example from selling things online or dog walking, may have to do it themselves.
Stephen Moor, head of employment at law firm Ashfords, said: “Caution should be taken if you’re earning an additional income, as this is likely to be taxable.
“The side hustle could be treated as taxable trading income, which can include providing services or selling products.”
You can make a gross income of up to £1,000 a year tax-free via the trading allowance, but over this and you’ll usually need to pay tax.
Stephen added: “You need to register for a self-assessment at HMRC to ensure you are paying the correct amount of tax.
“The applicable tax bands and the amount of tax you need to pay will depend on your income.”
If you fail to file a tax return you could end up with a surprise bill from HMRC later on asking you to pay the tax you owe – plus extra fees on top.
