During the extended period of national lockdowns enforced during the Covid pandemic, many individuals embarked on new hobbies to occupy their time. While some took to baking banana bread, others engaged with fitness apps like Couch to 5k. For Aimee Smale, however, the lockdown became an unexpected opportunity to convert her passion into a profitable venture. Less than five years later, she operates a successful multimillion-pound fashion label.

Smale’s brand, Odd Muse, is an women’s “affordable luxury” clothing line that has gained recognition for its stylish party dresses. Originally launched in Brentwood, Essex, the enterprise stemmed from Smale’s leisurely activities during the lockdown while she was pursuing her fashion studies, sketching designs and gathering ideas from Pinterest. “People often assume it was an overnight achievement, but it was actually years in the making,” she explained.

Currently, she manages two permanent retail locations — one situated in Soho, London, and the other in the bustling heart of New York City — employing a workforce of 56 individuals. In 2024, Odd Muse recorded sales amounting to £22.5 million, with pre-tax earnings reaching £3 million, accomplished without any outside funding, a situation Smale intends to maintain for the foreseeable future.

What fuels her success? According to her, the key lies in social media. Smale kickstarted Odd Muse’s online identity by sharing selfies showcasing her designs from her home. Her focus on social media coincided with TikTok’s enormous growth — the app boasted around 850 million downloads in 2020 alone — which enabled her to capture significant attention.

“Initially, TikTok was primarily a platform for dance videos, not a marketing hub for brands,” she noted. “By recognizing its potential early on, we established our presence quickly.”

Since then, Odd Muse’s TikTok account has garnered 16 million likes and amassed 490,000 followers, complemented by an additional 900,000 followers on Instagram. “At the outset, I had no marketing budget. I resolved to engage directly with potential customers, announcing my decision to resign from my job to pursue my brand, and I committed to supporting that with exceptional products,” Smale shared.

Another significant factor contributing to her success is her ability to meet the demand for high-quality, timeless garments, providing an alternative to the cycle of fleeting fashion trends characteristic of brands like Shein and Pretty Little Thing.

Products from Odd Muse are priced between £55 for a fitted top to £185 for formalwear dresses, all originating from Guangzhou, China. Smale believes in steering young women away from the whims of rapidly changing fashion trends by promoting investment in durable, quality pieces that endure beyond seasonal fads, ensuring longevity in consumers’ wardrobes.

Smale grew up in Chafford Hundred, Essex, along with her parents and two siblings, attending local state schools before being the first in her family to enroll in university. Her father, Peter, ran his own shop selling appliances, while her mother, Shelly, assisted him as a shopkeeper. Smale credits her parents’ dedication to their family business as the inspiration for her own entrepreneurial journey, stating, “My childhood memories of my father starting his business instilled a strong sense of confidence in me.”

After earning a degree in fashion buying and brand management from Ravensbourne University London in 2021, she took a job as a buyer’s assistant at Asos, yet her aspirations extended far beyond that role. With a starting salary of £20,000, she began designing logos for small businesses in her spare time to increase her earnings. Eventually, she saved £12,000, which became her initial investment capital for Odd Muse.

Her designs soon gained traction, catching the attention of fashion influencer Lorna Luxe, who purchased one of Smale’s blazers during the brand’s initial rollout and promoted it on Instagram. This exposure translated directly into sales.

“We nearly sold out in the first two weeks. The demand compelled me to order 700 additional units from my supplier. Despite lacking the funds to invest outright, I had a customer base eager to purchase, so I implemented a pre-order system to finance the production,” noted Smale.

Securing that initial sale is only part of the challenge; ensuring repeat customers is essential for sustainability. Smale reflected, “Many brands experience a surge but fail to maintain momentum. We’re continually strategizing and engaging our audience to keep the conversation alive.”

Throughout her journey, there have been standout successes. In 2022, with sales in the six-figure range, the launch of their bestselling pearl dress generated £1 million in a single quarter, nearly tripling revenue and solidifying the brand’s identity. “Now, we truly are recognized as a dress brand,” Smale attested.

Her dresses have been sported by various celebrities, including Molly-Mae Hague. Following Hague’s Instagram post showcasing the Odd Muse design, the dress sold out within an hour.

Nevertheless, Smale’s ascent has not been free of adversity. “I still often feel vulnerable due to the pressure of this brand; it can be challenging to separate my identity from it,” she admitted. This year, she aims to alleviate some of her burdens by seeking a new head of creative, marking the first significant hiring in that area since the brand’s inception.

Smale expresses eagerness to share responsibilities: “At 27, nearing 30, I’ve begun to prioritize my personal needs and goals alongside the brand — seeking peace in my life.”

She is beginning to explore other avenues for her success. “I’m contemplating additional investment opportunities and how I can grow beyond just being a brand owner,” she conveyed. The profits from Odd Muse have enabled her to help clear her parents’ mortgage, purchase an apartment with her partner, buy her parents a Range Rover, and secure a family holiday home. “My family has shared in the joy of my achievements,” she added.

High Five

My hero … Steven Bartlett [the entrepreneur and Dragons’ Den investor]. I recently shared a candid video expressing my struggles with self-doubt in my role, and he promptly reached out, providing support almost daily via WhatsApp. I’m scheduled to meet him soon to discuss finding a chief executive.

My best decision … bringing paid marketing in-house. Previously, I engaged agencies, but the returns have improved significantly since we started managing it internally with someone familiar with the brand.

My worst decision … signing a lease for a store in Dubai that I couldn’t afford, leading to a loss of my deposit. I got swept up in the thrill of success and made an investment I couldn’t sustain.

The funniest moment … at a party in Los Angeles in 2022, I had a mix-up where I walked into [cast member] Mary Bonnet’s house after she buzzed me in, confusing me for her assistant. She was startled, exclaiming, “Who the hell are you?” as I stood there with her dress.

Best business tip … recognize when to abandon strategies that don’t yield results. Acknowledge the shortcomings, learn from them, and move forward.