A SAVVY entrepreneur ditched her boring desk job at ASOS and is now raking in as much as £56,000 in a single day.

Aimee Smale, has taken her fashion brand Odd Muse from a bedroom side hustle to a multi-million-pound empire.

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The twenty-eight year old has now cemented her place among luxury giants by flinging open the doors to her first UK flagship on London’s exclusive New Bond Street.

Humble beginnings

Just a few years ago, Aimee was slogging away in a £21,000-a-year admin role, feeling unfulfilled working from home during the pandemic.

But with a burning ambition, she started a clever side hustle, flogging £10 logos to Brits who’d started small businesses in lockdown.

Speaking candidly to Grace Beverley on the Working Hard, Hardly Working podcast, she revealed how the tenner-a-pop gig became a goldmine, saying: “I was making like 30 logos a day at one point. 

“Finishing ASOS, closing my laptop, staying up all night to just make logos. But it got me £12,000 for Odd Muse.”

Aimee’s dream was to have her own fashion brand and so she began saving to start what would become her own fashion empire.

Aimee ploughed her entire side-hustle earnings into ordering the first batch of stock, admitting she was “almost arrogant” in her belief that it would be a roaring success. 

She ordered 100 units of her now-iconic blazer, and her bold gamble paid off big time, selling out in days and breaking even instantly.

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.

The brand made over £100k in its first three months and is now a certified smash hit, turning over a whopping £5.2 million in 2023. 

Fashion visionary

Aimee’s vision was to create timeless, luxury clothes that young women could actually afford, offering an alternative to the world of throwaway fast fashion.

She previously told The Sun: “I just remember thinking fashion when I left university aged 21 was fast fashion, which is all we can afford, and the luxury sector is unattainable. 

“I just wanted to offer a fast fashion alternative and justify a price point that encouraged re-wearing and investing in your wardrobe.”

Flagship store opening

Now, Aimee has officially taken over one of the most prestigious shopping streets in the world, having opened her glitzy new store on October 3. 

Despite her mega-success, she admitted on TikTok she still gets terrified no one will show up to her events, a fear that was quickly squashed when 2,000 eager fans turned up to a recent sample sale.

The fashion mogul revealed she was even warned against the bold move onto Bond Street.

“I was told no… I didn’t need to take on New Bond Street,” she said. 

But Aimee was determined to create a space for her loyal fans, “inviting our community into a world luxury fashion previously didn’t think to invite them into.”

The shy girl from class is now the poster girl for her own business, using her relatable personality on TikTok to connect with thousands of customers worldwide. 

She credits this authentic approach for building a massive community, with a staggering 60% of orders now coming from the US.

Meanwhile, the company’s permanent boutique in London’s Covent Garden celebrated its second anniversary back in March.

From her bedroom to Bond Street, Aimee’s incredible journey shows what can happen when you have a bit of northern grit and a brilliant idea. 

As she puts it, seeing addresses from all over the world flooding in made her realise “Odd Muse was going to be something big.”

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