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

2026-08-05

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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 ...

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