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