Amelia Hitchcock-Merritt On Building Bijoux De Mimi, Going Viral & The Power Of Branding
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Amelia Hitchcock-Merritt On Building Bijoux De Mimi, Going Viral & The Power Of Branding

How do you build a brand that stands out in an industry filled with intense competition? In this episode of LuxeGen Secret Sauce, we spend the day with Bijoux De Mimi founder Amelia Hitchcock-Merritt to find out exactly how she did it. Amelia started Bijoux from her bedroom during lockdown at 18, after deciding university wasn’t for her. Her first marketing strategy? Sending jewellery to the coolest girls she knew, turning them into ambassadors – and then selling out on launch day. Since then, she’s built an instantly recognisable brand, documented the highs and lows online and created a seriously loyal community. We tour Bijoux HQ, meet the team, visit the King’s Road pop-up and hear how one event attracted 3,000 people, with customers camping outside from 2am. Plus, Amelia gets candid about the early product mistakes, why branding has always been her superpower, her productivity secrets and what’s next – including plans for a permanent store in 2027.

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 Kylie Jenner’s Friendship ‘Feud’, Olivia Rodrigo’s $20m Night & Miley’s Latest Move
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Kylie Jenner’s Friendship ‘Feud’, Olivia Rodrigo’s $20m Night & Miley’s Latest Move

Poppy and Angelina are joined by stylist and content creator Emily Beaney for a proper catch-up on everything taking over their feeds – including reboot fever, Miley Cyrus’s latest reinvention, how to navigate break-ups, friendships and your 20s. First, the girls ask whether Hollywood needs to stop bringing back the shows we grew up with. With a ‘Victorious' spin-off on the way and reboots of everything from ‘Wizards Of Waverly Place’ to ‘Camp Rock’, is nostalgia officially getting out of hand? Plus, they unpack Miley dropping “Cyrus”, her return to a rockier sound and why some former Disney stars are better at reinventing themselves than others. Things get personal as the girls discuss September resets, recent break-ups and why being single in your 20s can actually feel like something worth protecting. There’s also Kylie Jenner friendship drama, Olivia Rodrigo’s $20m charity festival and, naturally, the autumn fashion, beauty and TV recommendations you need to know about.
Farron Clark Reveals What Actually Makes A Brand Go Viral On Social Media
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Farron Clark Reveals What Actually Makes A Brand Go Viral On Social Media

The girls are joined by Farron Clark – marketing expert, content creator and ASOS’s new marketing insider – to talk about careers, social media and the campaigns everyone has an opinion on right now. Farron shares how she built her career without university or formal training, going from working in small beauty and fashion teams to building her own platform around life in marketing. She also reveals the story behind the viral ‘Farron Clark Effect’, why you shouldn’t wait for the perfect moment to start creating content and what her new role at ASOS actually involves. Elsewhere, the girls unpack ‘brand LARPing’, debate whether nostalgia marketing has officially gone too far and dissect the celebrity partnerships that work – and those that don’t. From Willow Smith x Free People and Kylie Jenner x Alo to Emma Chamberlain x J.Crew, expect plenty of marketing hot takes. Plus, Farron reveals the brands she thinks are genuinely getting social right – and the products currently worth adding to the basket.
 Milly Goldsmith On Being Chronically Single, Harry Jowsey Sets The Record Straight & Payday Baskets
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Milly Goldsmith On Being Chronically Single, Harry Jowsey Sets The Record Straight & Payday Baskets

Daisy and Lola are joined by Milly Goldsmith – content creator, entrepreneur and now Sunday Times bestselling author – to talk careers, creativity, dating and everything currently taking over their feeds. Milly reveals how she wrote her book in just three months while simultaneously building her business, the imposter syndrome she experienced along the way and why losing 20,000 followers was a risk she had to take. She also gets candid about oversharing online, documenting the realities of being chronically single and why one potential date was too scared he’d end up becoming content. Elsewhere, the girls unpack the creator campaigns breaking the internet, debate whether influencer culture has reached its peak and share the TV, fashion and brands they’re loving right now – from ‘Let’s Marry Harry’ and the upcoming Beatles biopics to statement jewellery, zebra-print heels and the latest cool-girl brands. Plus, are we all guilty of turning friendships into endless “catch-ups”?
Fake Bumps, Acquired Style & The Return Of ‘Camp Rock’: Everything Going Viral This Week
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Fake Bumps, Acquired Style & The Return Of ‘Camp Rock’: Everything Going Viral This Week

This week, India is joined by Harriet and Lola to catch up on everything taking over their feeds – from celebrity rumours and nostalgic reboots to influencer wedding drama and the fashion finds they can’t stop thinking about. First up, is ‘Camp Rock 3’ a reboot too far? The girls discuss the controversial clips, the return of Demi Lovato and why some classics might be better left alone. Plus, they unpack the internet’s latest celebrity dating theories involving Raye, Michael B. Jordan and Fred again.., before getting into Acquired Style’s viral wedding – including that Vera Wang dress, the influencer drama that followed and whether creating content on your wedding day takes things too far. Elsewhere, expect graduation horror stories, thoughts on Raygun’s new Netflix documentary and plenty of recommendations. From ASOS and River Island’s latest drops to emerging African fashion brands and the sunglasses, shoes and holiday dresses on their wish lists, there’s plenty to add to the basket.