On Friday afternoon last week, I got to chat to the powerhouse that is Lydia Millen, aka. one of the UK's leading fashion, beauty and lifestyle creators who has amassed an audience of over 1.5 million followers since launching her blog nine years ago.
Working on a regular basis with brands like Armani, L'Oreal, By Terry, GHD and Givenchy to name but a few, having grown her audience organically and got to understand their motives inside out because of that, when Lydia finds a product that her audience will love, said product sells out within minutes...
For that reason, given that in times of crisis, many turn to their favourite influencers for escapism; others turn to them for answers and reassurance; and then there's the pesky little trolls that pipe up and cease the opportunity to be more vicious and condemning than ever before; I wanted to find out how the coronavirus outbreak has impacted Lydia's day-to-day runnings of the business, the partnership deals that she has with brands and her longer-term strategy for her brand moving forward.
With a team of four to manage directly, her first product-launch brewing and various brand partnerships on pause whilst we're in lockdown, this is what she had to say...
The She can. She did. podcast is hosted by Fiona Grayson (that's me, hello!) and this bonus series is sponsored by Tide Business Current Accounts. Read the latest news, updates and help for small businesses during the Coronavirus outbreak on their dedicated hub: www.tide.co/blog/coronavirus
The good old social handles should you fancy a further peek!
She can. She did. @shecanshedid
Lydia Millen @lydiamillen
Tide @tidebanking
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