How One Risk Built a Multi-Pound Brand

You know what’s cooler than seeing a successful digital creator? Seeing a successful digital creator build a million-pound fashion brand!

When I searched “Fisayo Longe ” on Google as part of my research for this mail, the first thing I saw was “Internet personality.” Now, as someone who’s followed her journey for some time, the first thing I said to myself was: “What do they even mean?! She’s so much more than that!”

However, she did start out as a fashion blogger. (Safe to say, Google is still stuck in 2012 ??).

More than 10 years ago, Fisayo Longe was just a Nigerian girl who had moved to the UK to pursue her initial dream, which was to become a lawyer. Unfortunately, her grades did not get her the opportunity she needed, and she went ahead to get a job with KPMG, where she worked as an Apprentice Auditor for a while.

It was during this time that she began travelling the world, documenting her travels, and sharing them online. What started as a travel blog eventually transformed into her fashion blog, Mirror Me, where she shared her favourite outfits as well as style ideas. She particularly enjoyed shopping for fabrics whenever she was on the road and turning them into creative fits.

Her blog grew, and so did her social media following. She would go on to partner with some big names in fashion, including Nike and Google.

Shortly after taking a short course at the London College of Fashion, Fisayo decided she was ready to start her own brand. And so in 2016, she put her first foot forward, placing a lot of confidence in her 40,000+ followers. Imagine her shock when these followers did not immediately translate to sales. Her first launch saw her making only 23 sales! It was her first real-time digital marketing crash course.

But Fisayo already had a resilient spirit, and one setback was not going to determine the course of her entire career. After stepping back to re-strategize, she took her time to develop a number of unique designs that would eventually put her brand on the map. Notable among them is the popular Gaia dress, a design that has become a classic among fashion enthusiasts.

Today, Fisayo’s determination, hard work, and resilience have helped her build the Kai Collective, a million-pound fashion brand with a solid reputation in fashion both abroad and in her home country, Nigeria. Her brand is not only keen on size inclusivity but is also a huge supporter of organizations like the Mirabel Centre, which focuses on aiding victims of domestic and sexual abuse.

My Reflection:?

Fisayo Longe’s journey teaches us that dreams can evolve and setbacks can be stepping stones. She didn’t let her initial failure or limited sales define her path. Instead, she embraced resilience, learned from her challenges, and reimagined her goals. Her story reminds us that success often requires adaptability and the courage to keep moving forward, even when the results don’t come immediately. Growth doesn’t happen overnight, but with persistence, re-strategizing, and belief in yourself, it’s inevitable.

Your first attempt may not bring the results you imagined, but it’s the foundation for the success that’s yet to come.

Question for you:?

How can you adapt your current dream to align with the person you’re becoming?

Book of the Week

This is the part where I share lessons from our book of the month: Estée: A Success Story by Estée Lauder.

Did you know that one of Estée Lauder’s earliest and most effective advertising strategies didn’t involve billboards or commercials?

All she needed to do was tell one woman.

Here’s the remarkable part: when one woman shared her experience with another, and that woman told another, it created a ripple effect. Women in tightly knit communities began spreading the word, and before long, thousands, eventually millions, were hearing about her products.

Why? Because when we feel excited and giddy about something, we naturally want to share it with others. Estée tapped into this powerful network effect, turning it into the foundation for building a global brand.

This lesson highlights a timeless truth: connection and word-of-mouth are some of the most powerful tools in growing a brand. It’s not always about flashy campaigns; sometimes, it’s about creating an experience so good that people can’t help but talk about it.

The takeaway is clear: When your product or service resonates with people, it has the potential to spread like wildfire—one meaningful connection at a time.

Ask yourself:

How can I create an experience so good that my customers feel compelled to share it?

?And remember, building trust and fostering community are two of the most powerful ways to grow your influence and your brand.

Video of the Week

Oprah reminds us in this week’s video that our dreams are waiting on the other side of action. What’s holding you back??

Affirmation of the Week

?Read this out loud:

"I will step into everything that is meant for me, and I will do so confidently with my head held high!"

Let these words guide you as you step into this week.

Now, go ahead and share this newsletter with one woman because just like Estée proved, one woman telling another can spark something extraordinary. ??

Have?a powerful and productive week!??

P.S.?Your?Tuesday is incomplete without this!