Pretty little things - new article8 Dec 2020 19:05
Despite being one of the most influential social media accounts boasting more than 12.8 followers, harnessing the online tool for optimum advantage wasn’t always easy.
“Social media wasn’t as big a thing as it was back when we started the company,” Umar says. “It’s important for me that my team stay on top of that and how the younger generations are behaving.
“Platforms like TikTok were not a thing back then, but we were one of the first brands to launch on there. We adapt really quickly to the ever-changing landscape, especially throughout our social media and influencer strategy as well as our campaigns.
“It’s so important to me that we keep up with the younger generation and listen to their voices. We are the brand who are the first to identify and create the trends.”
With consistently impressive results such as revenue, it hasn’t been without taking risks.
Operating across the UK, Ireland, Australia, France, the Middle East and North Africa, it was expanding to the US that came at the greatest gamble.
“Launching in the US – it was a risk, although it didn’t feel like it at the time, but we went there with confidence and believed in our brand and that we could offer something different to our competition,” Umar reflects. “Luckily, that risk has paid off.”
He may have only been around the sun 32 times, but it’s Umar’s youth and humble approach to business propelling him towards a rosy future.
“I’m still relatively young in terms of business – I still have a lot to learn,” he shares. “This is only the beginning of my career.”
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