Season 3 Episode 002 - Inside AYM : The Fashion Brand Behind the Viral Videos with Founder Alie Mackintosh

Today I'm joined by Alie Mackintosh, the brilliant mind behind AYM!  It's a British womenswear brand known for its empowering, timeless pieces and commitment to sustainable UK production. In this honest chat, we go behind the seams of AYM's journey from its early days as Boom Boom Boutique, to dressing Kim Kardashian!  Plus we chat about Alie becoming a viral sensation on social media as the face of her brand. If you're a fashion founder navigating growth, content burnout or the balance between creative and commercial, you'll absolutely love this one!   In this episode, we cover: ✨ The evolution from Boom Boom Boutique to AYM → Why Alie rebranded and how the brand has grown since 🧵 UK production at scale → The pros, challenges and realities of manufacturing locally as you grow 📊 The key numbers that guide AYM's decisions → From margins to stock levels and sell through rates 🗂 Systems behind the scenes → What's helped Alie feel more in control of operations 📣 The power of a recognisable content strategy → How the brand became iconic and why rinse & repeat marketing works 🎥 Going viral & building visibility → From gifting "normal" women to consistently viral posts… how AYM does it and whether it's actually planned! 📅 Marketing structures across email, Instagram & TikTok → Alie's planning process and the type of content that truly moves the needle 🧠 Lessons learned & what's next → The tough moments that shaped AYM and what Alie's hoping for over the next 12 months Plus: a quickfire round to finish things off!   🔗 Links & Mentions AYM Studio – explore the collection here Follow Alie on Instagram @aym.studio / @aliemackintosh Join my broadcast channel on Instagram @elizabethstilesuk to submit your questions for future guests! Watch this episode on YouTube 🎥 ✨ If this episode gave you an aha moment, I'd love for you to share it with a fellow founder or leave a review on Apple Podcasts—it really helps! Listen You can listen by clicking through to Apple Podcast here You can also watch the episodes over on my Youtube Channel! Remember to hit the follow + button or subscribe so you don't miss an episode!