She Started at 18 With £400. Here's What Actually Happened

Building a business online can look glamorous from the outside. Especially when millions of people are watching.But this episode tells a very different story.In episode five of Perls of Wisdom, I sit down with Amelia, founder of Bijoux De Mimi, the colourful jewellery brand that became a huge success across TikTok and social media.What started with just £400 from selling clothes on Depop turned into one of the most recognisable jewellery brands online. But behind the growth, the viral moments, and the packed pop-ups, Amelia opens up about the pressure that came with it all.From navigating people being “bitchy” about her success, to the emotional toll of building a business so young, this conversation goes far deeper than social media highlights.We talk about: • Starting a business at 18 years old • Growing a brand through TikTok before brands understood the platform • Building a loyal community online • Dealing with pressure, comparison, and criticism • The reality of managing money while scaling a business • Pop-ups, content creation, and influencer marketing • The emotional side of entrepreneurship nobody talks about • Relationships being affected by business stress • Moments where Amelia genuinely felt like shutting it all downAt one point, Amelia says: “But I’ve had nightmares beyond nightmares… my relationship was on the rocks… like I could shut it down tomorrow.”And honestly, that line sums up so much of what this podcast is about.Because Perls of Wisdom is not about pretending business is perfect. It’s about the messy middle. The uncertainty, the chaos, the pressure, and everything founders go through behind the scenes while trying to build something meaningful.This episode is honest, emotional, funny in places, and incredibly relatable for anyone building a business, growing online, or trying to chase something bigger than themselves.If you enjoyed this episode, make sure you follow Perls of Wisdom, so you never miss a conversation about what it really takes to build a business.This podcast is all about the messy middle. The part nobody talks about. The lessons, mistakes, and breakthroughs that happen while you are still figuring it out.If this episode helped you, I would love it if you could share it with a founder friend or tag me on social media so I can see you are listening.You can find me here: Instagram: @itsisobelperl LinkedIn: Isobel Perl YouTube: Isobel PerlWebsite: perlsinbusiness.comIf there is a founder you would love me to interview, or a topic you want covered, send me a message. I read more than you would think.And remember:You do not need to feel ready; you just need to decide to start.Love Isobel x