What if your flagship wasn’t just a store, but the heartbeat of your brand community?

The ‘House of Astrid & Miyu’ lived into this vision, and went viral for it.

For 2025’s first deep-dive on Building Brand Advocacy, Verity is joined by Sarah Hrywnak (Chief Marketing Officer @ Astrid & Miyu). Over Sarah’s 12 years with the jewelry brand – growing from Assistant to CMO – she has transformed it into a global powerhouse.

How? By mastering experiential retail, customer connection, and values-driven marketing.

From creating immersive brand experiences (think in-store domes that bring the weather in the cities of all major A&M stores to life, as well as in-store piercing, welding & tattoos) to making customers their loudest fans, this episode is packed with actionable strategies to grow through true Advocacy.

Here’s what’s in store:

• Treating Customers Like VIPs: Sarah reveals how Astrid & Miyu bridges the gap between customer & influencer by offering deeply personal touches to their biggest everyday fans – like handwritten birthday cards and intimate feedback sessions. These gestures do more than build loyalty; they make customers integral to the brand journey.

• Balancing Emotion & Commerce: Sarah knows how to get a CFO to buy-in on big plans; sharing how she aligns emotional brand-building with measurable KPIs, to prove that investing in experiences (like HOAM) leads to commercial success. It’s about playing the long game while delivering short-term wins.

• CMO Challenges & Insights: From navigating rapid industry changes to balancing agility with long-term strategy, Sarah shares what it takes to lead marketing for a fast-evolving brand. Hint: forgetting the competition is half the work.

• Stay Ahead Without Losing Your Core: In a sea of fleeting trends, staying true to your mission is the ultimate differentiator. By filtering every innovation through their 3 intrinsic values, Astrid & Miyu has built a brand that evolves without compromising its identity. You can, too.

Turn this episode up & take notes.

The brands that win tomorrow are starting today.

Rate & review Building Brand Advocacy:

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• Connect with Sarah:

  On LinkedIn

  On Astrid & Miyu’s Instagram

  On Astrid & Miyu’s TikTok

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Advocacy at scale is the future of fashion & beauty marketing. Video is how you get there.

In 2025, consumers are demanding realness (but you already know that).

Brands that meet them with honest, engaging content are the ones building trust. It’s not about creating any video; instead, it’s about using the right formats for the right message.

Success demands more than creativity, but requires a process-driven approach and real investment in creators who align with your brand.

For the last chat of 2024, Verity is joined by Victoria Blinova (Senior Strategic Partner Manager @ YouTube). Victoria unveils the tactical tips that turn creators into brand powerhouses, and struggling channels into million-subscriber success stories.

(And yes, she’s been the strategist successfully responsible for this.)

Diving into her expert knowledge, Victoria reveals how any brand can dominate in the creator economy – all through a mastery of video content.

Listen on to learn:

• Turn Creators Into Growth Partners: Forget quick fixes. Victoria shares underrated ways to build authentic, lasting relationships with creators who really love your brand. From outreaching with customised videos to practicing good Whatsapp etiquette, she shares advice for turning creators into genuine partners who drive scalable, sustainable results for your brand.

• Leverage Video’s Full Potential: Short-form sparks curiosity; long-form builds Advocacy. Victoria breaks down how to use short-form to hook audiences in seconds (quick tip: use ‘How I’ instead of ‘How To’) and long-form to deepen connections that lead to loyalty. Discover the ideal balance, if there is one.

• Run Campaigns That Actually Work: Most campaigns fail because brands and creators aren’t aligned. Victoria’s strategies show how to brief creators effectively, communicate on their terms, and prioritize the right goals. The result? Campaigns that consistently deliver ROI and build stronger connections with your audience.

Hit play now. Lead on creator-led video in the new year.

Rate & review Building Brand Advocacy:

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• Connect with Victoria:

• On LinkedIn
  

2025 is coming in hot.

Is your brand ready to thrive in the era of co-creation?

This week on the podcast, Verity welcomes back the incomparable Lia Haberman – leading authority on the creator economy, social media savant, and the ultimate forecaster on what’s next. If you’re in fashion, beauty, or any space where community & content matters (spoiler: that’s everywhere), this episode is your tactical guide to the year ahead.

From Lia, you’ll learn about:

• The Power of Co-Creation: Customers aren’t just buying – they’re building with you. Lia spills how brands like E.L.F. Cosmetics and Netflix turned audience feedback into blockbuster products and campaigns. The takeaway? Your next big idea might be hiding in the Comments section.

• Influencers, Reimagined: Forget the airbrushed perfection of yesterday. 2025’s creators are experts, superfans, and relatable voices. Lia unpacks how beauty brands are leading the charge in harnessing this shift to connect, convert, and dominate; and what you can learn from them.

• Content That Actually Connects: Swipe-left storytelling. Long-form's comeback. Collage culture. The next big content moves are here. Lia breaks down why they matter for brands looking to capture, and keep, attention.

• AI That Elevates (Not Overpowers): From smarter searches to hyper-personalized connections, AI is no longer the shiny new toy – it’s your quiet powerhouse. Lia explains how to use it right (without losing the human touch).

This isn’t another trends rundown. It’s a masterclass in evolving with your audience, building real Advocacy, and making 2025 your best year yet.

Press play and take note.

Rate & review Building Brand Advocacy:

• Apple Podcasts

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Connect with Lia:

• On LinkedIn

• Subscribe to ICYMI