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:

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Connect with Lia:

• On LinkedIn

• Subscribe to ICYMI
  

Scaling fast can cost a brand what matters most…

Your connection to community.

So, when a Founder cracks the code to growing both the bottom line & Brand Advocacy globally, learning from them becomes unmissable.

In a world of trends, viral moments, and short-term wins, Colette Laxton (Co-Founder @ The Inkey List) is openly calling BS on the pace of the beauty industry. Her mission? To make skincare simple, accessible, and authentic – for everyone.

This week on the podcast, Colette sits down with Paul to share how she and her team built a $100M+ skincare brand in just six years without sacrificing their core values. Colette’s insights are gold for any brand builders who want to scale while staying true to their brand ethos.

(Aka, all of you.)

Hit play to discover how to:

• Build on Transparency, Not Tricks: When The Inkey List launched, ingredient lists were unheard of on beauty websites. Colette set out to empower consumers with straightforward education, not marketing magic. Learn how this no-BS approach created a fiercely loyal community.

• Turn Shortcuts Into Long-Term Wins: Fast growth can tempt brands to cut corners. Colette reveals what not to do, from outsourcing field teams to chasing fads, and why the real ROI comes from genuine human connections – like chatting with customers over a glass of wine on Instagram Live.

• Find The Right Advocates, Not Just The Loudest Ones: From gifting to nurturing grassroots Advocacy, Colette shares how The Inkey List has built a global community of creators, retail associates, and superfans. The key? Relentless focus on education and shared values.

• Educate Everywhere, At All Touchpoints: Whether it’s a TikTok, packaging, or a QR code on a store shelf, Colette breaks down how to make every customer interaction a moment of learning; and why that builds enduring Brand Advocacy.

This is your sign to stop chasing the next trend.

Instead, scale with purpose. Build a community that believes in your brand. Nail the basics, to turn your mission into a movement.

Rate & review Building Brand Advocacy:

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Connect with Colette:

• On LinkedIn

• On Instagram

• On The Inkey List’s Instagram

• On The Inkey List’s TikTok
  

What’s better than building a brand for your audience?

Building it with them.

From starting with 5 cashmere jumpers at a trade show to serving 150k+ brand fans & a cult following, Marielle Wyse has built her brand entirely through customer co-creation. This week on the podcast, Verity welcomes Marielle (Founder & Director @ WYSE London) for an entirely expert take on fostering Brand Advocacy.

During lockdown, Marielle turned her living room into a creative studio – using Instagram Lives and raw, unscripted moments to meet her customers where they were. The result? A brand built on trust, dialogue, and joy; one that doesn’t just sell clothes, but helps women rediscover their “fashion mojo”.

Tune in to hear her take on:

• Two-Way Dialogues on Instagram: Marielle’s Instagram Lives transform customers into collaborators. By inviting them to share what they truly want from the brand, whilst also connecting on causes that matter, WYSE fosters a sense of inclusion that feels real and relatable. Marielle’s process is refreshingly simple; send a suitcase of clothes home, set up a rail, and let fun & engagement lead the way.

• Dark Social as a Relationship Builder: By using DMs in personalised ways (forget mass replies & think voice notes from the Founder) and private polls to spark meaningful action, Marielle is building loyalty. While she no longer replies to every DM personally, her presence in the Comments and other touchpoints ensures her community feels seen and valued. These personal interactions, from bonding over TV shows to addressing individual feedback, strengthen customer relationships and quietly drive sales.

• Pivoting with Purpose & Imagination: Marielle doubles down on creativity to keep her Instagram strategy fresh and engaging. From testing new formats to embracing the charming chaos of themed Lives, her willingness to experiment kept her audience hooked. This imaginative approach, paired with a focus on listening closely to her customers, ensures she’s always designing pieces her audience loves – never “clothes nobody wants to buy”.

It’s your guide to creating connection through care, relatability & getting creative.

Rate & review Building Brand Advocacy:

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• Connect with Marielle:

• On WYSE London’s Website

  On WYSE London’s Instagram

Social Commerce is more than a buzzword — it’s reshaping the way brands interact with their communities.

At its heart lies a powerful trio: user-generated content, creator marketing, and trust.

From early innovations in Southeast Asia to Livestreaming for TikTok Shop across Europe & The Americas, it’s clear: the brands that thrive today meet their customers where they are and involve them on their terms.

In the last of our live recordings from the Social Commerce Summit: Autumn Edition, Paul welcomes Cathriona Nolan (ex-SVP of Marketing, Brand & eCommerce @ Pomelo Fashion) and Yoann Chipotel (Partner @ Emplifi) to explore how Social Commerce drives Brand Advocacy. With Cathriona’s hands-on experience in building omnichannel, influencer-loved brands, and Yoann’s expertise in leveraging community content for global giants like Nike and H&M, this episode is packed with actionable insights for brand builders.

Hit play to learn:

• Leverage UGC as Authentic Brand Currency: Cat shares how Pomelo’s “Pomelo Girls” activations transformed everyday customers into Advocates. By encouraging content creation, their voices were socially amplified – leading to more trust, and more sales. Yoann dives into how even bad reviews build trust when used transparently, too.

• Empower Creators Without Losing Control: Here, Cat explores the best ways she knows how to foster authentic partnerships with creators who align with your brand values. Finding the right fit, using her foolproof methods, ensures their Advocacy feels genuine and trustworthy.

• Build Community-Driven Social Commerce: Discover how Live selling, loyalty rewarding, and community involvement turn customers into Advocates. By replicating in-store experiences through Lives and rewarding engagement, brands foster deeper connections – encouraging customers to authentically champion you.

  
  

The key takeaway? Social Commerce is more than a channel. It’s a dynamic way to build trust, foster involvement, and turn customers into long-term Advocates.

Utilizing creators, turning to community-generated content, and caring is your way in.

Rate & review Building Brand Advocacy:

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Connect with Cat & Yoann:

• On Cat’s LinkedIn

• On Yoann’s LinkedIn
  

Brand builders, take a peak into our crystal ball.

There’s you, your entire marketing team, and a whole lot of TikTok Lives.

Social Commerce is growing fast, and it’s clear that brands leveraging it early are reaping the rewards.

That’s why industry leader, Ben Gallaga, has decided to break his silence – sharing how he’s built an iconic brand by going all-in on TikTok Shop, so you can too.

Live from the Social Commerce Summit: Autumn Edition, Ben (Founder @ Luxe Collective) sat down with Paul for a conversation equal parts business smarts & real talk. Knowing this space better than most, Ben is fast carving a space for pre-love luxury on TikTok – having turned the channel into 34% of the brand’s revenue since launching in July.

By staying adaptable, authentic, and relentless on socials, Luxe Collective has built a loyal following of passionate brand fans & Advocates. Even setbacks – like over-hiring, a break-in & investing in content that didn’t work – have been used to take massive steps forward with community connection.

Now, Ben will share how to:

• Turn Every Live Session Into a “Must-Watch” Show: Ben reveals why TikTok Live sessions should be treated like episodic TV, with new content and offers on set days of the week. Learn his strategies for making each session feel unique, engaging, and worth tuning into, from exclusive product drops to flash sales and live Q&As.

• “Host the Party” on Social Media: When creating engaging content, think of your brand as the host who brings the latest news, trends, and industry happenings to the table. For Ben, this “hosting” strategy means discussing relevant topics & breaking news while subtly plugging the product — an easy way to establish authority, grow visibility, and consistently offer value to your community.

• Master the Art of “Irresistible Offers”: Ben explains the psychology behind crafting deals that feel too good to pass up, from limited-time discounts to exclusive bundles. His secret? Make the audience feel like they’re getting an offer too good to miss out on. Generosity is key when it comes to building Advocacy, after all.

Here’s how you scale on TikTok Shop while staying grounded.

Rate & review Building Brand Advocacy:

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Connect with Ben:

On LinkedIn

On Instagram

On Luxe Collective’s TikTok

What’s more valuable than a brand that speaks candidly to its customers?

A brand that listens to them.

Fostering true Advocacy isn’t just a loyal customer base – it’s building a community around shared moments of care. Consider this your opening blueprint for transforming brand love (from your customers, creators & social lurkers) into real Brand Advocacy.

You may even make a sale, too.

In this live recording from the Social Commerce Summit: Autumn Edition, you’re brought an unfiltered conversation with four Brand Leaders – each with firsthand knowledge on growing through meaningful connection, realness, and a bold content strategy. Welcome Jimmy Charnock (Head of Community @ Represent), Sarah Ashwick (Communications & Advocacy Expert @ L’Oréal), Olly Hudson (CMO @ The JAQ Group), and Joe Marston (Founder @ Soar With Us) to the podcast.

Learn L’Oréal’s signature approach to creator collaborations, how Represent stays ahead of the community curve, and why brands like Liquid London can earn creators £30k+ from one TikTok post.

According to these experts, you should…

• Put People Over Products: Jimmy says it best – “Put time into people, they’ll put time into you.” Building Advocacy means inviting your audience behind the scenes, sharing real moments, and doing things noone else is. This isn’t about disruption — it’s about connection first. Brands who lean in will come out on top.

• Let Community Ideas Lead: Sarah’s formula for community building? Empowering creators to bring their wildest ideas to life; co-creating with you. “Our community is so inclusive. They create incredible content, and allowing them to come to us with bonkers ideas is where we won.” Trusting your community to help shape your brand.

• Get Tactical On Rewarding Creators: Joe & Olly share a tested strategy for scaling brand reach with creator communities, leveraging aggressive commission strategies to stand out. “Affiliates are spammed by brands daily. But when you offer £5 for a sale instead of 50p, you unlock the full potential of mass creative testing.” This approach has driven incredible results, including £55k+ revenue in one day on TikTok Shop.

Press play. Uncover how Advocacy shapes every area of Social Commerce.

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Connect with Jimmy, Sarah, Olly & Joe:

Jimmy’s LinkedIn

Sarah’s LinkedIn

Olly’s LinkedIn

Joe’s LinkedIn

This episode is kindly presented by Soar With Us – a D2C eCommerce marketing agency, building the next generation of iconic brands (Made By Mitchell, Public Desire, Spacegoods & 250+ more) using their proven scaling system.

Find out more about the good folk here:

https://www.soarwithus.co/