In this episode, I chat with Abbie, founder of Proper Good,about the exciting journey of her brand now being stocked by major retailers, globally. Abbie shares the highs and challenges of scaling a small business, from the early days of designing prints during lockdown to landing large ordersand navigating trade shows. She discusses the critical role of trade shows in connecting with buyers, the impact of going viral on TikTok, and the essential balance between creativity and business responsibilities. Abbie also touches on her Northern roots, the importance of a solid support team, and her aspirations, including collaborations with major brands and mentorship roles to support young creatives.
Tune in to hear how Abbie's passion and determination turnedProper Good into a widely recognised brand.
00:09 How the brand got stocked by Next
01:27 Challenges of Scaling a Small Business
05:12 Going Viral on TikTok
08:49 Balancing Creativity and Business
17:37 Reflecting on her First Big Stockist
22:04 The Influence of Northern Roots
25:33 Expanding the Team
28:02 Dealing with Copycats
31:23 The Impact of Trade Shows
34:21 Future Creative Projects and Mentorship
What does it really take to build a luxury brand from the ground up - and keep going through the highs and lows?
In the pilot episode of Beyond the Brand, Cara speaks with Toks Aruoture, founder of The Baby Cot Shop, who shares with honesty and wisdom the lessons she’s learned over 20 years in business.
From leaving her degree to pursue interior design, to the rise and loss of her first store in Atlanta, and the resilience it took to rebuild in the UK, Toks’ journey is as moving as it is motivating.
She reveals how renaming and rebranding the business in 2016 unlocked new opportunities, created deeper alignment, and paved the way for milestones like a Chelsea flagship store and a concession in Harrods.
Packed with insight and encouragement, this episode is a must-listen for anyone building a business or chasing a dream.
