If she’s importing anything, she needs some sort of government approval to do so legally. I’m not sure how it works in the U.K., but in the U.S. whatever it is she’s importing would not be allowed to come to her as an individual, it would have to be going to a company/LLC address, which would have to be registered with a tax ID.Don’t think she’s lying but surprised she wouldn’t look into trade marking the brand name. It’s possible that Rue Sloane may be run as her as sole trader hence no limited liability company set up or they are running it through Chelsea Styling Ltd of which her husband is a director. Of course she could b win the process of incorporating a company.
Unless, despite what she says, she’s going through some sort of a 3rd party or agent who’s doing all of that for her. If she’s drop shipping, then that’s a different story.
All-in-all I’m VERY dubious. Capitalism sucks, big brands suck, buying small if you can is great, but I would much rather buy something from an established small designer who isn’t necessarily bankrolled by her in-laws and not a Youtuber, but that’s just me!