Also regarding her friend - instead of grief baiting people into thinking it may have had something to do with James's mother, I would have had so much more respect for her if she'd just said "a friend of mine is going through something life changing at the moment and I need to take some time off to be there for her" then either postpone the launch of her jeans or explain that the Ambela team would be taking over the launch and she'd be back online when she's ready. The people who really wanted to buy her jeans would have understood and still bought her jeans regardless of if she plugged them on her page or not.
Maybe that's just me though, but I feel like she lacks empathy and can't separate her online job from her real life. Like someone else said, she could have then donated a percentage of her sales to the just giving page for her friend and still raised awareness but in a more compassionate way.