Personally I believe the account was set up as a business idea. They probably didn’t think it’d blow up the way it did but I can’t see how it was ever a personal account. She even had her brand name sorted early on.
Mrs Hinch is cleverly constructed - she’s vulnerable, like your best friend, perfect in every single way. A lot of stay at home mums are lonely - so this taps into that. A best friend type who is something to aspire towards.
The mental health stuff pisses me off. I don’t doubt she’s felt nervous at times but she doesn’t have an anxiety disorder. I think this was a ploy to make her appear relatable and vulnerable.
Mrs Hinch is ditsy and silly. She relies on her mum for advice and behaves in a very childlike way. Perhaps to encourage the behaviour of her ‘army’ and the way the protect her.
Mrs Hinch loves a bargain and her lifestyles seems achievable to those watching.
But Sophie Hinchcliffe is none of those things. In that video you see a confident, shrewd woman who along with her husband, knows how to sell.
She plays a character. But underneath is a very different woman. She has a lot of money and isn’t afraid to spend it - it’s just done on the quiet.
And I think what we’re witnessing now is the transition from Mrs Hinch who names her cloths etc to Sophie. Because I think now Sophie has experienced the lime light - she wants more of it. And as herself now.