It's also the silent criticism of women who "settle" for 9-5 office jobs or emotional and domestic labour at home, as if Niomi has transcended all of that. Not a women's women at all.
Niomi’s whole existence hinges on making other people (mostly women) feel less than her and to inspire envy. That’s the core and essence of what she does and how she makes money. She does it so subtlety, so women follow her in the hopes that if they copy her or emulate her then, they too might be on her “level”. The mistaken believe that she is better than others and we should aspire to her. That’s the core heart of why she even has a following.
in the words of Samantha Jones “If you're not wearing something the kids can't afford, how will they know to look up to you?”
you’ll rarely see Niomi in affordable clothing. No H&M or new look for her. It’s all Cos and Ganni if it’s not designer. If she is wearing vintage, she won’t tag it. Small local businesses won’t get a tag. She’s not about promoting small businesses or being relatable. She’s about exclusivity. the irony is, she will beg for her expensive max mara coats to get a company freebie, while still holding onto the belief she is somehow better than someone who saves up to buy one.
Her engagement rings have to be a certain size. Her house has to be in the right part of London. She only goes to a specific type of cafe or restaurant. She won’t go to a local costa, ever. The food she eats smacks of wealth in general; the whole foods-esque health foods she eats are expensive. None of it is by accident. It’s part of the unspoken rules of acceptability with that type of shallow, superficial person.
it boils down to her inherent snobbery. Picked up from her family no doubt. They truly believe having wealth makes them better than other people. Sadly, they aren’t the only ones and it’s not a new phenomenon. Wealth and morality has a long history of being (wrongly) entwined in British society. (So does weight and body shape but that’s a whole other can of worms). The idea that if you are poor, you are somehow lesser, morally and have somehow brought it upon yourself.
Niomi will talk about her bright tribe and building up women, but her whole line of work relies on inspiring envy in women and relies on them buying into the mistaken belief that Niomi is somehow better than them. That’s the inherent hypocrisy and delusion of Niomi Smart.