“My sister has a mama sweatshirt which is very embarrassing for the family as a whole. [/QUOTE said:Hahahahahaha.
“My sister has a mama sweatshirt which is very embarrassing for the family as a whole. [/QUOTE said:Hahahahahaha.
Yes, you’re spot on there! The FMLY Store might have been a roaring success in Nappy Valley Clapham, but not Somerset...She is also ex London and I do think many of these people high tail it out saying they'll never be back and then try to recreate a London life wherever they are and that just doesn't happen, because, erm, it's not London.
I was always baffled by that too, in one story she'd be complaining about how the shop had only taken £40 that whole day and in the next breath the shop was expanding and opening a soft play in the back room & they were doling out free booze every Friday for anyone who visited. I know you have to spend money to make money buuuuuuut... common sense? That unit looked HUGE too for somewhere selling exclusively tshirts & jumpers.I said similar upthread. She’s so flaky. The blog seems to have fallen by the wayside. The “Insta-zine” crashed and burned rapidly. She just can’t seem to stick at anything.
The Bruton shop must have haemorrhaged money. When it opened, I (speaking as someone who knows NOTHING about running a business) I thought it seemed risky to open a bricks and mortar shop in a fairly obscure town in the Westcountry. They gave away free Prosecco and wasted £££ on a massive, self-indulgent mural. When you have a successful online business, it just seemed mad to pour money into opening a physical shop. It was so unnecessary.
But I think, maybe, running an online shop just wasn’t very glamorous, and Molly was bored and isolated and enticed by the idea of this fabulous, buzzy “space” where she could host talks and events and invite Insta-Royalty to come and share their wisdom with similarly white, monied, middle class women. It was never going to be sustainable.
And now I don’t think the online shop is going to see Christmas. The brand/celeb collaborations seem to have dried up (whether that’s because Molly couldn’t drum up any interest or... got bored of doing them, I don’t know). I don’t say that with any glee whatsoever. It was a really successful business and they didn’t seem to plan for the fact that, once someone has one MOTHER jumper, they aren’t going to buy one every season.
I couldn’t agree more. Launching a range of beauty products just seems insane to me. It doesn’t make sense for the brand. And who on earth is going to buy them? Surely no one is so enamoured with the SM brand they’re going to flock to buy hand cream, bath salts and candles from them? I don’t get it.The beauty market is so saturated that it’s clear the only way she’ll make money on this is the short term exploitation of the diehard selfish mother fangirls, and relying on her influencer friends to round them up. I guarantee this will be another flash in the pan project
It was a great idea! Do you think the days of ‘mamamerch’ are over? I don’t know myself as I find them a little cringy now, but I definitely am not the barometer for what all the mamas wantI'm calling it. selfish mother will fold in the next 6 months unless something drastic happens and a brilliant new idea comes up. SM was a fantastic brand but WTF in respect of turn-key beauty range? And now giving away a £100 course with £50 spend. Finally the sample sale in London (rather than online, I suspect to hype it up). Such a shame as #goodtees was a great idea
Mama merch will always exist as I think it always has - it's a bit like an MLM marketing scheme where new mothers are sucked in by the ’cool’ existing onesIt was a great idea! Do you think the days of ‘mamamerch’ are over? I don’t know myself as I find them a little cringy now, but I definitely am not the barometer for what all the mamas wantI did buy a mere souer ‘mere’ tee and I wear it for bed now
I too got sucked in by the power of instagram
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