In this episode of Abandoned Cart, Adam sits down with Aithne Synnot, founder of Empreva Lingerie and Head of E-commerce at Josh Wood Colour, to explore the realities of building a brand from scratch versus scaling an established one.

Aithne shares the deeply personal story behind Empreva Lingerie - created to empower women after breast reconstruction and how that mission shaped everything from product design to marketing. Alongside this, she offers a behind-the-scenes look at scaling a global beauty brand, revealing what actually works (and what doesn’t) in today’s e-commerce landscape.

From founder-led content and scrappy social strategies to the truth about paid ads and product launches, this episode is packed with honest, practical insights for anyone building or growing a brand.

If you’re navigating the early stages of a startup or trying to scale with intention, this conversation will challenge how you think about growth, community, and showing up.

• The story behind Empreva Lingerie and building a brand rooted in personal purpose
• Why “embarrassment is the cost of success” and how it unlocks growth
• The difference between starting a brand vs. scaling an established one
• How to approach social media when you have zero brand equity
• Founder-led content and why it consistently outperforms
• Organic vs. paid ads and when not to spend money
• The right way to launch a product (and why most brands get it wrong)
• Using community feedback to shape brand identity and product development
• The power of UGC and why you shouldn’t overpay for content
• Lessons from scaling Josh Wood Colour and selling out product launches

Connect with Aithne Synnot

Linkedin: https://www.linkedin.com/in/aithne-synnott-41a9a637/

Connect with &Allies

To discuss how we can help your brand grow, visit:

https://www.andallies.co.uk

In this episode of Abandoned Cart, Adam hosts Chloe Mead, Founder of Fling Fashion Rental, to explore what it takes to build a physical, in-person retail model in a digital-first e-commerce world.

Chloe shares how a frustrating wedding guest dress experience sparked the idea for Fling, why fashion rental needs a rethink, and how community, experience, and sustainability sit at the heart of her brand.

From bootstrapping marketing with low-budget influencer events to learning hard lessons early on, this conversation is packed with insights for founders, retailers, and anyone building a brand today.

Key Topics Covered

1. “Sometimes you’ve got to leap without looking.”
2. The wedding guest dress that inspired Fling - the why behind the business
3. Why online fashion rental doesn’t work for everyone
4. Experience vs convenience in modern retail
5. Building community through local creators
6. How a £250 influencer event paid off
7. A tough early lesson every founder can relate to

Connect with Chloé Mead:

LinkedIn: https://www.linkedin.com/in/chlo%C3%A9-mead-9441001ba

Website: https://www.flingfashionrental.com

Connect with &Allies:

To discuss how we can help your brand grow, visit www.andallies.co.uk

In this episode of Abandoned Cart, Adam sits down with Neil Sumner, retail consultant and founder of Sumner For Hire, to explore why content is still king and why many brands are getting it wrong.

With a career spanning publishing, luxury media, global retail, and high-growth brands like BrewDog, Neil shares powerful lessons on storytelling, humility, and the importance of theater in commerce. From driving 10x DTC growth during lockdown to challenging the “sea of sameness” in modern e-commerce, this conversation dives deep into what it really takes to build connection, loyalty, and differentiation in today’s crowded market.

If you’re a founder, marketer, or e-commerce leader tired of playing it safe, this one’s for you.

Key Topics Covered

1. Neil’s professional journey and the brands that shaped it, including BrewDog and Hunter & Gather.
2. The BrewDog story - how bold thinking fueled growth and loyal communities.
3. Why storytelling sits at the heart of customer connection in retail.
4. The real challenges of digital transformation and lessons from projects that didn’t go to plan.

Connect with Neil Sumner:

LinkedIn: https://www.linkedin.com/in/neilsumner/

Website: neil@sumnerforhire.com.

Connect with &Allies:

To discuss how we can help your brand grow, visit www.andallies.co.uk