November 4, 2025 • 49 mins
You know that dream of starting something on your own... but the money part feels impossible? Sammy Robinson did it anyway. At 22, she took the savings most of us would use for a house deposit and built One Mile, the self-funded fashion label that’s become everyone’s quiet-luxury obsession (and yes, even Kendall Jenner’s worn it). In this episode, Victoria finds out how Sammy went from filming in her bedroom to running two Sydney boutiques and a multi-million-dollar label she still owns outright. They dive into how she built operations before the hype, the viral moment that changed everything, and the very unglamorous money lessons behind building a sustainable brand that actually makes money.
In this episode:
💼 How Sammy turned savings into a self-funded fashion empire
💼 The money strategy that made One Mile profitable from day one
💼 How a Kendall Jenner sighting turned into global demand
💼 The advice from her dad that still shapes her money mindset
💼 How she built a “quiet luxury” label that’s anything but quiet
💼 What she wishes she’d known before spending her first $100k
SAMMY'S LINKS: Follow Sammy on Tiktok and shop One Mile.
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Acknowledgement of Country By Nartarsha Bamblett aka Queen Acknowledgements.
The advice shared on She's On The Money is general in nature and does not consider your individual circumstances. She's On The Money exists purely for educational purposes and should not be relied upon to make an investment or financial decision. If you do choose to buy a financial product, read the PDS, TMD and obtain appropriate financial advice tailored towards your needs. Victoria Devine and She's On The Money are authorised representatives of Money Sherpa PTY LTD ABN - 321649 27708, AFSL - 451289.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
My name is Tatasha Bamblet. I'm a proud First Nations
woman and I'm here to acknowledge country t glennyan Ganya, Niana,
Kaka yah Ya bin Ahaka Nian our gay In Nimbina,
yakarum jar Dominyamka Domaga Ithawakawaman, damon imlan Bumba bang Gadabomba
in and now in wakah ghana on yak rum jar Watnadaa. Hello,
(00:22):
beautiful friends, we gather on the lands of the Aboriginal people.
We thank acknowledge and respect the Abiginal people's land that
we're gathering on today. Take pleasure in all the land
and respect all that you see. She's on the Money
podcast acknowledges culture, country, community and connections, bringing you the tools,
knowledge and resources for you to thrive.
Speaker 2 (00:44):
She's on the Money. She's on the Money. Hello and
(01:08):
welcome to She's on the Money, the podcast where we
share real life lessons behind starting, growing, and thriving in
your own business. I'm your host, Victoria Devine and Today's
Business Diaries guest is someone you've definitely seen on your feed.
Sammy Robinson launched her career on YouTube in twenty sixteen
and quickly became one of Australia's most recognizable creators, known
(01:29):
for her effortless style, down to earth energy and a
following of over one point six million fans around the world.
She's worked with brands like Maybelene, Fandy, Skims and tysl,
traveled the world creating content, and then backed herself to
launch her own label. In twenty twenty, she founded one Mile,
a fashion brand loved for its relaxed luxury vibe, worn
(01:51):
by the likes of Kendall Jenna and Kai Jerber, and
now home to two Sydney boutiques and a runway moment
at Australian Fashion Week. She's built all of this without
outside investors, taught herself everything from scratch, and created a
brand her community genuinely loves. Sammy Robinson. Welcome to She's
(02:11):
on the Money. Thank you so much. That was such
a nice introduction. I feel like it sucks when people
just cut and paste a bio that they've found online.
So I do try to like write our own and
make sure it's like that what it is beautiful.
Speaker 3 (02:23):
Wow, I feel very on it. And that's just really nice,
like a really nice recuff.
Speaker 2 (02:27):
And you'll send it to you can use. I always
I worked on it because I was like, oh my goodness,
she might she might not like it. But I'm genuinely
so excited to talk to you as a now thirty
year old or thirty something. You're old, let's go there.
I feel like watching you on YouTube back in twenty
sixteen and grow into what you've done, it's just cool,
(02:48):
like seeing your favorite people thrive and then create their
own brands. I'm like, this woman is smart. Like it's
so cool, because I mean, so many people do YouTube
and just don't make the most of it or don't
see it as the opportunity that you have. And I
just I go, oh my goodness, like I'm so excited
to share this with my community because it's it's just
very cool. Sammy, thank you so much.
Speaker 3 (03:10):
Yeah, it's definitely been a journey, and I feel like
I always say this, but I very rarely stop to
just take a moment and appreciate sort of like the
journey that we've been on and starting from a YouTuber
and now sort of trying to transform into being known
as a business woman. It's it's an interesting transition. So
I'm really excited to be on this podcast, and I
(03:31):
feel very excited.
Speaker 2 (03:32):
Yeah, let's go all the way back to the start
of this journey. You wanted to do YouTube? What made
you press upload on your very first video? It's so funny.
Speaker 3 (03:42):
I get asked this all the time, and I feel
like my memory is just starting to fail me as
I get older, because I think it was just blissful
ignorance or just I don't know.
Speaker 2 (03:53):
Just the youth in me.
Speaker 3 (03:54):
I just thought I must have watched a bit of YouTube,
and I remember watching Clone Rellow and Lauren Curtis and
starting to enjoy makeup tutorials. Y. Yeah, but I didn't
want to very I would say, I didn't watch it
a lot before I decided to upload my own, So
it wasn't like a big moment.
Speaker 2 (04:13):
Yeah. I just remember taking my brother's camera. Yeah, and
it was. It really was. And I do think as well.
Speaker 3 (04:18):
At the time, Instagram was starting to take off, and
not that I had many followers.
Speaker 2 (04:22):
It was more just my friends.
Speaker 3 (04:23):
Would ask me whatlipline are you wearing?
Speaker 2 (04:25):
What lipstick? Assette or mac velvet ten? Like fun. It was.
Speaker 3 (04:29):
It was fun and with all my you know, my babysitters,
and my neighbors. I would just do make up all
the time every chance I could get. So I was like,
oh my god, these girls are doing tutorials on YouTube.
Speaker 2 (04:38):
I must do this.
Speaker 3 (04:39):
So I just took my brother's camera, put it on
a stack of books, uploaded my firstbody wants to about
velvet Teddy and myth.
Speaker 2 (04:44):
Yes they do. I don't think myth should be legal anymore.
Like that's a different story, I know.
Speaker 3 (04:50):
Right, And so it is is funny looking back at it,
because I do. I wonder whether now you know, with
who I am now, whether I would have press played,
because I look at my self is such a different
person back then. But I'm so glad I did changed
me forever.
Speaker 2 (05:03):
I feel like you have to live in a state
and naivity sometimes to start something relatively big, because if
someone had sat you down and been like, okay, Sammy,
so actually uploading a video is going to be really
impactful in your life, you would have been like, hold up,
maybe I don't want this. So sometimes just seeing what
happens is the best way to go about.
Speaker 3 (05:22):
Really, I think jumping in into the deep end, especially
when you're young and taking risks. When you're young, you
have time.
Speaker 4 (05:27):
Do it?
Speaker 2 (05:28):
Absolutely? Yeah, I feel like you have gained such a
loyal following, but it's because you resonate with them. Why
do you think that is? Like, why do you think
you're able to connect in with your audience so well?
You know, I get asked that again all the time, and.
Speaker 3 (05:43):
It's really bad, but I'm not well, I want to know,
and it's not and not not that it's a consistent
question in that regard. More just people today that are
trying to start social media always wonder sort of like
what it takes to crack the code to become successful
on social media. And I think it's a combination of
a couple of things. I started early on enough that
I was one of few that were doing it, so
(06:05):
it wasn't oversaturated at the time. I think that my
audience got to grow up with me, so I feel
like I sort of became a sister, a big sister
to a lot of them. And it's just really about consistency,
like bringing people along on the journey of your life,
whatever that may be, whether it's boys or whether it's business,
or whether it's fitness, food, health, makeup. I just brought
(06:26):
them along on every journey. I really didn't pigeonhole myself
from the beginning. So I think it was just having
a nice combination of everything that people resonated with in
some way or another. And yeah, they've just grown up
with me since, and I think that they've just followed
me along as I've grown up.
Speaker 2 (06:44):
It's been very organic, I would say. And I think
a lot of people looking into it now like oh,
you just get some brand collabse or you start just
posting about it. But I think that there's this extra
layer that people forget of authenticity and just sharing what
you're doing on your journey that resonates with people, and
how a lot of your audience have probably been on
a lot of the journey with you totally, so they
(07:06):
are wanting to know about your lipliner and stuff because
it's like, oh, I love signing, I want to know
what she's up to, like catching up with an old friend. Totally.
Speaker 3 (07:12):
I think, Yeah, I agree, And I think there is
room for those scripted, really beautiful aesthetic videos. I watch
a lot of them, like I watch cooking videos on
TikTok now and people's health journeys, and those loads decline.
Speaker 2 (07:23):
You know, got to get a little bit. Yeah, really enjoyed.
Speaker 3 (07:26):
I enjoy watching those as well. But I think that
there's just I've never been that aesthetic. Oh I want
to watch the aesthetic. I'm not aesthetic. I'm I want
to watch it exactly. And so there's room for both.
And I think there's room for everyone. And you know,
people resonate with multiple kinds of content styles, and so
I'm just lucky that my sort of logging style, I
(07:47):
think it would be YouTube as well. That's a big
part of it because you have so much. You have
the minutes, I guess where that they can it's not
crammed into sixty seconds. Yeah, YouTube short.
Speaker 2 (07:58):
And I think that, you know, luckily, when starting YouTube,
people loved long form content. I do feel like that's
coming back around, Like I've seeing creators going back to
do you guys want long form content? I'm thinking, do
you know what? I want to do my makeup in
the bathroom and have my phone on a piece of
long form content to consume while I'm getting ready for work.
(08:18):
And I think I remember that when I was sixteen
and loving you. Sorry, I want that back.
Speaker 3 (08:22):
I know I'm the same, and I think TikTok, I
do definitely doom scroll occasionally, but I find it makes
me almost dizzy, get a bit of vertigo. Like I
think when you're constantly watching and consuming really short form content,
it can just really it sets off my insomnia. I
have insomnia, so if I'm doing that before bed, it's
really disturbing to sort of my arcadian rhythm, circadian rhythm,
(08:43):
circadian rhythm. But I enjoy just putting someone's log on
for ten minutes, whether it's a recipe, whether it's whatever
I'm watching, even podcasts, and it just feels far more relaxing.
Speaker 2 (08:54):
Now, Yeah, I love it so fun. You've had so
many impressive collaborations and like that is so impressive, But
what has been your favorite and why? Oh that's so
hard because I love so many of the brands that
I've worked with, but you always have a sweet and
you know why. Whenever I ask people this, it's often like, not, oh,
this was the biggest one of my life, Like, you know,
(09:15):
working with Skims, working with yself cool, but like and
there's a reason that you're like, oh, the team was
so nice, or oh I used it when I was twelve,
Like there's always a total story behind it.
Speaker 3 (09:27):
Yeah, And I think, I mean, it probably comes with
no sur price. For me, It's Mac, I would say,
is I've done so many trips with them, I've done
product collaborations with them. They literally are what kickstarted my
entire career with Albert Teddy. That's the one thing that
I think that that's one product that I think.
Speaker 2 (09:41):
I mean color, Yeah, like.
Speaker 3 (09:43):
I'm literally wearing it today. I know, I'm literally wearing
it today. And so I think Mac for me is
just it's become a bit of a family brand for me,
Like I really really.
Speaker 2 (09:54):
Feels like home. It's nostalgic. It does.
Speaker 3 (09:57):
Yeah, and it's just still to this day, just incredible products.
It stays so relevant. They don't really have to do anything.
Speaker 2 (10:03):
They just change their packaging recently. Yeah, and I mean
it's nice, but like sorry, I love the nostalgia. I know,
like I'm sorry, guys, yeah, what are you doing? I
am such a fan of their products, and like back
in the day, I remember watching all of my favorite
YouTubers and I think I owned every single map paint
pot and.
Speaker 3 (10:21):
Like I was, yeah the paint Pot's like girl, what
are you doing anyway? Now we've grown up?
Speaker 2 (10:27):
I do I do like a normal eyeshadow color, and
I'm not too cake, but I feel like it is
such a nostalgic brand. I adore that. Talk to me
about your brand though, Yes, at what point did you go,
you know what? I actually would love to start my
own brand, and what led you down that pathway? Because
like it would have made sense to go down the
(10:49):
pathway of makeup r Yeah, and you didn't.
Speaker 3 (10:52):
Yes, yeah, no, you know, I did a collaboration with
another brand where I was really heavily involved in the
process of the just in process, which is funny now
that that's the reason that made me start a brand,
because you don't then realize the logistics that go on
in the back end.
Speaker 2 (11:07):
So I know, you've got to live in a state
of television, total state of delusion. I was like, designing
is so much fun. I think this is my passion.
I'm going to do it so easy, and I can
just make sales. It sells out so easy. Yeah, and
that's why we all do it. Yeah, yeah, exactly.
Speaker 3 (11:23):
It's always I always say it's better to start a
business with total delusion, because you do start with passion
and then you quickly realize whether it's made for you
and you know that's why some people succeed others don't.
But I think you are also born with an entrepreneurship
sort of mindset. There's a little bit.
Speaker 2 (11:39):
Of I think that that is so important. I speak
about it all the time, like if I had laid
out for you, Hey, Sammy, so yeah, design's really cool,
but here's what logistics look like, or so this is
how much shipping's going to be. Also, do you want
to talk about shipping insurance? Do you want to talk
about like what happens if they cut it wrong? Like
(12:00):
how much that's going to cost you? I think it
would scare you off. And it's so almost better to
kind of operate in the dark. And that can be
terrible business advice because I'm a money person, Sammy, I'm
going to sit down and be like, so if you
just operating about it'll be fine, terrible. I'm like, you
know everything before you go in. But also, every successful
(12:23):
business owner I speak to, we're all just a little bit,
a little bit crazy. There's a screw loose a little bit.
Speaker 3 (12:29):
But I think as well, like they're in saying that,
I do agree with that you've got to enter into
a bit of delusion. At the same time, I did
do a lot of preparation and a lot of work
and a lot of research before starting, because I had
the platform, so I couldn't take the risk of opening, oh,
you know, starting a brand or starting a business that
didn't have every you know, tea crossed and it needed
(12:51):
to have. I probably set my business up the operation
side of it to a point that was probably a
little bit larger than it needed to be. But I'm
glad that I did because it meant that I was
able to scale quite quickly and it wasn't just a
you know, launch one little capsule collection and then a
year later because I've forgotten that six months yeah, production
(13:14):
lead times. And I think the best thing I ever
did for my brand was set it up really well
from the beginning and do as much research and preparation
as possible.
Speaker 2 (13:22):
Did you do that, Like, how did you go, Oh, operationally,
I need to do this, because you do see it. Unfortunately,
sometimes when influencers launch a brand and maybe they bid
off more than they can chew and you're just hearing
about not being able to fulfill orders or whatever. You hear,
how did you go, this is going to be really
important as opposed to nailing the product or nailing the marketing,
(13:43):
which I think so many of us get carried away with.
Speaker 3 (13:46):
Yeah, I think I Well, like I've mentioned before, I'm
lucky that I had. My dad was very good in business,
so he comes from very large scale business operations. So
I knew I wasn't going to replicate any of his
models because he was dealing with hundreds of employees versus
under starting no yeah, no, thanks to girl, just a girl,
and it was just me and my one team member
(14:08):
at the time. Even us sort of figuring out who
played what role was a bit challenging at the beginning
because you kind of do do everything at the beginning.
But I just knew with having such a large audience
and knowing the sort of weight of the social media
marketing landscape, I knew that I could sell a lot
of products. So I did purchase a lot of product.
Speaker 2 (14:29):
To begin with.
Speaker 3 (14:31):
And there was just no there was no point in
investing such a large amount in the beginning if I
didn't have every single aspect of the business set up correctly.
That's where that was three pl the website. Make sure
you invest well. For me, I had to invest in
making sure the website ran smoothly, if there was a
lot of traffic on the website, making sure we've just
crashed on the first day, crashed on the first day.
(14:52):
I wasn't going to risk having to fulfill and pick
and back orders myself.
Speaker 2 (14:55):
I wanted a three pl that was able to do that.
Speaker 3 (14:57):
I knew what they were doing, because there's only recently
that I've either learned what three PM was and a genius. Yeah,
it's genious because that's what they're good at. You pay
people to do what they're good at. There's no point
trying to do it yourself, especially with the volumes that
I ordered. You were like, I am not sitting Yeah,
I'm not sitting in my back room working orders and
printing labels at three am.
Speaker 2 (15:16):
That's not my journey.
Speaker 3 (15:17):
And then that then leads to, you know, delayed shipping
times for customers because all of a sudden, it's you
and your family that are packing orders. It's going to
take two weeks for it to go out. You're getting
email's customer services piling up. It's just not it was
never going to be. It was never going to be me.
Speaker 2 (15:32):
No, that's just not my journey.
Speaker 3 (15:34):
It wasn't the journey, and I just I just like
I said, I knew by starting the business it was
a massive risk. I think I was twenty two at
the time, but I had saved over four years, and
I was it was either going down the route of
a mortgage or it was going down the route of
a business. And I got to the point where I
think I had already done social media for about four
to five years at that point, and I just not
(15:55):
that I was getting sick of sick of it. I
think I just wanted more off from it.
Speaker 2 (16:00):
And I feel like you've got ownership. Yeah, the products
that you're talking about every day, they're not yours.
Speaker 3 (16:05):
Yeah, exactly, and you can see the potential with marketing
other brands. But equally, I knew by the time I
was going to get to twenty five thirty, I wasn't
going to want to take photos of my face. And
that was predominantly what it was because, like you said,
I started in beauty. So but it's really damaging for
a young girl just to constantly look at videos and
(16:26):
photos of yourself and constantly have to go out and
that's solely what your job is. And I just wanted
more I wanted to be able to just get up
in the morning and have a little bit more of
a purpose.
Speaker 2 (16:37):
I never wanted to.
Speaker 3 (16:38):
Stop, and I'm still grateful to this day that I
still get to do social media and I get to
do both. I would never I would never leave one
for the other, but it's so nice having collabor Yeah.
Speaker 2 (16:48):
You mentioned that you saved for four years, and I
think something that's incredibly impressive about your businesses that you're
entirely self funded. Yeah, And I think that is so
important to point out because I think a lot of
the time people just assume, oh, you're influencer. Someone must
have approached you, someone must have said, we'll give you
this amount. But like, you've done this from scratch on
your own. How did it feel to kind of put
(17:10):
your own money where your mouth is? Like you said,
I could have gone down to roots, I could have
gone and got a mortgage Ictoria, or I could have
started a business. Yeah, I think it was. How does
that feel.
Speaker 3 (17:18):
It was a lot of ego at the time as well,
because I was an influencer and no one took us
seriously at the time, and there was so much scrutiny
around it. I think for me, Like, if I look
back at it, I'm like, why didn't you get an
investor on board and give someone some equity to make
your life a bit easier.
Speaker 2 (17:33):
But because I just I had.
Speaker 3 (17:35):
Complete autonomy, complete control over every decision making process, and
I could do it completely how I wanted it. I
could set it up exactly how I wanted to set
up it up. And in the end that I find
one of my strengths is that I am a risk taker.
Strengths all weaknesses, but that's your strength. In the end,
(17:56):
I was able to then obviously build a business, take
that risk, put all my money that I had saved
from my entire career, you know, even all my casual
jobs leading up to it, and then because I opened
the business, I also was able to then a year
later get the mortgage too.
Speaker 2 (18:10):
So you know, you take the risk.
Speaker 3 (18:12):
Actually yeah, but it's you know, without taking that risk,
I probably would have entered into a mortgage, which was great,
but then that mortgage relied on just means to an
end every month and an income from social media, and
I would have felt like a slave to social media.
Whereas I got to start the business, I really was
able to throw my passion energy into something that I
(18:33):
loved and what I you know, was so proud to
create myself and therefore kind of was able to open
up the world opportunity to have both.
Speaker 2 (18:41):
I mean you've said, look, I started with zero experience
and a little bit of delusion. And you've mentioned on
other podcasts I've listened to, you've always spoken about the
business advice that your dad gave you. What do you
reckon the best piece of advice your dad has given
you has been because it's never like what you expect
it to be. It's never do you know.
Speaker 3 (19:00):
My whole life growing up, he would always just say,
in any circumstance, it was just it's very nike.
Speaker 2 (19:07):
Actually now that to think about it is just do it. Yeah.
Speaker 3 (19:10):
And I don't think like I don't in everything that
I do, I don't dwell. I'm not a procrastinator. I
don't you know, sit there and psych myself out on
certain things. I just get it done, Just get it done,
Just get it done. So having that attitude, especially when
you're a business owner, the CEO, you're the one that
has to make the decisions. You can't lean on anyone else.
(19:31):
You're the one and energetically. It is draining, but you
just have to get on with it and you have
to I guess, yeah, just do it, Just do it
like you said. But I think there's so many things
that I've learned from him. I was really lucky that obviously,
when you start social media, you're a sole trader, so
things like tax you don't you get all.
Speaker 2 (19:48):
Of this income all of a sudden in your that's
overwhelming in your especially when you're young. You're like, hilly
glock them all. My twenty year old I'm like, oh
my god, I've got all this money. This is great.
Then I get hit with a tax bill, spend all
of it. What do you mean I don't have money
in my BA account anymore. So he was always give
that to you. You're sorry, sorry, come back next to you, and.
Speaker 3 (20:05):
You just that you don't realize as a young person
that there's so many responsibilities once you start making money,
especially when you're not, you know, working for a company
that has all the structures set up for you. Payg
It's taken for you, like everything else is. It's automatic
within another company. But with you, you know, when you're
doing social media, you're all of a sudden exposed to
all of these amazing opportunities income even free products. He
(20:28):
was very pragmatic as soon as he's sort of such
sort of the way that it started moving. He started
teaching me from a very young age about you know, finances,
having a diversified portfolio, making sure your money is making money. Yeah,
he would speak your language, and you know, not just
being frivolous with it. What do you want, what's your
(20:49):
end goal? What's your ten year goal with this money?
And it was so then instrumental in starting a business
because obviously he knew that the ins and outs and
the operations of his business, but obviously he's never done
a small startup business as well. So it was really
fun to kind of almost do all the research myself
with Georgie, my general manager, and we start because we
(21:11):
started at the same time, started together and be able
to almost pitch to him, not that he had any involvement,
but pitch to him as someone that is a large
scale CEO, like what do you think of how I've
set up this business from operations like oh yeah, and
they don't believe it at the time, and I and
you've got to again have that confidence in yourself because
for me, I didn't know so many terms like P
(21:32):
and L, balance sheet, even three pl just so many
marketing terms.
Speaker 2 (21:38):
There's so many terms at the time that people would.
Speaker 3 (21:41):
When I would sit in meetings when I was setting
up that they would just speak to me as if
I would know and it was like another language, and
I would just be like, sorry, do you mind letting
I don't know what that means, and just ask silly
questions because there's no point moving through business in a
way where you're trying to just pretend you know what's
going on. You really have to understand every single element
of your business for it to succeed or you know,
(22:02):
for you to have complete control over every process. So
that's what I did with him. I would sit down,
I would do the research. I would sit down and
he it was a totally new world to him as
well at the time because social media. I had the
backing of social media, which meant I spent virtually zero
dollars on marketing, which is very rare, and so he
was fascinated by it as well. And I just yeah,
(22:24):
he's just been a really good role model. He's just
he's a very smart guy. So it's just easy to
have him to lean on. If anything, he didn't know
everything with small scale businesses. He knew a lot with
large scale but he also has just a world of
knowledge from a lifetime of working in companies as well,
And so it's just nice to be able just to
have that person to bounce off in the beginning and
(22:45):
even to this date. Now I'll be like, I want
to buy a new cash Should I finance it or
should buy it?
Speaker 2 (22:50):
What should I? You know, what's the interest?
Speaker 3 (22:52):
What's interesting versus should I be investing in a small
yield or just put all in my mortgage? Because offsets,
if it's five point six percent versus point you've.
Speaker 2 (23:00):
Got those to call me. I'm really excited about them.
It sounds like your dad set you up with, like
I guess, a lot of warning for things that could
happen and what that might look like, which is beautiful.
What's something that nobody warned you about when it comes
to business.
Speaker 3 (23:16):
I think I was really lucky from the beginning because
I did have a lot of meetings where people warned
me almost too much. A lot of men were like,
I don't know if.
Speaker 2 (23:24):
You're like equipped for this? Are you really sure? Like
the orders that you're doing. Are you sure that you
know what you're doing?
Speaker 3 (23:29):
And when they questioned me, I know, and it kind
of fed the hunger inside of me to prove them
being underestimated.
Speaker 2 (23:36):
Oh I got lights, another fire to go. You know what,
you're a mediocre middle aged one. Sit down, there's heaps
of you.
Speaker 3 (23:44):
And it was funny because my dad believed in me,
but they didn't know, none of these other people that
had ever met me before.
Speaker 2 (23:48):
Even to this day, when I signed Lisas, They're like.
Speaker 3 (23:50):
Oh, don't act like a little girl with the big dream,
and I'm like, excuse, excuse me, and it's just like
so it's funny and I just honestly I find it humorous. Now,
don't take it personally. But to answer the question, I
think probably the only thing.
Speaker 1 (24:04):
That I was.
Speaker 3 (24:07):
I don't even want to say shocked by, but I
didn't realize moving into the business because it did scale
so quickly, was just the emotional taxing or the emotional
toll it takes on you. Because you are the CEO,
you are the you know, sole investor at the beginning,
all the decisions lie on you and your the risks
you take with sometimes half information is it falls on
(24:30):
you and falls on your back. You have people's livelihoods
at stake once you start hiring people, and you know,
if you have a really low revenue month or a
low profit month or two, you still have to pay
your stuff, You still have to pay overheads. It's not
it falls on you. You're very sexy. When that has
no it's not sexy at.
Speaker 2 (24:48):
All, And so you can't.
Speaker 3 (24:49):
You know, sometimes you just don't go to sleep because
your your mind is to It comes from that exactly.
The insomnia, high courts, or a dread of fatigue.
Speaker 2 (24:58):
We have it all. So when noting through that, I
feel like that was very similar to me. I'm very planned,
I'm very meticulous, but one thing that really caught me
off guard was hr and dealing with people and realizing
that and it's a little bit heartbreaking at the same time,
but it makes complete sense that no one's going to
care about your business as much as you do. And
I think that that was a really hard pill to
(25:19):
swallow because you've invested so much time and energy and
effort into this, and then you know you're probably working
with casuals and people that come and go in your
business and want to be besties at the same time
as being like you wilso need to do your job.
And that's a really hard I find, especially as a
young woman, Like at what point do you put your
foot down? But at what point do we get drinks
(25:40):
after work?
Speaker 4 (25:41):
You know? Oh?
Speaker 3 (25:42):
Literally, that fine line is so tricky to navigate. And
I have the most amazing team at the moment, Like,
I'm locking you in here and you're never leaving. And
you know, if you treat your employees right and provide incentives,
they want to stay with you. If you have a
good work culture, if you have a good work environment,
they want to stay around you. And therefore, you know,
if you're providing them with a happy space to work in,
(26:03):
you're happier too. So for me that side of things, people,
I would I would agree with you. No one really
warned me about the people side of things. Finding the
right people in the right positions was definitely, really, really
tricky the first couple of years. I don't think I
was equipped enough to know what an interview process went
like as well, so I was probably asking the wrong questions.
I think I was convincing people to work for me
(26:24):
as opposed to asking them you know, and I'll give
you snacks and I get sent lots of products and like,
and so now I've sort of now I've gotten to
a point where my business is bigger than me. I
don't need to convince people to work for me, and
I don't need to convince them that, you know, the
brand is legitimate.
Speaker 2 (26:38):
So I did make a couple of mistakes.
Speaker 3 (26:40):
And you know, even to a certain extent, they may
be an amazing person, they may have a really great resume,
they may be really skilled in there, because yeah, skilled
and have a lot of capabilities in that area, but
it may not also fit in the team's dynamic or
the business is dynamic. So just making sure that you're
just making the right decisions, putting the right people in
the right seats, it is really really tricky. And when
(27:00):
you do find the right team, reward them, treat.
Speaker 2 (27:03):
Them well, and it should flow.
Speaker 3 (27:05):
And that's literally what's going to be the background of
your business, Sammy. Let's go to a really quick break.
Coming up, we're going to get into the real behind
the scenes of running a brand. How Sammy's background is
an influencer shape her approach to marketing, what she really
thinks about sustainability and fashion and the advice she'd give
to any founder trying to.
Speaker 2 (27:24):
Do it all on a shoestring budget. All right, Sammy,
we are back and you've been involved in marketing for
some ridiculously large businesses, which is really cool. You also
mentioned before like because I had a platform, they didn't
have to spend anything on marketing. Talk to me about
how that background really influenced the way that you approached
(27:47):
marketing for one Mile, because it would have been so different,
Like you're not talking about engaging influences and planning collabse
and allocating budget because you kind of were the talent.
Speaker 3 (27:58):
Yeah, I actually don't think it fed I don't think
it fed my marketing strategy at all because.
Speaker 2 (28:06):
At the beginning, I was the marketing strategy of my brand,
so I kind of just had to I don't need
to pay myself.
Speaker 3 (28:12):
Yes, And I think I just authentically really felt like
I wanted to bring everyone along on the journey and
be as transparent as I possibly could with starting a brand.
And I also knew I wasn't a conglomerate, I wasn't MAC,
I was an estate lorder. I didn't have the budgets.
It just was a completely different business model. So I
just felt like I had to just do what felt
right for me, which was just show them every process
(28:34):
that I could bring them along on YouTube, on all
different forums. Social media is king, like if you have
a type budget, you have to be on social media.
You don't necessarily have to follow trends either. You just
have to be consistent and you have to show up.
You know, I should practice what I preach. I don't
necessarily post every day. And we run a business. It's
and older, you get it is it is hard, but
(28:56):
back then it was king. It was so vital for
me because I didn't start with budgets. I didn't start
with sales.
Speaker 2 (29:02):
I had no revenue.
Speaker 3 (29:03):
So I had to just use what I knew, which
was myself and my brand and my audience and not
use them but as in, just show them and try
to convince them that, you know, I have created something
beautiful here. Yeah, so I had to trust the process.
Really at the beginning, I love that you like, you
got that.
Speaker 2 (29:21):
But if we are speaking to a lot of my
community as small businesses who aren't influencers right totally, and
they also don't have marketing budget, and they would do
a lot of things to get that platform. Yeah, what
would you say if you didn't have your platform, how
would you have gone about marketing one money? What would
have that looked like?
Speaker 3 (29:38):
I think again, coming back to social media, I truly,
truly think that if you're trying to market a product
this day and age, you have to have all platforms,
So you have to be on across all of them.
A lot of people will say follow trends because that's
really what's going to get you views. But going viral
doesn't necessarily mean that you're creating an audience that trusts
(30:01):
you and actually cares. I think people will notice you,
but it doesn't mean that you're necessarily going to sell
a product. And I don't believe in all attention is
good attentional all publicity is good publicity. I think, like
for me, it comes back to again, consistency. If you're
showing up every day, it's going to feel like such
a chore when it's not showing results. The views aren't climbing,
(30:23):
you're getting two hundred views, you're getting twenty views. If
you consistently show up and you start to slowly create
an audience, those two hundred people may convert better than
someone that has two hundred thousand followers because they really
care what you're talking about and it's free. You know,
it is time consuming for sure, but you can do
it yourself. You've got your product that you're selling. You
(30:45):
should have all the knowledge about your product. You've got
your free platform, which is TikTok, YouTube, Instagram, and you've
just got to show up every single day and you'll
start to see conversion. And you've got to have confidence
as well.
Speaker 2 (30:57):
If you get excited about something, I'm like, yeah, oh,
I'm excited. How did you Why? Because totally, because energy,
from my perspective, is quite infectious. I've got to show
up stupidly excited about your brand, even if you were
just crying, because it's really hard running a business totally,
and you will.
Speaker 3 (31:13):
You'll have days where you're just, oh my god, if
someone put a camera in my face. Some days I'm like,
I'm missed out crying. But I think at the beginning,
if you are starting a business and you do have
that idea, you obviously clearly have a passion for it.
You should really want to tell people about it, and
you got to have energy about it this day and age.
Social media is tricky to cut through.
Speaker 2 (31:33):
I won't lie.
Speaker 3 (31:34):
It definitely is really hard to cut through. But again,
consistency and passion energy it will get you further then
I think just trending and doing trending sounds and just
being a puppet or following what other people are doing.
Speaker 2 (31:50):
Yeah, one hundred percent. Can we shift the conversation. I
want to talk about Kendall Jenner. I tried before this
interview to find how one mile got you to her
Hot Little Hands, and I just have so many questions.
When you saw that Kendall was wearing your brand, did
you freak out?
Speaker 1 (32:07):
Yeah?
Speaker 2 (32:07):
I think I would have had a slat meltdown. I
definitely did. What was that moment?
Speaker 4 (32:11):
Lie?
Speaker 2 (32:11):
It was?
Speaker 3 (32:12):
It was really unexpected because the way that sort of
LA works and the celebrity world works is that there
are a lot of agencies in LA that work with stylusts.
So there are certain celebrity stylists that have a pool
of celebrities that they dress. So we had actually originally
sent say, you know, ten looks to one of the
celebrity stylists to dress someone else and it gets put
(32:33):
on a rack for their photo shoot. Doesn't get chosen
or good. Most of the time they'll send it back.
Well not always, they're sort of different protocols with it,
but sometimes they'll send it back. Other times they keep
and they say we'll put on another celebrity. We had
no idea that she had presented it to the Kendall
Jenna and that Kendall was going to wear it for
one of her biggest of bands, So we're.
Speaker 2 (32:51):
Looking at that would have been insane. Yeah, it was
really unexpected.
Speaker 3 (32:55):
And because our styles, you know, it's beautiful, timeless pieces.
Speaker 2 (32:59):
That aren't there recognizable. They're recognizable, but nobody is doing
the same style. Yeah, it's not we're not.
Speaker 3 (33:06):
We're trying to create pieces that are, you know, beautiful basics,
but clearly want elevated. Yea, and clearly elevated. So we
knew it was ours, but trying to convince people that
it would be ours. I had to get a photo
of her from the back because I knew that I
had the class your little backless bit, and so I'm like,
oh my god, where is she?
Speaker 2 (33:22):
Because I just saw the.
Speaker 3 (33:23):
One photo and then all of a sudden, bang bang
bang this photos everywhere. She's at her eight one eight
launch with Kylie Jenner's Sprinter like.
Speaker 2 (33:30):
Them together literally cried videos everywhere.
Speaker 3 (33:33):
It's like, oh, we're good, We've got we've got the
pro Yeah, we've got everything. Yeah exactly. So No, it
was really cool and it was a Pinchbrey moment. I think,
like I say, this is crucial for marketing. This coming
back to marketing. If you're willing to invest in such
a an enormous marketing objective like dressing celebrities, you have
(33:56):
to have purchase orders and you're and you're product to
back that. And when people say, you know, was that
a massive success? Did that bring you heaps of orders?
Like sort of took us through how that went for
you guys?
Speaker 2 (34:08):
We didn't know.
Speaker 3 (34:09):
We had actually no idea that she was going to
wear that and that item was almost sold on.
Speaker 2 (34:14):
Did you have to go back and like recut the
piece and be like okay, cool, we're going to bring
that back in And were you just like, oh, well,
actually it's great exposure for the brand, But like, how
does a business make decisions like that?
Speaker 4 (34:24):
Yeah?
Speaker 2 (34:25):
Yes, being seen on a celebrity is fantastic. We didn't
have the product that assel.
Speaker 3 (34:29):
Yeah, I wouldn't recut it because that was a style
that was already a popular style anyway, so we reason, yeah,
no brainer. Luckily was cutting so style as well, which
is quicker than our knitwear and denim, so we could
bring it back to market quick. But it definitely lost
the momentum for sure. We were able to reuse yrset
saying as seen on Kendle, but you have to make
(34:50):
that like bye now, yeah not by now, like everyone
was like, where's this from jumping on the website. They
brought a lot of traffic to the website. Definitely, it
did increase sales for a couple of days. But yeah,
you have to have the product they to sell if
it's it's seen on a celebrity. But I think it
was just cool anyway, just legitimize the brand even more.
Speaker 2 (35:08):
And you can't rely on that either. You can't rely
on hopefully getting your product into the hands of a
celebrity to be a success. It's just a perk along
the way, that is from my perspective.
Speaker 1 (35:18):
So cool.
Speaker 2 (35:19):
Yes, it's like when I find out people who I follow,
like listening to my podcast. I remember I was watching
someone's Instagram stories and they were in front of their
bookcase and I saw my book on this or on
their bookcase, and I was like, oh, to me, that
was wild. And they would probably die as well, knowing
that you follow them and love them too, they'd be like, no,
that's that's crazy to me. No, I'm just a girl.
(35:42):
I just wrote some weird books about money. Oh my god,
I love you.
Speaker 3 (35:45):
Talk to me about sustainability because I feel like that's
an incredibly hot topic in the fashion space at the moment.
Speaker 2 (35:52):
Totally. Also, it's one of the key values that I
can see you've built into your brand, and you've said
that you've done a lot of self education around I
guess what that looks like when having a fashion label,
because there has to be a middle ground, Like you
can't just have one piece of clothing a year and
be like boop sustainable. Was that an eye opening rabbit
(36:14):
hole to go down? And what have you I guess
learned or even changed along the way that you think
the industry is maybe not doing right and that you
feel you are.
Speaker 1 (36:24):
Yeah.
Speaker 3 (36:25):
I think when I started my brand, sustainability was hot
topic already and there was just absolutely no excuse to
start a bright I think there's no excuse in this
day and age, to start a brand without having sustainability
is at the forefront of your mind in some capacity.
You don't have to be perfect, you don't have to
start with everything, but if you can try to build
that into your brand ethos from the beginning, every move
(36:47):
that you make and decision that you make will have
that at the forefront of your mind. So for me,
sustainability meant within the clothes, within the products, within the packaging,
within the freight and the logistic. There's so many things
that you can touch on, as you know, and you
have to be really careful of greenwashing. So we don't
try to overtly market that we're sustainable. We just have
(37:09):
sustainability ingrained in our brand.
Speaker 2 (37:12):
You know, using natural.
Speaker 3 (37:13):
Fibers if you have a clothing brand is always a
better option. We were doing so much research, and I
do think it is a responsibility of the large conglomerates
to give us more information and do this research. Because
they've got the money, they've got the backing, they should
have some kind of process that everyone else should be following.
But they're the ones, ironically that are actually green washing,
greenshing and more damaging. So there is so much misinformation
(37:35):
out there, and it is really hard to know what
to do. You know, there was a couple of collections
where I was doing recycled poliastic because I thought that
that may have been a better option. However, I you
know that's come out now that recycled polyester may fall
apart quicker, and then you use per wear goes down.
Speaker 2 (37:52):
So it's all just like that's not a sustainable piece.
Speaker 3 (37:55):
Yeah, mil It's all very confusing. So you know, we
look at quality, we look at timeless pieces in our designs.
When I'm ordering, I look at I really read my
data what is doing well, so I'm not over ordering
and I'm not being wasteful in packaging. Work it into
your margins. There's no excuse not to use recyclable materials,
(38:17):
you know, whether it's compolymailers, whether it's your swing tag,
having it be craft paper. There's no excuse to do
it now because the price is it is expensive. It
is more of an investment. But you can work it
into your margins and your customers, if they do care
about sustainability, are willing to pay that extra couple of
dollars to make sure it's sustainable. And you know, for
(38:37):
the ones that aren't doing that, the more fast fashion brand.
You know, labels and brands not to name names, but
their pieces are definitely I would say the quality isn't
as good, the designs are maybe a little bit more
on trend.
Speaker 2 (38:52):
Try to steer clear of that.
Speaker 3 (38:54):
Try to just stick to your brand ethos and you know,
don't get distracted by everything else that's going on around you.
Speaker 2 (39:00):
With freight, you have to plan ahead.
Speaker 3 (39:02):
You have to be really conscious of your timelines and
your critical path. Make sure it's on a ship. Try
to decreasing amount that you're on a plane as much
as possible, so you're decreasing carbon emissions.
Speaker 2 (39:12):
So it is, Yeah, it's a crazy world to think
about that. That then lies on your shoulders as a
responsibility because you're like, hold on, hold on, let's just backtrack.
I'm just a girl. I wanted to start a brand.
I want to be sustainable. But this is a lot of.
Speaker 3 (39:27):
Responsibility and you won't be perfect and you won't get
everything right. And that's why I don't market it, you know, aggressively,
because I know that there are mistakes that I'll make
along the way.
Speaker 2 (39:37):
I'm not going to have I'm not the best way
to do it. Yeah, like we're not going this is
super sustainable. But I think that you've also got that
brand presence and that presence online. People know that you're
showing up in the right way trying to Yeah, they musing.
Speaker 3 (39:52):
Yeah, And you have tools like chatty BT if you're
not sure and you're starting a business and you really
want to do it cost effectively. There are so many
AI tools as well that you can like, there's so
much information online and then it becomes overwhelming. It is well,
it is a warming and oh we can't sleep again. Yeah,
now even Sonia again. But yeah, I think just building
it into your brand at the beginning just makes it
(40:13):
so much easier to have to turn your ship around
in the ocean. Like just build it into every aspect
of your brand from the beginning and have it as
a mindset from the beginning, and it makes a big difference.
Speaker 2 (40:22):
You touched before on cost per wear, and that is
something I am wildly passionate about, especially as a money girl.
I'm like, no, if we're going to invest in clothes,
we want to invest in once we can wear consistently. Yes,
what is your ultimate cost per wear item in your wardrobe.
It has to be jeans.
Speaker 3 (40:39):
Our jeans are one hundredercent cotton, and they just jeans
obviously last a lifetime, and I would arguably say jeans
get better over time too, the more that they're you know, washed,
the jeans I won't lie. I did have to take
them up because I'm five foot two.
Speaker 2 (40:53):
Well, we have cropped now and regular.
Speaker 3 (40:54):
Yeah, but like when I bought them a couple of
years ago, you didn't yet, but I was willing.
Speaker 2 (41:00):
I took them up.
Speaker 3 (41:01):
I appreciate you so much. That's so it's so funny
because everyone always.
Speaker 2 (41:05):
Sure like and you can take them, but you can
take pants up. You can't add length to ten. That's
why I started my brand. It was for the tall
girls because I'm six foot. SI's for one non.
Speaker 3 (41:15):
Shoes, but I'm still trying guys, I know, and I
just and I was like, I need to start a
brand for the girls that which we walk around with
this or our ankles out and sneakers and we look capris.
No capries weren't in especially when I started them. Now
and so yeah, now we have copt and regular guys.
So we've got friend I feel heard. I never gave
(41:37):
the feedback. I just took them up and was very
happy with them. But I always find it quite funny
because you'll see people complaining like, oh my god, they're
so long.
Speaker 2 (41:44):
You go hold up like you can take them up
so easily. Girls can't. Can't add length, and if you do,
that's really ugly. That's not an option. Yeah, exactly. Now,
I guess back to the sustainability but more charitable side
of things. You donate a dollar from every single one
of your sales via I Change. How did that partnership
(42:06):
actually come about? And what guidance would you share with
other founders who are maybe looking to weave charity into
their business mode.
Speaker 3 (42:15):
Again, very overwhelming when you're starting your business, because there is.
Speaker 2 (42:19):
There's so many causes, so many many peoples that need it, so.
Speaker 3 (42:22):
Many charities, so many things that you would resonate with
as well, because I think my first piece of advice
would be like what matters to you, Whether there's a
loved one that's been affected by something, whether there's a
cause that you personally resonate with. For me, I found
it really challenging starting the business to find a way
that I could give back that was easy and That's
where I love Eagle Change because they make it so
(42:43):
easy for brands, businesses, founders to be able to make
an impact, to be able to give back, and they
integrate into Shopify. It's no extra cost to our customers
and it's no extra work for anyone else. It just
deducts a dollar from every purchase. The customer gets to
choose from the causes we've selected from where they want
to donate to, and iicle Change does all of the
(43:04):
research for you make sure it's really legitimate because a
lot of the time as well, it can be really
overwhelming with charities and organizations. You don't know where your
money is actually going. You know, if you wanted to
create your own organization or do your own sort of
charity event, it's so complex you're actually not It's not
easy to do that either. So I find integrating I
call change really good on an everyday basis. We know
(43:27):
we're making a pact, we're making a change. And then
once you sort of get into the cruxive business and
you sort of have a little bit more time within
your team, you can then look at more of the
local charities and organizations that you want to partner with.
Things that may be close to your heart. We are
lucky as well that we're partnered with Thread Together, which
is really easy for us to donate because we sell clothes,
(43:47):
so we're able to donate clothes to people that are
in need. You know, whatever the cause may be, just
do your research, make sure that you know who you're
aligning with or who you're donating to is legitimate. And
you know, you want to know where your money is going,
and it's where someone Like A equal change is amazing
because it takes the hard work out for you.
Speaker 2 (44:04):
How good. Yeah, when I saw it online, I was like,
this is so smart, so smart, and as a consumer,
it feels so good because you're not asking me to
add exactly, You're just saying where's it going? And I go,
oh nice. That is a feel good for everybody. And
I body like, especially right now, purchases are so considered,
Like if I'm buying something online, I'm thinking about it,
like I think everyone's thinking about their budget. So it's
(44:25):
like that little feel good without having the additional Yeah,
going into the feels like everyone at checkout is like
do you want to round up? Do you want to
do this? Just like I'm exhausted.
Speaker 3 (44:36):
It's awkward as well because you'll go into those larger
shops and they'll say, would you like to add three
dollars to go to this? And you don't know, you
don't have any information on where that charity is going to.
You kind of guiltily tripped into yes because I say yes,
I guess it's a good cause, because but I don't know.
Speaker 2 (44:51):
Where it's going. Let you down.
Speaker 3 (44:52):
I got yeah, and I feel uncomfortable Yeah, yeah to
say no, so and I'm always.
Speaker 2 (44:56):
Happy to get oh no, I actually donate in other
I feel like they need to just I just say yes, yeah,
let me just show you all the donation receipts. Not
actually not a bad person.
Speaker 3 (45:06):
Yeah, And that's more of a guilt yeah, tripping way
into getting people to donate, whereas we just take that
out of the picture and still give back but allow
them to sort of feel good about it as well.
Speaker 2 (45:16):
So, Sammie, unfortunately we are running out of time. So
I want to know what is next for you? What
is next for one while? Is there anything on the
horizon that you're really excited about?
Speaker 3 (45:26):
I think, I mean, I'm just trying to so one
point with your business once you start to feel momentum
and you start to feel growth. Like business is very volatile.
I'm trying to stay lean, trying to stay consistent, really
focus on you know, my brand, the objectives, the values
that we've always held. But right now, so there's nothing
(45:48):
that's in the pipelines yet, but right now our focus
is definitely in bricks and water. We're loving having boutiques
that people can come and experience the brand, come and
touch up clothes.
Speaker 2 (46:00):
Really, that must be so surreal as well for being
online to be real person. It's made a world of difference.
Speaker 3 (46:07):
It's so much fun and I've really enjoyed the process
as well of building stores. So yeah, you'll see a
couple more boutiques in the next couple of years. And yeah,
just trying to stay consistent, just bringing people really good clothes,
really good quality. We're not trying to just it's not
all about growth over here. It's about consistency for us.
Speaker 2 (46:24):
And I can tell when you said I'm trying to
stay lean, this girl gets Yeah.
Speaker 3 (46:30):
Yeah, it's just about staying consistent and having people know
that you're a consistent person, that that you can come
back to you and they can trust so boutiques.
Speaker 2 (46:37):
For everyone, amazing clothes.
Speaker 3 (46:39):
For everyone, and we've got some accessories coming as well.
Speaker 2 (46:41):
Oh exciting, Sammy. It has been lovely having you on.
I feel like I could have kept this going for
another hour, but I won't because that's not how podcasting works.
I genuinely have loved this so much. Thank you for
sharing so much, like insight, honesty and honestly like business
tips and tricks. I feel like there's been so much
gold in this episode. Great for anyone who's following along,
(47:03):
who's made Like who is Sammy? What is one mile?
Where can we find you? How can we connect?
Speaker 3 (47:09):
Well, we're on, like I said in the episode, on
all social media, So one mile is just one mile,
which funny story because it's one word. Everyone thinks it's
on a miller and everyone everyone that doesn't know what's
called on the miller.
Speaker 4 (47:22):
Do you know what?
Speaker 2 (47:22):
I'll take it.
Speaker 4 (47:23):
I love it.
Speaker 2 (47:24):
I want to change.
Speaker 3 (47:24):
I said, like all PR isn't good PR, but like
if you're trying to just read my business nameslay.
Speaker 2 (47:29):
That's great.
Speaker 3 (47:30):
So yes, one mile across a milla online and I'm
just Sammy Robinson online as well, so ire and obviously
I'll boutiquester In, Vondai and Paddington gorgeous.
Speaker 2 (47:41):
If you have loved this episode and want more behind
the scenes stories from brilliant business owners, please make sure
you head over to the Business Bible feed. I'll pop
the link in the show notes for you because we'll
be moving all of our Business Diaries episodes over there
very soon, and you don't want to miss what's coming next.
If you love this episode, let us know in the
comments and share it with someone else who's got big
business dreams. Don't forget to follow and subscribe so that
(48:04):
you never miss a Business Diaries drop. I'll see you
next time, guys. Bye, Thank you, thanks for having me.
Speaker 4 (48:15):
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in nature and does not consider your individual circumstances. She's
on the Money exists purely for educational purposes and should
not be relied upon to make an investment or financial decision.
If you do choose to buy a financial product, read
the PDS TMD and obtain appropriate financial.
Speaker 2 (48:34):
Advice tailored towards your needs.
Speaker 4 (48:36):
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(00:22):
beautiful friends, we gather on the lands of the Aboriginal people.
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Speaker 2 (00:44):
She's on the Money. She's on the Money. Hello and
(01:08):
welcome to She's on the Money, the podcast where we
share real life lessons behind starting, growing, and thriving in
your own business. I'm your host, Victoria Devine and Today's
Business Diaries guest is someone you've definitely seen on your feed.
Sammy Robinson launched her career on YouTube in twenty sixteen
and quickly became one of Australia's most recognizable creators, known
(01:29):
for her effortless style, down to earth energy and a
following of over one point six million fans around the world.
She's worked with brands like Maybelene, Fandy, Skims and tysl,
traveled the world creating content, and then backed herself to
launch her own label. In twenty twenty, she founded one Mile,
a fashion brand loved for its relaxed luxury vibe, worn
(01:51):
by the likes of Kendall Jenna and Kai Jerber, and
now home to two Sydney boutiques and a runway moment
at Australian Fashion Week. She's built all of this without
outside investors, taught herself everything from scratch, and created a
brand her community genuinely loves. Sammy Robinson. Welcome to She's
(02:11):
on the Money. Thank you so much. That was such
a nice introduction. I feel like it sucks when people
just cut and paste a bio that they've found online.
So I do try to like write our own and
make sure it's like that what it is beautiful.
Speaker 3 (02:23):
Wow, I feel very on it. And that's just really nice,
like a really nice recuff.
Speaker 2 (02:27):
And you'll send it to you can use. I always
I worked on it because I was like, oh my goodness,
she might she might not like it. But I'm genuinely
so excited to talk to you as a now thirty
year old or thirty something. You're old, let's go there.
I feel like watching you on YouTube back in twenty
sixteen and grow into what you've done, it's just cool,
(02:48):
like seeing your favorite people thrive and then create their
own brands. I'm like, this woman is smart. Like it's
so cool, because I mean, so many people do YouTube
and just don't make the most of it or don't
see it as the opportunity that you have. And I
just I go, oh my goodness, like I'm so excited
to share this with my community because it's it's just
very cool. Sammy, thank you so much.
Speaker 3 (03:10):
Yeah, it's definitely been a journey, and I feel like
I always say this, but I very rarely stop to
just take a moment and appreciate sort of like the
journey that we've been on and starting from a YouTuber
and now sort of trying to transform into being known
as a business woman. It's it's an interesting transition. So
I'm really excited to be on this podcast, and I
(03:31):
feel very excited.
Speaker 2 (03:32):
Yeah, let's go all the way back to the start
of this journey. You wanted to do YouTube? What made
you press upload on your very first video? It's so funny.
Speaker 3 (03:42):
I get asked this all the time, and I feel
like my memory is just starting to fail me as
I get older, because I think it was just blissful
ignorance or just I don't know.
Speaker 2 (03:53):
Just the youth in me.
Speaker 3 (03:54):
I just thought I must have watched a bit of YouTube,
and I remember watching Clone Rellow and Lauren Curtis and
starting to enjoy makeup tutorials. Y. Yeah, but I didn't
want to very I would say, I didn't watch it
a lot before I decided to upload my own, So
it wasn't like a big moment.
Speaker 2 (04:13):
Yeah. I just remember taking my brother's camera. Yeah, and
it was. It really was. And I do think as well.
Speaker 3 (04:18):
At the time, Instagram was starting to take off, and
not that I had many followers.
Speaker 2 (04:22):
It was more just my friends.
Speaker 3 (04:23):
Would ask me whatlipline are you wearing?
Speaker 2 (04:25):
What lipstick? Assette or mac velvet ten? Like fun. It was.
Speaker 3 (04:29):
It was fun and with all my you know, my babysitters,
and my neighbors. I would just do make up all
the time every chance I could get. So I was like,
oh my god, these girls are doing tutorials on YouTube.
Speaker 2 (04:38):
I must do this.
Speaker 3 (04:39):
So I just took my brother's camera, put it on
a stack of books, uploaded my firstbody wants to about
velvet Teddy and myth.
Speaker 2 (04:44):
Yes they do. I don't think myth should be legal anymore.
Like that's a different story, I know.
Speaker 3 (04:50):
Right, And so it is is funny looking back at it,
because I do. I wonder whether now you know, with
who I am now, whether I would have press played,
because I look at my self is such a different
person back then. But I'm so glad I did changed
me forever.
Speaker 2 (05:03):
I feel like you have to live in a state
and naivity sometimes to start something relatively big, because if
someone had sat you down and been like, okay, Sammy,
so actually uploading a video is going to be really
impactful in your life, you would have been like, hold up,
maybe I don't want this. So sometimes just seeing what
happens is the best way to go about.
Speaker 3 (05:22):
Really, I think jumping in into the deep end, especially
when you're young and taking risks. When you're young, you
have time.
Speaker 4 (05:27):
Do it?
Speaker 2 (05:28):
Absolutely? Yeah, I feel like you have gained such a
loyal following, but it's because you resonate with them. Why
do you think that is? Like, why do you think
you're able to connect in with your audience so well?
You know, I get asked that again all the time, and.
Speaker 3 (05:43):
It's really bad, but I'm not well, I want to know,
and it's not and not not that it's a consistent
question in that regard. More just people today that are
trying to start social media always wonder sort of like
what it takes to crack the code to become successful
on social media. And I think it's a combination of
a couple of things. I started early on enough that
I was one of few that were doing it, so
(06:05):
it wasn't oversaturated at the time. I think that my
audience got to grow up with me, so I feel
like I sort of became a sister, a big sister
to a lot of them. And it's just really about consistency,
like bringing people along on the journey of your life,
whatever that may be, whether it's boys or whether it's business,
or whether it's fitness, food, health, makeup. I just brought
(06:26):
them along on every journey. I really didn't pigeonhole myself
from the beginning. So I think it was just having
a nice combination of everything that people resonated with in
some way or another. And yeah, they've just grown up
with me since, and I think that they've just followed
me along as I've grown up.
Speaker 2 (06:44):
It's been very organic, I would say. And I think
a lot of people looking into it now like oh,
you just get some brand collabse or you start just
posting about it. But I think that there's this extra
layer that people forget of authenticity and just sharing what
you're doing on your journey that resonates with people, and
how a lot of your audience have probably been on
a lot of the journey with you totally, so they
(07:06):
are wanting to know about your lipliner and stuff because
it's like, oh, I love signing, I want to know
what she's up to, like catching up with an old friend. Totally.
Speaker 3 (07:12):
I think, Yeah, I agree, And I think there is
room for those scripted, really beautiful aesthetic videos. I watch
a lot of them, like I watch cooking videos on
TikTok now and people's health journeys, and those loads decline.
Speaker 2 (07:23):
You know, got to get a little bit. Yeah, really enjoyed.
Speaker 3 (07:26):
I enjoy watching those as well. But I think that
there's just I've never been that aesthetic. Oh I want
to watch the aesthetic. I'm not aesthetic. I'm I want
to watch it exactly. And so there's room for both.
And I think there's room for everyone. And you know,
people resonate with multiple kinds of content styles, and so
I'm just lucky that my sort of logging style, I
(07:47):
think it would be YouTube as well. That's a big
part of it because you have so much. You have
the minutes, I guess where that they can it's not
crammed into sixty seconds. Yeah, YouTube short.
Speaker 2 (07:58):
And I think that, you know, luckily, when starting YouTube,
people loved long form content. I do feel like that's
coming back around, Like I've seeing creators going back to
do you guys want long form content? I'm thinking, do
you know what? I want to do my makeup in
the bathroom and have my phone on a piece of
long form content to consume while I'm getting ready for work.
(08:18):
And I think I remember that when I was sixteen
and loving you. Sorry, I want that back.
Speaker 3 (08:22):
I know I'm the same, and I think TikTok, I
do definitely doom scroll occasionally, but I find it makes
me almost dizzy, get a bit of vertigo. Like I
think when you're constantly watching and consuming really short form content,
it can just really it sets off my insomnia. I
have insomnia, so if I'm doing that before bed, it's
really disturbing to sort of my arcadian rhythm, circadian rhythm,
(08:43):
circadian rhythm. But I enjoy just putting someone's log on
for ten minutes, whether it's a recipe, whether it's whatever
I'm watching, even podcasts, and it just feels far more relaxing.
Speaker 2 (08:54):
Now, Yeah, I love it so fun. You've had so
many impressive collaborations and like that is so impressive, But
what has been your favorite and why? Oh that's so
hard because I love so many of the brands that
I've worked with, but you always have a sweet and
you know why. Whenever I ask people this, it's often like, not, oh,
this was the biggest one of my life, Like, you know,
(09:15):
working with Skims, working with yself cool, but like and
there's a reason that you're like, oh, the team was
so nice, or oh I used it when I was twelve,
Like there's always a total story behind it.
Speaker 3 (09:27):
Yeah, And I think, I mean, it probably comes with
no sur price. For me, It's Mac, I would say,
is I've done so many trips with them, I've done
product collaborations with them. They literally are what kickstarted my
entire career with Albert Teddy. That's the one thing that
I think that that's one product that I think.
Speaker 2 (09:41):
I mean color, Yeah, like.
Speaker 3 (09:43):
I'm literally wearing it today. I know, I'm literally wearing
it today. And so I think Mac for me is
just it's become a bit of a family brand for me,
Like I really really.
Speaker 2 (09:54):
Feels like home. It's nostalgic. It does.
Speaker 3 (09:57):
Yeah, and it's just still to this day, just incredible products.
It stays so relevant. They don't really have to do anything.
Speaker 2 (10:03):
They just change their packaging recently. Yeah, and I mean
it's nice, but like sorry, I love the nostalgia. I know,
like I'm sorry, guys, yeah, what are you doing? I
am such a fan of their products, and like back
in the day, I remember watching all of my favorite
YouTubers and I think I owned every single map paint
pot and.
Speaker 3 (10:21):
Like I was, yeah the paint Pot's like girl, what
are you doing anyway? Now we've grown up?
Speaker 2 (10:27):
I do I do like a normal eyeshadow color, and
I'm not too cake, but I feel like it is
such a nostalgic brand. I adore that. Talk to me
about your brand though, Yes, at what point did you go,
you know what? I actually would love to start my
own brand, and what led you down that pathway? Because
like it would have made sense to go down the
(10:49):
pathway of makeup r Yeah, and you didn't.
Speaker 3 (10:52):
Yes, yeah, no, you know, I did a collaboration with
another brand where I was really heavily involved in the
process of the just in process, which is funny now
that that's the reason that made me start a brand,
because you don't then realize the logistics that go on
in the back end.
Speaker 2 (11:07):
So I know, you've got to live in a state
of television, total state of delusion. I was like, designing
is so much fun. I think this is my passion.
I'm going to do it so easy, and I can
just make sales. It sells out so easy. Yeah, and
that's why we all do it. Yeah, yeah, exactly.
Speaker 3 (11:23):
It's always I always say it's better to start a
business with total delusion, because you do start with passion
and then you quickly realize whether it's made for you
and you know that's why some people succeed others don't.
But I think you are also born with an entrepreneurship
sort of mindset. There's a little bit.
Speaker 2 (11:39):
Of I think that that is so important. I speak
about it all the time, like if I had laid
out for you, Hey, Sammy, so yeah, design's really cool,
but here's what logistics look like, or so this is
how much shipping's going to be. Also, do you want
to talk about shipping insurance? Do you want to talk
about like what happens if they cut it wrong? Like
(12:00):
how much that's going to cost you? I think it
would scare you off. And it's so almost better to
kind of operate in the dark. And that can be
terrible business advice because I'm a money person, Sammy, I'm
going to sit down and be like, so if you
just operating about it'll be fine, terrible. I'm like, you
know everything before you go in. But also, every successful
(12:23):
business owner I speak to, we're all just a little bit,
a little bit crazy. There's a screw loose a little bit.
Speaker 3 (12:29):
But I think as well, like they're in saying that,
I do agree with that you've got to enter into
a bit of delusion. At the same time, I did
do a lot of preparation and a lot of work
and a lot of research before starting, because I had
the platform, so I couldn't take the risk of opening, oh,
you know, starting a brand or starting a business that
didn't have every you know, tea crossed and it needed
(12:51):
to have. I probably set my business up the operation
side of it to a point that was probably a
little bit larger than it needed to be. But I'm
glad that I did because it meant that I was
able to scale quite quickly and it wasn't just a
you know, launch one little capsule collection and then a
year later because I've forgotten that six months yeah, production
(13:14):
lead times. And I think the best thing I ever
did for my brand was set it up really well
from the beginning and do as much research and preparation
as possible.
Speaker 2 (13:22):
Did you do that, Like, how did you go, Oh, operationally,
I need to do this, because you do see it. Unfortunately,
sometimes when influencers launch a brand and maybe they bid
off more than they can chew and you're just hearing
about not being able to fulfill orders or whatever. You hear,
how did you go, this is going to be really
important as opposed to nailing the product or nailing the marketing,
(13:43):
which I think so many of us get carried away with.
Speaker 3 (13:46):
Yeah, I think I Well, like I've mentioned before, I'm
lucky that I had. My dad was very good in business,
so he comes from very large scale business operations. So
I knew I wasn't going to replicate any of his
models because he was dealing with hundreds of employees versus
under starting no yeah, no, thanks to girl, just a girl,
and it was just me and my one team member
(14:08):
at the time. Even us sort of figuring out who
played what role was a bit challenging at the beginning
because you kind of do do everything at the beginning.
But I just knew with having such a large audience
and knowing the sort of weight of the social media
marketing landscape, I knew that I could sell a lot
of products. So I did purchase a lot of product.
Speaker 2 (14:29):
To begin with.
Speaker 3 (14:31):
And there was just no there was no point in
investing such a large amount in the beginning if I
didn't have every single aspect of the business set up correctly.
That's where that was three pl the website. Make sure
you invest well. For me, I had to invest in
making sure the website ran smoothly, if there was a
lot of traffic on the website, making sure we've just
crashed on the first day, crashed on the first day.
(14:52):
I wasn't going to risk having to fulfill and pick
and back orders myself.
Speaker 2 (14:55):
I wanted a three pl that was able to do that.
Speaker 3 (14:57):
I knew what they were doing, because there's only recently
that I've either learned what three PM was and a genius. Yeah,
it's genious because that's what they're good at. You pay
people to do what they're good at. There's no point
trying to do it yourself, especially with the volumes that
I ordered. You were like, I am not sitting Yeah,
I'm not sitting in my back room working orders and
printing labels at three am.
Speaker 2 (15:16):
That's not my journey.
Speaker 3 (15:17):
And then that then leads to, you know, delayed shipping
times for customers because all of a sudden, it's you
and your family that are packing orders. It's going to
take two weeks for it to go out. You're getting
email's customer services piling up. It's just not it was
never going to be. It was never going to be me.
Speaker 2 (15:32):
No, that's just not my journey.
Speaker 3 (15:34):
It wasn't the journey, and I just I just like
I said, I knew by starting the business it was
a massive risk. I think I was twenty two at
the time, but I had saved over four years, and
I was it was either going down the route of
a mortgage or it was going down the route of
a business. And I got to the point where I
think I had already done social media for about four
to five years at that point, and I just not
(15:55):
that I was getting sick of sick of it. I
think I just wanted more off from it.
Speaker 2 (16:00):
And I feel like you've got ownership. Yeah, the products
that you're talking about every day, they're not yours.
Speaker 3 (16:05):
Yeah, exactly, and you can see the potential with marketing
other brands. But equally, I knew by the time I
was going to get to twenty five thirty, I wasn't
going to want to take photos of my face. And
that was predominantly what it was because, like you said,
I started in beauty. So but it's really damaging for
a young girl just to constantly look at videos and
(16:26):
photos of yourself and constantly have to go out and
that's solely what your job is. And I just wanted
more I wanted to be able to just get up
in the morning and have a little bit more of
a purpose.
Speaker 2 (16:37):
I never wanted to.
Speaker 3 (16:38):
Stop, and I'm still grateful to this day that I
still get to do social media and I get to
do both. I would never I would never leave one
for the other, but it's so nice having collabor Yeah.
Speaker 2 (16:48):
You mentioned that you saved for four years, and I
think something that's incredibly impressive about your businesses that you're
entirely self funded. Yeah, And I think that is so
important to point out because I think a lot of
the time people just assume, oh, you're influencer. Someone must
have approached you, someone must have said, we'll give you
this amount. But like, you've done this from scratch on
your own. How did it feel to kind of put
(17:10):
your own money where your mouth is? Like you said,
I could have gone down to roots, I could have
gone and got a mortgage Ictoria, or I could have
started a business. Yeah, I think it was. How does
that feel.
Speaker 3 (17:18):
It was a lot of ego at the time as well,
because I was an influencer and no one took us
seriously at the time, and there was so much scrutiny
around it. I think for me, Like, if I look
back at it, I'm like, why didn't you get an
investor on board and give someone some equity to make
your life a bit easier.
Speaker 2 (17:33):
But because I just I had.
Speaker 3 (17:35):
Complete autonomy, complete control over every decision making process, and
I could do it completely how I wanted it. I
could set it up exactly how I wanted to set
up it up. And in the end that I find
one of my strengths is that I am a risk taker.
Strengths all weaknesses, but that's your strength. In the end,
(17:56):
I was able to then obviously build a business, take
that risk, put all my money that I had saved
from my entire career, you know, even all my casual
jobs leading up to it, and then because I opened
the business, I also was able to then a year
later get the mortgage too.
Speaker 2 (18:10):
So you know, you take the risk.
Speaker 3 (18:12):
Actually yeah, but it's you know, without taking that risk,
I probably would have entered into a mortgage, which was great,
but then that mortgage relied on just means to an
end every month and an income from social media, and
I would have felt like a slave to social media.
Whereas I got to start the business, I really was
able to throw my passion energy into something that I
(18:33):
loved and what I you know, was so proud to
create myself and therefore kind of was able to open
up the world opportunity to have both.
Speaker 2 (18:41):
I mean you've said, look, I started with zero experience
and a little bit of delusion. And you've mentioned on
other podcasts I've listened to, you've always spoken about the
business advice that your dad gave you. What do you
reckon the best piece of advice your dad has given
you has been because it's never like what you expect
it to be. It's never do you know.
Speaker 3 (19:00):
My whole life growing up, he would always just say,
in any circumstance, it was just it's very nike.
Speaker 2 (19:07):
Actually now that to think about it is just do it. Yeah.
Speaker 3 (19:10):
And I don't think like I don't in everything that
I do, I don't dwell. I'm not a procrastinator. I
don't you know, sit there and psych myself out on
certain things. I just get it done, Just get it done,
Just get it done. So having that attitude, especially when
you're a business owner, the CEO, you're the one that
has to make the decisions. You can't lean on anyone else.
(19:31):
You're the one and energetically. It is draining, but you
just have to get on with it and you have
to I guess, yeah, just do it, Just do it
like you said. But I think there's so many things
that I've learned from him. I was really lucky that obviously,
when you start social media, you're a sole trader, so
things like tax you don't you get all.
Speaker 2 (19:48):
Of this income all of a sudden in your that's
overwhelming in your especially when you're young. You're like, hilly
glock them all. My twenty year old I'm like, oh
my god, I've got all this money. This is great.
Then I get hit with a tax bill, spend all
of it. What do you mean I don't have money
in my BA account anymore. So he was always give
that to you. You're sorry, sorry, come back next to you, and.
Speaker 3 (20:05):
You just that you don't realize as a young person
that there's so many responsibilities once you start making money,
especially when you're not, you know, working for a company
that has all the structures set up for you. Payg
It's taken for you, like everything else is. It's automatic
within another company. But with you, you know, when you're
doing social media, you're all of a sudden exposed to
all of these amazing opportunities income even free products. He
(20:28):
was very pragmatic as soon as he's sort of such
sort of the way that it started moving. He started
teaching me from a very young age about you know, finances,
having a diversified portfolio, making sure your money is making money. Yeah,
he would speak your language, and you know, not just
being frivolous with it. What do you want, what's your
(20:49):
end goal? What's your ten year goal with this money?
And it was so then instrumental in starting a business
because obviously he knew that the ins and outs and
the operations of his business, but obviously he's never done
a small startup business as well. So it was really
fun to kind of almost do all the research myself
with Georgie, my general manager, and we start because we
(21:11):
started at the same time, started together and be able
to almost pitch to him, not that he had any involvement,
but pitch to him as someone that is a large
scale CEO, like what do you think of how I've
set up this business from operations like oh yeah, and
they don't believe it at the time, and I and
you've got to again have that confidence in yourself because
for me, I didn't know so many terms like P
(21:32):
and L, balance sheet, even three pl just so many
marketing terms.
Speaker 2 (21:38):
There's so many terms at the time that people would.
Speaker 3 (21:41):
When I would sit in meetings when I was setting
up that they would just speak to me as if
I would know and it was like another language, and
I would just be like, sorry, do you mind letting
I don't know what that means, and just ask silly
questions because there's no point moving through business in a
way where you're trying to just pretend you know what's
going on. You really have to understand every single element
of your business for it to succeed or you know,
(22:02):
for you to have complete control over every process. So
that's what I did with him. I would sit down,
I would do the research. I would sit down and
he it was a totally new world to him as
well at the time because social media. I had the
backing of social media, which meant I spent virtually zero
dollars on marketing, which is very rare, and so he
was fascinated by it as well. And I just yeah,
(22:24):
he's just been a really good role model. He's just
he's a very smart guy. So it's just easy to
have him to lean on. If anything, he didn't know
everything with small scale businesses. He knew a lot with
large scale but he also has just a world of
knowledge from a lifetime of working in companies as well,
And so it's just nice to be able just to
have that person to bounce off in the beginning and
(22:45):
even to this date. Now I'll be like, I want
to buy a new cash Should I finance it or
should buy it?
Speaker 2 (22:50):
What should I? You know, what's the interest?
Speaker 3 (22:52):
What's interesting versus should I be investing in a small
yield or just put all in my mortgage? Because offsets,
if it's five point six percent versus point you've.
Speaker 2 (23:00):
Got those to call me. I'm really excited about them.
It sounds like your dad set you up with, like
I guess, a lot of warning for things that could
happen and what that might look like, which is beautiful.
What's something that nobody warned you about when it comes
to business.
Speaker 3 (23:16):
I think I was really lucky from the beginning because
I did have a lot of meetings where people warned
me almost too much. A lot of men were like,
I don't know if.
Speaker 2 (23:24):
You're like equipped for this? Are you really sure? Like
the orders that you're doing. Are you sure that you
know what you're doing?
Speaker 3 (23:29):
And when they questioned me, I know, and it kind
of fed the hunger inside of me to prove them
being underestimated.
Speaker 2 (23:36):
Oh I got lights, another fire to go. You know what,
you're a mediocre middle aged one. Sit down, there's heaps
of you.
Speaker 3 (23:44):
And it was funny because my dad believed in me,
but they didn't know, none of these other people that
had ever met me before.
Speaker 2 (23:48):
Even to this day, when I signed Lisas, They're like.
Speaker 3 (23:50):
Oh, don't act like a little girl with the big dream,
and I'm like, excuse, excuse me, and it's just like
so it's funny and I just honestly I find it humorous. Now,
don't take it personally. But to answer the question, I
think probably the only thing.
Speaker 1 (24:04):
That I was.
Speaker 3 (24:07):
I don't even want to say shocked by, but I
didn't realize moving into the business because it did scale
so quickly, was just the emotional taxing or the emotional
toll it takes on you. Because you are the CEO,
you are the you know, sole investor at the beginning,
all the decisions lie on you and your the risks
you take with sometimes half information is it falls on
(24:30):
you and falls on your back. You have people's livelihoods
at stake once you start hiring people, and you know,
if you have a really low revenue month or a
low profit month or two, you still have to pay
your stuff, You still have to pay overheads. It's not
it falls on you. You're very sexy. When that has
no it's not sexy at.
Speaker 2 (24:48):
All, And so you can't.
Speaker 3 (24:49):
You know, sometimes you just don't go to sleep because
your your mind is to It comes from that exactly.
The insomnia, high courts, or a dread of fatigue.
Speaker 2 (24:58):
We have it all. So when noting through that, I
feel like that was very similar to me. I'm very planned,
I'm very meticulous, but one thing that really caught me
off guard was hr and dealing with people and realizing
that and it's a little bit heartbreaking at the same time,
but it makes complete sense that no one's going to
care about your business as much as you do. And
I think that that was a really hard pill to
(25:19):
swallow because you've invested so much time and energy and
effort into this, and then you know you're probably working
with casuals and people that come and go in your
business and want to be besties at the same time
as being like you wilso need to do your job.
And that's a really hard I find, especially as a
young woman, Like at what point do you put your
foot down? But at what point do we get drinks
(25:40):
after work?
Speaker 4 (25:41):
You know? Oh?
Speaker 3 (25:42):
Literally, that fine line is so tricky to navigate. And
I have the most amazing team at the moment, Like,
I'm locking you in here and you're never leaving. And
you know, if you treat your employees right and provide incentives,
they want to stay with you. If you have a
good work culture, if you have a good work environment,
they want to stay around you. And therefore, you know,
if you're providing them with a happy space to work in,
(26:03):
you're happier too. So for me that side of things, people,
I would I would agree with you. No one really
warned me about the people side of things. Finding the
right people in the right positions was definitely, really, really
tricky the first couple of years. I don't think I
was equipped enough to know what an interview process went
like as well, so I was probably asking the wrong questions.
I think I was convincing people to work for me
(26:24):
as opposed to asking them you know, and I'll give
you snacks and I get sent lots of products and like,
and so now I've sort of now I've gotten to
a point where my business is bigger than me. I
don't need to convince people to work for me, and
I don't need to convince them that, you know, the
brand is legitimate.
Speaker 2 (26:38):
So I did make a couple of mistakes.
Speaker 3 (26:40):
And you know, even to a certain extent, they may
be an amazing person, they may have a really great resume,
they may be really skilled in there, because yeah, skilled
and have a lot of capabilities in that area, but
it may not also fit in the team's dynamic or
the business is dynamic. So just making sure that you're
just making the right decisions, putting the right people in
the right seats, it is really really tricky. And when
(27:00):
you do find the right team, reward them, treat.
Speaker 2 (27:03):
Them well, and it should flow.
Speaker 3 (27:05):
And that's literally what's going to be the background of
your business, Sammy. Let's go to a really quick break.
Coming up, we're going to get into the real behind
the scenes of running a brand. How Sammy's background is
an influencer shape her approach to marketing, what she really
thinks about sustainability and fashion and the advice she'd give
to any founder trying to.
Speaker 2 (27:24):
Do it all on a shoestring budget. All right, Sammy,
we are back and you've been involved in marketing for
some ridiculously large businesses, which is really cool. You also
mentioned before like because I had a platform, they didn't
have to spend anything on marketing. Talk to me about
how that background really influenced the way that you approached
(27:47):
marketing for one Mile, because it would have been so different,
Like you're not talking about engaging influences and planning collabse
and allocating budget because you kind of were the talent.
Speaker 3 (27:58):
Yeah, I actually don't think it fed I don't think
it fed my marketing strategy at all because.
Speaker 2 (28:06):
At the beginning, I was the marketing strategy of my brand,
so I kind of just had to I don't need
to pay myself.
Speaker 3 (28:12):
Yes, And I think I just authentically really felt like
I wanted to bring everyone along on the journey and
be as transparent as I possibly could with starting a brand.
And I also knew I wasn't a conglomerate, I wasn't MAC,
I was an estate lorder. I didn't have the budgets.
It just was a completely different business model. So I
just felt like I had to just do what felt
right for me, which was just show them every process
(28:34):
that I could bring them along on YouTube, on all
different forums. Social media is king, like if you have
a type budget, you have to be on social media.
You don't necessarily have to follow trends either. You just
have to be consistent and you have to show up.
You know, I should practice what I preach. I don't
necessarily post every day. And we run a business. It's
and older, you get it is it is hard, but
(28:56):
back then it was king. It was so vital for
me because I didn't start with budgets. I didn't start
with sales.
Speaker 2 (29:02):
I had no revenue.
Speaker 3 (29:03):
So I had to just use what I knew, which
was myself and my brand and my audience and not
use them but as in, just show them and try
to convince them that, you know, I have created something
beautiful here. Yeah, so I had to trust the process.
Really at the beginning, I love that you like, you
got that.
Speaker 2 (29:21):
But if we are speaking to a lot of my
community as small businesses who aren't influencers right totally, and
they also don't have marketing budget, and they would do
a lot of things to get that platform. Yeah, what
would you say if you didn't have your platform, how
would you have gone about marketing one money? What would
have that looked like?
Speaker 3 (29:38):
I think again, coming back to social media, I truly,
truly think that if you're trying to market a product
this day and age, you have to have all platforms,
So you have to be on across all of them.
A lot of people will say follow trends because that's
really what's going to get you views. But going viral
doesn't necessarily mean that you're creating an audience that trusts
(30:01):
you and actually cares. I think people will notice you,
but it doesn't mean that you're necessarily going to sell
a product. And I don't believe in all attention is
good attentional all publicity is good publicity. I think, like
for me, it comes back to again, consistency. If you're
showing up every day, it's going to feel like such
a chore when it's not showing results. The views aren't climbing,
(30:23):
you're getting two hundred views, you're getting twenty views. If
you consistently show up and you start to slowly create
an audience, those two hundred people may convert better than
someone that has two hundred thousand followers because they really
care what you're talking about and it's free. You know,
it is time consuming for sure, but you can do
it yourself. You've got your product that you're selling. You
(30:45):
should have all the knowledge about your product. You've got
your free platform, which is TikTok, YouTube, Instagram, and you've
just got to show up every single day and you'll
start to see conversion. And you've got to have confidence
as well.
Speaker 2 (30:57):
If you get excited about something, I'm like, yeah, oh,
I'm excited. How did you Why? Because totally, because energy,
from my perspective, is quite infectious. I've got to show
up stupidly excited about your brand, even if you were
just crying, because it's really hard running a business totally,
and you will.
Speaker 3 (31:13):
You'll have days where you're just, oh my god, if
someone put a camera in my face. Some days I'm like,
I'm missed out crying. But I think at the beginning,
if you are starting a business and you do have
that idea, you obviously clearly have a passion for it.
You should really want to tell people about it, and
you got to have energy about it this day and age.
Social media is tricky to cut through.
Speaker 2 (31:33):
I won't lie.
Speaker 3 (31:34):
It definitely is really hard to cut through. But again,
consistency and passion energy it will get you further then
I think just trending and doing trending sounds and just
being a puppet or following what other people are doing.
Speaker 2 (31:50):
Yeah, one hundred percent. Can we shift the conversation. I
want to talk about Kendall Jenner. I tried before this
interview to find how one mile got you to her
Hot Little Hands, and I just have so many questions.
When you saw that Kendall was wearing your brand, did
you freak out?
Speaker 1 (32:07):
Yeah?
Speaker 2 (32:07):
I think I would have had a slat meltdown. I
definitely did. What was that moment?
Speaker 4 (32:11):
Lie?
Speaker 2 (32:11):
It was?
Speaker 3 (32:12):
It was really unexpected because the way that sort of
LA works and the celebrity world works is that there
are a lot of agencies in LA that work with stylusts.
So there are certain celebrity stylists that have a pool
of celebrities that they dress. So we had actually originally
sent say, you know, ten looks to one of the
celebrity stylists to dress someone else and it gets put
(32:33):
on a rack for their photo shoot. Doesn't get chosen
or good. Most of the time they'll send it back.
Well not always, they're sort of different protocols with it,
but sometimes they'll send it back. Other times they keep
and they say we'll put on another celebrity. We had
no idea that she had presented it to the Kendall
Jenna and that Kendall was going to wear it for
one of her biggest of bands, So we're.
Speaker 2 (32:51):
Looking at that would have been insane. Yeah, it was
really unexpected.
Speaker 3 (32:55):
And because our styles, you know, it's beautiful, timeless pieces.
Speaker 2 (32:59):
That aren't there recognizable. They're recognizable, but nobody is doing
the same style. Yeah, it's not we're not.
Speaker 3 (33:06):
We're trying to create pieces that are, you know, beautiful basics,
but clearly want elevated. Yea, and clearly elevated. So we
knew it was ours, but trying to convince people that
it would be ours. I had to get a photo
of her from the back because I knew that I
had the class your little backless bit, and so I'm like,
oh my god, where is she?
Speaker 2 (33:22):
Because I just saw the.
Speaker 3 (33:23):
One photo and then all of a sudden, bang bang
bang this photos everywhere. She's at her eight one eight
launch with Kylie Jenner's Sprinter like.
Speaker 2 (33:30):
Them together literally cried videos everywhere.
Speaker 3 (33:33):
It's like, oh, we're good, We've got we've got the
pro Yeah, we've got everything. Yeah exactly. So No, it
was really cool and it was a Pinchbrey moment. I think,
like I say, this is crucial for marketing. This coming
back to marketing. If you're willing to invest in such
a an enormous marketing objective like dressing celebrities, you have
(33:56):
to have purchase orders and you're and you're product to
back that. And when people say, you know, was that
a massive success? Did that bring you heaps of orders?
Like sort of took us through how that went for
you guys?
Speaker 2 (34:08):
We didn't know.
Speaker 3 (34:09):
We had actually no idea that she was going to
wear that and that item was almost sold on.
Speaker 2 (34:14):
Did you have to go back and like recut the
piece and be like okay, cool, we're going to bring
that back in And were you just like, oh, well,
actually it's great exposure for the brand, But like, how
does a business make decisions like that?
Speaker 4 (34:24):
Yeah?
Speaker 2 (34:25):
Yes, being seen on a celebrity is fantastic. We didn't
have the product that assel.
Speaker 3 (34:29):
Yeah, I wouldn't recut it because that was a style
that was already a popular style anyway, so we reason, yeah,
no brainer. Luckily was cutting so style as well, which
is quicker than our knitwear and denim, so we could
bring it back to market quick. But it definitely lost
the momentum for sure. We were able to reuse yrset
saying as seen on Kendle, but you have to make
(34:50):
that like bye now, yeah not by now, like everyone
was like, where's this from jumping on the website. They
brought a lot of traffic to the website. Definitely, it
did increase sales for a couple of days. But yeah,
you have to have the product they to sell if
it's it's seen on a celebrity. But I think it
was just cool anyway, just legitimize the brand even more.
Speaker 2 (35:08):
And you can't rely on that either. You can't rely
on hopefully getting your product into the hands of a
celebrity to be a success. It's just a perk along
the way, that is from my perspective.
Speaker 1 (35:18):
So cool.
Speaker 2 (35:19):
Yes, it's like when I find out people who I follow,
like listening to my podcast. I remember I was watching
someone's Instagram stories and they were in front of their
bookcase and I saw my book on this or on
their bookcase, and I was like, oh, to me, that
was wild. And they would probably die as well, knowing
that you follow them and love them too, they'd be like, no,
that's that's crazy to me. No, I'm just a girl.
(35:42):
I just wrote some weird books about money. Oh my god,
I love you.
Speaker 3 (35:45):
Talk to me about sustainability because I feel like that's
an incredibly hot topic in the fashion space at the moment.
Speaker 2 (35:52):
Totally. Also, it's one of the key values that I
can see you've built into your brand, and you've said
that you've done a lot of self education around I
guess what that looks like when having a fashion label,
because there has to be a middle ground, Like you
can't just have one piece of clothing a year and
be like boop sustainable. Was that an eye opening rabbit
(36:14):
hole to go down? And what have you I guess
learned or even changed along the way that you think
the industry is maybe not doing right and that you
feel you are.
Speaker 1 (36:24):
Yeah.
Speaker 3 (36:25):
I think when I started my brand, sustainability was hot
topic already and there was just absolutely no excuse to
start a bright I think there's no excuse in this
day and age, to start a brand without having sustainability
is at the forefront of your mind in some capacity.
You don't have to be perfect, you don't have to
start with everything, but if you can try to build
that into your brand ethos from the beginning, every move
(36:47):
that you make and decision that you make will have
that at the forefront of your mind. So for me,
sustainability meant within the clothes, within the products, within the packaging,
within the freight and the logistic. There's so many things
that you can touch on, as you know, and you
have to be really careful of greenwashing. So we don't
try to overtly market that we're sustainable. We just have
(37:09):
sustainability ingrained in our brand.
Speaker 2 (37:12):
You know, using natural.
Speaker 3 (37:13):
Fibers if you have a clothing brand is always a
better option. We were doing so much research, and I
do think it is a responsibility of the large conglomerates
to give us more information and do this research. Because
they've got the money, they've got the backing, they should
have some kind of process that everyone else should be following.
But they're the ones, ironically that are actually green washing,
greenshing and more damaging. So there is so much misinformation
(37:35):
out there, and it is really hard to know what
to do. You know, there was a couple of collections
where I was doing recycled poliastic because I thought that
that may have been a better option. However, I you
know that's come out now that recycled polyester may fall
apart quicker, and then you use per wear goes down.
Speaker 2 (37:52):
So it's all just like that's not a sustainable piece.
Speaker 3 (37:55):
Yeah, mil It's all very confusing. So you know, we
look at quality, we look at timeless pieces in our designs.
When I'm ordering, I look at I really read my
data what is doing well, so I'm not over ordering
and I'm not being wasteful in packaging. Work it into
your margins. There's no excuse not to use recyclable materials,
(38:17):
you know, whether it's compolymailers, whether it's your swing tag,
having it be craft paper. There's no excuse to do
it now because the price is it is expensive. It
is more of an investment. But you can work it
into your margins and your customers, if they do care
about sustainability, are willing to pay that extra couple of
dollars to make sure it's sustainable. And you know, for
(38:37):
the ones that aren't doing that, the more fast fashion brand.
You know, labels and brands not to name names, but
their pieces are definitely I would say the quality isn't
as good, the designs are maybe a little bit more
on trend.
Speaker 2 (38:52):
Try to steer clear of that.
Speaker 3 (38:54):
Try to just stick to your brand ethos and you know,
don't get distracted by everything else that's going on around you.
Speaker 2 (39:00):
With freight, you have to plan ahead.
Speaker 3 (39:02):
You have to be really conscious of your timelines and
your critical path. Make sure it's on a ship. Try
to decreasing amount that you're on a plane as much
as possible, so you're decreasing carbon emissions.
Speaker 2 (39:12):
So it is, Yeah, it's a crazy world to think
about that. That then lies on your shoulders as a
responsibility because you're like, hold on, hold on, let's just backtrack.
I'm just a girl. I wanted to start a brand.
I want to be sustainable. But this is a lot of.
Speaker 3 (39:27):
Responsibility and you won't be perfect and you won't get
everything right. And that's why I don't market it, you know, aggressively,
because I know that there are mistakes that I'll make
along the way.
Speaker 2 (39:37):
I'm not going to have I'm not the best way
to do it. Yeah, like we're not going this is
super sustainable. But I think that you've also got that
brand presence and that presence online. People know that you're
showing up in the right way trying to Yeah, they musing.
Speaker 3 (39:52):
Yeah, And you have tools like chatty BT if you're
not sure and you're starting a business and you really
want to do it cost effectively. There are so many
AI tools as well that you can like, there's so
much information online and then it becomes overwhelming. It is well,
it is a warming and oh we can't sleep again. Yeah,
now even Sonia again. But yeah, I think just building
it into your brand at the beginning just makes it
(40:13):
so much easier to have to turn your ship around
in the ocean. Like just build it into every aspect
of your brand from the beginning and have it as
a mindset from the beginning, and it makes a big difference.
Speaker 2 (40:22):
You touched before on cost per wear, and that is
something I am wildly passionate about, especially as a money girl.
I'm like, no, if we're going to invest in clothes,
we want to invest in once we can wear consistently. Yes,
what is your ultimate cost per wear item in your wardrobe.
It has to be jeans.
Speaker 3 (40:39):
Our jeans are one hundredercent cotton, and they just jeans
obviously last a lifetime, and I would arguably say jeans
get better over time too, the more that they're you know, washed,
the jeans I won't lie. I did have to take
them up because I'm five foot two.
Speaker 2 (40:53):
Well, we have cropped now and regular.
Speaker 3 (40:54):
Yeah, but like when I bought them a couple of
years ago, you didn't yet, but I was willing.
Speaker 2 (41:00):
I took them up.
Speaker 3 (41:01):
I appreciate you so much. That's so it's so funny
because everyone always.
Speaker 2 (41:05):
Sure like and you can take them, but you can
take pants up. You can't add length to ten. That's
why I started my brand. It was for the tall
girls because I'm six foot. SI's for one non.
Speaker 3 (41:15):
Shoes, but I'm still trying guys, I know, and I
just and I was like, I need to start a
brand for the girls that which we walk around with
this or our ankles out and sneakers and we look capris.
No capries weren't in especially when I started them. Now
and so yeah, now we have copt and regular guys.
So we've got friend I feel heard. I never gave
(41:37):
the feedback. I just took them up and was very
happy with them. But I always find it quite funny
because you'll see people complaining like, oh my god, they're
so long.
Speaker 2 (41:44):
You go hold up like you can take them up
so easily. Girls can't. Can't add length, and if you do,
that's really ugly. That's not an option. Yeah, exactly. Now,
I guess back to the sustainability but more charitable side
of things. You donate a dollar from every single one
of your sales via I Change. How did that partnership
(42:06):
actually come about? And what guidance would you share with
other founders who are maybe looking to weave charity into
their business mode.
Speaker 3 (42:15):
Again, very overwhelming when you're starting your business, because there is.
Speaker 2 (42:19):
There's so many causes, so many many peoples that need it, so.
Speaker 3 (42:22):
Many charities, so many things that you would resonate with
as well, because I think my first piece of advice
would be like what matters to you, Whether there's a
loved one that's been affected by something, whether there's a
cause that you personally resonate with. For me, I found
it really challenging starting the business to find a way
that I could give back that was easy and That's
where I love Eagle Change because they make it so
(42:43):
easy for brands, businesses, founders to be able to make
an impact, to be able to give back, and they
integrate into Shopify. It's no extra cost to our customers
and it's no extra work for anyone else. It just
deducts a dollar from every purchase. The customer gets to
choose from the causes we've selected from where they want
to donate to, and iicle Change does all of the
(43:04):
research for you make sure it's really legitimate because a
lot of the time as well, it can be really
overwhelming with charities and organizations. You don't know where your
money is actually going. You know, if you wanted to
create your own organization or do your own sort of
charity event, it's so complex you're actually not It's not
easy to do that either. So I find integrating I
call change really good on an everyday basis. We know
(43:27):
we're making a pact, we're making a change. And then
once you sort of get into the cruxive business and
you sort of have a little bit more time within
your team, you can then look at more of the
local charities and organizations that you want to partner with.
Things that may be close to your heart. We are
lucky as well that we're partnered with Thread Together, which
is really easy for us to donate because we sell clothes,
(43:47):
so we're able to donate clothes to people that are
in need. You know, whatever the cause may be, just
do your research, make sure that you know who you're
aligning with or who you're donating to is legitimate. And
you know, you want to know where your money is going,
and it's where someone Like A equal change is amazing
because it takes the hard work out for you.
Speaker 2 (44:04):
How good. Yeah, when I saw it online, I was like,
this is so smart, so smart, and as a consumer,
it feels so good because you're not asking me to
add exactly, You're just saying where's it going? And I go,
oh nice. That is a feel good for everybody. And
I body like, especially right now, purchases are so considered,
Like if I'm buying something online, I'm thinking about it,
like I think everyone's thinking about their budget. So it's
(44:25):
like that little feel good without having the additional Yeah,
going into the feels like everyone at checkout is like
do you want to round up? Do you want to
do this? Just like I'm exhausted.
Speaker 3 (44:36):
It's awkward as well because you'll go into those larger
shops and they'll say, would you like to add three
dollars to go to this? And you don't know, you
don't have any information on where that charity is going to.
You kind of guiltily tripped into yes because I say yes,
I guess it's a good cause, because but I don't know.
Speaker 2 (44:51):
Where it's going. Let you down.
Speaker 3 (44:52):
I got yeah, and I feel uncomfortable Yeah, yeah to
say no, so and I'm always.
Speaker 2 (44:56):
Happy to get oh no, I actually donate in other
I feel like they need to just I just say yes, yeah,
let me just show you all the donation receipts. Not
actually not a bad person.
Speaker 3 (45:06):
Yeah, And that's more of a guilt yeah, tripping way
into getting people to donate, whereas we just take that
out of the picture and still give back but allow
them to sort of feel good about it as well.
Speaker 2 (45:16):
So, Sammie, unfortunately we are running out of time. So
I want to know what is next for you? What
is next for one while? Is there anything on the
horizon that you're really excited about?
Speaker 3 (45:26):
I think, I mean, I'm just trying to so one
point with your business once you start to feel momentum
and you start to feel growth. Like business is very volatile.
I'm trying to stay lean, trying to stay consistent, really
focus on you know, my brand, the objectives, the values
that we've always held. But right now, so there's nothing
(45:48):
that's in the pipelines yet, but right now our focus
is definitely in bricks and water. We're loving having boutiques
that people can come and experience the brand, come and
touch up clothes.
Speaker 2 (46:00):
Really, that must be so surreal as well for being
online to be real person. It's made a world of difference.
Speaker 3 (46:07):
It's so much fun and I've really enjoyed the process
as well of building stores. So yeah, you'll see a
couple more boutiques in the next couple of years. And yeah,
just trying to stay consistent, just bringing people really good clothes,
really good quality. We're not trying to just it's not
all about growth over here. It's about consistency for us.
Speaker 2 (46:24):
And I can tell when you said I'm trying to
stay lean, this girl gets Yeah.
Speaker 3 (46:30):
Yeah, it's just about staying consistent and having people know
that you're a consistent person, that that you can come
back to you and they can trust so boutiques.
Speaker 2 (46:37):
For everyone, amazing clothes.
Speaker 3 (46:39):
For everyone, and we've got some accessories coming as well.
Speaker 2 (46:41):
Oh exciting, Sammy. It has been lovely having you on.
I feel like I could have kept this going for
another hour, but I won't because that's not how podcasting works.
I genuinely have loved this so much. Thank you for
sharing so much, like insight, honesty and honestly like business
tips and tricks. I feel like there's been so much
gold in this episode. Great for anyone who's following along,
(47:03):
who's made Like who is Sammy? What is one mile?
Where can we find you? How can we connect?
Speaker 3 (47:09):
Well, we're on, like I said in the episode, on
all social media, So one mile is just one mile,
which funny story because it's one word. Everyone thinks it's
on a miller and everyone everyone that doesn't know what's
called on the miller.
Speaker 4 (47:22):
Do you know what?
Speaker 2 (47:22):
I'll take it.
Speaker 4 (47:23):
I love it.
Speaker 2 (47:24):
I want to change.
Speaker 3 (47:24):
I said, like all PR isn't good PR, but like
if you're trying to just read my business nameslay.
Speaker 2 (47:29):
That's great.
Speaker 3 (47:30):
So yes, one mile across a milla online and I'm
just Sammy Robinson online as well, so ire and obviously
I'll boutiquester In, Vondai and Paddington gorgeous.
Speaker 2 (47:41):
If you have loved this episode and want more behind
the scenes stories from brilliant business owners, please make sure
you head over to the Business Bible feed. I'll pop
the link in the show notes for you because we'll
be moving all of our Business Diaries episodes over there
very soon, and you don't want to miss what's coming next.
If you love this episode, let us know in the
comments and share it with someone else who's got big
business dreams. Don't forget to follow and subscribe so that
(48:04):
you never miss a Business Diaries drop. I'll see you
next time, guys. Bye, Thank you, thanks for having me.
Speaker 4 (48:15):
The advice shared on She's on the Money is general
in nature and does not consider your individual circumstances. She's
on the Money exists purely for educational purposes and should
not be relied upon to make an investment or financial decision.
If you do choose to buy a financial product, read
the PDS TMD and obtain appropriate financial.
Speaker 2 (48:34):
Advice tailored towards your needs.
Speaker 4 (48:36):
Victoria Divine and She's on the Money are authorized representatives
of Money sheper Pty Ltd ABN three two one six
four nine two seven seven zero eight AFSL four five
one two eight nine
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