Pretty Busy
A podcast by founder of Odd Muse London, Aimee Smale.
Episodes
Episode 14: Isobel Lorna Launches Agende
This week, influencer and new founder Isobel Lorna joins the pod to spill all the tea on her new brand Agende, and its successful first three weeks as the internet's favourite new planner!
Pretty Busy, Lately | Substack https://aimeesmalex.substack.com/
Pretty Buys IG |
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Pretty Busy Goes Away
In this week's vlog, Aimee takes you along on her trip to the Atlantis with Josh, and the carpet at the premiere of Mobland.
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Episode 13: The Road to £100 Million
Aimee shares insights into how Odd Muse plans to reach £100 million over the next few years without outside investment through community and product innovation.
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Episode 12: WTF Is Made In China?
Last week you got the vlog, this week you get the pod episode! Aimee reflects on her busy week in China and talks about how to choose your manufacturers wisely when starting and growing your business.
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My Trip To China
Aimee brings you a vlog from her trip to China last week, where she visited the Odd Muse office. You can expect to see behind the scenes of an Odd Muse collection launch, the process of approving designs, and even the exciting annual shopping trip!
Pretty Busy, Lately | Substack https://aimeesmalex.substack.com/Pretty Busy IG | https://www.instagram.com/prettybusypod/
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Episode 11: Chic Happens
This week, Aimee talks about launching the new Chic collection, and how it represents Odd Muse's mission to elevate and diversify its product offering.
What's keeping Aimee pretty:
Cream Luxe Blush by Sculpted by Aimee | https://go.shopmy.us/p-80112646
'In the Beauty Seat' Interview | https://www.youtube.com/watch?v=kWsmfYtVHdg
Pretty Busy, Lately | https://aimeesmalex.substack.com/
Pretty B
Episode 10: Around the world and back again
This week, Aimee brings you a solo episode about ticking off bucket list items, opening up as a guest on her dream podcast, and finally starting to think about wedding planning.
Pretty Busy, Lately | Substack https://aimeesmalex.substack.com/
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Episode 9: The Farron Clark Effect
This week Aimee sits down social media rising star and personal branding expert Farron Clark. Farron is the online big sister who will go into an important meeting and then tell us all about it. Aimee and Farron discuss the 'Farron Clark Effect' and leaving an 9 to 5 to become a full time influencer.
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Episode 8: What If I Started Again?
This week Aimee sits down for a solo episode to talk about how starting a business would look today, 6 years on from staring Odd Muse.
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Episode 7: The New Era with Ben and Joe Gallagher
This week, Aimee sits down with Ben and Joe Gallagher, the founders of Luxe Collective, to speak about their new venture since being acquired by pre-owned luxury retail giant Fashionphile.
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Episode 6: Aimee in Paris
This week, Aimee brings you a solo episode reflecting on her trip to Paris with Isobel, as well as attending the Cannes Lions Festival for the first time.
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Episode 5: A New York Minute with Josh
Of course the first guest on Pretty Busy had to be Aimee's fiancé, Josh! This week Josh and Aimee reminisce on their year in New York, recounting a special collaboration with Bentley, their favourite places to eat around the city, and getting engaged...
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Episode 4: Changing My Mind
Aimee sits down for another solo episode this week to open up about what she's changed her mind on this year.
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Episode 3: The Odd Muse Brand Book
Thank you for following along with Pretty Busy - we are only just getting started! In this episode Aimee discusses skincare, community, and unpacks secrets from the Odd Muse brand book.
Pretty Busy, Lately https://aimeesmalex.substack.com/
Follow Pretty Busy on IG https://www.instagram.com/p/DYzNy33I8Xs/
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Episode 2: Log Off A Little
Aimee talks about how her relationship with social media has changed, Substack articles, and her anxiety arout planning a wedding.
Read 'Pretty Busy, Lately' https://aimeesmalex.substack.com/
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Episode 1: Welcome to Pretty Busy
Aimee shares what she's been up to for the last 6 months during her podcast hiatus and launches an exciting new project.
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Solo: I'm Engaged
Aimee shares the exciting life update you've all been waiting for on this week's solo episode...
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Stefanie Sword-Williams: Make Yourself Noticeable
Entrepreneur, author and international public speaker Stefanie Sword-Williams sits down with Aimee to talk about her new book Career Comedown.
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Solo: New Year, New Aimee
Aimee sits down for a solo episode to reflect on business in 2025 and shares her plans for 2026!
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Marina Larroude: Founding Larroude
This week, Aimee sits down with founder of Larroude, Marina Larroude. Before founding Larroude, Marina was the former fashion director at Teen Vogue, and VP fashion director at Barneys New York. Marina shares how Larroude is on track to become a 9 figure business in under 5 years.
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Solo: Fear Is Your Fuel
Merry Christmas Eve! This week, PodMuse brings you a short solo episode as Aimee debriefs the last few weeks of Q4 and answers a couple of questions from the muses.
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Ruthie Friedlander: You Are The Company You Keep
Aimee sits down with Ruthie Friedlander, NYC-based writer, editor, and founder of At Large Agency. Spanning almost two decades, Ruthie has spent much of her career at Chanel, The Row, In Style, and Elle Magazine. In this episode, Ruthie and Aimee talk about the nuance of confidence, the changing landscape of digital advertising, and how the inventory of your best work is a reflection of the compan
Abby Price: Founding Abbode
"Failure is not an option"; This week, Aimee sits down with Abby Price, founder of NYC-based custom embroidery brand Abbode.
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Solo: I'm Looking For A CEO
Join Aimee for her first episode back in New York after a busy season of travelling, preparing for the holidays, and opening a new store on Bond Street in London. Aimee talks about what she is looking for when hiring another leader for her global brand Odd Muse London. Enjoy!
Follow @podmusepodcast on Instagram for weekly guest announcements, updates, clips, and for the chance to get involved w
Hiring & Scaling As A First Time Founder
In this week’s episode, Aimee opens up about Odd Muse’s scariest moments to date. Aimee shares the setbacks that shaped her journey as a founder. She reflects on what these challenges taught her, and how she plans to avoid them in the future.
So, if you're a true Muse, an aspiring brand founder or simply fashion-obsessed (we totally get it), consider this your front-row seat to the world of Odd
I made the brand.. Now What?
This week on PodMuse, we’re diving into life beyond the title of 'founder.'
Aimee explores what it means to be known for the brand you built-and what happens when you’re ready to evolve beyond it. She opens up about balancing family life with building a business, the personal challenges she’s faced since launching, and what she’s hoping to reconnect with this year in New York.
So, if you're a tr
Building a Brand 101: A Step-by-Step Approach
This week, Aimee takes the mic solo for the very first time.
In this special episode, she walks you through her personal 9-step framework for building a successful brand- from finding your purpose to standing out in a crowded market. Whether you're just starting out or looking to level up, this episode is packed with actionable insights.
So, if you're a true Muse, an aspiring brand founder or si
From Start Up to Super Food: PerfectTed Unpacked
This week on the podcast, Aimee is joined by PerfectTed co-founder Marisa Poster to talk all things matcha.
Marisa shares the inspiring story behind building one of the UK’s leading matcha brands, the matcha latte that almost made it to market, and the last-minute pitch that landed her a deal with none other than Steven Bartlett on Dragon’s Den.
So, if you're a true Muse, an aspiring brand found
Pressure Makes Diamonds: The Fashion Show That Nearly Killed Us
In this episode, Aimee dives into the reality behind the phrase 'pressure makes diamonds.' From pulling off a full fashion show in just six weeks to launching a New York pop-up store at lightning speed, she shares the behind-the-scenes chaos and creativity it takes to make big things happen fast.
Expect candid stories, lessons learned, and the unfiltered truth about what it’s really like to opera
Success, Setback and Starting Over: The story of a £35 Million Business in 7 years
On this week's episode Aimee sits down with Luxe Collective founder Ben Gallagher to talk through the highs and lows of running a self funded business.
They dive into what it's really like working with family, the break in that cost thousands and the closure of his first business.
So, if you're a true Muse, an aspiring brand founder or simply fashion-obsessed (we totally get it), consider this y
Inside Manufacturing: What They Don’t Tell You About Red Flags (Until It’s Too Late)
On this week’s episode of PodMuse, Aimee dives into the world of manufacturing- from the perspective of a startup founder navigating production for the very first time to scaling with trusted partners. Discussing the questions you should be asking as a first time brand and the red flags no one talks about when manufacturing.
So, if you're a true Muse, an aspiring brand founder or simply fashion-
She Was Offered £33K to Go Blonde! And, That’s Not Even the Worst Part
Isobel Lorna is a British luxury lifestyle content creator and the founder of Voir Social, a TikTok-focused creative agency based in London. With over 1.6 million followers across TikTok and Instagram, she’s known for creating viral, value-driven content that blends authenticity with aspiration. After growing her own platforms, Isobel launched Voir Social to help brands and creators succeed on Tik
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