In this episode of Abandoned Cart, Adam sits down with Tilly Cresswell, Marketing Manager at Complete, to unpack what it really means to find your niche and stick with it in today’s overcrowded digital landscape.

Tilly shares how Complete is modernising a traditionally corporate industry through authentic branding, trend-led content, and calculated risks on platforms like TikTok all while staying true to the company’s core values. From navigating trend culture to avoiding brand dilution, this conversation dives deep into why clarity, consistency, and authenticity matter more than ever.

Adam and Tilly also explore the dangers of chasing every marketing trend, how brands lose trust when messaging becomes inconsistent, and why “visibility doesn’t always equal credibility.” Along the way, Tilly opens up about embracing her authentic self, overcoming anxiety in leadership, and building a marketing strategy that balances creativity with commercial results.

If you’re trying to grow a brand, stand out in a saturated market, or figure out how to market your business without losing your identity, this episode is packed with practical insights and honest advice.

• Why finding your niche gives your brand clarity and direction
• The biggest mistake brands make when trying to appeal to everyone
• How trend-chasing can dilute your brand identity
• Why “visibility doesn’t always equal credibility”
• The importance of consistency in messaging and branding
• How Complete uses TikTok trends without losing brand authenticity
• Balancing fun, human content with commercial goals
• The risks and rewards of modernizing a traditional industry
• Why brands should focus on mastering one thing before expanding
• How TikTok helped Complete dramatically increase engagement and awareness
• Using niche positioning to attract the right customers
• The role of authenticity in marketing and leadership
• How to evaluate whether a trend actually fits your brand
• Lessons from building a more human and memorable brand presence

Connect with Tilly Cresswell

Linkedin: linkedin.com/in/tilly-cresswell-ab6343169

Connect with &Allies

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

https://www.andallies.co.uk

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

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

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

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

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

Connect with Aithne Synnot

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

Connect with &Allies

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

https://www.andallies.co.uk

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

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

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

Key Topics Covered

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

Connect with Chloé Mead:

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

Website: https://www.flingfashionrental.com

Connect with &Allies:

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