I started selling clothes from my nana’s house – now I’m turning over £10m
I started selling clothes from my nana – Olivia Prince, the creator of Murci, launched her venture in modest conditions. What began as a small-scale endeavor in her grandmother’s home has blossomed into a successful fashion brand generating £10 million annually. This remarkable journey, from a family living room to a bustling workspace for 35 employees, reflects the growing trend of entrepreneurial ventures born from personal passion and resilience.
A Passion That Took Root
Olivia’s fascination with fashion started early. As a teenager, she spent hours experimenting with styles and outfits, often dreaming of a career in the industry. However, she never anticipated that her side project, initially a simple way to pass time during the pandemic, would become a major business. The idea of combining her love for design with her grandmother’s home as a base seemed both whimsical and practical, especially after her university years.
After completing a placement at the major brand Boohoo, Olivia Prince, 31, transitioned to a receptionist role. It was during this time that she began selling clothes online, a parallel venture that would eventually eclipse her day job. “I think one fear of mine was going to university and not being able to secure a job in the field I wanted,” she explained. “Getting a placement, even if it delayed my graduation, felt like a way to build a foundation.”
From Placement to Pioneering a Brand
Olivia’s time at Boohoo was transformative. She described it as a “once-in-a-lifetime opportunity” to gain experience in the industry. While working there, she crafted a creative CV, imagining a leather jacket adorned with her designs. “I can’t draw, but the idea of having a statement piece with my work on it was exciting,” she said. This blend of creativity and practicality became the cornerstone of Murci’s unique identity.
The brand’s breakthrough came unexpectedly in 2021 when Millie Court, a contestant on Love Island, wore a Murci two-piece outfit. The viral moment led to a surge in demand, with Olivia reportedly packing hundreds of orders within a day. “After that, I realized it was more than just a hobby,” she recalled. “There was real potential here, and the response was overwhelming.”
Family Support and Rapid Growth
Murci has always been a family affair. Olivia’s mother frequently wrote labels for the garments, while her grandmother assisted with packaging. These early contributions laid the groundwork for the brand’s expansion. “We had nothing to lose,” Olivia said, highlighting the simplicity and determination that drove the business’s early days. As sales grew, she transitioned from her nana’s house to a dedicated workspace, eventually assembling a team of 35.
The brand’s success has been amplified by strategic collaborations. Influencers like Meagen Wells have helped elevate its profile, and Olivia’s brother Thomas Prince, 33, played a pivotal role in launching the business into the American market. Thomas, a former accountant, established the US distribution center within months of a new 10% global tariff rate being introduced last year. “Brands invest millions to enter the American market,” Olivia noted. “We simply ran the same ads here and there, and it worked.”
Expanding Beyond the UK
Olivia’s decision to move operations to the US marked a significant milestone. “We already do 30% of our business in America,” she said, emphasizing the brand’s adaptability. The streamlined approach to marketing and design allowed Murci to tap into a larger audience without sacrificing its distinct aesthetic. Placement prints, which are now a hallmark of the brand, set it apart from mainstream retailers, offering a fresh take on everyday fashion.
The success of Murci has also highlighted the UK’s thriving side hustle economy. According to a survey cited in the Financial Times, 49% of adults in the country own a secondary business, a trend that Olivia attributes to economic pressures and the power of social media. “The UK has a bustling side hustle culture,” said Shankha Basu, an associate professor at Leeds University Business School. “More people are creating businesses outside their main jobs, often driven by the need to diversify income and leverage online platforms.”
Challenges and Rewards
Despite the brand’s rapid growth, Olivia acknowledges the challenges. “You had to make a really creative CV to show off your skills,” she said, referencing the unconventional approach she took to secure her Boohoo placement. This mindset of innovation has carried over into Murci’s operations, where design and marketing are intertwined. “It’s not just about making clothes; it’s about storytelling and connection,” she added.
The pandemic played a crucial role in shaping Olivia’s path. While working as a receptionist in an empty building, she had the time and space to focus on her side hustle, buying and reselling garments from wholesale websites. This period allowed her to refine her vision and build a customer base. “I learned more during those six months than I did in university,” she said, a sentiment that underscores the value of hands-on experience over traditional education.
A Story of Ingenuity and Opportunity
Olivia’s journey is a testament to the power of starting small and staying committed. From her grandmother’s house to a full-fledged business, she has turned a personal passion into a thriving enterprise. The support of her family and the flexibility of her side hustle allowed her to navigate the challenges of building a brand without the pressure of a full-time job.
As Murci continues to grow, Olivia remains focused on its core values. “The look is unique—placement prints that speak to individuality,” she explained. This ethos has resonated with customers, leading to steady expansion. The brand’s success also reflects broader changes in the fashion industry, where social media and direct-to-consumer models are reshaping traditional business practices. “High-level success is difficult to replicate,” Basu noted, but Olivia’s story proves that it’s possible with the right combination of creativity, strategy, and perseverance.
The rise of Murci exemplifies a generation of entrepreneurs who are redefining what it means to build a business. With 49% of UK adults now engaged in side hustles, Olivia’s experience is not isolated. Her journey from a humble start to a £10 million turnover highlights the potential for personal projects to evolve into major ventures, especially in an era where digital platforms offer unprecedented access to global markets.
In an interview, Olivia reflected on her path: “It was a leap of faith, but I had nothing to lose.” Her story is one of adaptability, where personal connections and creative ideas became the catalyst for professional success. As Murci continues to grow, it serves as an inspiration for others daring to turn their passions into profits.
