The secret to going viral is a bit of good fortune. At least, that’s what many believe.
But when you look at Shrine, a company that continues to return to the trending section again and again, you start to think there might be a knack to going viral after all.
This Manchester cosmetic business blew up right at the beginning for launching the now-famous glitter boob and bum trend; went viral again when they shared their success story; and even managed to make headlines when the world went into lockdown for at-home hair dying products.
“We’ve always tried to be trendsetters,” Shrine’s Niamh Gillan tells The Manc.
“For us, it’s about being disruptive. We try to be original – and we communicate that across social media.
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“It’s what makes us different.”
Shrine is like the anti-corporation. Almost everything they do goes against the traditional business bible; and it’s worked a dream.
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Set up just a few miles outside of Manchester city centre near the Etihad, the Shrine team is 11-strong – all female, and all below the age of 28.
Each member of staff essentially runs their own little department, with key messages and updates communicated not via letters or emails – but through Instagram Live and TikTok.
Today, more than half a million loyal followers are sharing Shrine style ideas, ordering products and signing up for masterclasses.
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Even in this complicated climate, the company is generating millions.
“Everyone really gets along, it’s like a family here,” Niamh beams.
“We love working here, we love the products and the people we work with.
“We want people to know that.”
Back in 2016, MMU student Jenna Meek decided to invest her life savings on a business idea – setting up what was then known as ‘The Gypsy Shrine’ from her bedroom.
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She chose glitter and stick-on jewels as fashion statements, and these images struck a chord with students before being picked up by The Daily Mail and The Sun.
That summer, you couldn’t go to any live music event without seeing someone sporting the glitter boob trend. It was suddenly a fixture of festival fashion; like sunglasses, hats or hair dye.
Pre-festival popup stores in the likes of London and Los Angeles attracted enormous crowds – and within a matter of months the brand was collaborating with film studios and music giants.
World-renowned studio Warner Brothers selected The Gypsy Shrine to host a stand in support of their Wonderwoman film; recognising the brand’s focus on female empowerment.
Another collaboration for a Halloween and social collection followed, before the brand teamed up with festival Coachella to throw a Palm Springs party in 2018.
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Within two years of setting up, The Gyspy Shrine was synonymous with festival dress.
But the brand had ideas that went beyond fashion for wild weekends.
Dropping a couple of words from their moniker, Shrine began to broaden its offering to focus on more areas of lifestyle – moving into creative cosmetics and hair care.
It was good timing. The festival scene has temporarily collapsed due to COVID-19, but even when quarantine began, Shrine was as in-demand as ever.
“Over the past few months, there’s been lots of people ordering our at-home hair dye,” Niamh explains.
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“We launched it in February and it took off as we went into lockdown.
“From there, demand went up as people couldn’t go to hairdressers.
“We’re getting lots of inquiries about our hair dye dropping – it’s where you can drop the pigment into conditioner and use that to cover your hair.
“It’s semi-permanent and you can create your own shape.”
Founder Jenna still features heavily on Shrine’s social channels – hosting Q&As about particular products and even taking part in Instagram Live sessions with hair salons.
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The brand audience is bigger than ever before. And there’s plans in the pipeline to reach this ever-growing base of fans.
Shrine has dipped its toe in international waters before, but now it’s preparing to take the plunge and dive head first into the American market.
“We’re looking to launch in the US – that’s all in the works right now,” Niamh explains.
“We’re hoping to grow into being a key brand over there. That’s the plan for the next year – but the big aim is worldwide.
“Hopefully, we can keep this going and start to trade with retailers all over the globe.”
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Thousands of brands out there are still attempting to go viral. For many, it’ll be a case of good fortune.
But with Shrine, it just feels like a matter of time before that name starts trending again.
“We know our audience and they know us,” Niamh says.
Building this kind of special relationship is a rare thing. But Shrine has done it. And it sounds like there’s much more to come.
See what Shrine is offering right now by visiting the official website.
Guide Dogs desperately needs people in Greater Manchester to ‘foster’ its dogs while they’re in training
Emily Sergeant
Guide Dogs desperately needs Greater Manchester residents to take on the volunteering role of Fosterers.
The charity – which has been providing mobility support, and raising awareness of and campaigning for the blind and partially sighted since 1934 – relies on the help of its network of its more than 14,000 volunteers across the UK to help it make a difference and improve the lives of those with visual impairments.
And Fosterers are a vital part of the journey for the hundreds of dogs trained each year.
As a Training Dog Fosterer, you’ll be giving a dog in training a loving home whilst they embark on their journey to become a guide dog.
You’ll get to see the progress your furry companion is making in their training and be a vital part of their journey, all without the commitment of looking after a dog full time.
Guide Dogs North West – which is based at the state-of-the-art training school in Atherton – has taken to social media this week to issue a desperate plea for new Fosterers to join its volunteer network in our region, and is calling on dog lovers who can commit to the important role to get in touch.
“Calling dog lovers around Atherton,” the post on Instagram reads.
“We desperately need volunteer Fosterers to look after our trainee guide dogs during the evenings and weekends. We take care of the training and costs, such as food and vet bills, and you take care of the play time and cuddles.”
One of the most crucial parts of the Fosterer role is being able to drop the dog off between 8-9am and pick them up between 5-6pm at a Guide Dogs site or a site near a trainers’ home each weekday – which means you will likely need to live nearby to the Atherton training centre or be fully-committed to travelling.
Guide Dogs desperately needs people in Greater Manchester to ‘foster’ its dogs while they’re in training / Credit: Guide Dogs
What will you get in return? Well, volunteering is a two-way street, so in return for your time, you’ll get a dedicated volunteer manager / key contact who will help you settle in and support you during your time with the charity.
And of course, you’ll get lots of cuddles from the new four-legged friend you’ve welcomed into your home.
This could be a chance to play your part in changing lives.
Fancy it then? You can find out more information about the role of a Fosterer and find out if you’re suitable on the Guide Dogs website here.
Featured Image – Guide Dogs
News
Trams are officially coming to Stockport as part of £2.5bn investment package
Emily Sergeant
It’s official… Stockport is finally getting trams.
It’s been a long time coming, so long, in fact, that rumours first began swirling all the way back in July 2022 when then Prime Minister Boris Johnson hinted at in PMQs, all before Mayor Andy Burnham insisted in October 2023 that he had ‘big ambitions’ to deliver the project once and for all, but now it’s finally been confirmed.
Transport for Greater Manchester (TfGM) has today revealed that Stockport will be connected to the Metrolink tram network thanks to a £2.5 billion funding boost from the Government.
At this moment in time, Stockport is one of only a few boroughs in the region that’s not currently connected up to the expansive Metrolink network, but all of that is set to change very soon, as Greater Manchester is beginning the construction of the town’s very-first tram line.
It will help deliver:
🐝 Eight rail lines and 64 stations into the capped system by 2028
🐝 A new tram line to Stockport
🐝 A new tram-train service connecting Bury, Heywood, Rochdale and Oldham
While the intention for trams to eventually travel to and from the town has been known for quite some time now, there hasn’t been much talk of timelines or when this would actually become a reality.
For now, it seems there’s still no timelines as such, but at least there’s confirmation.
The confirmation that trams will be coming to Stockport forms part of a lineup of exciting transport announcements this week, all of which Andy Burnham has called a ‘game-changing moment’ that will ‘underpin Greater Manchester’s green growth’ for years to come.
Trams are officially coming to Stockport as part of a £2.5 billion investment package / Credit: TfGM
Other announcements include the fact that Greater Manchester‘s Bee Network is to become a fully-electric, zero-emission public transport system by 2030, local rail lines will be brought into the Bee Network before the end of the decade, fully joining up bike, bus, tram, and train travel for the first time outside London, and the introduction of new electric buses, tram lines, tram stops, and transport interchanges.
North Manchester, Bury, and Oldham are the areas set to receive new Metrolink stops to support delivery of thousands of new homes, and Oldham, Rochdale, Heywood, and Bury will all be connected to each other via the Bee Network.
“Building on our strong track record, we can now move at pace to deliver the next phase of the Bee Network – creating the UK’s first fully electric, zero emission integrated public transport system by 2030,” commented Mayor Andy Burnham as the funding package was announced this week.
The Bee Network become a fully-electric, zero-emission public transport system by 2030 / Credit: TfGM
“With a pipeline of major transport projects better connecting our towns and cities, and local rail lines brought into the Bee Network, our communities will be the first outside London to be served by fully joined-up bike, bus, tram, and train travel.
“Greater Manchester has had a decade of growth faster than the UK average, and this funding can be the key to unlocking even more growth in the decade to come.
“It’s a major boost for our own plans to deliver £10bn of investment over the next 10 years, build thousands of new homes, create skilled jobs, and open up new opportunities right across our city-region.”
The Manc -
13th August 2020 
