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.
Tributes pour in for chairman of Manchester City’s ‘Cheadle Blues’ supporters club, Tommy Muir
Danny Jones
Tributes are pouring in following the death of Tommy Muir, the long-standing chairman of Manchester City’s ‘Cheadle Blues’ supporters club, at the age of 71.
News of Muir’s death broke on Thursday, 21 November, with countless Man City fans learning of his tragic passing online and proceeding to pay their respects.
The Cheadle Branch boss, lifelong supporter and well-known club figure is said to have died following a period of illness, with a member of the popular Bluemoon Forum claiming he suffered from the progressive disease pulmonary fibrosis for some time.
Numerous messages of sadness, love and support have been shared on social media already.
Sad to hear the news that Tommy Muir has died. A wonderful person who first helped me with my research decades ago. A dedicated MCFC fan. My thoughts are with his family and friends. https://t.co/8rLcL10N2Ipic.twitter.com/dkEmCSU1vl
Just heard a top blue Tommy Muir has passed away. Met Tommy years ago, he helped me out with tickets down the years, we shared a few laughs and pints. He gave me this plaque after he rescued it from Maine Road and is something I'll always treasure. RIP Tommy #trueblue 💙⚽ pic.twitter.com/jfbFLfZCKS
By all accounts, Muir will be remembered as a much-loved leader of City’s Cheadle Branch, as well as a generous character with a great sense of humour.
There are countless messages from people who know him from the local area or through helping sort spare tickets for matchdays and as the familiar face around Maine Road back in the day and on the bus to the Etihad Stadium for many years.
Tommy was also one of the official supporters group members who were treated to a visit by Man City themselves, naming him honorary Life Vice President of the Official Supporters Club and bringing the Treble trophies to his doorstep back in July 2023.
Muir, an ex-Royal Mail worker, also served as the landlord of The Kenilworth pub back in Cheadle, Stockport, where fans would regularly meet pre-match before heading to watch the game.
Local author and historian of Manchester sport, Gary James, wrote on Facebook: “I’ve just seen this news… Sad to hear the news that Tommy Muir has died. A wonderful person who first helped me with my research decades ago. A dedicated MCFC fan. My thoughts are with his family and friends.”
Speaking to The Manc, General Secretary of City’s Official Supporters Club, Kevin Parker told us: Tommy was a blue through and through and 100% committed to The Supporters Club at Cheadle and its members.
“I have known Tommy for over 30 years and no one deserved the recent success the club has had more than him. He will be greatly missed by all who knew him and fondly remembered. He will still be watching our wonderful club from the Blue Stands in the Sky telling anyone who disrespects his Club to ‘do one'”
Known to so many throughout the fan base, even supporters who never met him personally have been sharing their condolences on various platforms. Those who knew him well have nothing but heartwarming memories to share.
Fan forums like Bluemoon have been awash with people mourning Muir’s passing. One person told the story of meeting him at the age of 17 and following him when moved to The George and Dragon pub – another popular City haunt before games.
Another wrote: “I got to know Tommy when I joined the Cheadle Supporters branch. Tommy loved being branch secretary. He was absolutely dedicated to his position as branch secretary […] The branch meetings were serious affairs, getting through what had to be discussed, but in between was humour and laughter brought about by Tommy.
“Tommy had a huge sense of humour, and his one-liners were famous amongst the branch members, which would have everyone laughing throughout the meetings. The coach trips to the away games were never dull. They were always full of cheer, drinking, laughter, and City songs.”
“Keep on watching your beloved City from above. Rest in peace, Tommy.”
Losses like this within a fan base are always tough to take. Our thoughts go out to his family, friends, the Cheadle Branch and all the Blues whose lives he touched. RIP Tommy Muir.
A look at Embassy Village as construction on Manchester’s homeless housing project begins
Danny Jones
Work has officially begun on Manchester’s long-rumoured Embassy Village, a new living quarters designed specifically to house the local homeless community.
Set to be the largest purpose-built village of its kind in the UK, the hope is to provide short to medium-term housing for up to 40 rough sleepers in the Greater Manchester area.
Planning permission for the £4 million project proposed by the Embassy Charity was handed down back in 2021 and enabling works have been gradually taking place, with the land now fully prepped for construction to begin.
Officially breaking ground on Tuesday, 19 November, developers and regeneration specialists Peel Waters shared the first images from the site as well as concept artwork for what the district will look like once completed.
Construction begins to build the UK’s largest purpose-built village for rough sleepers @EmbassyVillage 🏗️🏡 Over 50 organisations are working together to transform our site below 22 railway arches into high-quality homes for 40 homeless men Full story herehttps://t.co/xoXfURTLGkpic.twitter.com/fn8GixYsxR
The 4.5-acre brownfield site sits beneath 22 railway arches just off the Egerton Street Bridge near Castlefield and the bustling Regent Road which heads towards Salford. Although it was initially said rooms would be made from shipping containers, the units will now be proper purpose-built structures.
Designed to house homeless and vulnerable people living in and around Manchester within individual units, Embassy Village is a joint non-profit venture by both Peel Waters and well-known property company Capital&Centric.
Contractor Vermont Group will be taking on the construction for free, with around 50 organisations offering their services pro bono, including AEW Architects, Planit and Jon Matthews Architects, who helped design the living quarters and wider communal space from the ground up.
Aiming to create a genuinely beneficial community environment, with those staying there able to access green spaces, mini-allotment plots, sports facilities; counselling services, laundry rooms, computer spaces and tonnes more, they’ve come a long way from offering tour bus beds to the homeless.
Residents will also start off on the right path towards getting back on their feet and those staying there will be required to carry out six hours of training per week in things like shopping, cooking, budgeting and other key life skills.
Substance abuse was only mentioned as a contributing cause by 22% of respondents, highlighting the reality that homelessness trauma exacerbates addiction for many. In fact, homelessness is a major contributing factor to substance abuse. pic.twitter.com/DeEB7VhAiC
Speaking on the first day of proper construction, Peel Waters‘ director James Whittaker said: “Today’s launch event is an important milestone, marking years of hard work and collaboration to deliver the UK’s first purpose-built community village…”
He went on to thank all of those who have backed the plans so far, including Greater Manchester’s Mayor Andy Burnham, who has already applauded it as a “fantastic idea.”
With several local organisations either offering their help for free or contribute by donating to the project, the speed at which work can now move is increasing and it is expected that the 24 homes, as well as the central ‘village hall’ space, will be finished within the next 10 months.
The aim is for Embassy Village to be completed in its entirety by the end of 2025 and with more and more businesses being invited to help with the development along the way, the amount of resources and manpower is only looking like it will increase with approximately £1m still needed to fully bring it to life.
Cooperating with the Greater Manchester Mayor’s Charity, which specialises in helping the homeless through its ‘A Bed Every Night’ scheme, Embassy are now working on finding long-term funding for the village’s operational costs once it is up and running.
Another key benefactor is The Moulding Foundation, an organisation dedicated to alleviating social inequalities, who donated £3.5m to support the village’s construction.
Co-founder, Jodie Moulding, told Prolific North: “For most people, access to housing, healthcare, and education is a given – but for others, it is a privilege…
“It has taken an unbelievable amount of time, effort, and energy to get to this point, so finally breaking ground is a huge milestone for everyone involved in bringing Embassy Village to life.”
As for Embassy themselves the charity’s director, Sid Williams, added: “Special thanks go to Matt and Jodie Moulding for their financial backing and the teams at Peel Waters, Capital&Centric, the Mayor’s Charity and Manchester City Council for making this happen.”
The Manc -
13th August 2020 
