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.
“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.
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.
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.
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.
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.
“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.
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.”
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.
Mayor Andy Burnham promises Greater Manchester will honour Ricky Hatton ‘properly’
Danny Jones
The Mayor of Greater Manchester, Andy Burnham, has promised that the city and wider boroughs have plans to honour Ricky Hatton MBE following his passing this weekend.
Hatton, just 46, sadly passed away this Sunday, 14 September, with the region left shocked by the sudden and tragic news.
“He was the kind of person who would always turn up for people, supporting so many causes”, writes Burnham, adding: “He made us smile and made us proud. We will find a way of honouring him properly.”
There seems to be a clear intimation that at least one or more public tributes will be carried out at the earliest opportunity.
Locals and ‘Hitman’ fans alike have been leaving flowers, wreaths and other personal tributes outside his address in Tameside as well as his gym in Hyde.
The minute’s appreciation before the 197th Manchester derby also saw his friend, fellow die-hard Blue and City Square fan zone presenter, Danny Jackson, deliver a touching speech before applause rang out around the stadium, with the Man City manager himself looking visibly moved by the moment.
Pep Guardiola is one of many members around the club, both past and present, to have offered their condolences.
His nephew Jack Hatton has now posted on social media too, saying simply: “I love you so much Uncle Rick. I will always remember all you have done for me and the great times we had together I love you so so much I’m going to do all I can to make you proud.”
énergie Fitness Hyde, home to his well-known gym and popular community outlet, have also shared a statement online, writing: “Ricky was much more than a world-class fighter and an exceptional trainer. He was a remarkable person who inspired countless individuals.
“His influence reached far beyond Hyde and the local community, touching the lives of millions around the world. Everyone at the gym is devastated by this loss. Ricky’s legacy will live on in the hearts of those he motivated, mentored, and uplifted.
“We send our sincere condolences to Ricky’s family, friends, and all who knew and loved him. As a mark of respect, the gym will be closed for the rest of the day. Rest in Peace, Ricky.” Since then, his family have now shared their own statement in full via GMP.
Asking for privacy during this difficult time, they wrote: “It is with the heaviest of hearts that we announce the passing of our beloved son Richard. Richard was so much more than a world champion. To us he was simply ‘Richard’, our son. A loving father, grandfather,and brother, and a true friend to many.
#TRIBUTE | The family of Ricky Hatton have paid tribute to him following his death at the weekend.
They have asked for their privacy as they grieve the man 'who had a heart as big as his smile.'
“He had a heart as big as his smile, and his kindness, humour and loyalty touched everyone who was lucky enough to know him.
“To the wider world, Richard will always be remembered as one of boxing’s greatest champions — a man who gave everything inside the ring and wore his heart on his sleeve outside of it.
“He inspired generations with his fighting spirit, his humility, and his love for the sport. But beyond the titles, the nights to remember, and the roar of the crowd, he remained the same down-to-earth Richard who never forgot where he came from.
“As a family, our loss is immeasurable, and words cannot truly capture the pain we feel. Yet in the midst of our grief, we have been deeply moved by the overwhelming outpouring of love and support.
“It has been a source of great comfort to see just how many lives Richard touched, and how widely he was admired and respected.
“At this time, we kindly ask for privacy as we come to terms with life without him. In the days and weeks ahead, we will take strength from one another and from the knowledge that Richard’s legacy — both in boxing and as a man — will continue to live on.
“Richard’s memory will forever remain in our hearts, in the hearts of his fans, and in the sport he loved so dearly. With love and gratitude, The Hatton Family.”
Manchester City dedicate derby win to late and beloved boxing blue, Ricky Hatton
Danny Jones
Manchester City players past and present, club members and fans alike have paid tribute to the late, great boxer, Ricky Hatton MBE, following his shock passing this weekend, honouring him with a fitting derby day win.
Safe to say there’ll be a blue moon all over Greater Manchester this week.
The tragic news about Ricky Hattonwas sadly announced just hours before the 197th Manchester derby at the Etihad Stadium on Sunday, 14 September, with the entire ground observing a ‘minute of appreciation’ before kick-off.
Manager Pep Guardiola looked visibly emotional when the camera panned to him applauding his memory in the crowd, and there were plenty of other tributes to ‘The Pride Hyde’ spotted both the home and away ends, with several famous City faces taking to social media after full-time to share their own.
Our pre match display funded as ever by you the fans. We’re planning a Ricky Hatton tribute for Burnley. pic.twitter.com/l67gyyjSTK
Perhaps one of the most moving tributes came from Guardiola himself, who has always immersed himself in local Manc culture beyond just football, so it was no surprise he felt the sorrow in the stands.
Speaking to the media in his post-match duties, the Catalan coach and former athlete himself said: “I’ve been here for ten years, [seen/heard] a lot of minute [silences/applauses], and I don’t remember one so, so intense like today.
“I want to say thank you so much to the Man United fans because they behaved and applauded. I know he was a World Champion in boxing. It was a special, special moment. There are no words that can contain the pain that the family can feel right now for this loss, but we are close.
“I know how much of an incredible Man City fan [he was]. He lived the bad moments and the good moments in the last 10/15 years. I know for the fans how close he was [held]. The moment of applause was unbelievable.
“It was an experience I will always remember because I felt in every applause of every person in the stadium the gratitude for what he has done professionally and being a massive, massive City fan.”
Once again, he wasn’t the only familiar sports personality, blue or otherwise, who made it known how much he was admired by those in and around the region of Greater Manchester.
Both Manchester United legend Roy Keane and ex-Man City defender Micah Richards joined the Sky Sports panel in discussing his legacy as a local sporting icon.
Rest in peace to a legend and a mental health hero.
Everyone involved paid tribute to Ricky Hatton as City claimed the win over United.
Such a sad day for combat sports. Sad day for Great Britain. Sad day for Manchester. I remember as a young boy staying up late to watch his legendary career. The original people’s champion, one of us. Rest in peace Ricky Hatton 💔 pic.twitter.com/2phiyCEneM
The Manc -
13th August 2020 
