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.
Chorlton’s Horse and Jockey is reintroduced to the suburbs after stunning transformation
Danny Jones
The much-loved Horse and Jockey in Chorlton is back open for business following a major and marvellous refurb, which has seen the heart and soul of the pub restored to its former glory.
Opening just in time for the bulk of cosy boozer season, we’re about to spend A LOT of time in here.
With an impressive culinary pedigree to boot, the ‘new and improved’ Horse and Jockey was always bound to be a hit with critics and natives alike, we just weren’t expecting them to knock it quite so far out of the park – or, in this case, Chorlton Green.
Giving the already gorgeous 200-year-old structure a new lick of paint and then some, the new Horse and Jockey looks set to reassert itself as one of the prettiest, cosiest and tastiest pubs you’ll find in central Manchester.
Benefitting from sitting just outside the city centre, you’ve still got plenty of footfall from those who have seen Chorlton become a foodie destination all of its own, and those who have lived there all their lives.
Yes, you’ll still find plenty of old boys sipping their well-deserved pints and dogs curling up on the carpets here.
Now boasting up to 82 covers outside in the familiar evergreen beer garden, with table service in the summer, you can see this being a go-to spot for grub and a reliable watering hole for all year-round.
It’s also worth noting that it’s a pretty roomy venue inside as well, with an entirely refurbished upstairs seating area and a dedicated private dining space now, too.
The Horse and Jockey is glistening once again ahead of reopening this month. (Credit: The Manc Group)
Other touches we especially liked are bringing Chorlton Pale Ale – which used to be brewed right here in the Jockey itself prior to Covid – back on draught. It may be made elsewhere nowadays, but we’re glad to see it being shipped back to and served out of its ancestral home.
And it just gets better.
As well as supporting the local art scene by sourcing works from Greater Manchester creatives, they really are aiming to make this a community cornerstone.
They’ve taken the holistic idea of a public house right back to its roots, providing not only a place to meet, eat and drink for regulars, but also a real social outlet right in the middle of the suburb.
It’s also about supporting and celebrating traditional British pubs and the Northern working-class culture that goes along with it.
There’s still a recognisable style and familiar feel to the Horse and Jockey refurb. (Credit: The Manc)
The majority of the furniture is even salvaged from the pubs we sadly lost up and down the country, not to mention other businesses that have unfortunately closed post-pandemic and the continuing struggles facing the industry.
We’re lucky to have people like this putting drinks in our hands and keeping our bellies full, so we’re glad that they’re doing what they can to pay homage to those who have come before them as well.
Perhaps most heartwarming is that not only have they kept pre-existing staff in post during the switch-over, but they’re all welcoming back familiar faces from the past. Once again, this is about championing the beauty of British pub culture in all of its facets.
This is a proper foodie pub at its core, boasting cosy vibes just in time for the colder months; they even restored three of the five original fires that used to burn through the autumn and winter back in the day.
Bookings are live already, and if you’ve tried the Sunday roast at The Black Friar, you expect this place to fill up just as quickly – we’d reserve our tables early if we were you…
The food offering is substantial, filling and full of flavour. (Credit: The Manc Eats)
This may be a big rebrand and transformation, but there are also still the same old Joseph Holt favourites on the taps for those who love the classic lineup, and they’ve even used their ‘Trailblazer’ stout glaze on one of their cheesecakes. Safe to say, they have our undivided attention with that one.
Owner Neil Burke, who formally acquired The Black Friar two years ago and now heads up the revamped Horse and Jockey, said of the reopening: “I have a personal history with the Horse & Jockey and it’s always held a special place in my heart.
“It’s such a beautiful building, but it hasn’t been shining the way it should in recent years. As a local myself, I felt Chorlton deserved a proper foodie pub – somewhere that delivers brilliant food in a setting that does justice to the building’s history.”
To top things off, they’ve got Michelin-trained head chef Paolo Bianchileading things in the kitchen.
“The Horse & Jockey is an iconic part of Chorlton’s history and I’m proud to be leading its kitchen with the brilliant Black Friar team”, says Bianchi. “After gaining years of experience in Paris, Dubai and London, it feels great to be rooted in Manchester, a city I’ve really fallen in love with.”
“My vision is simple, to serve British classics that people know and love, elevated with seasonal local ingredients, touches from my Italian heritage and international experience. The menu will be ever-changing, so guests can expect something fresh every time they visit.”
As for your job, it’s simple: expect great, hearty pub grub classics elevated to a gourmet level, with all the welcoming warmth of a traditional English pub.
This isn’t just a metropolitan boozer trying to be acountry-style pub; the Horse and Jockey is a Chorlton gem reborn. It opens on Monday, 20 October, and you can guarantee you’ll be seeing us there.
The RSPCA has issued an urgent ‘Adoptober’ plea with a record 1,700 cats needing homes
Daisy Jackson
The RSPCA has issued an urgent plea for people to provide loving homes for rescue cat, with a record-breaking 1,700 moggies currently in the RSPCA Manchester & Salford Branch.
The charity has dubbed this month ‘Adoptober’ as it rushes to rehome as many of these gorgeous cats as possible.
The RSPCA has said that the number of cats needing homes has more than doubled since 2020, with an all-time high number of animals in the care of its branches.
They have also found that it’s taking, on average, a week long to find new homes for cats (rising from 32.5 days in September last year to 40 days on average this year).
There are several cats locally who are desperate to find their forever homes, like Roxy, who’s received no interest since she was placed up for adoption.
The rise in numbers is partly due to several recent large-scale cruelty and neglect cases which have led to high numbers of cats being taken into the RSPCA’s care.
RSPCA cat welfare specialist, Alice Potter said: “We have an astonishing number of cats in our care who are looking for a new home. Many have come from recent large-scale cruelty and neglect cases.
“We’re experiencing an unprecedented rehoming crisis, with centres so full they are unable to accept any more cats – so most of the incoming animals are having to be placed in private catteries until spaces become free in our own rehoming centres.
“Despite the best efforts of those who care for them, life in a cattery can be stressful for cats so by finding them loving homes as quickly as possible we can also free up space for other cats who need our help.
The RSPCA has issued an urgent ‘Adoptober’ plea with a record 1,700 cats needing homes
“This month’s Adoptober rehoming campaign is encouraging more people to consider adopting one of the lonely cats featured on our Findapet website who are looking for a forever home.”
So back to that lovely girl Roxy – this five-year-old loving cat has been looking for a home for a couple of weeks but hasn’t had any interest.
Susie Hughes, Branch Manager, said: “Roxy came into our care from neglectful conditions – she had never been to a vet and had live fleas that had made her scratch her fur thin and cause scabs on her skin.
“Roxy has been in our care three weeks now and has really started to blossom. She is clearly feeling a lot better because she has now started to show her playful side and chase catnip toys.
“Roxy is a very sweet, people orientated kitty. She loves to weave around your legs, rub against you and even enjoy a lap snuggle – she just loves a fuss!”
Roxy has now moved into a foster home where she has come out of her shell more.
She is looking for a home where she will have plenty of peace and quiet, no dogs or other cats and any children aged over 11.
“What Roxy wants is plenty of sofa cuddles, sunbathing opportunities and the chance to potter outdoors is a must,” added Susie.
“If you are reading this and you are the purrfect person for her, please get in touch. We’d love to find her a home this Adoptober!”
You can find more cats and kittens available for adoption from the branch here.
Alice added: “There’s a cat for everyone: cute kittens, marvellous moggies, fireside felines and outdoor adventurers, we’ve got every kind of cat waiting for another chance at happiness.
“We always encourage prospective pet owners to look beyond appearance, breed and colour and instead look for a personality that matches you and your lifestyle. However, we also have purebred and pedigree cats coming into our care – so even those who have a particular breed or type in mind may find their perfect partner, without fueling problematic commercial breeding.
“We’d urge anyone ready and able to adopt a rescue animal to fill in a ‘perfect match’ form with your local RSPCA centre or branch and they’ll let you know when an animal who matches you comes into their care.”
The Manc -
13th August 2020 
