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.
Full list of road closures set to be in place for Manchester Day 2024
Emily Sergeant
Manchester Day is back for 2024 this weekend, and the full list of road closures set to be in place has been confirmed.
Now that schools are officially out across Greater Manchester, and the summer holidays are well and truly here, the hugely-popular Manchester Day is making a return once again this Saturday 27 July, and as always, it’s set to be “the day summer officially starts” in the city centre – with a massive celebration of “all things Mancunian” on the cards.
The theme of this year’s annual event is ‘Let The Games Begin’, and it’s inspired by the international summer of sport, just 2024 Olympics kicks off over in Paris.
The day will be packed full of free events and activities to get involved with.
Some city centre roads will be closed on Friday 26 and Saturday 27 July for Manchester Day.
These will include:
🛣️Deansgate 🛣️St Ann Street 🛣️St Mary’s Gate 🛣️Market Street 🛣️King Street
— Manchester City Council (@ManCityCouncil) July 21, 2024
But of course, in order for the all the fun to go ahead as safely as possible, and as tends to be the case for events like these, Manchester City Council says it will need to make some temporary road closures to facilitate it.
The full list of road closures has now been confirmed by the Council, and there’s some major city centre thoroughfares set to be out of action.
Here’s everything you need to know.
Manchester Day is back for 2024 to celebrate the international summer of sport / Credit: Manchester City Council
Manchester Day 2024 – Road Closures
Saturday 27 July
From 6am to 11:59pm, Manchester City Council has confirmed that the following roads will be closed:
Deansgate (Manchester Cathedral to John Dalton Street) – access will be maintained to Marks and Spencer’s car park and Number One Deansgate.
St Ann Street (Deansgate to Cross Street)
St Mary’s Gate (Exchange Street to Deansgate)
St Mary’s Street (Southbridge Street to Deansgate)
Market Street (Exchange Street to Cross Street)
Fennel Street (Corporation Street to Cathedral Street) – access will be maintained for morning deliveries only.
Cathedral Street (Fennel Street to Exchange Square) – access will be maintained for morning deliveries only.
Cateaton Street (Exchange Square to Deansgate)
Barton Square (St Ann’s Square to St Ann Street)
King Street (Cross Street to Deansgate) – no access for deliveries.
All accessible bays, bus lanes, and taxi ranks within the closed areas will also be suspended during from 6pm on Friday 26 July to 11:59pm on Saturday 27 July.
The parking suspensions set to be in place are:
Deansgate (Manchester Cathedral to John Dalton Street)
St Ann Street – including the bays outside St Ann’s Church (Deansgate to Cross Street)
St Mary’s Gate (Exchange Street to Deansgate)
St Mary’s Street (Southbridge Street to Deansgate)
Southgate (St Mary’s Street to King Street West)
Market Street (Exchange Street to Cross Street)
Fennel Street (Corporation Street to Cathedral Street) – access will be maintained for morning deliveries only.
Cathedral Street (Fennel Street to Exchange Square) – access will be maintained for morning deliveries only.
Cateaton Street (Exchange Square to Deansgate)
Victoria Street (Cathedral Approach to Deansgate)
Todd Street (Corporation Street to Station Approach)
King Street (Spring Gardens to Southgate)
South King Street (Ridgefield to Deansgate)
Barton Square (St Ann’s Square to St Ann Street)
King Street West (Deansgate to St Mary’s Parsonage)
St James’s Square (John Dalton Street to South King Street)
Cross Street (King Street to Corporation Street)
Museum Street (Peter Street to Windmill Street)
Marsden Street (Cheapside to Brown Street)
Manchester Day 2024: Let The Games Begin! will take over the city centre on Saturday 27 July from 12pm-6pm.
Check out everything you need to know ahead of the event here.
‘Complex’ Metrolink repairs to the Rochdale via Oldham line could take weeks to complete
Emily Sergeant
Work currently underway on the Rochdale via Oldham line is expected to take several weeks to complete.
Transport for Greater Manchester (TfGM) has confirmed that land movement affecting the Metrolink network near Derker has now “slowed”, and this means that detailed ground investigations and temporary repair works have been able to get underway.
In order for trams to run again on the crucial line from the city centre to the two major Greater Manchester towns, TfGM says that a small section of track has to be moved back – also known as ‘slewed’ – into its original position.
The overhead line poles also need to be repaired too, the transport operator revealed.
Rochdale line update
Land movement affecting the Metrolink network near Derker has slowed, enabling detailed ground investigations and temporary repair works to get underway.
To get trams running again, a small section of track has to be moved back into its original position… pic.twitter.com/byERjitdi1
Unfortunately though, due to the “complex” nature of these works, and despite the fact that TfGM says it’s actively looking to “accelerate” the repairs, the project is expected to take up to five weeks to complete in full.
On top of this, the detailed ground investigations will also establish whether any further work to strengthen foundations beneath the track will be needed at a later date.
TfGM has apologised for the inconvenience caused to passengers.
‘Complex’ Metrolink repairs to the Rochdale via Oldham line could take weeks to complete / Credit: TfGM
Speaking on the scale of works currently underway, and how long he expects them to continue for, Pete Sommers, who is TfGM’s Network Director for Metrolink, said: “I’m sorry for the impact this is having, and will continue to have, on people’s journeys.
“We are working to get trams running through the area again, but this remains a complex and challenging issue and it could still be a few weeks before this happens.
“We will of course keep passengers updated, and I’d encourage people to check our social media channels and website for the latest information and advice.”