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.
Manchester City win watershed case against Premier League over sponsorship rules
Danny Jones
Manchester City have landed an early blow in what is set to be a long and arduous series of legal proceedings over the coming months as they have won a case against the Premier League over their rules around sponsorship and related party transactions.
The current English champions, who have won a record four Premier League titles in a row, launched legal action against the division back in June after claiming that their restrictions around Associated Party Transactions (APT) rules and sponsorships were unfair and unlawful.
Now, as it turns out, an independent panel of three retired judges ultimately concluded that the rules were unlawful and, at least in part, contrary to the Competition Act 1998.
The details of the case are obviously numerous and complex but, in short, it has been found that Man City were unfairly blocked from moving forward with two huge sponsorship deals earlier this year.
BREAKING: Man City has won their legal challenge against the Premier League's Associated Party Transaction rules, which surrounds commercial deals between clubs and their related companies 🚨 pic.twitter.com/ZevrXvOOhd
Although the outcome has been somewhat debated by the league itself, it was decided that the imposed regulations were unfair and “discriminatory in how they operate, because they deliberately excluded shareholder loans.”
Issuing a statement following the decision, the Premier League said they “welcome the Tribunal’s findings, which endorsed the overall objectives, framework and decision-making of the APT system”, adding that it also “upheld the need for the APT system as a whole and rejected the majority of City’s challenges” while reiterating that the rules are necessary for their “financial controls to be effective”.
They went on to add that “the decision represents an important and detailed assessment of the APT Rules, which ensure clubs are not able to benefit from commercial deals or reductions in costs that are not at Fair Market Value (FMV) by virtue of relationships with Associated Parties.”
Meanwhile, the City Football Group responded to the news in a series of bullet points, insisting that the “Premier League was found to have abused its dominant position, […] had reached the decisions in a procedurally unfair manner” and that they will now have to “restate the fair market value of two transactions entered into by the Club.”
Safe to say people have noted quite a distinct difference in tone when it comes to statements from the two parties regarding associated parties and their transactions with clubs but, nevertheless, it’s a victory for the Manc club could have a huge knock-on effect regarding how much teams can spend in the future.
Quite a contrast in wording between the statements from Man City (left) and the Premier League (right) on findings related to Associated Party Transaction rules. pic.twitter.com/H3QkHlwMGM
The Premier League have also reassured that two particular aspects of the existing rules that didn’t fully comply with the Competition Act will be rectified promptly and will be “conducting a process that can allow the league and clubs to enact those specific changes quickly and effectively”.
Not only does this mean that CFG is likely to restart conversations with the two blocked parties – one being the Etihad Group and another with a bank based in Abu Dhabi – but that other clubs could now potentially look into further lucrative sponsorship deals, although ‘fair market value’ will still be assessed.
You can read page 164 of the document which summarises the full Tribunal HERE.
Meanwhile, the still outstanding case against Man City over their 115 charges regarding FFP breaches has now begun, though a decision is still a ways off.
Date set for Manchester’s move to London-style ‘touch in, touch out’ public transport system
Emily Sergeant
The date for Manchester’s switch to a London-style ‘touch in, touch out’ public transport system has officially been set.
With just three months to go until all buses in Greater Manchester are back under local control, Transport for Greater Manchester (TfGM) has now set the date for the introduction of capped contactless payments on the Bee Network in a bid to “support multi-modal travel”, and it’s already being described as a “huge step forward”.
TfGM believes contactless pay-as-you-go systems on buses and trams will make travel easier overall, as it’ll guarantee passengers pay the right fare for their journey.
But how exactly will it work?
Coming soon, contactless Pay As You Go on #BeeNetwork buses. Travel seamlessly between bus and tram, with fares automatically worked out for you.
🟡 Pay no more than the daily or weekly cap for your journeys (adult fares) 🟡 Unlimited daily travel by bus for £5 a day pic.twitter.com/dOa8o96vqA
Well, similar to how customers currently travel on the Metrolink, passengers will be able to use their bank card or smart payment device to touch in on all Bee Network bus services, and rest assured knowing that they will only be charged the lowest fare up to the daily cap of £5, or the new weekly cap of £20.
Under the new system, people travelling by Bee Network bus will simply ‘touch on’ as they board the service.
Not only that, but passengers will also be able to travel across both Metrolink and Bee Network bus services at the same time, and only be charged a single multi-modal fare, instead of having to plan or buy tickets in advance – which is similar to travelling in London.
Passengers who use both Bee Network bus and Metrolink can use pay as you go for unlimited all-day travel across Greater Manchester, which is expected to cost a maximum of £9.50, or £7.80 if you start your journey after 9:30am or at weekends.
Journeys will be cheaper if travelling across fewer Metrolink zones.
Manchester is set to move to London-style ‘touch in, touch out’ public transport payment system / Credit: TfGM
For the time being, TfGM has confirmed that pay as you go travel will operate with adult fares only, but this may be rolled-out to others in the future.
“Pay as you go will be launching across Bee Network buses to build on the system that has been in place on the Metrolink since 2019,” explained Greater Manchester Mayor Andy Burnham.
“This is a massive step forward in terms of delivering a London-style transport network for the people of Greater Manchester, putting our region on par with not only the capital, but also major cities across the world that offer seamless integrated travel by public transport.”
Mr Burnham also said it’ll be “affordable and easier to pay for”, and will ultimately “take the worry out of choosing the right ticket”.
The Manc -
13th August 2020 
