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.
Fans are preparing to pay tribute to Mani from The Stone Roses ahead of his funeral service
Danny Jones
Stone Roses fans and Greater Manchester locals alike are getting ready to pay their respects to the late, great, Gary ‘Mani’ Mounfield, following his tragic passing last month.
As well as details surrounding his funeral being announced earlier this week, the iconic Manc musician’s cause of death has also finally been revealed.
While Hatton’s service featured a high-profile cortège which started all the way from his hometown of Hyde, past multiple landmarks and ending at the Etihad Stadium, those local to Mani’s family home on the edge of Stockport are also being welcomed to help send him off.
It's the funeral of Mani of the Stone Roses on the 22nd. He lived locally. This poster is asking people to line the route of his funeral cortege to "show that he truly was adored". pic.twitter.com/X0DYHl10Hp
He had been struggling with emphysema for some time; he was declared dead at his home in the suburb of Heaton Moor, and is said to have died peacefully in his sleep.
As you can see from the posters put in various places around the area, residents wishing to pay their own tributes to Mani before his private funeral service at Manchester Cathedral are encouraged to line the long street leading down from St Paul’s and Heaton Moor United Church as he heads towards the city.
Departing Parsonage Road from 10am on Monday, 22 December, before turning right onto Heaton Moor Rd, then Wellington and eventually on to the Cathedral, you can expect plenty of people to show up.
One of those people will be his former bandmate and another influential guitarist, John Squire, who is one of many famous musical names to have honoured him in their own way over the last few weeks.
Other members of The Stone Roses, as well as Primal Scream (who he joined in 1996), are expected to join the close family and friends at the service itself.
Nevertheless, we have no doubt that plenty will be observing the funeral in their own way.
So, for those of you also looking to honour him, you know what to do; and to quote the poster itself, “together we can show this local legend and his family that he was truly adored.”
Plans to transform Chorlton’s old shopping centre have been green-lit
Danny Jones
Yes, after a prolonged period of uncertainty, the plans put together for redeveloping Chorlton Cross Shopping Centre are now moving forward.
Following an extensive consultation period back in 2023 and planning permission having now been approved by Manchester City Council, the transformation of the long-neglected retail complex has been green-lit, and the project will be moving forward even sooner than you think.
As confirmed earlier this week, Stretford-based construction company PJ Livesey will be working in tandem with the Greater Manchester Pension Fund to deliver the major regeneration, which will see even more living spaces and leisure facilities arrive in the already thriving suburb.
Following an official press release on Thursday, 18 December, we’ve now been given a latest glimpse at what the developers are hoping the new Chorlton Cross district will look like.
Credit: Font Communications (supplied)
Plans for the transformation of both the high street and the old Leisure Centre date back to 2023 and even further when taking into account the Council asking the public for their thoughts on what should happen with the area, but Chorlton Cross, specifically, has been the subject of debate for some time.
The bulk of units in and around the largely forgotten shopping centre are now empty, with just a few hold-outs still clinging on to their space.
Now, following extensive feedback from native Mancs and those who have flooded into the South Manchester town over the past decade, the approved plans have now been revealed.
They include:
A mix of 262 one, two and three-bed apartments, all with access to outdoor space through balconies and gardens
20% affordable homes available through a mix of tenures, with 18.5% of these being available for social rent
Around 3,500 sq metres of public open space, including a fully walkable route through Manchester Rd and outdoor seating areas to encourage people to stop and dwell
A mix of flexible retail spaces, such as a new ‘Makers Yard’ suitable for smaller, start-up businesses
Up to 60 new trees across the site with maximised retention of existing trees
Manc filmmaker, Bernard Leach – who has been making videos about the region since 2007 – shared a longer look at how the vision for this next chapter in Chorlton‘s residential and retail history is currently shaping up earlier this month.
As you can see, some sections of the old Lancashire village and ‘cum-Hardy’ parish could look rather unrecognisable sooner than you think.
Should everything go ahead as scheduled, those involved are hoping to get work underway in the New Year, with the ‘decommissioning’ of all existing buildings, including Graeme House, undergoing demolition by early 2026.
With the majority vacating their premises in recent years, it’s fair to say that it’s been vastly underutilised for far too long.
Posting on social media back in September last year, nearby resident Nigel Woodcock wrote: “Serious question, not just councillor-baiting, but can anyone explain why the retail businesses in Chorlton Precinct were booted out before any decisions were made about what’s going to happen to it?
“It makes no sense to me. No plans have even been submitted, so far as I’m aware, so why kick out those businesses and leave it derelict for so long? The land and buildings are actually owned by the combined GM Local Authorities, so one might expect a modicum of political and business nous to be applied.”
Similar to the new plans being put together for the stretch of land between Castlefield and Salford, most are just glad something is finally happening with the space.
Commenting on the plans progressing, PJ Livesey’s Managing Director, Georgina Lynch, said in an official statement: “This is a landmark moment for Chorlton, marking the transformation of the former shopping centre into a vibrant new hub for the community.
“Working closely with Manchester City Council, we’ve carefully balanced the delivery of much-needed new homes – including 20% affordable – with the creation of lively, welcoming spaces to shop, relax, and spend time.
“This site is at the heart of Chorlton, and we’re bringing it back to life, cementing the area’s reputation as a truly great place to live.”
What do you make of the Chorlton Cross Shopping Centre regeneration plans?
The Manc -
13th August 2020 
