We Need To Talk with Paul C. Brunson - "We Were £50,000 In Debt!" We're Talking Fashion Empires with Lorna Luxe and Adam Frisby

Episode Date: December 11, 2025

Building a fashion empire from the ground up isn’t easy. Today, Paul sits down with fashion entrepreneurs Lorna Luxe and Adam Frisby to share the real story behind their success. From launching multimillion-pound brands to overcoming challenges like debt, burnout, and reinvention, they reveal what it truly takes to thrive in the competitive world of fashion and social media. This is a conversation about risk, resilience, and redefining what’s possible.We’re Talking Fashion Empires (00:00) Intro (00:50) How Lorna Started Out as an Influencer (07:53) Lorna's Partnerships With Fashion Brands (09:16) What Lorna Feels Is Most Misunderstood About Her (12:27) Lorna's Future Brand (13:17) Celebrities and Influencers Who Collaborated on In The Style (13:58) How In The Style Grew (16:05) Adam's Personal Challenges Running In The Style (18:17) How In The Style Benefitted From the Covid Pandemic (21:30) How Adam Became Burnt Out (23:53) How In The Style Came to an End Learn more about your ad choices. Visit megaphone.fm/adchoices

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The Hilton sale is on now. Book on Hilton.com or the Hilton app and save up to 20% to get the stay you expected. When you want savings, not surprises. It matters where you stay. Hilton, for the stay. Hello and welcome to We're Talking. Today we're talking about what it really takes to build a fashion empire in the age of Instagram.

My guests are Adam Frisbee, the self-taught entrepreneur behind in the style that grew from a bedroom side hustle into a high street success story. And Lorna Lux, the fashion creator who turned her personal style and loyal online community into a brand of her own. Today we're talking fashion empires. essentially get on the path to what has now become a major business, a major brand. Yeah. Right. I'm curious about how you and John work together on that because there's a similarity in my career and my wife and us working together in the early stages. And I was reliant on her.

Yeah. I was reliant on her skill set. I was reliant on her financially early on. So what was the dynamic between you and John early in? your current career. I mean, it was as practical as he took my photographs that I would post on Instagram every day. And I would do all the back end that replying to messages, the DMs and whatnot.

But he was taking my photos. He was the guy that was saying, listen, we can't really afford it, but let's put it on a credit card because you need that bag to be relevant if you're going to be this fashiony girl. So we kind of over, we got into debt. I'm not going to pretend we didn't. And I think we got into about 50 grand worth of debt, spending, on things like trips, places we would pay to go so we could create content.

Interesting. To kind of build, because I was so adamant that this was going to be a career for me. I was convinced of it. I just needed the opportunity, and he helped me pay for that. But when you are 50 grand in debt, what do you see that makes you believe you should keep going down that path? Because every month that I kind of grew my community and slowly these money moments came in, you know, partnerships and whatnot, the brand partnerships would get better.

There was never a month where it went backwards. And so it was a bit of, you know, he likes certainty John does. He likes, he's the guy that's a bit more sensible than me. But he couldn't argue with the stats, which were that every month we're earning more money. So the trajectory is, why is this going to stop anytime soon? Okay. And as much as we were in debt, we could afford to pay off our credit cards each month. So I was like, as long as we can afford to pay off our credit cards, let's just keep going.

Interesting. And what you were doing at that point was, I would imagine you're creating content. Yeah. You're posting that content online. And different companies are reaching out to do collaborations, partnerships with you. Yeah. Okay. Yeah.

And then it really, I think lockdown kind of helped me massively. because I had a nice community online before lockdown. I think I probably had about half a million followers. So a lot of people were, you know, in my circle. But I'd never spoken on camera, or maybe I had one or twice, not really showing my face. People didn't know I was from Manchester or much about my background because I quite liked it like that

because there's a vulnerability in sharing those things. But in lockdown, we couldn't leave our houses. And I was doing street style photography, you know, that's what my content was. It was me stood in the street in an outfit. So I was like, what we're going to do here? And it was John that said, well, listen, every morning you get up and do your makeup and you sit chatting to me, why don't you just film it? Oh, that was his idea?

Yeah. He was like, instead of chatting to me, why don't you chat to them? And I was like, yeah, I suppose I could. And I just tried it out. And it kind of took off. And actually, my business to this day is built on storytelling, on stories. So a lot of people on Instagram, it's all about the main grid, right? Yes.

And that's where all their brand partners come from. But, I mean, you've got to pay me a lot of money to put something on my main grid. Because I'll avoid it like the plague. Yes. Because for me, that's my shot window. Can I, so this is another thing that's blown in my mind. So it was John's idea for you to sit, do your makeup and tell the story. Yeah.

Which, by the way, is, I would say, one of the most popular forms of content today. It is, yeah. In 2025. But it wasn't then. Yeah, so you hadn't, because I'm thinking, did you originate this? I don't think I did. but I saw an influx of content creators in the UK that emulated what I did very quickly after I did it

because they saw the success I was having. And I get it. Because it was so raw, there was no preparation other than ordering a load of stuff online to use. So I would do, you know, halls. I'd just ordered bits of makeup, skincare, stuff I'd never tried before. Sure. And I think there's a naivety in those, let's unbox this together,

let's try it together. I'd use it wrong and we'd giggle about it. I'd come on with no makeup. and I didn't look that great. And I think there's a really nice thing to see somebody just not being so conscious of how they look. Yes.

And not feeling so doled up. And I don't have a telephone voice when I come online. I talk, I think I talk to my mates. And it was like a FaceTime with my mate. It was just, I never really think who's watching. Okay. If I did that, I'd be conscious of everything I said

and I'd be over-filming and re-recording. So everything's one take. There's no over-eastern. Like it's just, that's it. That's what I said. But what about body image? Because it's something that you've struggled with throughout your life. So how conscious were you of how you were showing up with your body online?

I kind of was, but also because I was doing a lot of makeup stuff, that's just your face, isn't it? So I wasn't really focused on my body as much. Right at the beginning of me doing those tutorials, there was a lot of like face apps and stuff. And I remember using an app called Snow. And you could slightly I remember like I slightly made my jaw a bit more narrow and I quite liked how it looked

but then when I started getting offers for money for skincare and makeup they'd had in the briefs it would be like you can't use any editing filters and I think the government even made a decision on it as well so I had to be like right I've got to scrap this and I said to John like what am I'm going to do and he was like well you don't look that much different

and so I just one day went on without the ad and no one commented and I was like no one's noticed So it's only me that cared. So then I thought, yeah, so did it. Like, you know, if they don't care, I don't care. And actually, the more swipe-ups were on the ones where I looked a bit rough.

If I looked too perfect, it wasn't as engaging. Okay. And so, you know, and we spoke about it before, I liked money. So I could see this was a financial, like, a decision for me. Absolutely. To be bare. At what point did you feel like you were profitable?

Probably before, probably before lockdown, before the beauty. Okay. I think as soon as I started to create those fashion collections, they were really lucrative. And I realized that, oh, this is got, John was like, this is crazy money. Like, you're earning in a month what I earn in a year.

It was like, this is daft. But then certainly beauty, there's so much more variety, right? And there's a lot of money in beauty as well. Oh, my gosh. And a lot of advertising. So it opened up lots of lovely doors. Yeah. So around that time, then, the collections you were creating.

So you were partnering with... Yeah, partnered with a fashion brand. With a fashion brand, okay. And we would create... Initially, it was like one collection every three months. But they would... I think the first collection sold out in the first day. And then so the next one we did again,

and then they were really, like, fun to do as well. I loved it. And they gave me so much... They indulged my, like, creativity. So they were like, if you can be as easy. involved as you want or was non-involved. Wow. And I built this little team that I worked with there and it was brilliant.

Yeah, it must have been a dream. Yeah, it was a dream experience and I'm so grateful to the people, you know, that were behind that and let me do that. And I always knew I'm going to do this on my own at some point. But that was like risk-free, really, because I wasn't putting any money into it. And it was just a brilliant experience in terms of understanding my customer base, what they wanted. The back end was key. Yes.

Because I could see what did well Because I answered my DM So I was getting the feedback So I really used that as like market research It was the best market research ever Oh my gosh And you were making money I'm making money

Can you disclose what a good month was for you? I mean I think at the high I think one month I got paid Just from that brand Like 80 grand Which is a lot of money isn't it That is a lot of money

Lorna, it's a lot. That wasn't the standard. That was a one-off. A one-off, but still, when you think about your community, which has truly, I think, been the linchpin around your success. It's been your community. What do you believe is most misunderstood or even least known about you? What I do, I come on every day, right, and chat.

So I feel like if there was a fakeness in anything I was doing, they would have seen that by now because I don't think it would have, I couldn't have kept up the facade. Right. So the fundamentals of who I am, people do definitely know. But the general day to day of my life, because they only get that small snippet, they probably don't see a lot of the worries that I have and just generally things that panic me because they're not things I talk about, whether it be, obviously, John, they know, but certainly work stuff.

When you think about your career, what do you believe is the big? biggest misconception? That me and John started with loads of cash, because we didn't really. We just got into loads of debt. We pretended. We basically, I'm definitely that girl that fake it till you make it. And I think most people think, you know, John's a rich guy

and that's why they've got all that nice stuff. But fundamentally, John and I together are successful, and that's why we've got all that nice stuff. It's not more, all right, I'm the front facing person, but he's my business partner and co-founder of all my brands and equal decision-making and very involved in every element. It seems like you had to sell a lifestyle in order to then live the lifestyle. Yeah, I did.

And that is exactly what I did. Yeah. And I reversed engineered my own living, if you like. Yes. I just recently started following you. And I noticed that so many of the people that I admire and respect that I'm, also following, are following you and engaging your content. That's almost a litmus test on how I can tell how well I'm going to like someone.

Really? It's based on those that I respect whether or not. Not only do they follow you, but I see that they engage in your content. So they look up to you. And to me, I always look at that as an endorsement of how, you know, how similar the values I'll have. with someone. Gotcha. Yeah, based on, because I think that in essence that's what we do is that we end up becoming close and highly admire and highly respect people who share our values. Because our values are like our rule book to life. Yeah, and you do have to edit who you,

whose content you consume because if you find yourself in a whole of following people that are quite negative or maybe have strange values, you start to make it okay. You start to make it passable and plausible. Yes. And before you know it, you've ended up with completely different morals and views. Yes. Yes, absolutely. And that's why how we were grounded, how we were taught early on, that's why that's so important.

Are you proud of yourself? Yeah, I am proud. But there's always more you can do, right? Currently, it's three brands that you're managing. So it's L.A. space. L.A. space. Ghost by Lady A. and then 98 Beauty, which hasn't yet launched.

And we've called it 98. We've called it beauty because that was the only like dot com available. But fundamentally 98 is going to be an umbrella of products I love. Okay. That aren't clothes. Ah, interesting. Interesting. All right, so busy, busy, busy.

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Yeah, yeah. I think that you, did you do her first range? Yeah, we were, she was with In the Star for three years. Wow. Yeah, and that was her first, obviously she got her brand now, but that was her first, yeah, collaboration she did, yeah. Yeah. Yeah.

Yeah. We weren't so many, you know, big names in the end over the years. You know, Stacey Solomon was one, Jacqueline Joccer, which she won the jungle, and then came and signed. And yeah, all these people trusted me. And it was the root of the success, really, you know, that we had so much trust with each other and we built relationships and that then, you know, that then helped the success of the Rangers and the company, yeah.

Look at that. So the company grew and grew. grew and grew and grew. Yeah. The company grew. Grew so, yeah, so big. And I would say COVID was a really pivotal moment for the business because, you know, I'd looked at it and changed the business model completely because obviously you had to.

You know, people were locked down. Things were changing. We moved our collections. We changed it all around. So I think in our first year of in the style we'd done, I'd got to four million pound of sales, which was incredible, you know, like... First year? Yeah, first year.

Look at that. A thousand in, four million in sales. It's a minority of companies that are able to survive after, you know, one year of business, let alone more, right? But you were able to do it. So just from a business advice standpoint for everyone who wants to become an entrepreneur or maybe he's in their early phase of entrepreneurship, what advice would you give in that first year?

Where are the areas that everyone should focus? I think, well, firstly, anyone that wants to, to just go for it is a first because I think so many people say things and it is such a big thing to try and do and believe in yourself and leap, but that believing in yourself and just going for it is the biggest thing. And it's hard because in that first couple of years, I think resilience again comes down to it. Honestly, I knew nothing going into business at all. Like the roles that I was recruiting for after a couple of years, I didn't even know what they did. You know, I just had to learn, like, wing it all on the job.

And I think that's probably the biggest thing for me is, like, you know, you don't need to have qualifications. You don't need to know certain things. If you've got an idea and you can believe in yourself, just go for it. And I think when you fall down, which you will many times, is, you know, dust yourself off and get back up and go for it. And that's what I did over and over and over the first few years because there were so many setbacks and there were so many reasons to not continue. But I just believed in it and just kept

getting back up and going again. Okay. All right. So then let's let's talk about going into COVID. You just mentioned your nan. And I think that it's important to, you know, look at the fact that you're growing this business. You've become successful as an entrepreneur, but you still have life Yeah, absolutely. Going on. I really didn't have much of life going on, really. I am I'm a to admit, you know, for the 10, 11 years I was in the style, you know, it was my whole life. And I missed out on a lot of time with family and different things. And that was my fault because I was so focused on the goal and the business. But yeah, you know, life was still lifeing.

And yeah, we hit COVID and my nan passed away suddenly, actually. You know, she was, to me, she was very healthy in the sense of she looked amazing, she looked incredible, she was 81, and we just didn't expect it. did have heart problems over the years and you know she did suffer with her health but it was still such a shock to us and i remember yeah we literally i think we've gone into lockdown like three days or something and i'd spoken to her the night before um and yeah my uncle run jami actually and told him and jamey had to tell me um and i just remember at the time thinking wow like because my nan to me was like my mom really she was the equivalent of my mum

And that hit me big time. And I think for the next two, three days, I struggled to even leave my room. I just was really, I just couldn't cope with it. And then something just clicked in me. And I remember thinking, you know, I know how proud she was of me and this business. And she used to tell me all the time how proud she was of it. She just used to find it fascinating and amazing. And every time I went to visit her, she used to say, I'm so proud of you for doing this.

And I knew how much she loved it. And I thought, I can't let this slip away now. You know, I can't, I need to be there and make this work. So I kind of, it kind of created a bit of a fire in my stomach almost. And I was like, I know we're hitting COVID. And the voice I was getting, well, the team at the time, the board of directors and stuff that were on the board. And they were kind of like, we're going to have to possibly shut down. We're going to have to do this.

We're going to have to reduce sales. And I was like, no, guys. Like, I've got ideas. Like, let's try and do this. And we changed all the collections and did work from home collection. You know, different things going on. and the business just cataported. Wow, it grew.

Yeah, it grew hugely. During a period where you think it would have been on a decline during that COVID period. It really grew. And it was really about just completely changing and pivoting the business model. You know, like not the business model as such, but like, you know, we'd had so many collections planned

for summer and everything. And we were like, hang on a minute, what do people kind of need? We did loads of stuff. We raised money for NHS at the time. Like, there was loads of things that we kind of did. And the brand just grew phenomenally. I think, you know, a lot of people on social media, of course.

And yeah, when, I mean, I think pre-COVID we were doing probably, I mean, we were doing well anyway, 30, 40 million of sales. Post, you know, over the next year, we were doing 80 million of sales. 80 million in sales. Yeah. Post-COVID, a period where many businesses were shutting down. Yeah. Yeah.

Yeah, some fashion businesses really grew and some fashion businesses, you know, didn't. But yeah, we did. And it got to March 2021. and then we floated on the stock market. Look at that. Yeah. Was that, that must be a moment that you'll never forget. Do you know what?

I feel bad saying this, but I kind of got convinced in a way to do it because, you know, we had a board at the time, which was, you know, had some directors on it and they were like, look, Adam, we think this would be a great idea. And there was two reasons, really, from my perspective. You know, one, of course, financial freedom for me and my family. Like, I'd never really taken any money out of the business, even up to that point, which was like eight years in, seven, eight years in. So that was, you know, one opportunity that was going to be on the table.

But bigger than that for me, actually, was that the business would be okay. Like, we wouldn't need to get any more funding because it's on the stock market. You've got shareholders. So if you ever need to raise more money, you can buy the stock market. So I was like, this is a win-win, really, you know, it makes sense. But I was scared because I ran the business in my way. I could get my arms around it, and this was going to become a whole different ballgame. Yeah.

Because you'll have other owners, in essence, other equity holders. Essentially, it's no longer my company. It's a public company. Yeah, you have shareholders. You're answerable to. You've got a big board that comes in. And we knew there was going to be like potentially other heads, directors, you know, lots of different things. And it was like, okay, this is this is going to become a lot.

But it made sense. It made a lot of sense. But you were reluctant to do it. Yeah. Initially I was reluctant to do it. But I, you know, I was on board totally, you know, by. the end I thought this is going to be a game changer for the business and it's going to be life changing for for for me and my family which was which was which is the goal right in life in a way

um so yeah we we did it and you know I worked really really hard over that year and being honest I put a lot of it down to my nan as well like just having that fire in my stomach of like we're going to get there we're going to do this she'd be so proud I can help my family which I always promised my nan I would I would I always said to her you know she used to say to me like well I don't one day if you get rich, you know, you can help me out, you can put me in a nice home. And we used to joke about it so much. But it was never really a joke to me. Like, I always wanted to help her out.

Can I ask, too, is when you go public, then what becomes the valuation of the company? How big is it? So we floated on the stock market in March 2021, and the business was valued at 100 million pounds. Yeah. Yeah. 100 million pounds. Once again, from 1,000 pounds to 100 million pounds. Yeah.

But honestly, going back to your question, sorry, in the moment, everything changed. You know, in reality, everything changed. You know, I did become a millionaire from being, you know, from that. My business was really well funded, which was incredible. It benefits so many people in lots of ways and the business was changing. But the reality on the floor was I was working so hard. I was literally at burnout. I had not taken any sort of break or anything really from the business at all.

And although I was so proud of the moment, I didn't feel what I thought I would feel, if that makes sense. I felt really numb. I think because the reality was my nan wasn't there to see it, and she was my biggest driver. And I think that I had so much work to do to get it there and post. It doesn't stop. You know, you then got shareholders, you know, the work really gets bigger.

So I think I just remember being in a moment of like this is amazing and and you know people the outpour of like congratulations and you know it was amazing but in the actual moment I just felt numb. That's the only way I can describe it and at this point I'd realized and I think Jamie had realized that I'd hit burnout and up until this point you know someone would have said to me you know you work too hard or careful of burnout I'd have been like oh burnout whatever you know I'm an entrepreneur this is how it works. And, you know, that last year really changed it for me because I'd realized that I had given everything

to this business over eight years and I had nothing left almost. I just was so, I'd worked myself into the ground ultimately. So when we did do the IPO and float on stock market, before we did it, I'd kind of said to the guys, look, if we do this, I want to bring in a CEO because it's bigger than me, this now. You know, I don't know how to deal with the stock market

and shareholders, it's new to me. And I am absolutely burnt out. You know, I have to, I'll still be in the business. I'm still gonna work as hard as I can, but I just need someone to help take it to that next level. And they agreed, you know, they wanted me to stay a CEO,

but I was like, you know, this is the reasons and they agreed and understood. So that was always kind of the plan when we floated on the stock market. And yeah, I started to think, right, okay, let's see. But essentially, I carried on, I started work, I was working, I wasn't being paid. I'd given up the salary, that didn't matter, you know,

I just wanted the business to be okay and I brought in an MD. And I'd just say things started to slowly happen that were not right. And that was things like, you know, people not being paid properly. You know, I was having calls from suppliers, long-term suppliers that I'd worked with who were crying down the phone to me saying, Adam, we're not having this paid, we're begging. Like, you know, we're doing this work. And I was helpless because the difference when being on the stock market was I was still the biggest shareholder. So although I didn't, I didn't have the majority, I was the biggest

shareholder and everyone had lots of small shareholders. When they bought the majority from the stock market, they became the majority shareholder. So although I was respected initially and I was ultimately the heart of the business, you know, I didn't have a say, if they wanted to not pay someone, they would not pay someone. I didn't have access to the FD. So I started to really raise the flag and just say, look, you know, this is not right. I'm not comfortable, you know, in this position. And things just got worse. They just got worse. The lack of respect was there.

It was really challenging because at the time, the staff, the team really saw me as the, you know, the guy there. And I think they had a lot of comfort in me being there. And, you know, they didn't really know this new team. And I really. What are the customers also saying at this point? And the customers as well. Like the customers didn't really feel this. You know, they didn't really feel any of this because ultimately our goal was just to make sure the business data.

and we bought the collections, we did for we could. So the customers didn't really see this first hand, if that makes sense. But I think the reason I stayed so long after this was because, A, I loved the business, I wanted to be part of it, but B, the team and the customers, the people that had followed my journey and supported this business from day one and over the years. But yeah, I think one of the big things that happened was I kind of found out via a member of the team ringing me and they said Adam we're going to lose our jobs like the business is being sold and I was like no no it's not and I looked online and essentially when I signed over

some paperwork to give some more shares back to them they'd release this press that we were doing a deal and they were going back on the stock market and yeah doing this big deal and I run you know I'm the guy I won't go into the ins and outs of the conversation it wasn't it wasn't a good one and And essentially I said how day you do this, you know, I don't know anything about this. This is my business that I love. My team are worried, like, what's going on? And I just was like, this just isn't me. I got my lawyers involved and I said, look, I don't want to leave this business.

It's everything to me. But I need them to run this business in the right way. And in the end, I sent a letter to resignation to them. I surrendered all of my shares, which I got nothing for. And I left. And I never heard back from that. note ever and I obviously stayed in contact with the team and I did everything I could before I kind of released a statement to say that I'd parted ways with the with the business and it was

really tough you know for me that was a decision that I had to be a breaking point to make and I really was you know with everything I'd gone through and then the business to be running this way I just felt so it just felt so wrong and I was like if I can't steer this in the right way I'm going to go and I'm going to speak my truth and I'm going to tell people because that's just not me. I'm just not that person. So yeah, I left and that was September 23. Yeah. In December last year, I recorded a podcast and I did it with Jamie to kind of speak my truth really. And I thought, you know, this makes sense with Jamie. And I was getting questions every day about what had gone on. And I thought, I don't want people to think that I've just walked away for.

something that I love because I really didn't, you know, it was so much bigger than that. So I did the podcast and I put out that I was obviously doing it and I got a legal letter, I think about 10pm the night it was due to go out. And it came from the company and just basically, well, the investment company and just said, if you essentially put this out, we will be taking court action. And I spoke to my lawyers and they were like, look, you've got some clauses in your contract at this point where, you know, they could try and do this. And do you really want to go through another two-year court battle when you've just been through what you've been through?

So we pull the podcast and we put out a statement, which to be honest with you, it did what it needed to do because people trusted me and Jamie. They could read between the lines. They could see these other people speaking up about it. But it was really hard at the time because I'd kind of been shut from speaking my truth. And I kind of carried that for a long time, really, because. Yeah, I wanted to, I wanted to tell people. But luckily, you know, we've got such a supportive community on like Instagram and socials in general and the word got out and people supported.

And yeah, it was an amazing amount of support that we got from that. And how are you able to speak today legally? So there's lots of things happened since then. Time is a big thing. The business then got put into administration a few months later. I kind of stayed in touch with a lot of the team and I tried to help as much as I could with new jobs and like the new business that I'm working on are all X in the style people, which I'm really pleased about.

But yeah, the business essentially went into administration. So it changes things a little bit. It got different ownership structure now. I don't even know if it's still trading. It's very strange the setup. But yeah, it changed things really. And also, you know, this wasn't about coming in and damning a particular person or, you know, it was just really the reality of what happened at the time.

Yes. And it also sounds like you wanted to speak to the community, the in the state community, just to set the record straight. Yeah. No regrets? No regrets. I don't think I could have any regrets. At the time, absolutely. I really struggled. But I think, yeah, therapy and lots of conversations later, I have no regrets for what I did. I'd stay true to myself and I did the right thing. Hey, Mama. Thanks for making all my favorite recipes. Hi Ma, Ma. Thanks for your unfiltered advice. Hi, Mom. Thanks for always being by the phone. Hey, Mom. Happy Mother's Day. When you ship UPS Air at the UPS Store, your items arrive on time or your money back. Guaranteed at no extra cost, exclusively at the UPS store UPS store U.S. retail locations.

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