From Nana’s House to £10m Turnover: How Olivia Prince Built a Fashion Empire

I started selling clothes from my nana – Olivia Prince, the founder of the fashion brand Murci, has transformed her modest beginnings into a thriving business with a turnover exceeding £10 million. What started as a casual side project in her grandmother’s home has evolved into a prominent name in the UK’s fast-fashion scene, recognized for its bold designs and rapid growth. Olivia’s journey is a testament to the power of passion, creativity, and resilience, as she turned a personal hobby into a global enterprise.

The Spark of a Dream

As a teenager, Olivia Prince was already captivated by the art of styling and experimenting with fashion. Though she never anticipated it, her love for clothing and design would lead her to create a brand that now commands attention from both the public and industry experts. Her initial steps into the world of fashion were taken through a placement at Boohoo, a major UK brand, which she completed while studying fashion buying and merchandising at Manchester Metropolitan University.

During her time at Boohoo, Olivia faced the common fear of many graduates: uncertainty about whether a university degree would secure a stable career. She recalled thinking, “If I get a placement, even if it takes an extra year to graduate, it might be a foot in the door.” Her determination paid off, as the experience not only gave her a professional foothold but also inspired her to explore her own creative vision beyond the corporate setting.

The Birth of Murci

After her placement at Boohoo, Olivia transitioned into a receptionist role during the pandemic, which provided her with the flexibility to focus on her side hustle. Using her grandmother’s house as a makeshift warehouse, she began buying and reselling clothes from wholesale websites, a venture that soon outgrew its humble origins. The brand, which she later rebranded as Murci, was born from this blend of necessity and creativity.

Olivia described the early days as “nothing to lose,” emphasizing how the low-stakes environment allowed her to experiment without fear of failure. Her unique approach included “placement prints,” a design feature that set her pieces apart from conventional high-street offerings. This signature style quickly captured the attention of customers and influencers alike, laying the foundation for Murci’s meteoric rise.

Breakthrough and Expansion

The turning point for Olivia came in 2021, when a contestant on the popular TV show Love Island wore a Murci two-piece outfit. The exposure led to a surge in demand, with the brand selling hundreds of units in a single day. “That’s when I realized it was more than a hobby,” Olivia said. “It was a proper business.”

Following this success, Olivia made the bold decision to leave her receptionist job and fully commit to her entrepreneurial ambitions. Her team has since grown from a handful of family members to 35 dedicated staff, and the brand now operates from a purpose-built headquarters in Manchester. The rapid expansion has not only brought financial rewards but also a sense of fulfillment as she brings her vision to life.

Collaborations with influencers have played a key role in Murci’s visibility. Working with figures like Meagen Wells has amplified the brand’s reach, connecting it with new audiences through social media and content creation. Olivia highlighted the effectiveness of these partnerships, noting how they helped bridge the gap between her creative ideas and consumer interest.

A Family Affair

Murci’s growth has been deeply rooted in the support of Olivia’s family. Her mother, for instance, has been instrumental in crafting the labels, while her grandmother has helped with packaging. These early contributions underscore the personal and familial connection that has shaped the brand’s identity. As Olivia’s business expanded, the roles of her loved ones evolved, eventually giving way to a professional team.

Olivia’s brother, Thomas Prince, has also been a vital player in the brand’s international growth. With his background in accounting, he swiftly established the US distribution center after the introduction of a 10% global tariff rate last year. This move has already resulted in 30% of Murci’s sales coming from the American market, a feat Olivia described as “a once-in-a-lifetime opportunity” for a Welsh entrepreneur.

The Rise of Side Hustles in the UK

Olivia’s story is part of a larger trend in the UK, where the side hustle economy has reached record levels. According to a survey by the Financial Times, 49% of adults now own a side hustle, highlighting a cultural shift toward entrepreneurship and self-reliance. Experts attribute this growth to factors like economic pressure, the need for diversified income sources, and the influence of social media.

Shankha Basu, an associate professor of marketing at Leeds University Business School, noted that the UK’s “bustling side hustle culture” is driven by a combination of practical needs and digital innovation. “People are increasingly looking to supplement their income or pursue passion projects,” Basu explained. “Social media has made it easier to turn ideas into businesses, even for those starting from home.”

While the success of Murci is impressive, Olivia acknowledges that high-level growth is no easy feat. “It’s difficult to replicate,” she said, reflecting on the challenges of scaling a brand. Nevertheless, her journey offers hope and inspiration, proving that determination and a unique perspective can lead to remarkable achievements. As she continues to innovate, Olivia remains focused on maintaining the brand’s signature style while expanding its global footprint.

Quotes That Define the Journey

“I think one fear of mine was going to university and not being able to get a job in the field I wanted. So I thought, if I get a placement, even if it takes an extra year to graduate, it’s a foot in the door.”

“You had to make a really creative CV to show off your skills… I can’t draw, but I was like, ‘how cool would it be to have this leather jacket with my CV all across the back of it?'”

“Brands spend millions trying to tap into the American market… whereas we just run the same ads here as we do there and it performs really well.”

Olivia’s path from a small kitchen table to a £10m brand is a story of transformation. What began as a side project in her grandmother’s home has now become a model of success in the side hustle culture. Her ability to blend creativity with strategic planning has not only propelled Murci forward but also inspired others to pursue their passions with confidence.

As Murci continues to grow, Olivia remains committed to its core values: authenticity, innovation, and community. Her journey highlights the potential for grassroots ideas to scale into significant enterprises, especially in an era where digital platforms and social media provide unprecedented opportunities for entrepreneurs. For Olivia Prince, the road from her nana’s house to a thriving fashion brand is a reminder that dreams, when nurtured with perseverance, can become reality.