YouTube, Memberships, and Community: How Emma Brassfield Grew Her Creative Business

I’m thrilled to share this week’s conversation with the incredibly creative Emma Brassfield of Studio 7t7.

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Summary:

I’m thrilled to share this week’s conversation with the incredibly creative Emma Brassfield of Studio 7t7. Emma’s career began in costume and special effects, working on blockbuster films like Harry Potter, Batman Begins, and Star Wars (yes, she made Chewbacca’s costume!). But when the demanding film industry no longer aligned with family life, she carved out a new path—turning her love of textiles into a thriving online business. Emma now designs bag patterns, runs a membership and subscription box, and has built a vibrant YouTube channel that reached monetization in just six months. In this episode, she opens up about the realities of building an online business, why she restructured her membership to avoid burnout, and how she uses YouTube, email, and community to create sustainable income and freedom on her own terms.

If you’ve ever wondered how to blend creativity with entrepreneurship—or how to grow an audience that truly supports you—Emma’s story is full of inspiration and practical wisdom.


Topics:

  • Emma’s path from studying costume design in London to working on major films like Harry Potter and Star Wars

  • Why she left the film industry to start Studio 7t7 and the challenges of scaling beyond “dollars for hours”

  • Building a YouTube channel that hit monetization in six months and the strategies that worked

  • The evolution of her bag-making membership—from burnout to balance—and how she uses scarcity and exclusivity to keep members engaged

  • Using lead magnets, email nurture sequences, and community to move YouTube viewers into paying customers

  • The creative freedom, flexibility, and community connections that running her own business now provides


Episode Resources:


About Emma:

Emma is a YouTuber, Pattern Designer and Entrepreneur based near London, UK. After over 20 years in the film industry helping to make such iconic creatures and costumes as Iggle Piggle (In The Night Garden), The Flash (Justice League), Many goblins (Harry Potter) and Chewbacca (Star Wars), the grind of film hours + family life needed to be broken. So in 2020 she finally started her YouTube channel which was so well received that now she runs a successful subscription box and online membership for those looking to learn bag making, as well as selling her patterns all over the world.

Emma believes in everyone having a go- after all what’s the worst that can happen (the unpicker is our friend). But most importantly what’s the best that can happen? She believes that the world of bag making is a welcoming and wondrous place full of support to get you into bag making and flying. You can find out more about Studio 7t7, the patterns, The 7t7 club and The Bag Makers Box over at studio7t7.co.uk and just search for Studio 7t7 to find her on all the socials as well as YouTube to find her channel.


Connect with Emma:


      Click here to read a raw transcript of this episode

      Lyric Kinard (00:01.986) Hello, I am here with Emma Brassfield. We met in Chicago, I believe, at the Handcrafts and Hobbies Conference, and we were having dinner at a table with other people, and I overheard this magic conversation going off on the right and immediately just started fangirling so hard at some of the really, really fun, cool things you do. So Emma. Why don't you introduce yourself to our audience and give us a little bit of the background of how you started out in your creative making. Emma (Studio 7t7) (00:43.539) Yeah, thank you. First of all, thank you so much for inviting me on. I'm really excited to be here to chat with you. So I will introduce myself. I am Emma from Studio 77. I am a bag pattern designer. I also run a bag making membership. I am a YouTuber and I also have a bag making subscription box as well. And yes, we met at H &H and... Yeah, I guess, I mean, as you know, I've always been creative. So I'm very happy to share as many tips and tricks as I can in business and, you know, taking that creative path, anything that can help. Lyric Kinard (01:27.296) It's going to be so much fun to hear this journey. you work with textiles in really interesting ways with machines and putting soft materials together. Tell us about your early, how did you get just into that creative sphere to start with? Emma (Studio 7t7) (01:48.177) Yeah, so my whole career I have been creative. So I kind of fell into textiles. So I was actually an exchange student in Illinois. Don't know if you knew that. When I was a junior at high school. so because that for us, that's kind of between us. So I left my high school in England at 16. and then we then go to our college which is 16 to 18 but I took a year out and came and I was a junior so because I took a year out I kind of missed the choosing of my college courses classes so I sort of came back and it was like an open evening and I had to choose quite quickly but I walked into the textiles room and was just like overwhelmed with the texture obviously and all the colours and I was like I want to do this I'm also very lucky that the college that I went to had six different types of art that you could do and it's one of the best in the country. It's a free college, it just happens to be that it's local so I'm very lucky. I was bowled over by the textiles. At that time I wanted to be a makeup artist so everything I was doing I wanted to do special effects makeup so I was like I'll just do textiles because I love it but I'm also doing fine art and all the rest of it but I was like I just want to go to London College of Fashion, is where the one of the few places that they did costume and special effects. Sorry, makeup and special effects. I was getting ahead of myself a little bit there. And so I did textiles at A level, which is like 16 to 18 age range. And then I went into university, which is probably like your college. And to do that, to get onto the college, university, the London College of Fashion. Lyric Kinard (03:19.758) You Emma (Studio 7t7) (03:39.375) It's based in the heart of London on Oxford Street, which if you know is like the real bustling shopping kind of heart of London. And they didn't, I didn't have an interview. I had to take my portfolio to there. I had to do an extra project on top of all my coursework, which was like crazy busy anyway. And we all dropped, there was loads of us, we dropped off our portfolio in the morning and then we had to go back at like two and see if we even had an interview for later on that day. And I remember it was my birthday. I had like a blood infection, probably too much information, but I wasn't very well and it was all very stressful. And I went back and I did have an interview and and I went in and again, like I say, I was applying to do makeup. I wanted to do makeup and special effects. And I thought you had to do makeup to do special effects. And at the time you started off, did a year and half of makeup. or costume and then after that year and a half, it's a three year course, you then either stayed with those or a third pathway opened up and that was the what they call technical effects but it's all like the special effects side of makeup and costume. So I went in and the head of makeup was there and she was kind of going through and she really kind of did down my work, like she kind of dissed it a bit and I was a bit downhearted and like oh okay but she was like this, I had lots of face painting. Lyric Kinard (05:03.106) Mm-hmm. Emma (Studio 7t7) (05:06.739) So I'd done lots of face painting because I thought that's a great way to practice. So she was going through it and she was like, oh, it's just face paint. It's just face paint. I kind of really dissed it. And I was like, oh, OK, just kind of went with it. then they were like, oh, at the end. But then they were like, your portfolio is very costume heavy. Like there's lots of textiles, obviously, because I did A-level textiles. You know, maybe you'd be good for costume. And I was like, I don't care as long as I get onto the special effects. Lyric Kinard (05:33.486) Just let me in, let me in. Emma (Studio 7t7) (05:35.727) let me in, let me in. And then shortly after that they said, have you actually looked around the college? And I was like no, because I didn't care what the college looked like, I just wanted to go there. And because there was very few choices. I knew that being in London obviously that's where the film industry is as well and I knew it had really good contacts and stuff. So anyway this who I didn't realise at the time but the costume technical assistant is who took me around so she's the one that's in the classroom if you have any machine issues or you need some extra fabric or what have you and then so she took me around and she she said oh I've been hearing about you all day and I was like oh that's a good sign that's exciting so long story short I got in I did the course I did costume I didn't do makeup I did costume and then I did special effects Lyric Kinard (06:11.022) Mm-hmm. Lyric Kinard (06:18.944) What? Emma (Studio 7t7) (06:29.139) and honestly doing the costume first was just 100 % you know like you know when you say like fate or there's a greater plan that you don't know whatever you believe in I feel like something the universe kind of shifted in my favor there so and I absolutely loved costume we did like all the what I call like the straight costumes so crinolines and corsets and millinery and printing and it was just amazing and then I went into like I say the technical Lyric Kinard (06:52.984) Mm-hmm. Emma (Studio 7t7) (06:57.853) technical effects and we crossed over with makeup and we learnt a little bit how to apply makeup but we learnt all about fur and feathers and all the different techniques. So I did that as a degree and then while I was doing that I knew that I needed to be able to get into the film industry, I knew I needed contacts. You've probably realised I'm quite driven. If I want to do something and I can see it's achievable then I kind of... Lyric Kinard (07:19.223) Night. Lyric Kinard (07:25.602) You make it happen. Emma (Studio 7t7) (07:27.131) make it happen. I'm very lucky that my parents are like that so they very much helped me and taught me to be like that and always encouraged that. Anyway, so all the way through my degree I was trying to do short films and no pay, low pay, anything I could do just to get a CV because I knew that I needed something no matter what it was on my CV to show that I had been trying and learning and everything. Lyric Kinard (07:45.304) Mm-hmm. Emma (Studio 7t7) (07:52.465) So when I graduated, then I knew that the people in the year above were working on Harry Potter. And so I was like, I want to do that. I want to do that. So I knew, you know, it's all word of mouth. So I knew exactly who to contact. So I sent my, you know, we didn't really have email back in those days. No one really used email. I know. Lyric Kinard (08:00.78) Oooooh! Lyric Kinard (08:14.562) We're talking dark ages. Emma (Studio 7t7) (08:19.859) Yeah, so I sent off my letter with my CV and just kind of waited and then I got a letter back and it said, we'd like you to come for an interview at Harry Potter. And I was of course bouncing off the walls. but little did I know that the number that they gave me was really hard to get through to. So I was ringing the number and what I didn't realise is that I was ringing the phone that was sort of in one room and literally across the room was another phone. know, again, it was mainly, you know, landline, I think you call them the same, but that I was ringing rather than a mobile and I was ringing and I was ringing and no one was answering. And then when I did answer, ring back tomorrow, ring back next week, ring back last week, you know, literally two months this went on for me to get an interview. Lyric Kinard (08:54.328) Mm-hmm. Emma (Studio 7t7) (09:11.155) And in the end I was quite exasperated. I knew that some of my fellow graduates were starting on it soon. It must have been November time. And I reached out to a student in the year above that was on Harry Potter 2 and I was like, how do I get an interview? I barely knew her. And she was amazing because I don't think I would have given this advice. she said, because with the letter it had a leaflet saying if you want to come and do a makeup course call this number you know as a kind of way for them to sell their makeup course so I just rang that number and I really casually said hi can I speak to Nick please and I didn't realise I'd rang his wife and he yeah and he was like sorry she was like yeah sure here's his mobile number so that was amazing so I literally rang him had an interview the next day and then during the interview again you know the universe aligned Lyric Kinard (09:46.178) Mm-hmm. Lyric Kinard (10:00.653) You Emma (Studio 7t7) (10:10.77) They said, oh, you're obviously very costume based. If we can't get a job in the creature effects department, which is what I really wanted to do, we'll see about getting you a job in costume. again, I was like, I don't care. I just want to work on a big film. And anyway, he got his head of fabrication in who is a guy called Day. Fabrication, so within... Creature effects, have mini departments. So creature effects is the main department. Like you would have costume, makeup, lighting, creature effects. And then within that you have like the mold makers, the sculptors, the hair department, and then you have fabrication. There's other departments as well, but fabrication is the sewing side of creatures or the soft engineering. Some people call it as well. So he came in and he, I didn't realize that he'd actually picked my portfolio out from my course show. I had no idea. Lyric Kinard (10:38.221) Mm-hmm. Lyric Kinard (10:47.543) Night. Emma (Studio 7t7) (11:05.174) you don't really know do you, who's looking at your stuff. Yeah so that was my first film job, was Harry Potter 3. Lyric Kinard (11:10.938) First film job is one of the biggest film franchises ever. And you've gone on to work, you went on to work in some really, really big and really interesting costuming places. Emma (Studio 7t7) (11:26.148) Yeah so after that it's one of those things that once you've got your foot in the door as long as you're prepared to work hard and you get on with people you know it's very much a team and often you have to work late nights all night sometimes that's not great that's definitely a bad side of the industry and so you just kind of and obviously people need help as well so Lyric Kinard (11:37.164) Mm-hmm. Lyric Kinard (11:50.52) Mm-hmm. Emma (Studio 7t7) (11:50.77) They will just give you a call, are you available? We need your help. They're down to the bone as well, so they want you to come in, things like that. So it was just words of mouth, really, and it just kind of, once you get going, it's no balls. So yeah, so I went on from Harry Potter 3, I went on, that was the Prison of Azkaban. I also then worked on Batman Begins with Day as well, who was my immediate boss. and yeah did lots of different things. think the one that people get most excited about is that I made Chewbacca for Star Wars which people get really excited about. I have to say it's not the most complicated or technical thing I've ever made but I do appreciate he's very well loved. Lyric Kinard (12:37.942) What was interesting is that's where I came into the conversation listening to, because we're talking at a table with knitters and fiber people, right? So you were talking about specific fibers that you knit the base from and then hand knotting yak belly hair and things to make Chewbacca's costume. Well, I love, I love, love, love costuming for movies. So. Emma (Studio 7t7) (12:56.294) Yeah, good memory. Lyric Kinard (13:05.228) You've come from this amazing background in an industry where there's high visibility. It's really fun. It's really creative, really exhausting. And how did you grow out of that into what's the short version of your journey to where you are now? Emma (Studio 7t7) (13:27.686) The short version is that most people have a kind of sideline, a side hustle in the film industry because it's very all or nothing and they just pick it up when it's the nothing side. So I had started Studio 77 when my daughter was born because I knew that with a family film life is just not compatible. So I started it when she was like six months old and I was selling direct to public and I soon became a factory. I did really well, but it was just like... Lyric Kinard (13:36.418) Right. Emma (Studio 7t7) (13:57.554) too much. No, so I was selling toys, so handmade toys, personalized, so like fidget toys, kind of thing. So I had to like test them all and all of that, the whole thing. Exactly. Lyric Kinard (13:57.602) and you were selling bags? okay. Mm-hmm. Right. That's dollars for hours though. I mean, it's beautiful to be able to create things and be able to sell them, but it's not scalable in any way. Emma (Studio 7t7) (14:18.514) Exactly, yes, and I did and I realized that and then also at the same time people were starting to ask me about how to make things as well. How do you say this? How do you this? And then I realized that there was this area of the internet of online where people sell PDF patterns and I was like oh that's interesting that could be something that I go into and so yeah I was doing that, I was also face painting as well, I still face painting this whole time. which is a really creative, lovely job as well to do. yeah, and then in 2020, after about three years of procrastinating, I finally, I know it's a bit cliche because it's during lockdown, but I finally started my YouTube channel and that was really well received. I was very much like, I want to get monetized. I got monetized in six months. and then and that was great but the money didn't exactly come flowing in so I was like okay what do I need to do to make this a job and obviously lockdown was obviously when there was no filmmaking as well no one could get any work and at this stage after Star Wars actually I'd stopped so this is not a short version is it? Lyric Kinard (15:37.294) Listening so far, I don't think the short version exists, but every detail is so fascinating. I'm enjoying it. We can just make a long episode. It's okay. Emma (Studio 7t7) (15:43.281) No. Emma (Studio 7t7) (15:51.09) Yeah, can definitely talk. Yeah, so, yeah, during during lockdown, no one was making new films. And after Star Wars, I'd actually stopped doing full time work, because that was when I was making toys direct to the public or selling direct to the consumer. And it was gaining so much momentum that I thought. I can take this full time and I did for a bit and then the film world, I didn't realise this would happen but the film world were like oh actually you can't do full time but actually can you do a few days here and a few days there and so that sort of worked out really nicely and then I did part time work as well and then obviously lockdown stopped everything and that's when I started my YouTube channel and then I was like I need extra income on top of the monetisation which isn't very much especially when you start... Lyric Kinard (16:14.904) Mm-hmm. Emma (Studio 7t7) (16:38.998) And that's when I heard about Patreon, memberships and things like that. In 21, at the end of 21, I wrote my first pattern, like as in, wasn't a freebie. I'd done lots of free tutorials on YouTube, but this was my first full pattern, which was my dinosaur pencil case, which is still very popular. And yeah, and then in the March with the view that I needed to do some kind of membership Patreon. So and me being me was like I'm all in so I was like I hadn't heard good things about the actual platform of Patreon and how much they take and all of the rest of it and it had some negative connotations so I decided to set up another platform and then started that in March and then it's just kind of like snowballed from there really. Yeah that's... No no no no March 22. Lyric Kinard (17:32.312) This March? So your membership is brand new? Okay. All right. So it's been, the membership's been going on for a while. What platform did you use and have you stuck with it and how do you like it? Emma (Studio 7t7) (17:38.161) March 20th. Emma (Studio 7t7) (17:46.308) Yeah, I'm trying to think what the platform used to be called. I have not stuck with that platform and I cannot remember the name of it. It was it was WordPress, but it had a plugin, but I can't remember the name of it. I remember searching and searching and searching because I wanted it to do. There's a specific thing. It's called something like it's like a newspaper type thing. They called it where so with my membership. Lyric Kinard (17:52.32) You Lyric Kinard (17:57.527) Okay. Lyric Kinard (18:11.384) Mm. Emma (Studio 7t7) (18:13.778) depending on when you join, you don't get the back catalogue of my patterns. You get the back catalogue, we will go into that, but you only get the pattern from when you join that's in the membership at that point and then you get the others going forward. So I needed to have this kind of, they called it like a newspaper, I can't remember the exact term, it was something. Lyric Kinard (18:26.936) from what's Huh. Lyric Kinard (18:33.154) That's, let's talk about that for just one minute because most people, as they have a membership, you can have courses. Memberships are a little bit different because it's ongoing. You have to create content. Once you create a course, often you can leave it for a while and people can just access. But a membership you have to continually create. And often people, when new people come into the membership, they have access to everything. Emma (Studio 7t7) (18:35.812) Yeah, it's quite complicated. Mm-hmm. Emma (Studio 7t7) (18:52.85) Mm-hmm. Lyric Kinard (19:02.082) that's already there. But if you only give them access to what's starting in the month they join, that encourages them to stay instead of come in for one month and download all of your patterns and then go. That's fascinating. I don't know why that hasn't ever occurred to me. Emma (Studio 7t7) (19:03.89) Mm-hmm. Emma (Studio 7t7) (19:17.456) Yeah. Emma (Studio 7t7) (19:21.818) So they do get like a mixture. when I started off, and I cannot believe I did this, but I did two patterns a month. They got access to two patterns a month, the community, and I can't remember exactly what else we did, but the main thing was the patterns. And then I went down to one pattern a month, and I think I added something else in, which I can't remember. Lyric Kinard (19:43.118) Mm-hmm. Emma (Studio 7t7) (19:50.278) But I, as you can imagine, I got very burnt out very quickly. So in some ways it was a disaster and I was constantly on this hamster wheel that I couldn't get off. But in other ways, it meant I built up my catalogue of patterns very quickly, which was good. And that also helped me gain authority in the space, in the bag making world. So in a lot of ways it was really good. But like I say, I don't know that I recommend that because it was a huge amount of work. Lyric Kinard (20:20.718) Right. There is something, there is something to be said for jumping all in and having people there with you that keeps you accountable and forces you to produce, right? Forces you to produce content. But you're right. Memberships are time consuming and they take a while. So where did you go from there? Emma (Studio 7t7) (20:34.842) Yeah, I was forced, yeah. Emma (Studio 7t7) (20:45.534) So then after a year, I remember I had a meeting with a business coach and she said something and this really resonated to me and maybe it will with your listeners. She said, if you could burn everything or if you could or if everything burnt to the ground as in your business, metaphorically, what would you rebuild? What would you keep or change? How would you have it? exactly how you wanted and I was like huh well yeah I wouldn't be doing all these patterns every month and on this thing so I completely restructured my membership. That meant I could also put up the price as well because I was very much stuck in a and I think this is a sadly a thing that is very consistent in the sewing world, maybe in the fiber arts world as well, but the low ticket, very low ticket, and it's a race to the bottom. So it's like your five pound, I don't know what that is, like eight dollar memships. So not that I charge a huge amount more, but I went from £7.99 I started out my memship, then it went up to £9.99 in the January after, and then it Lyric Kinard (21:39.715) Mm-hmm. Lyric Kinard (21:45.538) Right. Emma (Studio 7t7) (22:05.33) then when I restructured the whole thing the year later, like the June time, it's now, it still is 1999 a month. And to do that, to enable to have that huge jump, A, I grandfathered in all of the previous members. So I still have members on 799 and 999. And obviously if they leave, they then have to join again at the 1999. But also I restructured the offering. So the key offering wasn't or isn't the pattern. Lyric Kinard (22:24.59) Mm-hmm. Emma (Studio 7t7) (22:35.494) That is like an extra now. So it's not that they don't ever get it, they always get it, but that is now every quarter instead of every month. And then the key offering is the bag making skills masterclass. So they get three sort of lives a month. So they get a social zoom, which is everybody loves that. I love that because we just literally chat about everything. Lyric Kinard (22:37.6) Hmm Emma (Studio 7t7) (23:02.638) We have a social zoom we have a bring in guest speakers as well. If anybody on a side note, if anybody's listening and they do online zoom classes and it's something to do with creativity that can be based towards bag making get in touch because I'm always looking for new speakers. And yeah, and so I have the social zoom, the guest speaker and then the skills builder. Those are the key offerings. And then they get things like. 50 % discount on my past patterns. So they don't like I say, they only get the pattern that is in the club for that quarter when they join. Two months after that pattern comes out into the club, it is then released into my pattern shop. So then it isn't exclusive. That's when I put ads on my videos. So they get the video ad free while it's in the club as well. Lyric Kinard (23:40.184) Mm-hmm. Emma (Studio 7t7) (23:58.266) so they get 50 % discount on all my past patterns they can use that twice you know for two patterns every month and then there's also little like anything extra I can do so we have done swaps we're gonna do another swap soon I am an ambassador for different companies and I every now and then I'm like can you give us a cheeky discount I'll just use it for my membership so they get that We have just done a sew along so for this quarter we have done a mystery sew along so they didn't know what they were making, a bit like a mystery quilt so sort of stole it if you like from the quilt world. Yeah and so they had different parts drop they didn't know what they making. A lot of people I feel were really like this is that on my comfort zone but they still went with it so it's been really really fun seeing seeing that yeah. Lyric Kinard (24:31.63) Mm-hmm. Lyric Kinard (24:48.662) That's fantastic. One of the things I'm hearing is creating both the idea that you're special because you're getting this first before everybody. I mean, they're paying for it. But so there's this exclusivity, right? But then also there is time limited scarcity. So you have to participate now. You can't come back in two months and still get the pattern. Emma (Studio 7t7) (25:00.326) Yes. Yeah. Emma (Studio 7t7) (25:05.308) Mm-hmm. Lyric Kinard (25:18.104) from this month, it's, you know, I love that you're, I'm learning a lot from this. I love hearing how you're working it. What platform are you using for your membership now? Emma (Studio 7t7) (25:34.546) So now I use experienceify, so it's XP, like letters XP and then eRienCify. Experienceify, yeah. And that's really cool because it gamifies your content. So when I heard about gamification, I was like, I want that. And there's very few platforms that do that and allow that and do all these like whizzy things. Lyric Kinard (25:49.518) Mm-hmm. Lyric Kinard (25:53.804) Mm-hmm. Emma (Studio 7t7) (26:00.69) One thing it used to do, which I loved but Facebook has taken this away as you probably know, is it used to be able to, if a member joined, I could have it post in any group, know, Lyric has just joined the family, welcome Lyric, let's all say hello. And it would just do that all automated, which was amazing and obviously created extra excitement. But sadly, we can't do that anymore. But it will do things like you can add tags to people when they've watched things. Lyric Kinard (26:17.42) Mm-hmm. Emma (Studio 7t7) (26:26.738) I mean probably a lot of them can do that but then once they get a certain tag or when they watch a certain video or however you set it up you can have it so that it fills the screen goes almost blank and then it will be like yay and confetti and whatever wording you want and a little moving machine and yeah like all this like fun stuff and they get points if they click on things and then you can have the points do different things and stuff like that. Lyric Kinard (26:43.278) How fun. Lyric Kinard (26:52.494) Well, that's fantastic. The Academy's private membership is on the Mighty Networks platform, and just over the last year, they've gamified it. And I have yet to have time to go in and learn how to implement it. But it's high on the list because I think it really does drive a lot of member interest and engagement. It's kind of like the star chart with star stickers. I'm like... Emma (Studio 7t7) (27:03.154) Emma (Studio 7t7) (27:19.142) Yeah, yeah it is. Lyric Kinard (27:20.916) Such a simple thing, but I know I was always motivated by, want, I was competitive when I was younger a lot. I wanted to have the most stars for sure, so I would do the thing. So I love that you have found a platform that that works with. I am going to have to look at it and see if I can find people to talk to from the platform and let people know more about it. Emma (Studio 7t7) (27:27.068) Yes. Yeah. Emma (Studio 7t7) (27:40.582) Yeah. Emma (Studio 7t7) (27:47.494) Yeah, it's really cool. Definitely recommend that. Yeah. Lyric Kinard (27:52.054) Let's talk a little bit. When I was researching your offerings, I love going into people who've been doing YouTube for a while and look at their early videos and then look at their most recent videos. Because all of this, we talk about these things and they're so much fun and we learn so much from experiencing and running our businesses. Emma (Studio 7t7) (28:04.253) yeah. Lyric Kinard (28:20.872) It's a process and it's a real difficult at times long process. It's not always smooth, rarely smooth. And it's often, you know, we look around and go, why isn't this working? What's happening? What can I do better with this? Let's talk about your early videos because your business is anything we do online is going to be heavily invested in creating videos, right? So let's talk about how you started making videos. What was your tech stack? What did you have difficulty with? And what have you learned along the way to what is your tech stack and what have you learned now? Emma (Studio 7t7) (29:09.178) Yeah, so I mean, I started with an iPhone and I still use an iPhone to record as the main thing. Lyric Kinard (29:14.754) They're the best. Well, any pocket phone, right? The cameras are so good. Emma (Studio 7t7) (29:18.702) Exactly anything. Yeah, yeah. And I just think you can't really go wrong. you know, I mean, ironically, anything that you need help with, you can just search on YouTube for, you know, and just a just a ring light. In fact, I've still got the ring light. It's off to my right. Yeah, just just concentrate on your lighting and actually lighting and sound is more important than anything else. Even if it's like a lower quality, I quickly realized not that I had terrible sound to begin with, but I needed to have a good mic. So definitely investing in your mic rather than your camera, I would say, because that's really key. And then just learning. just every single video I did, I mean, I was very driven. I wanted to get monetized. So I was just eating, sleeping, breathing. YouTube strategy, how to get better on YouTube, how to hit the algorithm, how to make people watch or get people to watch, I should say, can't force people to watch. just although it's just YouTube is a massive strategy thing. And I've seen loads of people, they do really, well on Instagram and they just cannot get going on YouTube. And I think, you know, if you have struggled to gain any traction on the other platforms. definitely give YouTube a try or vice versa if I struggle it, you know, but I would say don't give up too quickly on YouTube because YouTube is one of the key ways to get monetized. And I do feel that with longer formed content, people gain that know, like and trust, which you just cannot get on the short form when you're trying to hit that five, 10 second ridiculous attention span that you have to do on those platforms. Lyric Kinard (31:07.456) Right. And one, YouTube is evergreen. Two, it's a search engine. So people find you instead of the algorithm choosing who your content randomly gets shown to. What is, what was one of the things that worked for you to launch your YouTube channel and get it monetizing in six months is, that's intense. That's a lot. Emma (Studio 7t7) (31:19.698) Yeah. Emma (Studio 7t7) (31:29.948) Yeah. Emma (Studio 7t7) (31:34.066) It was intense. I mean it was lockdown don't forget so you know I mean I did have a toddler but still. Yeah so I think one of the videos that really took off and in fact it's above my head there is the shark pencil case and that really took off and the way I did that is actually if you watch the video it's actually not my pattern. Lyric Kinard (31:38.208) Of course. Yeah, there you go. Emma (Studio 7t7) (31:58.884) So one of the sort of strategy things that you can do is to find a video that's doing really well in either a similar niche or in another language that you can you ought you should never ever completely copy you should always put your own spin on it your own personality if you cannot make it better or as a sidetrack you know sidestep from it then just leave it alone because obviously you know Lyric Kinard (32:25.582) Mm-hmm. Emma (Studio 7t7) (32:28.562) So I found this shark pencil case and it was done in Spanish. think there was like maybe two in Spanish and one in Korean or something. And I was like, well, this is doing really well. And one of the key ways to know if a video is doing well and if you should, you know, take ideas from it, like I say, put your own spin on it, is if the video has more views than they have subscribers. So if you see a video and it has like 80,000 views you may think well that's a really you know that's done really well but then you look at their channel and they've got 200,000 subscribers that's not done really well that should have done better but if you look at a video and it's got 80,000 views and only 5,000 subscribers then that is a hit or even 60,000. Yes. Lyric Kinard (33:10.274) Mm-hmm. Lyric Kinard (33:13.698) That means YouTube is pushing it out to more and more people. Emma (Studio 7t7) (33:18.756) Yeah, and it's not just their subscribers and their followers, which is amazing. I mean, if you can get 100 % of your subscribers to watch it, which is is unheard of, it doesn't happen. Yeah, so you know that, like you say, YouTube is pushing it out. It knows that it's a good video. It has a higher retention rate of the amount of time people are watching it. And so it's going to tell more people about it. that's because when you launch a video. Lyric Kinard (33:26.594) That does happen. Emma (Studio 7t7) (33:44.05) What YouTube does is it will say, right, so let's say for argument's sake, you've got 100 subscribers and it will in your new launcher video and it will show a percentage. Nobody knows the exact percentage. It's like, you know, YouTube secrets. So let's say it shows it to 20%, 20 people and 10 people watch that. Well, that's that's good. That's 50 % of the 20, obviously. OK, so we're going to show it to another. 10 of your subscribers to see how they do and then it goes on like that and then it keeps snowballing or if they don't click on it and they don't watch it it stalls and that's when it doesn't gain traction. you've also you've all that is another reason why you need to be gaining not just any subscribers they need to be subscribers that are in your niche and wanting that content. One thing that I did early on because I knew it would be popular and it was thankfully actually it helped that I launched it on Boxing Day so there's a tip. You guys don't have Boxing Day do you? It's the day after Christmas Day. So traditionally that's the day in England that you give presents so I think that's why it's called Boxing Day anyway. Yeah so obviously a lot of people were at home, I launched it Boxing Day and it immediately started gaining traction and that was a video completely off Lyric Kinard (34:44.257) We don't. Emma (Studio 7t7) (35:03.1) topic off niche and at this point I was just throwing spaghetti at the wall and seeing what I could do, anything that was creative and it was about changing my garage into my workshop, the workshop that I'm sitting in right now and so and I did it for a thousand pounds, quoted ten thousand pounds and I did it for a thousand pounds just with the materials so obviously I hit all the right things because it was still locked down, it was the end of 2020 so people were very much thinking about okay this is gonna go on longer we're gonna need to build you know an office change our garage into an office so it was very it started going really well but actually what I had to do because I started I started looking at my stats and we all know unfortunately I'd love for there to be more men in the industry but we all know that it is more of a female industry and I was starting to get a lot more Lyric Kinard (35:34.669) Mm-hmm. Emma (Studio 7t7) (36:00.782) male subscribers and they were from that video and that actually is gonna hurt my channel because they're not gonna watch a video on how to make a pencil case so i actually ended up unlisting that video and taking it down because it was a bit painful because it was you know earning money and it did really well but it was hurting my channel in the long run so it's i think one yeah so Lyric Kinard (36:08.45) They're not going to watch all the rest. Right. Lyric Kinard (36:24.268) Right. So what I'm seeing here is strategy in place. You know where you want to go because number one, you know who your audience is and you know what they want and how you can serve them. Right. And then you know where to look for numbers. Statistics and analytics are, for my brain, they're incredibly painful, but they are really important. Emma (Studio 7t7) (36:37.372) Mm-hmm. Yes. Yes. Emma (Studio 7t7) (36:44.53) Mm-hmm. Lyric Kinard (36:54.248) look at so that you can understand what's working, especially if you're on YouTube. But understanding those analytics and numbers helps you make decisions for where to pivot, what to drop, what to push, how to go forward. So you're growing your YouTube channel, you're refining your videos, you're refining your audience, you're moving towards a business. I would love to hear how you use the top of the marketing funnel, is YouTube, where strangers find you, they don't know you, you're building that like and trust, they subscribe because you offer them something of value. How do you then funnel them into your offerings? How do you move people from this free content to supporting you financially? So all of us deserve to be able to be supported, right? Emma (Studio 7t7) (37:53.094) Yeah. Lyric Kinard (37:53.474) financially for offering this. We gift our people with this creativity and this love and the service, but at some point there has to be a transaction in order for there to be a real connection and a real transformation that we can offer to our people. Emma (Studio 7t7) (38:13.136) Yeah, and otherwise you can't just simply can't keep going. It's just like you can't offer free. You can't live off of free. So. Yeah, so I guess the membership really helped. But when I launched the membership, I was quite disappointed in the people that joined, as in the numbers, not the actual people. Obviously, I loved them, but the actual numbers. I think I only had 30 people join in the first month, which I was really disheartened because. Lyric Kinard (38:16.526) You Lyric Kinard (38:20.214) Yeah, so how did you make that work? Lyric Kinard (38:33.599) No, right. Emma (Studio 7t7) (38:41.03) I think at the time I had around 10,000 followers across my social media and I was like huh okay I've just worked really hard on this and I'm offering this amazing thing and not that many people but I didn't realise that I wasn't really emailing people. I had an email list but I wasn't really emailing them. I was just kind of sitting on it emailing them once in a blue moon. Lyric Kinard (38:46.349) Mm-hmm. Lyric Kinard (39:02.734) Mm-hmm. Emma (Studio 7t7) (39:07.378) but not really. And so my audience was quite cold and I think that's really important to keep them warm. And you asked about how I get them from YouTube into my world, as I call it. So I have quite a lot of lead magnets. So my Sharp Pencil case is my most popular lead magnet. That's a free pattern. So with permission, the Spanish creator that let me do an English version, her template was quite kind of it was on like a reddit forum or something that you had so i said can i sketch it out do proper templates yeah yeah yeah she said that's totally fine which was absolutely amazing so having that as a lead magnet and i do give her full credit at beginning of the video that's also really important and she did one of mine we did a collaboration that's quite fun as well you can swap yeah you can swap so i was like well you can do any of my videos but this is my most popular which was my Lyric Kinard (39:58.892) that's beautiful. Emma (Studio 7t7) (40:05.074) crayon roll which was one of my highest selling products when I was making the toys. Lyric Kinard (40:06.702) I just want to pause for one minute and remind people that collaboration always works so much better than competition. So thank you for letting us know how you collaborated that way and carry on. Emma (Studio 7t7) (40:18.514) competition. Emma (Studio 7t7) (40:24.034) I am always up for collaborating. Early on in my YouTube journey I met an amazing group of people on Clubhouse, if you remember that social media, don't know if you got in on that, but I loved Clubhouse, that really got me through the whole period of time. And I met these amazing creators and they... was so much about collaboration. I've always been about collaboration, you know, in the film industry you have to collaborate with people no matter what as well. and yeah, that was amazing. And I had advice from, you know, I remember this one guy giving me a phone call. I remember I was in the middle of the school run. I was like, I don't have time for this call, but I have to take this call. He was in Thailand, I think. And he had like 2 million subscribers and I had like 500 or something. And he was like, you need to do this, you should do that, know, like fully giving me free advice. And I just think that's so wonderful and so lovely that people do that and collaborate in that, you know, that that was a one sided transaction, but collaborations are, yeah, there's, like you say, there's no competition. I hope everyone. Lyric Kinard (41:30.862) And they're beautiful. They're beautiful. So you've got YouTube videos that you're including links to freebies that bring people into your email list that you now after now you nurture them. You don't leave them cold out in the cold anymore. Emma (Studio 7t7) (41:41.17) Yes. Emma (Studio 7t7) (41:46.866) Then I nurture them. I don't leave them. No, yeah, so then they once they get it, depending on which nine times out of 10, it's the same automation they fall into. So say they join via the shark, I then send them a series of emails, which will be like, have you seen my flip octopus? Remember that craze? I did a video on that. And I'll talk about that in a minute. and then I just send them everything. This is all my other freebies that you might have missed out on just so that they don't have to sign up in five different ways because I think that's just a bit weird and annoying. So then they get an automation and I tell them a bit about me and why I'm here and teaching people and my history and things like that and then I'm like join my Facebook group, that's the kind of hub of the community and then once they're in the Facebook group I feel like that then I can really nurture them more because then they see a lot more of me. I just find that Facebook, I know people really hate Facebook, but I just find that the community aspect of Facebook is unparalleled to anywhere else. I mean, they call YouTube a social media and it kind of is, there is a kind of community aspect, but it's not as much as Facebook. Yes, and people feel more available to chat with you and you know. Lyric Kinard (43:05.976) Facebook is about the interruption, right? Lyric Kinard (43:13.324) Right, right. That's one of the things I like about Mighty Networks is it mirrors so many of the functions of Facebook without being Facebook. I do, I have loved Facebook in the past, but so many people are getting off of it that I'm happy that I'm over here. But the function of what it does, the way it encourages conversation, the way it's so easy for people to... Emma (Studio 7t7) (43:14.023) Yeah. Emma (Studio 7t7) (43:29.522) I know. Lyric Kinard (43:42.048) upload photos and conversation threads, lives, all the kinds of things. Facebook is an excellent option. Emma (Studio 7t7) (43:49.34) And I think, yeah, and also you can find strangers there as well that don't know you quite easily because Experiencify also has like the forums and the groups and are similar, like they're kind of moving that way as well. I think Mighty Networks might be a little bit ahead of that, but from what I've heard of. But the thing about Facebook is that like YouTube, can find it's another funnel. Lyric Kinard (43:55.79) Mm-hmm. Lyric Kinard (44:16.27) Mm-hmm. Emma (Studio 7t7) (44:16.338) and they might just stumble upon your group because it's got something or whatever you do in the title and then join and then like there's all this other stuff that we can get or we can do and yeah so Facebook and YouTube and Instagram to some extent are like my top of funnels yeah yeah and then once down to email Lyric Kinard (44:35.918) top of the funnels. And then down to email. love everybody talks about this. Email is definitely where your most valuable customers are, where you have a more authentic connection, where they've chosen you on purpose, invited you into their inbox and where you can provide them so much value. And that's where the sales come from. That's... Emma (Studio 7t7) (44:47.664) Hang. Emma (Studio 7t7) (44:53.97) Mm-hmm. Emma (Studio 7t7) (45:04.55) Yep. Yeah. Lyric Kinard (45:04.654) That's what makes it work. And I love that you talked about automated nurture sequences. If you all have email lists and you have not on your platform yet built automated nurture sequences, it's kind of vital. It's kind of really important to, right when they come in hot, right when they've chosen, send them a series of emails, just like you described, to develop that relationship before you just Emma (Studio 7t7) (45:21.148) Yeah. Lyric Kinard (45:33.406) set them off to swim with your regular for everybody emails. It really cements that part of the relationship. Emma (Studio 7t7) (45:45.318) Yeah, and I think a little tip, if you can get them to reply to you, then that then helps your deliverability. So that's a little tip. know, I always like and I am my nurtures sequence that I have different automations, but I do have one which is all of the emails are just plain text. There's no images. It's just like a chatty email from a friend. And I think that helps deliverability and also Lyric Kinard (45:53.804) Hmm. Mm-hmm. Lyric Kinard (46:08.664) Mm-hmm. Right. Emma (Studio 7t7) (46:15.206) just asking them to reply like, I've told you everything about me, tell me about you. And I do get some really lovely emails every now and then. And I make it a point to reply to every single email if I can, it's very rare that one slips through the net. And they will tell me their whole life story and it's just so lovely when they started sewing and it's gorgeous. Yeah. Lyric Kinard (46:31.266) Right? Lyric Kinard (46:34.594) I get the same thing with mine. And it's a lovely thing to do for your last email of your nurture sequence is say, I've told you about me, now tell me your story. me, ask and people love to talk about themselves. People love to share and to get a reply, it just makes them feel so special. And you don't have to, people don't freak out. Emma (Studio 7t7) (46:50.94) Yeah. Lyric Kinard (47:02.05) thinking you're going to be spending all of your time repiling to these emails because really not that many people actually reply. And you can have kind of a stock answer that you can copy and paste and then personalize every time you send it out. So it doesn't have to take a lot of time. Emma (Studio 7t7) (47:04.881) Yeah. Emma (Studio 7t7) (47:08.228) No. Yeah. Yeah, exactly. Emma (Studio 7t7) (47:22.45) Yeah, exactly. obviously also nowadays you have the prompts as well, so you can just click on that. you know, I have a signature that I just click on and does all of that. So that helps speed things up. But yeah, you're right. Not that many people reply with a lengthy email or even just acknowledge, but it's really nice when they do. Lyric Kinard (47:41.044) It really is. Well, I love that you've gone through this whole process and it's been built idea by idea, right? You didn't have, I'm sure, 10 years ago, you didn't have this picture of what your business looks like in your mind and said, that's exactly what I'm going to do, maybe for the film industry, you wanted to do. But often in this side of Emma (Studio 7t7) (47:51.729) Mm-hmm. Lyric Kinard (48:09.582) the creative industries with online businesses, we often had no idea that these things even existed. I could not possibly have imagined when I was in college that this is what I would be doing. There's no way I could have imagined it. With our last few minutes, tell me some of your favorite things about your business. do for you? What does it allow you in your life? What does it open up? Emma (Studio 7t7) (48:46.318) I'm sorry that I lost connection there. don't know if you can hear me, but I lost connection. Maybe you can repeat that. Sorry. Lyric Kinard (48:50.35) Sure, sure. So in our last few minutes, tell me a little bit about your favorite things about your business. What does it do for you in your life? Emma (Studio 7t7) (49:02.79) I've lost you again. Lyric Kinard (49:06.432) Okay, well wait a minute and try it again. Emma (Studio 7t7) (49:08.53) Yeah, I think I can hear you now maybe? I've lost your picture but I can hear you I think. Okay good. Try again. Sorry. Lyric Kinard (49:13.59) Yeah, I'm talking. Okay, so I'll go ahead and try again. No worries, no worries. This is what editors can do. Emma (Studio 7t7) (49:25.349) You Lyric Kinard (49:28.108) With the business that you have now, what are your favorite parts about it and what has it opened up for you in your life? Emma (Studio 7t7) (49:37.306) gosh, well one of the reasons why I wanted to leave the film industry was because it is not compatible with families. It still isn't, sadly. They say jump, you say how high, you lose your weekend, your evenings, whatever. I am not saying that I gained back my weekends or my evenings, by the way, because we all know that our business is like all-encompassing and I'm probably working more hours if I'm honest, but it does mean that I can... completely do everything on my own terms. So although working in the film industry sounds highly creative, sometimes it is, mostly I was shown exactly what to make and I had to work out the technical aspects, which is the creative side, but often I would just be sewing on poppers for days on end. It's not as glamorous as it sounds and getting covered in other people's sweat is also... Not so nice looking after these sweaty actors. Lyric Kinard (50:36.078) I think if people could smell what movie production smells like, it wouldn't be so glamorous. So what are the benefits of running your own business the way you're doing it now? Emma (Studio 7t7) (50:51.43) Well, it just means that I can be with my kids if I need to be. I can pick them up. I can drop them off every day. I can pick them up every day, which is something that my parents weren't able to do, both in very busy industries themselves. And so that's really important to me that I can take them to any classes that they want to, things like that. But also, ultimately, it means that I can be creative and I can. steer the business in whichever way I want. I'm not beholden to anyone other than my customers and my members and that is very freeing and liberating in a creative way. I'm very driven to be successful so that helps. I think you have to be very tenacious. It is a roller coaster of a business. There's definite highs and there's definite lows when you... tearing your hair out and nobody knows about it because on the internet it's all rosy but behind the scenes you're like what am I doing how do I get off of this wheel and then the next day you're fine again. But I think in terms of what is done for me it's really you know and I'm constantly often I should say doing posts about how grateful I am that I am able to do this rather than and sometimes I miss the film industry don't get me wrong you know like Lyric Kinard (51:56.643) Right. Emma (Studio 7t7) (52:14.098) when you see films that come out like wicked and I know lots of people that worked on it and I kind of like, oh, I would have loved to have worked on that. And then, you know, I hear a little bit more about it and think, okay, I dodged a bullet, it's fine. And then I'm back in the real world and I'm fine. Yes, so I think just being able to be creative on my own terms and also I should carry out as well that I find like marketing to be quite creative. Lyric Kinard (52:18.895) have fun. Emma (Studio 7t7) (52:42.418) think for a second that I'm sewing all day. I actually don't sew very much because there was a huge amount of admin and behind the scenes stuff. I'm constantly on the computer all day even if that is making templates and things like that. Yeah so it's just it has completely changed my world for the better so I'm very grateful and yeah I just I just love love what I do I'm so grateful I'm able to do this. In terms of, you said, what's my favourite part? I think there's a few, it's very hard to answer that because there's a few key things that I love. So we haven't even talked about my subscription box, but I have a bi-monthly subscription box, which is every other month. And it's not a kit, it's a box of bag making goodies, supplies. I'm very conscious of saying that it's not a kit because I don't want to add the boring stuff in there. I want to spend your money on the good the cool stuff, the fancy hardware, the fancy faux leather. get everything. I'm able to now get everything bespoke made, bespoke printed exactly, and everything matches and all of that. So one of my favourite things is when people get the boxes and I'm always a little bit like, think they're going to love it. I'm really sure they're going to love it. And I've showed it to a few people and they love it. you're always a little bit in the back of your mind like what if they don't love it yeah yeah please please love it and then every single time i'm pleased to say they have loved it and then i just and then people just post and they do unboxings and they're like how have you done it again and i love it so much and how do i get more of it and everything else so that is one of my favorite things about the box about the box side i mean and then if you look at the other two kind of Lyric Kinard (54:07.96) Please let it work. Lyric Kinard (54:25.976) Very nice. Emma (Studio 7t7) (54:32.678) prongs of my business. The patent shop is obviously when I see people make my bags is like really like I literally gasp out loud often like look at the fabric they've chosen is so much you know so much better than I could have chosen and like you know that really that really is wonderful seeing my babies kind of go out into the world and then other people you know choose to make them things like that and then in the membership The thing that I really, love is the community and how many people have made real life friendships. They meet up in real life or they continue on Zooms and they chat and they support each other. you know, if anybody it's I've got just over 200 members and if anybody is down, you know, if you're in a group with 200 people on Facebook, it's kind of like a bit like crickets, not always, but often it's hard to get that engagement, whereas Lyric Kinard (55:06.466) Hmm. Emma (Studio 7t7) (55:29.338) when you buy into something, you are sort of saying not only to yourself, but to everyone else, I'm invested in this physically because I'm paying money. And it is it's really hard to explain that because people just think, you just want my money. It's not about that at all. It's just that if people are investing in their in the community, they are more engaged naturally. They they want to be there. They are going to keep checking in. And so the support Lyric Kinard (55:39.928) Mm-hmm. Emma (Studio 7t7) (55:58.658) is like amazing, it's quite profound like if and it means that even if I'm not there and someone asks a question there will be like quite a few different people that will be like you should try this or have you thought about this or you know someone will say where do I get this fabric and they'll be like try here, try here, you know just everyone's just so lovely and that that really is just so so wonderful the the amount of people that say I love the club and Lyric Kinard (56:16.493) Mm-hmm. Lyric Kinard (56:24.611) good. Emma (Studio 7t7) (56:24.634) And I'm like, it's because of you guys. You love it because of you. You are the club. You think it's me, but actually it's... Lyric Kinard (56:27.393) Yeah. Community is beautiful when the people in the Academy's community support and help each other. And we do a lot of the same things that you do. We have an open round table for teachers. We have guest speakers and that community feed where people can ask each other questions. Being in connection with other creatives is so fulfilling and so beautiful. Emma (Studio 7t7) (56:34.012) Yeah. Emma (Studio 7t7) (56:42.823) Hmm. Emma (Studio 7t7) (56:46.898) Mm-hmm. Emma (Studio 7t7) (56:56.114) Yeah, I think it's such a solo thing that we all do everything we do. It's not like we're going out to play tennis with a partner. We are making something on our own in our homes usually nine times out of ten and being able to connect with other people. I mean, I don't think I have I certainly don't have any local friends that that really are into sewing. I kind of do a little bit now, I shouldn't say that. But before I kind of, you know, got into this world, I didn't really Lyric Kinard (57:10.38) Mm-hmm. Emma (Studio 7t7) (57:26.271) and it was it was kind of like I've made this thing I want to show someone and then everyone's like that's great they don't get it Lyric Kinard (57:32.946) Having the people who understand what it really takes is so important and so fulfilling. Emma, this has been an absolutely wonderful time to spend with you and to hear your story. And we can all hear the love and excitement you have for both your craft and your people and your business. Before we go, before we go, I want to ask you our fun question. Emma (Studio 7t7) (57:37.532) Yeah. Emma (Studio 7t7) (57:52.37) . Lyric Kinard (58:01.9) because we're all creatives here, what is the last thing that you made? Emma (Studio 7t7) (58:06.946) Yeah so I think the last thing that I made was probably my niece's prom bag so yeah so she has just graduated and no so I am very much a last minute deadline urgency creator. Lyric Kinard (58:16.684) We're getting fancy. This is not a shark pencil case. Lyric Kinard (58:29.806) Mm-hmm. Emma (Studio 7t7) (58:30.994) that kind of I don't know why I hate myself that I'm like that because it always annoys me that I'm up till 2am doing this thing but that's just how I am and I can't change it so anyway I need to embrace it. So she is short like me so she needed four inches taken off the bottom of her prom dress which I did, her mum asked me to do that so of course I did that and then I was like oh there's four inches here I can do something do you have a bag? Lyric Kinard (58:39.32) Mm-hmm. Emma (Studio 7t7) (58:59.986) And she was like, no. And then she was like, oh, I don't think I want a bag. I was like, hmm, well, Auntie's not going to let that happen. So it was like a two layer chiffon and then like a satin underneath in this gorgeous like jade tealy colour. Anyway, so I just kind of, I think I started at like 7pm because I put, you know, when I just, when I could and I finished at like 1pm. Lyric Kinard (59:06.668) Hahaha Emma (Studio 7t7) (59:29.234) at 1am, sorry of course, 1am in the morning, straight into the morning and it was such a fun project because those are the things that I love that I haven't, there's no like expectation, I don't have to teach anyone that I like doing that too obviously but that's, you know when that's your kind of quote unquote nine to five your job, it's nice to not do that as well and so I did all I had to Lyric Kinard (59:31.378) straight on into the morning. Lyric Kinard (59:51.362) Right. Mm-hmm. It is really nice. Emma (Studio 7t7) (59:55.898) Yeah, I had to do this like fancy ruching so that you couldn't see that it was made out of four inch strips. And if you want to see that it's on my Instagram grid as well. did a reel about it. Lyric Kinard (01:00:04.532) Lovely. We'll see if we can get a link to it and put it in the show notes. Well, Emma, thank you for your time. We are so delighted to have had you here with us. You've offered so much advice and a good, good example of the way an online business can work and grow. Emma (Studio 7t7) (01:00:25.894) Thank you so much. I will add if you are interested in the YouTube strategy side of things and you really want to get your teeth into YouTube and how you can hit that algorithm and that there is a bit of a science to it but it's nothing like hidden sorcery, none of that backhanded stuff. It's just about knowing the different steps that you need to take. So I did actually create a course called YouTube for creatives. So if anybody would like to... check that out. I will give Lyric a 25 % discount code for that as well, in case you're interested. Lyric Kinard (01:00:58.05) Thank you so much. Well, Emma, love you. Thank you for being with us today. Emma (Studio 7t7) (01:01:03.762) thank you so much, Lerik. It's been absolutely wonderful and it so lovely to meet you in person.

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