Isobel Lorna: How She Sold $300K in 1 Hour, Out-Earning College Degrees, and Why She Wants to Spend Money Loudly

28:11Shop now at palmolive.com. Propel Fitness Water. With Gatorade electrolytes, zero sugar, and vitamins. Propel hydrates better than water to help you get the most out of your workout and get back to your best self. What propels you? Propel with Gatorade Electrolytes. And at Cannes this year specifically, it should have been called like the Creator Economy Conference, truly. And for the first time in 2026, Forbes top 50 creator list collectively broke a billion dollars. Wow. And it's just wild to me if you think about 50 creators bringing in a billion dollars. and I believe it it's crazy but these people they're so brave they like share what they're making and like even Steven it's like he's number three on the list you know and I think it's so interesting where on one side you're seeing a billion dollars is being made from that and then on the other side people still don't take creating content or influencing seriously who do you feel like is the hardest to convince that this is a real job like when you talked about at the beginning of the episode when you go to a wedding and you're like I'm an influencer who scrunches their face and doesn't give you the same credibility that a brand that is being built that's doing$50 million in revenue is doing?

29:23So I think the reason that people dislike influencers and they don't take the role seriously is because they go to school, they get their grades, they go to university, they do the internship, they work five years in a corporate job where they keep getting a little promotion, a little promotion, a little promotion. And then someone like me comes along with my iPhone and I make their salary for the next 30 years in a year. It's like, it's not fair. People see it as not fair, right? But it's the same as running a business. It's just that business owners 20 years ago weren't posting all about it online because most, a lot of business owners don't have any qualifications and they didn't work a long corporate job.

30:04Most of them didn't even finish school, but you don't, you didn't hear about that and you didn't know about it. Whereas now it's shoved in your face. Like I don't have a, I don't have a degree. I don't, I don't have any qualifications, but I'm earning more money than you. It's like, it's not fair in society. So I actually understand why people dislike influencers, but I think there's such a lack of education around what we do and how we make money and how much effort and thought goes into it that they can't actually understand what we're doing. They think we're just walking around with an iPhone.

30:35I agree with you. Like I even think for me, when I first started this, There was actually a big VC who, listen, it was like a really nice compliment, but I feel like my whole life I'm very used to backhanded compliments where it's like, you're so much smarter than I thought you were going to be. Yeah, yeah. And she made this video and it was like, girls can do anything. Kind of what your mom was saying, like the world is your oyster. And then about three quarters of the video, she's like, like there's this girl, Maggie, and we're all obsessed with her. But when she started this, I was like, where are you going with this?

31:05Where are you going with Hot Smart Rich? And it's taken a lot, a lot, a lot of being dragged publicly and behind closed doors for people to be like, oh, now I'm paying attention. And I think that, like, there's a lot of people that can't handle that pressure, right? And there's also a lot of people that are in the creator economy influencer space that will never reach the level of having that financial freedom through the creator economy. Like, this actually shocked me where it's like half of creators online earn less than$15 ,000 a year. so while I have an expert in the chair it's like what do you think that they are doing wrong and what are three things that these people can do to actually make this a career I think authenticity to start with I want to watch a girl's video where I feel like I could genuinely have a conversation with her if it's all cute with music and you're not talking how am I going to connect you through the phone how am I going to trust your opinion how am I going to listen to your voice whereas if you show up, put the phone up, yep, yep, yep, yep, yep, talking, and I'm just being myself, you trust me, right?

32:07It's like when you go into a coffee shop and someone's really chatty and they talk to you, hi, how's your morning, how's it going? And you walk out. If you go in and they're like, don't say anything, you're like, oh, they were a bit, like, how are you going to make them like you? You have to make them like you. So I think authenticity, I know it's ironic, but authenticity is key. And like I said, get your personality across, be yourself. And that is hard because it's really difficult. I even struggle sometimes. I put the phone up and I'm like, I can't get myself out. But authenticity brings trust and trust brings deals and deals will translate to sales if your audience trusts you.

32:43So I think number one would be authenticity. Number two would be make it easy for people to remember you. So when you think of me, what do you think of? Porsche or mes bags? Great personality. humorous luxury content. So two of those things are objects, right, that I always hold. And I say all the time, the easiest way for you to be remembered online, which is great for the bank account girls, is just wear the same thing. I'm always wearing navy blue or burgundew or brown. And I think that people can really remember you from colors. And actually, if you go on TikTok and click most popular on my videos, I think six of the nine videos I'm wearing maroon.

33:27and like there must be some i'm sure like a color analysis would tell you but that must make me look pop and friendly and loyal and navy blue signals loyalty so but there's something about that burgundy maroon color for me that people seem to gel with like that's not chance six out of nine of my most viral videos that's not chance two would be chance six out of nine what percentage is that? Like 66 %? Yeah. So having objects that people remember you by, wearing the same outfit, having the same hair. I always have my hair done the same way. Having the same bag, having, you know, showing up. I constantly say, save the pennies and the Porsche by itself.

34:09Little catch phrases, easy things that you say and hold that people will remember you for. And an analogy I really like using is if you're walking down the street and you're wearing just, you know, like a gray outfit and you're just heads on the floor trundling along do you think anyone that walks past you is going to remember you no no but if you're singing with like a bright outfit on and you're dancing everyone's going to look at you right it's the same it's just for a phone you make it sound so simple but i think that like there is a lot to what you're even talking about that analysis but i go back to like alissa lu which is like a u.s athlete at the olympics winning gold because she was just having fun.

34:50It's complicated but it's simple because even when I was making my corporate videos I used to have three things in every video. My YSL Sac Jujo, my YSL coffee cup and my black notebook and I had those in all my videos and people knew me for those three objects. It doesn't have to be designer. You could have a pair of sunglasses you wear in every single one of your videos. There's a girl I love following. I think she's Nigerian and she has all these bracelets down her arms and she's always holding a pen and like moving around and I recognize her from that I love that like maximalist jewelry she has going on and she's talked so beautifully and it's it's so eye-catching and that's just her bracelets that's just one thing so I think if you just find an object and you always have it on or you always feature it that's a really easy way to get remembered and anyone can do that well it's funny because even as I was thinking about like what is the point of this show and it's like the authenticity of it right and usually we remove the lip gloss and the lip thing and we remove the matcha we remove all these things and I'm like but that's actually what this whole show is about like being a girl being yourself being able to do it all and that's actually been my superpower my whole career to own the room that's like our whole theme right now is being able to own any room that you walk into and you're in a lot of very powerful rooms now like whether you're at Cannes or you're at F1 or you're in these like you walked the red carpet at Cannes Film Festival how do you walk into a room to own the room?

36:13So when I was at Cannes Film Festival, I remember having this thought that went through my head and I was on the carpet. I was very nervous for that. I don't normally get nervous about doing things. That I was very nervous for. And I remember being on the front of the carpet and I was like, I just want to melt into that red carpet and disappear. Because I just was, I think Cara Delevingne was in front of me. I mean, who am I next to Cara Delevingne? Bad thought. But I remember looking at the carpet in front of me and I was like I can either go back to the hotel or I can walk down it And I was like there's only one option here And it's almost like when you go skiing and you look down a mountain you think my dad always used to say to me There's only one way you can get down it you got you got to go down it I don't like the word fake it till you make it but Knowing that you have to go you have to walk that path to get to the other end And it's just like a bit of a danger zone, right?

37:05So I sometimes imagine like two riverbeds and like a river with like some alligators on. If you just quickly go through it without thinking about it too much, you're not going to get eaten. But if you kind of faff around in the middle, you're not sure. Game over. So I think just being head smart and like tunnel visioning on the end thing and just not letting anything around you affect or, you know, like when people are talking about you or you think they're thinking about you. should ignore it and just like tunnel vision into the end. I feel like that's probably why you initially messaged me about the HSR love notes because I feel like something that my community really loves is like when they see someone that they obviously aspire to be they find aspirational like that someone being you to hear that you also have had those thoughts and that like that's something that we call them like HSR toxic thoughts and I wrote all of them out one day and like for me sometimes it's even truthfully like if a friend doesn't respond to a message to me within like a day, I think I've done something wrong.

38:04And that was something that I had to unlearn because I show up differently when I have all this mental load of thinking about those things that aren't even happening. And my therapist said it to me where he was like, you know that you are acting clinically insane when you act upon thoughts that are not real. And when he said that to me, I was, he's like, do you consider yourself an insane person? And I was like, no, I consider myself a very sane person. And he's like, then stop doing insane things. So for you, how did you actually get out into the space where like you can even stop yourself and be like, bad thought, I can't do that.

38:39Because so many people listening to this, that's why they're paralyzed. That's why they can't post. That's why they can't ask for the job promotion. Their thoughts are stopping them from even trying. I think actually knowing that I earned a place to be there. I worked fucking hard when I was younger and I worked really hard to leave that corporate job. Sometimes if you look back, it gives you like a bit of breathing space to look ahead. So your initial thought might be, I don't belong in this podcast studio today. But I do because I've looked back and I thought about all the things, all the small things and all the small challenges I've overcome to get here.

39:13Do you feel like people online don't believe that like you've made all of this money yourself? Yeah. One of my most frequent hate comments has always been people saying, oh, she's an escort. She must be an escort. She has to be an escort. How does she have a Birkenham house in London? And I honestly think that comes from a place of not understanding how much money you can make as an influencer and how much money is actually in the creator economy. Brands pump most of their money now into influencer marketing, but you still look at an influencer and think, oh, she's got a nice handbag, she must be an escort.

39:49Like, how have we got to that point? How come no one looks at successful young men and go, oh, he's a drug dealer? but why is it always oh she must be an escort there's no way she could possibly afford a burkin on her own like how have we got to that point i think it also goes back though isabel to like influencers are afraid to share how much they are actually making because they are worried about the other people that hate and then think like well you're making my salary in one post so it actually is that catch 22 which is why I love that Forbes top 50 list now because I'm like look at these people and how much money they are making whether it's like Stephen's making 50 million dollars a year like he publicly said that that is insane when you think about it to me it is so motivating and I actually wanted to post this during my wedding and I didn't but I was like if you are healed you will see an expander and if you are not healed you will feel jealousy and I truly believe that like for me seeing those types of numbers I'm like wow this is the opportunity like I'm doing something wrong right now because it's nowhere near that yeah but I think that this is why it is the way that it is because so many women are afraid to be like this is what I'm actually making because then it's like oh I have a whole new target on my back yeah do you think yeah so I set a target at the start of the year to make a million pounds from influencing and I'm going to go over it.

41:18We've already got to the close target and that's what makes me think it has to be from a lack of understanding because if you knew that I was, this year I've signed over£100 ,000 in brand deals just this month, but you think that I have to be an escort to afford a Birkin, Birkin's£10 ,000. Do you know what I mean? So it's like if you actually understood the market and you knew what we were making and here I am telling you, they'd probably still turn around and say, I don't believe her because they're jealous. And it does. I hate to use the word jealousy, but it does boil down to jealousy. And also people just not.

41:56It's just that lack of education around the biggest section of marketing in the world that companies are putting the most of their budget into. And people still think that you're getting $100 for a post. It's crazy. Well, that's why I like. So right now, the creator economy is worth 250 billion dollars i'm like where do these people think that the money is going yeah yeah split it out into all the people in the uk that you follow and you're gonna start thinking this is just the uk what about the rest of the world and you know it's like i've seen a bit of controversy recently about creators doing these videos about how much money i earn in a month and then people have made up this theory like they're just saying that so they get booked for higher brand deals and it's like, God, you can't win.

42:38You're honest about what you make. People say you're lying. You're not honest about what you make. People say, oh, she must be making it another way. There's no way she's an influencer. And I'm sorry, but that must be coming back down to jealousy and what I was talking about at first, which is that it's almost like people, it's not fair. It's like someone just like tearing something up in front of your face, like a contract. You know, it's like you've lost that trade-off that you normally have you normally go to university get a degree work for 10 years and then you get a high salary but there's an 18 year old with an iPhone earning that instead of you it's like it's unfair but I think life's not fair and people need to understand that life's not fair and that not everything's going to always work out your way and I always say like if you want something you need to fucking work hard to get it nothing's going to fall on your lap no one's going to give anything to you on a plate you only get lucky if you put yourself in the room to get lucky which you have to do by opening the door which is really heavy and takes a lot of hard work and I would say that's actually if I could summarize it it's because people think that life's fair and it's not it's so interesting too because you listened to the gen u episode right yeah so good so I messaged him I was like that was I would actually say the best podcast I've ever listen to which is making me nervous because i'm like mine's not gonna know yours is actually like this is why i was so happy to have you on because i want to actually debate and discuss this because for genu he openly was like i make 14 million dollars a year and we are so bought into his story because he's like i grew up in literal poverty like sleeping on a couch i've paid off my dad's debt his mortgage my mom left when she was 13 and so we're like so rooting for him.

44:20But then there's like creators where it's like for you, like I genuinely love you because you are like escapism to me in an aspirational way. Like I hate reality TV. It's like a little dirty secret. I don't watch Love Island. I've literally never seen Love is Blind. Like I just don't, I don't relate. And if some of your storytelling turned into like all the time about like the same Jun Yu story, I don't know if that's like 100 % every time I would want to go to Isabel lauren like i go to isabel lauren because i'm like this girl fucking loves her life and i want to love my life i do i do right so it's like do you think that that type of content can work for everyone i think so i do that content minimally and with right timing so a good example is i went to paris in november and i was actually buying gifts for my annual christmas giveaway and i went to paris just to buy a giant ritz paris teddy bear and then we were actually on the way back to the Eurostar and I was like should I just go into Hermes and film like a silly video like maybe the giant teddy bear will score me a Birkin but it did it literally did score me a Birkin like all the staff loved it they took me upstairs I was like I want a burgundy Birkin 25 or gold hardware they're like anything else no that's what I want what did they bring out 45 minutes later burgundy 25 with gold hardware and then I was like I think I'd bought something the week before or I'd spent money on something and done a video about what I'd bought something like that and I was like fuck this is a bit too close like I don't like buying buying buying I like to balance out of working so that that week I did a post about all the jobs I've had from when I was 13 until when I was 25 and it's just a little bit of balance for everyone new coming to my page to understand that I don't just run around buying Birkins I have actually worked from a very young young age to learn what a work ethic is and build my skill set and that's why I've got myself into a position I'm in today so I think I can do it sometimes if I did it all the time like you said I don't think that's what people necessarily want but I like to remind them that it's not just all fun fun fun shopping with amy holiday with my friends in santa pay private jet birkin i do have to work for it and i think that's where i thought i should have a schedule really you don't have a schedule no you just post what you feel in the morning yeah well i have like rough notes but i just i'll batch film certain videos when i go away i film a lot when i go away but like here and there vlogs I just oh I want to make a vlog today to film and post it.

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47:55If you want to give this incredible oil a try, I have a special discount for my HSR angels. 10 % off with your first order with code HSR at OseaMalibu.com. That's code HSR at OseaMalibu.com. And let me know what you think. I just asked all of you guys this one question. What is the one thing holding you and your team back from using AI properly? The answers were fascinating because everyone was basically circling the same problem, the same one that I had. They don't know where to start. People said things like, we don't know the right prompts. We don't know how to set up an AI agent. Our systems don't talk to each other.

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49:07Visit pro.fiverr.com to learn more. When we've talked about how lucrative being a creator is, it's like why launch other businesses?

49:43Mm-hmm. palmolive.com. This episode is brought to you by Google Chrome. You think you know a browser, but Gemini and Chrome, that's new. It can help you with practically anything on the web, like restoring a vintage motorcycle from a 50-page restoration block, or finally break down that long article you've had open for weeks. Gemini and Chrome is here for it. Ready to make anything online make sense? There's no place like Chrome. Check responses set up required, compatibility, and availability varies 18 plus. Why do it? I think because it gives you longevity, something else to focus your energy into.

50:20And because I want more money. But you know what is like so interesting about when you are a creator and you start things, right? Like you started Viewer. Yeah. And then did you ever announce that you were no longer doing it to your audience? I haven't announced it, no, but I was thinking about announcing it and then I didn't want to because I honestly felt for a good 12 months, I felt like it was like a failure that I decided not to continue that business. Like, why can't I run that business as well? But then when I started thinking about it, I was like, it's not a failure. I'm just investing that time I was spending on that into something else.

50:58And when I realised that actually I was losing out because I was running that business, that's when I was like, shit, I could have launched my brand a year ago and I could have had probably a million followers on Instagram by now which is my goal for the end of the year but because I was so obsessed with keeping that business alive because I didn't want to fail I've actually failed in other areas just because I basically couldn't swallow my ego and see it as that I was pivoting as opposed to failing because it's hard right you normally see when people stop running their businesses it's because they've had a cash flow problem or they haven't had enough sales but that wasn't the case the case was never there was not enough business it was that my heart wasn't in it anymore and actually the money it was making wasn't enough to run the business when I had all these better offers on the table it's like would you take a five pound note if you had an 100 pound note and a 50 pound note and a 20 pound note next to it no but it's so interesting because I think like when you are a creator you're gonna have businesses that will do really well and then you're going to have some that aren't going to work and by the way that is true for like every single major ceo that we admire like all of these super successful people that have started these companies they've even exited their next company might not actually work like even if you think about the kardashians not every single one of their businesses has worked there are so many that i've like i remember i did this video one time and it was like all the businesses that have failed by the kardashians not to i saw it yeah it was not to be a bashing video.

52:29It was like, don't let your failure or something that didn't work stop you from reaching your full potential. And that's how I truly feel. Like I have started so many businesses that have not worked. Hot Smart Rich was the one that was like mission driven, aligned. It ended up taking off, but there was like 15 in the back. And there's something inside of me that keeps wanting to start them, which obviously you have too. So what do you think is next for you as it relates to like entrepreneurship and having other income streams that isn't just brand partnerships? So interestingly, I have almost launched a lot of businesses and then got scared just before and not done them, which I'll explain.

53:09But I think that comes down to what we were talking about earlier, which is like the scarcity mindset. So I was like, that's going to be a big investment. I don't feel ready to take it. So when I think about the fact that I've, you know, shrunk, dissolved, whatever you want to call it, not running the marketing agency anymore at the moment. I might relaunch it again in a few years with a different angle, but let's see. I think, first of all, running that business for four years, I worked with loads of brands. I saw loads of brands launch. I saw loads of collections launch. I learned what does well on social media, what doesn't.

53:43I learned about email marketing, paid ads, everything that no one, everything you can't learn at school, I learned through running that business. So I had all these ideas and I nearly did it but it's like I just wanted to wait and get as much experience as I possibly could before I launched my own thing we're nearly there we're coming so I was then watching a TikTok one day and it was the story about how the Birkin bag was created do you know the story about this Jane yeah on the airplane yeah yeah so Jane Birkin dropped her agenda and everything fell all over the floor and Mr. Hermes was sat next to her and he said why don't you have handbag and she said something like, oh I don't like them, they're not practical.

54:23So they sat on the aeroplane and they sketched the Birkin bag on the back of a plain napkin. And I love Birkins and what do you get when you merge a leather handbag and a planner? An agenda. So it's like I've done a full circle. So I'm basically launching a luxury accessory brand for girls that want to be smart. The followers I have follow me for luxury goods like Hermes bags and Chanel bags and they also follow me because they find it inspiring and motivating so I've kind of just merged those two things into one product and the reason I'm so headstrong about it is because I've gone through all those failed ideas and I'm like this one lands and I feel like this was the right thing for me to do.

55:11So obviously I didn't just launch it straight away. I wanted to do my research. So in February, I went and I bought a Louis Vuitton agenda just to test the market. Are people going to bite it? Are they going to be like, why the fuck are you using that? Like, where's your handbag? And people really liked it. And people started tagging me in stories, like digging out their old agendas, like the agendas, the accessory of 2026, writing their to-do list, tagging me in stories and I started getting tagged in I've bought the Louis Vuitton agenda because of Isabel which is£650 by the way. So I'm like right everyone's buying Louis Vuitton agendas that cost a fortune because of my video so this I know this is the product that lands for me.

55:53So I've basically redesigned the agenda to be a modern agenda for a modern woman and I want the agenda to be as essential to a working girl as a handbag. And I want them to look nice. So this is our launch edition, which is real suede. But this is not just a normal agenda. I've designed components that make it like a handbag. For example, I've got a little pouch here. Now, this is the first sample, okay? But it's still good. Yeah. So I've got a little pouch in here, which has got my comb in, some cables, a hairbrush. and then I'll come on to the actual paper bit in a second. This is my favorite feature.

56:35It's a whiteboard. Is this your notes for HSR? Yeah. This is like my key topics I wanted to include. Obsessed. And then I've got my packing list for Saint-Tropez on the back. And then in here's a mirror because, you know, why not? You have to. So it's just I wanted to create little elements in it that made it feel like, you know, I can actually walk around with this and it's useful. I've got my cards in here there's room for a passport and then what really sets it apart from I mean there isn't really a competitor to be honest I haven't found one but I have ADHD and I get very overwhelmed with a lot of the planners I buy they've got all these dates in and then I miss a page and I've wasted it and then there's all these little writing everywhere and all these little things and it just makes me feel overwhelmed and it's too busy so all of it again these these are the ones that I first made and I printed out myself so they are going to look much better than this but it's just like just a to-do list there's no crap around it there's no date there's nothing you just write down what you need to do and you fucking do it and you tick it that's it this is my favorite page daily manifesting and affirmations so today I wrote out three times and you have to write it three times my voice is valuable and people want to hear it yes basically I wanted to put a big emphasis on something you can use that's actually going to help you so not just something you fill out but like a resource so it's more of a resource than just a piece of paper but really I've made the daily inserts so simple to use and this is like my brain it's the 20th of July these are my priorities these are some things I've got on in the week don't forget and my goal for the week, which this week was to approach everything in a calm manner and take a deep breath because I've got a lot on, which was helpful.

58:25And my don't forget was send new phone to mum. That is so cute. It's supposed to be a tool that makes you feel hot, smart and rich, help you get rich. And it looks good. This is a special edition. I think it's £160. For the whole thing? No, just for the planner. And then all of these things that you add on separately. So if you want a pouch, if you want the whiteboard, they're all add-ons in the basket. And the idea is it's supposed to be fun. Like you order all your bits, you customize it. Like I can imagine girls doing like restocking my agenda video. Like I got this new call-in set. This is how I use it.

59:02This is how I use it to be a better person. And that's why I've designed those specific ones as like a tool because you can only charge so much for lined paper, but if I'm putting my ethos and my methodology down on a page, that's worth more money than a to-do list. You know, you can cut a piece of paper in half and stick it in yourself if you want. But the focus really is on those elaborate inserts and the repurchasing of the paper. This is what I'm starting with. I've got other leather accessories I want to do, but it's really like the only thing I can imagine bringing value to my audience at this point is something like this.

59:39I'm not ready to launch a beauty brand and take on all the beauty contracts I have. Whereas this actually doesn't step on any toes of any of my contracts. And I still love my influencing work and I want to do influencing until I'm 30. And then you're stopping. Well, I've put like, I don't really want to be doing it when I have kids. I've decided. You're just going to go dark on the internet? I don't know. Like, do people do that? Do they just quit? You know who did that? Amber, the founder of Day Hair. really she was a huge influencer yeah huge i forget her last name see it's been a while since she's been online she had these she has the most gorgeous family you will ever meet she has an amazing fast-growing beauty brand at sephora called day d a e yeah yeah yeah you know it completely off the internet wow yeah see i think it just comes a point where like you know i'm launching this business which i'm hoping is going to be successful i should say i I know it's going to be successful because that's not good leaving it at an open end.

1:00:39You know, I'm working on this beauty brand with Hanooshka and I feel like I'm in it. I'm happy with the place I'm in now. And I always say I try not to run before I can walk. I've always said that. And I feel like I've done that quite well up until now. Like it's doing all these different things at once a good idea. Probably a bit too much on my plate, but it keeps things interesting. It keeps me motivated. and yeah I just I couldn't it was like I it's like what we were saying about all those they're not they weren't failed business ideas because they were bringing me to a different conclusion and I don't really know where this is going to go but I just want to start and then we can see where it goes from there one of the last things I wanted to ask you is like it's so incredible because so many influencers are born into a luxury life and so it's so easy for them to create luxury content you have worked so hard to get into the rooms that you're now in.

1:01:33What is one piece of advice that every single person can benefit from of like a secret code of success or something that you've seen people do that you might overlook that if they apply that to their life, they can actually get into the rooms that they want to get into? I would say off the bat, just do it and worry about it later. like do the thing, buy the thing, buy the handbag and then worry about the consequence of that after. If you think that doing something like buying a luxury bag in turn is going to bring you in a million pound of brand deals, why the fuck would you not buy it? Like you have to view it as an investment and not see it as, you know, a loss.

1:02:13Unless you're a shopaholic and then please talk to your therapist. I think that, you know, I try and be cautious about saying things like that. But honestly and truly, like when I waited until I could move to London and I rented a apartment in Battersea Power Station, which is like a very nice area to live in London, brand new apartments. And it was£2 ,000 a month. I could not afford it. I could barely pay for it. I think I had like two clients at the time. One of them was£1 ,200. The other one was like£850. So I had like 50 quid spare, but in my head I was like, I know if I live there, I'll have the motivation to work harder and get more clients.

1:02:54I was happy to spend all my money on rent and eat vegetable soup every night of the week. I was so happy because I was living there and I felt motivated and it made me hungry, as you do feel when you're 21. And that's what I've kind of done with every big purchase I've made is like I've used it as like ammo to make me get to the next thing. which I don't know if it's a good or a bad trait but it's worked for me but you know I still say don't waste your money on a stupid shit like make sure you have a purpose and a reason to why you're buying something I love it okay Isabel Lorna let's do some rapid fire you ready oh god okay I'm ready okay what is the last thing you put on your credit card oh I would say my parking but it wouldn't let me use Amex so I text my boyfriend a picture and say can you pay for it please and made him do it on his app.

1:03:44Okay, what is the last most expensive thing? I bought like a really fun beaded YSL bag and now I've got a lot of like standard, you know, base bags. I call them base bags. Like a Birkin, I've got a Chanel classic flap. I'm kind of trying to get some more fun pieces I can keep forever. So if I see something fun, I try and get that over like something that I've maybe already got, something a bit unique. Love that. Paris or London, you can only be in one for the rest of your life? London. Love that. What's something you'll always save money on? Coffee. Underrated content creation tool? A pen and paper.

1:04:24Love that. Okay, you will have one for the rest of your life. A broken nail or hair that needs a cut? My God, that is really hard for me. I think I would say hair because there's so many amazing products now you can kind of cover anything up but you can't cover up a nail okay you can only do one for the rest of your life Wimbledon or F1 F1 I just love I love fast cars it like really gives me a thrill I'm saving up for here you go saving up for something I want to get a Porsche GT3 with like a big wing and I want to wrap it in burgundy. I just think it'll look sick and I'll just zoom around in it.

1:05:06I love that. Okay, you can only wear one for the rest of your life, Hermes or Chanel? Hermes. What is your biggest ick in friends? When people complain that you don't reply or you haven't hung out with them. I'm really good on low maintenance friendships. If you need me, call me and I'll help you. But I don't need to talk to you every second of every day. We don't need to talk about how your day was, what you had for dinner. But if you call me and you need me, I'll either be there or I'll help you in some other form. Okay, you know what this is. I think you're the first guest I've never had to explain this to.

1:05:41What is the HSR love note you would tell yourself for the rest of your life? You deserve to be in every room you're in. If you could title the season of your life, what would it be called? Lock in. That's why you loved my post yesterday. Lock the fuck in, London. Okay, Isabel Lorna, where can people find you and how can HSR help you? So you can find me on Instagram and TikTok. It's Isabel Lorna underscore. My name is actually spelt with an O. So it's I-S-O-B-E-L, not Abel with a double L-E. And how can you help me? Sign up to my newsletter, look at my brand when it launches and give me some useful feedback of how I can develop the next products and what you want to see in the space.

1:06:22Actually, HSR, I think this is such a good time to show the power of the community like you did with me in the solo episode. On this episode, write a piece of feedback for Isabel. We have so many incredible founders, investors, creators, entrepreneurs, marketing wizards that listen to this show that if you can leave a comment on something that can help her, it might be the stupidest, smallest thing when you are launching a business, but this is her first product company. It is a big deal. So leave a comment, help her, and let's build this with her as HSR. I love you all, and thank you, Isabel.

1:06:55Thank you.

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