What’s better than building a brand for your audience?

Building it with them.

From starting with 5 cashmere jumpers at a trade show to serving 150k+ brand fans & a cult following, Marielle Wyse has built her brand entirely through customer co-creation. This week on the podcast, Verity welcomes Marielle (Founder & Director @ WYSE London) for an entirely expert take on fostering Brand Advocacy.

During lockdown, Marielle turned her living room into a creative studio – using Instagram Lives and raw, unscripted moments to meet her customers where they were. The result? A brand built on trust, dialogue, and joy; one that doesn’t just sell clothes, but helps women rediscover their “fashion mojo”.

Tune in to hear her take on:

• Two-Way Dialogues on Instagram: Marielle’s Instagram Lives transform customers into collaborators. By inviting them to share what they truly want from the brand, whilst also connecting on causes that matter, WYSE fosters a sense of inclusion that feels real and relatable. Marielle’s process is refreshingly simple; send a suitcase of clothes home, set up a rail, and let fun & engagement lead the way.

• Dark Social as a Relationship Builder: By using DMs in personalised ways (forget mass replies & think voice notes from the Founder) and private polls to spark meaningful action, Marielle is building loyalty. While she no longer replies to every DM personally, her presence in the Comments and other touchpoints ensures her community feels seen and valued. These personal interactions, from bonding over TV shows to addressing individual feedback, strengthen customer relationships and quietly drive sales.

• Pivoting with Purpose & Imagination: Marielle doubles down on creativity to keep her Instagram strategy fresh and engaging. From testing new formats to embracing the charming chaos of themed Lives, her willingness to experiment kept her audience hooked. This imaginative approach, paired with a focus on listening closely to her customers, ensures she’s always designing pieces her audience loves – never “clothes nobody wants to buy”.

It’s your guide to creating connection through care, relatability & getting creative.

Rate & review Building Brand Advocacy:

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• Connect with Marielle:

• On WYSE London’s Website

  On WYSE London’s Instagram