"To build a successful business you'll need a super squad."

The Muse Letter No. 27

MUSE :: INTERVIEW with Sophie Amono

2020 has definitely been the year of flexibility and trying out new paths. Nobody’s plans worked out the way they thought and thinking on your feet was put to a whole new level. Which is why this month I spoke to the wonderful Sophie Amono who isn’t just the founder of one but two businesses: PERF a sustainable beauty brand and Stuffs a social media agency. We sat down in a café in Edinburgh at the beginning of the month and had a lovely chat about: important career advice, the power of selfcare and why everyone should have a super squad.

Building a business during these times is another level of difficult: What was your initial reaction to the pandemic?

When lockdown started, I had just set the strategy: 2020 would be our biggest year, our biggest client roster ever. I had just employed someone for fulltime. And then the pandemic hit, it just felt like: oh oh.

It was sheer panic. Almost like a grief. For a couple of weeks I was really just griefin…