I didn't stumble into business.
I built my way in.
I'm Farah. I started selling on Amazon at 20 years old with £200 and no rulebook. What followed was 15 years of building, pivoting, failing quietly, and winning loudly.
Now I'm doing it again — from scratch, in public, in real time. This is the full story.
Startup Vibes
Started with £200 cash. Retail arbitrage and wholesale fashion accessories on Amazon and eBay. No tools, no playbook — just instinct and a lot of spreadsheets.
Private Label & FBA
Registered my first brand with IPO and Amazon Brand Registry. Launched Private Label. Moved out of the loft and into proper warehouse facilities.
Amazon Vendor Supplier
Amazon got in touch wanting to stock my branded products directly. Scaled production, set up a full Vendor Central operation. My husband joined the business full time.
Hit First Million £
Grew the team, expanded storage, distribution and shipping. Reached milestones I hadn't dared write down. Also had a baby. Busy year doesn't cover it.
Product Development
Developed and launched new designs, new product ranges, and new brands. Expanded beyond Amazon into website sales channels.
Marketing & Advertising
Worked with marketing and brand agencies to take the brand off Amazon and onto social channels. Experimented a lot. Second baby arrived.
Year of Pivots
Launched two new brands on Amazon. Started a YouTube channel and an Amazon business consultancy. The world was changing — so was the plan.
YouTube & Content
Built a YouTube audience of 4,000+ subscribers documenting the Amazon seller world. Secured brand deals. Realised content was its own business — and that a new chapter was forming.
The New Chapter — Build in Public
Starting a new business from scratch. This time I'm documenting every decision, every mistake, and every win in real time — so you can see exactly how it's done. No fluff. No highlight reel. The full build.