From Humble Beginnings to a £10m Fashion Brand
Olivia Prince, founder of Murci, began her business in modest surroundings but has since grown it into a brand generating £10 million in turnover.
Olivia had a passion for fashion but never anticipated that a side hustle started from her grandmother’s house would evolve into a successful company. Murci has gained notable exposure, including featuring on the TV show Love Island, and has expanded from Olivia’s nana’s house to a dedicated site employing 35 staff members.
Early Career and Education
After completing a placement at the major fashion brand Boohoo, Olivia Prince, 31, worked as a receptionist. During this time, she began selling clothes through a website as a side venture.
The business grew rapidly; in June, The Times ranked Murci among the 20 fastest-growing companies in the UK.
A business expert noted that the UK has a "bustling side hustle culture," but achieving high-level success remains "difficult to replicate."
Originally from Conwy, Olivia enjoyed experimenting with styling and clothing during her teenage years. She pursued fashion buying and merchandising at Manchester Metropolitan University and secured a placement at Boohoo, a major international fashion brand based in Manchester.
"I think one fear of mine was obviously going to university and then not being able to get a job after it, especially in the field that I wanted," Olivia said. "So I thought if I get a placement, even though it'll take me an extra year to graduate, hopefully that's a foot in the door."
Olivia described the placement as "a once-in-a-lifetime opportunity" for someone from Wales to land their first job at Boohoo.
"You had to make a really creative CV to show off your skills... I can't draw but I was like, 'how cool would it to be to have this leather jacket with my CV all across the back of it?'" she recalled.
Olivia says Murci has a unique look, with placement prints which set it apart from high street garments.
She remained at Boohoo for six months after her placement ended, stating,
"I learned more then than I did at university, so it was so beneficial going."
Launching Murci During the Pandemic
After graduating, Olivia worked as a receptionist during the Covid pandemic in an "empty building," which allowed her time to focus on her side hustle buying and reselling clothes from wholesale websites.
She used her grandmother’s house in Manchester as a base to launch her business, feeling she had "nothing to lose."
Olivia later rebranded the business as Murci, incorporating a "unique" style with "placement prints."
Her breakthrough came in 2021 when Millie Court entered the Love Island villa wearing a Murci two-piece outfit.
The brand sold several hundred pieces, and Olivia spent the following day handwriting labels and dispatching orders.
Olivia had hundreds of orders to pack up after Millie Court wore Murci's statement halter neck printed top and mini skirt.
Following this success, Olivia decided to quit her receptionist job and fully commit to her brand.
"It was when some of my viral garments were selling more than 1,000 units in a day that I knew it was a proper business," she said.
Family Support and Business Growth
Murci has been a family effort from the beginning. Olivia’s mother often wrote the labels, and her grandmother helped package orders before the team expanded to 35 employees and moved into new headquarters in Manchester.
Over the past few years, the womenswear brand has experienced significant growth.
"It was actually crazy," Olivia said.
Collaborations with influencers such as Meagen Wells have also contributed to increased exposure.
Olivia and Meagan Wells have worked together to gain more exposure.
Olivia’s brother, Thomas Prince, 33, has played a key role in expanding Murci’s operations into the US market. A former accountant, he established their US distribution centre within a few months following the introduction of a 10% global tariff rate last year.
Olivia explained,
"We already do 30% [of business] in America. Brands spend millions trying to tap into the American market... whereas we just run the same ads here as we do there and it performs really well."
Olivia’s team now looks very different from the early days at her grandmother’s house.
The UK Side Hustle Culture
The UK’s side hustle economy has reached record levels, with 49% of adults surveyed confirming they own a side hustle, according to the Financial Times.
Shankha Basu, associate professor of marketing at Leeds University Business School, described the UK as having a "bustling side hustle culture," with a "growing proportion" of the population either owning or planning to start side hustles.
Basu attributed this trend to economic pressures, the need to diversify income, and social media influence.
He noted that people seek extra income and protection from job cuts, encouraged by platforms that allow "idea testing... cheaply and at scale."
"Successful side hustles have inspired budding entrepreneurs predating Covid such as Gymshark and Innocent drinks. However, it is incredibly difficult to replicate their success," Basu said.
Advice from Olivia Prince
Olivia’s advice for aspiring entrepreneurs is clear:
"You can do absolutely anything… as long as you've got passion and you surround yourself with the right people."
