Beyond the Brand

Ft. Ruby Raut, Founder of WUKAWhat does it take to turn personal shame into a global movement? In this episode, I sit down with Ruby Raut - Nepali-born environmental scientist, award-winning entrepreneur, and founder of WUKA (Wake Up, Kick Ass), the UK's first reusable period underwear brand - for an honest, inspiring, and boundary-breaking conversation about periods, purpose, and building a business that changes lives.Growing up in Nepal, Ruby experienced first-hand the harmful menstrual taboos that affect millions of women and girls worldwide. That lived experience became the foundation for everything she would go on to build - a brand, a campaign, and a movement.In this episode we cover:How Ruby's upbringing in Nepal shaped her mission for menstrual equityThe founding story of WUKA and scaling to over one million customers worldwideBreaking period stigma and rewriting the cultural narrative around menstruationThe groundbreaking Axe the Period Tax campaign and how Ruby helped make period underwear VAT-free in the UK from 2024WUKA's Tackle Anything campaign and why representation in sport matters for menstrual healthSustainable, eco-friendly period care and why reusable period underwear is a game-changer for people and the planetWhat it really takes to build a purpose-led brand as a female founderIf you're a female entrepreneur, women's health advocate, or sustainability champion - this episode is for you.

From spotting a gap on the shop floor to building one of the most recognisable colourful lingerie brands in the market, this episode charts the bold rise of Dora Larsen.Today’s guest, Georgia Larsen, is redefining what everyday underwear looks and feels like - designed from a proudly female perspective and powered by a fearless use of colour. After starting her career as a buyer at Topshop, Georgia launched Dora Larsen in 2016 to challenge the sea of beige basics and black lacey numbers with pieces that are joyful, flattering and thoughtfully made.Since then, the brand has earned features in Vogue, Sunday Times Style, The Telegraph, NYLON and i-D, and secured retail partnerships with industry heavyweights including Net-A-Porter, Selfridges, Fenwick, Harrods and Anthropologie. With expansions into sleepwear and swimwear, and more than £47,000 donated to environmental charities, sustainability remains central to its growth.We talk about the realities behind building a cult brand: the early wins, the operational pressures, partnering with her husband in business, and the discipline required to stay clearly positioned in a crowded market. Georgia also shares how colour became her strategic signature, and why authenticity has been her strongest commercial advantage.With fans including Jemima Kirke, Michaela Coel, Alexa Chung, Laura Jackson and even Madonna, Dora Larsen has evolved from an industry insight into a globally recognised label.If you’re interested in brand-building, creative differentiation, sustainability in practice, or what it really takes to turn a sharp market observation into a scalable business - this conversation delivers!

In this episode, Finn Prevett, co-founder of The Positive Planner,shares the inspiring journey behind the iconic yellow planner that has helped thousands improve their mental health through guided journaling. Born from personal struggles with neurodivergence and motherhood, Finn and her business partner Ali launched the planner in 2017 - crowdfunding just 300 copies - and quickly grew it into a global best-seller stocked by Urban Outfitters and Barnes & Noble.Listen in as Finn reveals how they navigated rapid growth during the COVID-19 pandemic, maintained mental wellbeing under pressure, and attracted aligned partnerships with the Samaritans and Penguin Publishing.Packed with insights on scaling a brand, leveraging social media, and keeping mental health at the heart of business, this episode is a must-hear for entrepreneurs, creatives and anyone passionate about purposeful products.

In this episode of Beyond the Brand, I interview Adam, founder of Fablecast, an AI-powered storytelling app changing how we experience stories. Adam spent 10 years at Amazon on their AI team and was part of the team behind Alexa, giving him a front-row seat to the rise of generative AI.We talk about how tools like ChatGPT are transforming creativity, why Adam’s love of role-playing games inspired Fablecast, and how AI can lower barriers to immersive, interactive storytelling. Fablecast blends AI with human imagination, allowing users to interact with stories - even becoming characters in them!Since I also collaborated with Adam to create the Fablecast branding, we also discuss this journey, from defining the audience to creating a clean, modern identity that still captures the magic of storytelling.A must-listen if you’re interested in AI startups, generative AI, interactive storytelling, or branding innovative tech products.

What happens when a dentist buys a derelict Victorian leather warehouse and decides to create a practice that looks nothing like a dental office?In this episode, Martina shares the bold journey of transforming a building site with no floors, walls, or ceilings into an award-winning dental practice that's won UK Practice of the Year three times. From absolutely refusing tooth logos to drawing inspiration from luxury hotels and boutique coffee shops, this is a masterclass in brand differentiation.Discover:Why the building came first (and how a 1873 neo-gothic warehouse inspired an entire brand identity)The rigorous naming process that led to "The Dental Architect" (despite people saying no one could spell it)How to create a cohesive brand experience from interior design to prosecco labelsWhy navy and gold nearly happened (and why we're glad it didn't)The truth about "style without substance" and why pretty isn't enoughHow brand building never stops after the logo is designedPerfect for:Practice owners, entrepreneurs, and anyone interested in premium branding, customer experience design, or breaking industry normsFeatured:Multiple award winner including UK Dentist of the Year, with insights on building a brand that represents excellence, honesty, fun, and growth—not just aesthetics.Warning: Contains zero molar logos and an unhealthy obsession with building heritage.

In this inspiring episode, Natalie Chapple shares herjourney from being a secondary school teacher to founding Glisten Cosmetics, a seven-figure beauty empire. Discover how she turned a side hustle with just £200 into a thriving business with a team of 13 and a massive social media following. Natalie discusses the challenges of rapid growth, theimportance of staying true to your creative vision, the role influencers played in her success and her strategies for weathering the challenges of business ownership.This masterclass in entrepreneurship offers valuableinsights and inspiration for anyone looking to carve out their own path in business. 00:00 Introduction to Natalie Chapple and Glisten Cosmetics01:07 Natalie's Journey from Teacher to Entrepreneur03:23 Challenges and Growth in the Beauty Industry04:53 Creative Vision and Product Design08:30 Direct to Consumer Strategy11:58 Work Boundaries & Life Priorities17:05 Cult Products and How They Became Successful22:02 Building a Brand and Community25:25 The Role of Influencers in Glisten’s Growth27:11 Business Expansion36:43 Challenges and Resilience in Business39:24 Exciting Future Plans for Glisten Cosmetics

Dr. Sophie Carr, who won the title of World’s MostInteresting Mathematician in 2019, grew Bays Consulting from a one-woman venture into a thriving 15-person business. In this episode, she shares the real story behind thatgrowth - from the early days of going solo to leading a team that’s now creating life-saving crowd movement models (yes, really!). We chat about what it takes to scale a business, how a bold rebrand helped her stand out in a competitive market, and why her motto, “maths, not magic,” is the real formula behind her success.

In this episode, I chat with Abbie, founder of Proper Good,about the exciting journey of her brand now being stocked by major retailers, globally. Abbie shares the highs and challenges of scaling a small business, from the early days of designing prints during lockdown to landing large ordersand navigating trade shows. She discusses the critical role of trade shows in connecting with buyers, the impact of going viral on TikTok, and the essential balance between creativity and business responsibilities. Abbie also touches on her Northern roots, the importance of a solid support team, and her aspirations, including collaborations with major brands and mentorship roles to support young creatives. Tune in to hear how Abbie's passion and determination turnedProper Good into a widely recognised brand.00:09 How the brand got stocked by Next01:27 Challenges of Scaling a Small Business05:12 Going Viral on TikTok08:49 Balancing Creativity and Business17:37 Reflecting on her First Big Stockist22:04 The Influence of Northern Roots25:33 Expanding the Team28:02 Dealing with Copycats31:23 The Impact of Trade Shows34:21 Future Creative Projects and Mentorship

What does it really take to build a luxury brand from the ground up - and keep going through the highs and lows?In the pilot episode of Beyond the Brand, Cara speaks with Toks Aruoture, founder of The Baby Cot Shop, who shares with honesty and wisdom the lessons she’s learned over 20 years in business. From leaving her degree to pursue interior design, to the rise and loss of her first store in Atlanta, and the resilience it took to rebuild in the UK, Toks’ journey is as moving as it is motivating. She reveals how renaming and rebranding the business in 2016 unlocked new opportunities, created deeper alignment, and paved the way for milestones like a Chelsea flagship store and a concession in Harrods. Packed with insight and encouragement, this episode is a must-listen for anyone building a business or chasing a dream.