‘I made hundreds of dollars in five minutes’: These sellers built businesses on the back of Beyoncé’s world tour – now what?
When Abby Misbin received an Etsy order for one of her handmade cowboy hats from someone claiming to be Beyoncé’s stylist, she thought it was a prank. Setting her reservations aside, in June 2022, Misbin sent off a one-of-a-kind Stetson adorned with more than 5,000 mirror discs, in the hopes that the order was genuine. Then there was silence. Eight months later, Beyoncé announced her Renaissance World Tour on Instagram. In the official poster, the “Break My Soul” superstar is seen mounted on Reneigh, her disco horse, wearing a glorious diamanté leotard, cascading blingy jewellery and… Misbin’s hat. Three hours later – after Misbin asked a mob of her friends to tag her business account, TrendingByAbby, in the comments – she was inundated with orders. “I was under the impression that I hadn’t seen the hat being worn because Beyoncé didn’t like it!” recalls Misbin down the line from Pennsylvania, six weeks on from the tour’s final concert in Kansas City. “I just imagined her saying, ‘I’m not wearing this.’” But Beyoncé did like the hat. And so did millions of fans who were desperate to emulate their idol’s style. Misbin’s sales soared from approximately two hats a week to 30. At the height of the tour, she would be working 12-to-15-hour days just to keep up with demand. Each night, she’d find tiny shards of glass in her hands after glueing thousands of individual mirror discs to dozens of hats. Misbin is just one of many Etsy sellers who earned small fortunes making unofficial merchandise for the Renaissance shows. Many of these small business owners spent the six-month duration of that tour at the singer’s whim – their day-to-day lives consumed by the various hues of silver that dominated the tour’s colour pallette – a nod to Beyoncé’s disco-themed album. But it’s been six weeks since the concerts came to an end and Beyoncé rode off into the darkness on Reneigh. The silver bubble has popped, leaving Misbin and her peers wondering: what now? Erin Fritts, the owner of North Carolina’s Everwind Creations whose holographic hand-fans also became a staple among the concert crowd, says she was at the “mercy of Beyoncé” during the tour. Between May and October, the singer would make specific demands of her fans – ones that Fritts, Misbin and other Etsy sellers had to be savvy about. For her birthday in September, for example, Beyoncé implored her devotees to dress like “shimmering human disco balls” – and so Fritts got to work. Firstly, she did research into what keywords were being searched on Etsy the most: “Renaissance”; “silver”; “hand-fan”. It made sense. After all, it was peak summertime and an arena full of boisterous fans was bound to get sweaty. Fritts also noticed that the main prop Beyoncé used in the tour routine for her hit song “Heated” was a sprawling hand-fan. The stars had aligned. During the course of the tour, Fritts saw orders for her fans shoot up from two a day to more than 30. At £26 each, there was a time when the fans were generating over £800 daily. “My Etsy sales just skyrocketed out of nowhere,” she says over the phone. In those peak months, Fritts pivoted from her day job in digital marketing to focus on her Etsy full-time. “I was working long hours, and sometimes my mum would help out.” She laughs, “I was at the mercy of Beyoncé. I had to listen to whatever dress codes she put on the internet because who knows what she’s going to tell her fans to wear next?” When the music stopped on 1 October, though, these Etsy sellers faced an unwelcome inevitable. “I was really worried about demand dropping off,” Fritts tells me. “I was like ‘No! Please add more tour days!’ I was definitely mourning the end of the tour. I miss just chatting with the Bey Hive.” Her orders fell back to three per day– five on a good day. “I often wonder… if she does go on that tour again – will she use hand-fans in songs and make it her thing again? It’s up in the air.” Anna Ferguson, the owner of the OneLoveOneAnna Etsy shop based in Atlanta, Georgia, has noticed a similar lull in the sales of her disco ball earrings in the aftermath of both the Renaissance tour and Taylor Swift’s similarly colossal Eras tour, which is currently on hiatus. In addition to online sales, Ferguson would regularly loiter in hotel lobbies near arenas to peddle her handmade jewellery to fans staying there. “In Atlanta, I walked around the hotel with a bag of my earrings and a sign and in five minutes I had made hundreds of dollars,” she says. The next weekend, Ferguson followed the tour to Nashville, where she made $2,000 in 24 hours. “The tours were really a game-changer for me in terms of sales. And I have just ridden on the crazy world tour coattails all of the way.” Now, Ferguson is trying to adapt to a post-tour world. “Sales trickle in, but it’s nothing like what I was seeing,” she says. “This weekend, I’m trading at a Tay-Gate party [unofficial concert parties run for Taylor Swift fans].” She is also holding out for the Renaissance tour movie, which releases on 1 December, as she hopes there will be another spike in Beyoncé-related purchases, like her disco ball earrings with Queen Bey’s face printed on them. “During the tour, I managed to accommodate everyone with their accessory emergencies – I just hope that happens again.” Misbin says that the tour’s end is bittersweet. “Business is not what it was,” she sighs. “I don’t have as many opportunities like that anymore, but I do feel really lucky to have had it in the first place.” At her peak, she was selling 30 hats a week. Now, if she sells 10, she considers it a success. The milliner has also noticed hundreds of dupes of her hat surfacing online with a cheaper price tag. “I’m lucky to still be working full-time but I’m noticing companies recreating it with varying quality,” she says. Misbin herself had been advised to start outsourcing to a factory when she was at her busiest, but she never wanted to compromise on the quality. “I wouldn’t feel right paying someone pennies to make what I make,” she tells me. ‘I can’t imagine someone getting paid less than me.” When Beyoncé’s Renaissance tour ended, ticket seller Live Nation said it made more than half a billion dollars ($579m) from 56 concerts performed to approximately 2.7 million fans. Some fans will have searched Amazon or fast-fashion sites to get their quick fix of silver, disco-inspired outfits, but many, hearteningly, turned to independent sellers. For now, Misbin says she is keeping her “finger on the pulse” for the next big thing. She hopes that with Christmas around the corner and the forthcoming Renaissance tour movie, her sales will soar again before the new year. “I don’t want to miss another thing. If I had closed down my store two years ago, then this would have never happened,” she says. “I’m not going to necessarily shut down if sales are slow – they’re pretty good now. I’m just trying to ride it out.” Read More Beyonce’s mom says her daughter is ‘really mean’ Met Gala officially announces its 2024 theme What does the 2024 Met Gala theme ‘Sleeping Beauties’ actually mean? Met Gala officially announces its 2024 theme What does the 2024 Met Gala theme ‘Sleeping Beauties’ actually mean? Why do people think Met Gala 2024 theme could be a dig at Kim Kardashian?
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Lewis Hamilton has told Max Verstappen to stop complaining after his rival criticised Formula One’s maiden race on the Las Vegas strip as “99 per cent show, and one per cent sport”. Verstappen’s controversial remarks – which will irk F1’s American owners’ Liberty Media following their estimated £400million gamble to bring the sport back to Sin City for the first time in 41 years – arrived just moments after a glittering Superbowl-style opening ceremony on Wednesday night. John Legend and Kylie Minogue were among a number of high-profile artists to perform in a dazzling 30-minute show designed to kick-start the penultimate round of the season, billed as the greatest show on earth. The grid’s 20 drivers were also presented to the crowd ahead of Saturday night’s 50-lap race which F1 executives are using to build on the sport’s growing popularity in the United States. The race in Nevada joins Austin and Miami as the third in America. But moments after a fireworks display brought the curtain down on the glittering welcome party, Verstappen, crowned triple world champion in Qatar last month, was quick to pour scorn on the event. “It is 99 per cent show and one per cent sporting event,” said the 26-year-old. “I was just standing up there, looking like a clown. “I guess they (F1) still make money whether I like it or not. So it’s not up to me. But I’m not going to fake it. “I voice my opinion on positive things and negative things. That’s just how I am. And you know, some people like the show a bit more. I don’t like it at all. “I grew up just looking at the performance side of things. And that’s how I see it as well. I like to be in Vegas, but not so much for racing.” However, responding to criticism, Hamilton, 38, said: “I hear there are a lot of people complaining about the direction that (F1 CEO) Stefano (Domenicali) and Liberty has gone. But they are doing an amazing job. “The sport continues to grow. It is a business and you will still see good racing here. It is a country to tap into and really captivate the audience. “We needed to have at least two races in the US, one wasn’t enough, and this is one of the most iconic and unique cities that they have here. “It is a big show for sure, and it is never going to be like Silverstone, but maybe over time, the people in this community will grow to love the sport. “Maybe the track will be good, and maybe it will be bad. It was so-so on the simulator. But don’t knock it until you try it.” The debut race on the strip, which starts at 10pm local time, comes after three consecutive rounds in Austin, Mexico and Brazil and ahead of next weekend’s concluding race in Abu Dhabi – a weary time swing of 12 hours. The circuit itself features 17 corners over 3.8 miles along the famous Las Vegas Boulevard, and against the backdrop of Caesars Palace, the Venetian and the Bellagio. It is expected that the drivers will hit speeds in excess of 210mph, but Verstappen said: “The track is not very interesting with not many corners. “It will depend a little bit on how grippy it is. It doesn’t look like there’s much grip.” Verstappen has won 17 of the 20 rounds so far, while it is approaching two years since Hamilton, in his Mercedes, has tasted victory. Hamilton, who will get his first taste of the street track in opening practice at 8:30pm local time on Thursday (4:30am GMT on Friday) continued: “From a racer’s perspective, you want to have the best show here. “If the track provides a race like Baku – which is one of the best races with lots of overtaking – than that would be amazing, rather than just one car disappearing into the distance. “Everybody I know in Hollywood is coming and there will be a lot of business going on this weekend. “It will be a good spectacle to watch, even for those back home who have never been to Vegas. They will get to learn what it is all about.” Read More Toto Wolff fuelled by ‘personal anger’ to help Lewis Hamilton win eighth title On this day in 2010: Sebastian Vettel becomes youngest ever F1 world champion Lewis Hamilton ‘counting down days’ to end of season after another poor race Max Verstappen thwarts Lando Norris’ bid for first F1 win with sprint victory On this day in 2015: Susie Wolff ends her bid to get on an F1 starting grid Lando Norris ‘gutted’ to miss out on Brazilian GP pole after McLaren blunder
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6 of the biggest bridesmaid fashion trends to know about
While the bridal gown will usually be the sartorial focal point of any wedding (and rightly so), bridesmaid’s outfits are an important part of the overall aesthetic. As a bride, not only do you want your bridesmaids’ dresses to complement yours, you also want your BFFs to feel fabulous on your big day – and depending on the size of your bridal party, you’ll have several opinions to take into account. As with bridal gowns, bridesmaid trends come and go too, so what’s hot this wedding season? We asked fashion experts to run down the biggest bridesmaid fashion trends of the moment. Here’s what they had to say… 1. Sage green Six Stories Sage Halter Neck Satin Bridesmaid Dress, £120“Sage green is definitely the most popular colour for bridesmaid dresses this season,” says Lucy Menghini, founder of Six Stories. Following last year’s surge in deep green shades like emerald, now softer hues have come to the fore. “The good thing about sage green is that it can work all year round,” Menghini adds. “While it’s a beautiful shade for summer, the grey undertones make it a perfect pick for autumn/winter weddings too.” 2. Same shade, different styles Gone are the days when every bridesmaid had to wear an identical dress or the exact same colour. “With this trend, bridesmaids can wear a variety of different shape and style dresses, which are tied together by being similar hues of the same colour, or a range of complimentary colours,” says Kirsty Keoghan, global general manager of fashion at eBay UK. “I love this trend because it promotes individuality and helps bridesmaids feel their most confident selves on the big day.” It makes shopping a whole lot easier too, adds Menghini: “It also allows the bridesmaids to have a say in what type of dress they find most comfortable and flattering.” 3. Classic black dresses Monsoon Beatrice Crepe Bardot Maxi Dress Black, £87.50 (was £125)While a black wedding gown might not be for everyone, contrasting the white or ivory bridal look with black bridesmaid dresses creates a modern, minimalist colour palette. “Many people are often intimidated by a set of black bridesmaid dresses, however this look adds elegance and finesse to any wedding,” says Menghini. “Black dresses are also perfect for those with large bridal parties, who are looking for different styles of dresses in the same colour, as you won’t have to worry about matching the shades.” 4. Pre-loved pieces “One trend we’ve seen boom is bridesmaids wearing pre-loved wedding attire, with 58% of newlyweds looking at ways to shop sustainably and 75% of couples getting married looking to keep the costs down,” says Keoghan. Occasionwear is perfect for shopping second-hand, because many garments have only been worn once so they’re in excellent condition (plus there might be big savings to be made). Bringing together dresses from brands like, Monsoon, Karen Millen and Ted Baker, eBay has launched a pre-loved wedding hub. Keoghan adds: “Bridesmaids can look to the hub to find unique options from the high-street, to high-end, that increase the lifespan of the dress, for a fraction of the retail price.” 5. Satin no more Traditionally, bridesmaid dresses often had a silk or satin finish, but recently there’s been a trend for different materials and textures. “In particular, velvet dresses have emerged as a front runner in autumn and winter weddings, as a fabric which adds a new layer of elegance and luxe to the bridal party, while also providing a bit of warmth for the person wearing it,” says Keoghan. “Taking it a step further, we expect to see more bridal party styling to feature dresses which are made from an array of fabrics, whether it’s velvet, lace or chiffon.” 6. Style over symmetry New Look Pale Grey Satin One Shoulder Ruched Maxi Dress, £45.99“One shoulder silhouettes are set to take over weddings this summer – it is definitely the bridesmaid shape of 2023,” Menghini says. “Perfect for summer weddings, the asymmetric shape is stylish and sleek and is such a flattering shape.” Also, multi-way maxi dresses are a stylish solution for bridesmaids – the ribbon ties can be fashioned into an asymmetric neckline. How should you style a one-shoulder dress? “Accessories can be pretty minimal, as the neckline is the star of the show,” says Menghini. “Steer clear of necklaces and stick with simple earrings, rings and a bracelet.” Read More Charity boss speaks out over ‘traumatic’ encounter with royal aide Ukraine war’s heaviest fight rages in east - follow live Experts share 8 healthy habits to help you live longer Husband fired from family business after wife roleplayed with reborn dolls George Alagiah: What are the signs of bowel cancer?
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