Some brand-creator partnerships feel forced. Others just work.

Real Advocacy is the difference.

This week, Verity sits down with Francesca Kelly (Co-Founder @ Soru Jewellery) to break down how collaboration, not control, has fueled the brand’s growth.

No rigid contracts. No paid influencer posts. Just long-term partnerships built on mutual excitement – leading to years-long collaborations, a global audience, and even a viral moment thanks to The Kate Effect™.

Here, Francesca gets real on her Founder’s journey to share how you can…

• Find Creators Who Actually Want to Wear Your Brand: Soru Jewellery has never paid for a post. Instead, they gift, reward & collaborate with creators – like Laura Wills (@thefashionbugblog) and Arielle Charnas – who already wear and love their pieces.

• Keep the Buzz Going After Launch: Forget one-off campaigns. Soru’s partnerships thrive long after release day because both the brand and its collaborators keep wearing and talking about the pieces.

• Let Customer Feedback Shape Product: When fans loved a collection but wanted a lower price point, Soru listened. The result = a second drop that was even more successful than the first.

• Be Ready for Unexpected Virality: When Kate Middleton wore Soru earrings twice in two days, the press went wild. Francesca shares how they handled the sudden global attention, and what they learned from it.

If your brand is looking to build real Advocacy (not just follower counts), this episode is a masterclass in letting go of control – and winning because of it.

Turn it on. Take notes. Start collaborating like you mean it.

Chapters

00:00 – Why Brand-Creator Relationships Need Trust

02:09 – How Soru Jewellery Built a Creator Network Without Paid Posts

07:49 – Common Challenges in Creator Partnerships (& How to Solve Them)

10:56 – Why Customer Feedback Shapes Soru’s Approach

14:32 – The Evolution of Brand Advocacy & Long-Term Collaboration

16:26 – How Social Media Drives Growth Without Ads

21:04 – Soru Jewellery’s Founder Story: From Idea to Global Brand

23:58 – Community-Led Growth: Why It Works for Soru

28:00 – The Reality of Content Creation as a Founder

30:09 – Finding New Opportunities in Emerging Markets

31:40 – Taking the Leap: Why Soru May Open a Physical Store

35:53 – The Kate Effect™: When a Royal Wears Your Brand

38:51 – How Soru Keeps Customers Coming Back

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Connect with Francesca:

Via Soru’s Instagram

Via Soru’s TikTok