How Do You Build a Brand Like This?

"We are self-funded. So we've built up using bootstrapped over the last 10 years and really the last five with the transition of this brand," she says. "I felt as a business, we're in the business of hope, the chupi." She adds that it has been slower than if she'd just taken four or five million euros from her father's estate to fund the project. But now they have a quarter of a million fans, 50% of whom are outside of Ireland - which is almost negligible.