Isobel Lorna: How She Sold $300K in 1 Hour, Out-Earning College Degrees, and Why She Wants to Spend Money Loudly

[laughs]

I just s- heard of a really large creator say that women talking about money is tacky.

Mm-hmm.

And it really bothered me because I was like, "This is keeping your community poor-

Mm-hmm

...

if you are not actually telling them how you're getting your dream life or how to do it for themselves." Now, having built a career in luxury, a lot of people don't associate luxury with, like, talking about money.

Mm-hmm.

What is your take on that?

I think one thing that springs to mind is I went to the Monaco Grand Prix in May, and afterwards I saw this Instagram post, and it was like, "New money goes to the Monaco F1.

Old money goes to the s- the South of France hills and doesn't watch the F1 and doesn't post any content." And I remember looking at it and thinking, "Why can't everyone just earn their money and spend it however the fuck they want? And why do girls especially, every time they want to do something nice or they want to earn their own money, why is it always, like you said, called tacky?" And I think that post, I put it on my story, and I had so many people respond, like, "I'm getting fed up.

I'm getting fed up.

Like, why can't we just earn our money and enjoy it loudly? Why do I have to be quiet about buying a Birkin? Why do I have to be quiet about buying a house?" Like, that's one of my most, my most Frequent comments, especially when I buy something, is, "Why'd you have to show everyone?" Why the fuck not? Because I know there's probably a 15-year-old girl watching, thinking, "Oh, maybe one day when I'm 25, I'll be able to buy a house in London." So if you don't share it, people can't see it, they can't be inspired, and that's why I like using the word influencer, because we're influencing, especially in a positive way.

I think you do that so well, and I think that that's what I really wanted to get into today because I believe that the content creator economy has the ability to really level the playing field.

Like, there are no gatekeepers, there are no archaic industries that we have to go and spend 20 years in a career to finally be able to, like, do the things that are going to bring us what we actually want in our lives.

So let's talk a little bit about money, the power of social media, everything that comes with that.

It is reported that creators with 250 to a million followers can make between 20 to $45,000 for a sponsored Instagram post according to business.com. Do you believe that that is the ceiling or the floor for a luxury creator?

The floor.

[laughs]

Where are we going with this?

How did you learn your value to negotiate at numbers that are as large as, like, 25 to $45,000?

So I rarely work on, like, one-off videos now.

It needs to be, like, three videos, one every two months-

Mm-hmm

... one a month.