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Call it ‘FAYT’ – How a change in direction paid off for YouTube star


With over one million followers on her YouTube channel, it’s no secret Brittney Lee Saunders has made a name for herself in the social media world.

Now, the 27-year-old is working to channel that success into her clothing line, FAYT The Label.

The idea was born four years ago, and after a year of planning, the online store took off.

What started with Brittney packing orders in her garage, has grown dramatically over the past three years, and now FAYT is home to its very own retail store in Maryville.

The team has also expanded, with six employees now on deck.

“In the warehouse we have people packing orders every day, then we have customer service, Monique who does website development, social media and photography, and the girls who work in the retail store,” Saunders said.

The transition to retail was an easy one for Saunders, who says there’s more than just fashion to consider.

“Our point of difference is having a true to size range as we know the struggle that women face when shopping for certain items,” she said.

“We showcase realistic, relatable figures in all of our photoshoots to make women feel comfortable when shopping.”

When the line launched two years ago, only FAYT pieces were available.

Now, the website and store showcases several wholesale brands that offer shoes and accessories so there’s more variety for customers.

“I loved fashion myself and I feel like I have a good idea for clothing and style of the everyday woman,” she said.

“It’s something I love doing week in and week out and that’s a good thing.”

Saunders prides herself on the fact FAYT is for women of all ages, from teenagers to grandmothers.

“We opened FAYT The Store in Newcastle as we felt there was a gap in the market when it came to boutique shopping at an affordable price range,” she said.

“This is a place where women and girls of all ages can pop in, relax, enjoy themselves and walk out with an entire outfit from head to toe.”

Saunders is also busy working on her second label, ‘Staple Swim’ which has sizes ranging from six to 20.  

And while her profile provided a helping hand with her step into the industry, Saunders doesn’t credit her social media fame for her success.

“Having a following on social media put me ahead which means you have customers already, everyone went over to FAYT,” she said.

“It’s one thing to have a collection and have followers, but to sustain it is hard work, the product has to speak for itself.

“I had a head start, but over years our items have built a name for themselves in quality and satisfaction and people keep on buying so we must be doing something right.”

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