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Hyndman believes there is “no original idea any more” – instead, building a business means carving out a niche, getting the brand name noticed, and collaborating rather than competing. “I think that encourages you to look at what you’re doing,” she says. “Looking at the competition and making it not competition, making them your peers.” The other big challenge is time, says Hyndman, and managing to fit in her band with her joy of travel as well as her shop. “If you could put more than 100% in, I’m definitely doing that,” she says.

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