Juggling Multiple Brands with Nikki McWilliams

Today on the podcast, I am chatting to my friend and voicenote partner in crime Nikki McWilliams. I always find it interesting when people run multiple different brands, and I love to hear how they manage it, how they do it all, and how it all fits together.

Nikki not only has a solid personal brand, but she also runs two distinct online shops: one selling her famous biscuit-inspired homewares and another dedicated to stationery. In this episode, we delve into how she keeps it all clear in her head, how she juggles the workload, and how she maintains consistency across different businesses.

We also discuss the massive shift in social media marketing—from the polished "flat lay" era to the rise of "scrappy" reels—and why having multiple "squirrel pots" of income is the key to feeling secure as a self-employed creative.

Key Takeaways:

• The "Squirrel Pot" Strategy: Nikki treats her different businesses and income streams as "squirrel pots." Having multiple streams provides security because when one area (like luxury cushions) ebbs, another (like affordable stationery) might flow
• Distinct Branding for Distinct Audiences: While both brands sit under her name, Nikki uses different visual vibes and colour palettes to separate them—one is luxury and gift-focused, while the other leans into nostalgia and necessity .
• Scrappy Content Wins: We discuss the mindset shift required to move away from perfectly polished content. Surprisingly, the posts that take the least time to create (like filming in pyjamas on a phone) often perform the best
• The Art of the Creative Pitch: Nikki shares a brilliant story about how she won a PR trip on a cruise by pitching with a physical, hand-made passport instead of just a standard email.
• Agility is a Superpower: As a small business owner, you don't have to stick to a plan if it isn't working. Nikki explains why she is currently leaning more into stickers and stationery because that is what is selling right now.

Episode Highlights:

• 01:00 – The origins of the Biscuit Shop (2010) and the rise of the Nikki Supply Store (2017) via the bullet journaling trend
• 07:00 – How Nikki balances a personal brand with two product-based businesses
• 15:00 – Why self-employment can actually feel more secure than a traditional job in the current economy
• 18:00 – How to pitch to brands and get paid properly for content creation
• 25:00 – The struggle of pivoting from high-production content to "scrappy" authentic video
• 37:00 – Nikki's future goals: YouTube monetization and designing a sticker book

About The Guest:

Nikki McWilliams is a designer and small business owner based in Scotland. She is the founder of Nikki McWilliams, known for her iconic biscuit-themed cushions, and Nikki's Supply Store, a go-to shop for bullet journaling and stationery supplies.

You can find her biscuit shop at nikkimcwilliams.com and her stationery shop at nikkisupplystore.com. Follow her on Instagram at @nikkimcwilliams and @nikkisupplystore, or search for