In a seemingly saturated coffee marketplace it is clear that the success of Florence by Mills Coffee demonstrates that there is still room for new brands that are crafted authentically. In Florence by Mills Coffee, Millie is carving out a niche by building a credible coffee brand that resonates with Gen Z and their need for self-expression, and in doing so she is transcending the conventional coffee experience.

I’m often asked how much our creators really know about coffee, the answer is more often than not, quite a bit actually! They love their morning cup of joe, or their afternoon iced vanilla latte, they know what they like and dislike, their go-to flavours, how strong they like their coffee, and their favourite ways to make it, but most importantly they know how their coffee makes them feel and how it connects them to their community through shared experiences.

Celebrity-backed or owned brands are far from a new phenomenon, from lipstick to aftershave, we are used to seeing an A-lister use the power of their celebrity to diversify their income streams and sell us an aspirational lifestyle

The blend between the creator economy and the food and drink industry is as harmonious as a cup of perfectly brewed coffee. Social media platforms have provided creators a stage, transforming them from mere influencers to bona fide entrepreneurs.