The micro-entrepreneurs building brands in their bedrooms

Powered by their social reach, Gen-Zers are launching d2c brands and retail empires from their bedrooms. But what does the mighty growth of all these micro-businesses mean for the environment?

Eugenie Kelly

Nov 3, 2021 – 6.00am

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Trying to pin down Ella Joye for a phone interview is on par with securing an audience with the Pope. “Working all day today! Sorry!” pings an Instagram DM from the 19-year-old Sydney University student and aspiring fashion mogul. “Chat next Monday?”

When we do eventually connect and she details her weekly diary and what’s involved in managing her clothing brand My Friends Are Yours, I get it.