Amelie Rule, a 21-year-old entrepreneur from Hillingdon, London, launches Cyber Cherry Clothes, catering to the sensory needs of neurodivergent individuals with stylish, pre-loved clothing.
A 21-year-old entrepreneur from Hillingdon, London, is making waves in the fashion industry by providing tailored clothing solutions for neurodivergent shoppers. Amelie Rule, who was diagnosed with autism at the age of 19, has founded Cyber Cherry Clothes, an online business that specializes in pre-loved alternative fashion designed to meet various sensory needs.
Rule began her venture in February 2024 as a side hustle, while working four days a week as a special educational needs administrator. Her business has garnered significant attention, generating between £3,000 and £10,000 a month by offering customized outfit bundles and individual pieces through platforms such as Depop, Vinted, and Whatnot.
The inspiration for Cyber Cherry Clothes stems from Rule’s personal experiences with mainstream clothing, which she often found to be itchy and uncomfortable, primarily due to the materials and the chaotic environment in typical retail stores. “There’s so much noise, bright lights and too many options…it’s a lot to process,” she explained, highlighting the sensory challenges that can accompany shopping for those with similar conditions.
Understanding the complexities of sensory sensitivities, Rule creates outfits that cater specifically to her clients’ preferences. For instance, she recalled a customer with a phobia of metal buttons who desired a heavy metal-style wardrobe. Rule sourced alternatives, replacing metal buttons with wooden ones to accommodate the customer’s needs. “It’s OK to be different, and just because you’re diagnosed with something, it doesn’t mean that you can’t do something,” she told PA Real Life.
Cyber Cherry Clothes showcases Rule’s passion for fashion while also aiming to create a supportive community for neurodivergent individuals. The business offers outfits starting at £25 and includes accessories that prioritize comfort and style. Rule has received positive feedback from customers, including a heartfelt message from a mother who purchased a Japanese fashion bundle for her daughter, expressing gratitude for enabling her to be “the cool mum.”
The entrepreneurial journey has not been without its challenges. Rule initially faced difficulties in making her offerings accessible to plus-size customers, as vintage clothing tends to be cut smaller. However, by collaborating with a wholesale second-hand marketplace called Fleek and asking clients to provide photos of their body types, she has managed to source fashionable clothing for individuals of all sizes.
In addition to operating her business, Rule is committed to her role as a special educational needs coordinator at Douay Martyrs Catholic Secondary School. She aims to inspire empowerment and confidence in her students, as well as through her brand. Despite the demands of both gigs, she manages her workload with support from her mother, Claire, who helps Rule maintain a balance between her career and personal wellbeing.
Looking ahead, Amelie Rule hopes to expand Cyber Cherry Clothes into a well-known brand while also seeking greater responsibilities within her school’s special educational needs department. She expressed aspirations of seeing her business recognized in prominent fashion publications such as Vogue. “I feel like there is always the sense to do more, but I do have to sometimes open my bank account, look at it and be like, ‘Wow, I have done a lot, like it’s going good,'” she remarked, emphasizing her journey as a testament to her dedication and hard work.
Source: Noah Wire Services
