More To Say

What happens when you bet on yourself before anyone else believes in you? LTK Creator and entrepreneur Allie Eklund joins Amber on this week’s episode to share how she turned her passion for content creation into a thriving business. From walking away from corporate banking to landing major brand partnerships and tripling her income in just six months, Allie shares the lessons behind her decade-long career. Plus, she gets candid about dating as a successful woman, navigating relationships with men who wanted her to give up her career and building a life on her own terms.

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Creator marketing is no longer just a tactic. It’s becoming a core part of how the world’s biggest retailers reach consumers, build relevance and drive commerce.

Recorded from LTK Con 2026, Amber sits down with Pat Burke, VP of Media at Target, to discuss how Target is building for the future of creator commerce and why creators have become an integral part of its media strategy. Pat shares how Target evolved its approach from a one-size-fits-all creator program to a more sophisticated strategy built around the distinct needs of creators, including the launch of Target Ambassadors with LTK.

They also unpack what makes creator content effective today, why relevance and authenticity matter more than ever, and how Target thinks about matching the right creator, audience and product rather than simply pursuing scale. Plus, Pat shares what Target has learned about moving at the speed of culture, the growing opportunity at the intersection of creators and retail media, and how Target Beauty Studio is bringing creator-led discovery into one of retail’s most influential categories.

Tune in for a look inside how one of the world’s largest retailers is rethinking media, content and creator partnerships for what comes next.

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Before Inthefrow became one of fashion's most recognizable blogs, Victoria Magrath was completing a PhD in fashion consumer behavior—researching mobile commerce before most people believed shopping on a phone would become the norm.

On this episode of More To Say, Amber sits down with Victoria to discuss building trust in the creator economy, staying authentic through every stage of a career, and the lessons she's learned launching her beauty brand, byfrow. Together, they explore why founder-led content is reshaping marketing, how community fuels long-term brand growth, and why embracing your authentic self is one of the greatest competitive advantages in business.

Exclusive More To Say Offer

More To Say listeners can receive 15% off byfrow with code BYFROWXLTK15.

The offer is valid from July 28 through midnight August 4 (UK BST) and is available in byfrow shipping regions (UK/EU). One use per customer, with no minimum spend. The code is non-transferable and cannot be combined with any other coupons or offers.

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What does it take to turn trust into a business?

On this episode of More to Say, Amber sits down with Sarah Tankel Ellis, Co-founder of We Are Twinset and WAT THE BRAND, to explore how she and her longtime business partner transformed a fashion blog into a thriving creator business and a successful fashion brand.

Sarah shares why community has always been their greatest competitive advantage, how listening to their audience led to the launch of WAT THE BRAND, and why engagement matters far more than follower count when building lasting influence. Together, Amber and Sarah discuss what today's creators and brands often get wrong, how to build an owned audience that grows with you, and why authenticity remains the foundation of long-term success.

Whether you're a creator, founder, or marketer, this conversation is a reminder that trust isn't just something you earn. It's something you can build a business around.

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This week, Amber welcomes LoveShackFancy founder Rebecca Hessel Cohen to talk about building one of fashion’s most recognizable lifestyle brands from the ground up.

Rebecca shares how LoveShackFancy started with a bridesmaid dress she designed for her own wedding while working as a fashion editor at Cosmopolitan, and how that side project evolved into a global brand with 27 immersive retail stores, cult-favorite collaborations, and a devoted multi-generational community.

Amber and Rebecca get into the evolution of retail, growing a brand through creators and community, why collaborations have become one of LoveShackFancy’s biggest growth drivers, and how Rebecca balances creativity with scaling a rapidly growing business.They also talk motherhood, raising daughters in New York City, working alongside family, and why staying creatively inspired is Rebecca’s most important job as a founder.

From trunk shows in the Hamptons to viral collaborations, Rebecca shares how she’s built LoveShackFancy into far more than a fashion brand, but a world people want to be part of.

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AI is moving faster than most people can keep up with. So what does it actually mean for creators, brands, and the future of work?

In this solo episode of More to Say, Amber shares what she learned after spending time with some of the top leaders in artificial intelligence and how it applies to creators and brands right now. From how AI is transforming business and marketing to why creators are becoming the trust layer of the internet, this episode breaks down what you need to know and how to navigate what comes next. Amber shares a grounded perspective on using AI as a tool for automation, efficiency, and better decision making, without losing what makes you human.

If AI feels overwhelming, this episode will help you cut through the noise and focus on what actually matters.

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Blake Evin Rayfield went from posting for fun to building a powerhouse business in under a year. Amber sits down with Blake to unpack the strategies she used to grow her audience from a handful of followers to thousands and turn that influence into real income.

Blake shares her journey from Indiana University to fashion school in New York, how she built a loyal, engaged community, and the tools, automations, and content strategies that helped her triple her income in just one month. She also shares the lessons she learned along the way, including trusting yourself, protecting your brand, and leaning on the friendships and support systems that make success possible.

This episode is packed with tactical advice for creators and entrepreneurs looking to scale, build trust, and break out in today’s creator economy.

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Courtney Cook is a high school English teacher and mom of four who never expected her teacher lunches to turn into a viral phenomenon. Then her stuffed sweet potato hit the For You Page, racked up millions of views, and turned her into one of TikTok’s most beloved food creators.

Amber sits down with Courtney to talk about the viral moment that changed everything, navigating sudden internet fame, big sister energy, and how comfort food has helped her build an online community. Plus, Amber and Courtney recreate the sweet potato that broke the internet and unpack how the recipe turned into a cultural moment. 

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In this solo kickoff to 2026, Amber pulls together the biggest shifts she saw in 2025 and what they mean for creators, brands, and consumers in the year ahead. From the end of experimental creator marketing to an internet flooded with AI content, she explains why 2026 is a breakout year for direct-to-consumer brands and what it takes to build something that actually lasts in a low-trust environment.

Amber breaks down three core themes: the democratization of creator marketing (including LTK’s decision to kill SaaS fees and open its full brand platform and data for free), the shift to owned audiences and human-led communities, and why AI is a tailwind, not a replacement, for human creators. Along the way, she shares key lessons from 2025, how AI can help boost productivity, and a candid Q&A drawn from your questions about business, family, and life online.

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This week, Amber welcomes creator and reality TV star Ciara Miller for a candid conversation about turning reality TV fame into a lasting community. Ciara shares her honest perspective on stepping away from nursing, betting fully on herself as a creator, and navigating the pressure of life in and between TV seasons. She opens up about burnout, staying grounded, and how she is intentionally building a more connected, reachable audience beyond the screen. From using storytelling over selling to creating consistency in an unpredictable career, this is a thoughtful conversation about pivoting with purpose and building a sustainable business after reality TV.

WE DISCUSS:

• (2:50) Unconventional Career Path and Philosophy
• (4:08) Leaving Nursing for a Creator Career
• (7:25) Turning Reality TV Fame into a Lasting Community
• (14:20) Ciara's Hot Tips for Creators and Future Dreams

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