The heartwarming story of how Mrs Hinch turned one couple’s small business into a huge overnight success

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Mrs Hinch has become a household name as a result of her home hacks and tips, and she’s built up a tremendous Instagram following of four million.

From her enviable hauls to her amazing ways to bring out the best in your home, Mrs Hinch has all the interior hacks up her sleeve.

And for one business, she quite literally changed the lives of the owners overnight.

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The Rustic Mill Company Ltd are a small family run business, based in Lancashire, and they specialise in creating bespoke handmade furniture.

A peruse on their website will allow you to discover the likes of bespoke stair gates and coffee tables, and it immediately becomes understandable why Mrs Hinch loved the company from first sight.

Telling OK! their story, Martin and Catherine of The Rustic Mill Company explained how Mrs Hinch bought one of their custom made stair gates for her stunning Essex-based home.


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Little did they know this purchase would give their business overnight success.

They explained: “We started the business in a small shed in our back garden in January 2020, at the time we were advertising and selling our products through Etsy, making a few small sales.

“During the first lockdown we expanded our business slightly to a larger cabin also situated in our back garden, still advertising through Etsy and only had a small following of around 100 followers on Instagram.

“Then the unthinkable happened in September 2020 when Mrs Hinch bought one of our custom made stair gates for her beautiful home.”

Mrs Hinch is renowned for selling out stock on websites after posting about items on her popular Instagram page, and she had the same effect when she shared her stair gate from The Rustic Mill Company.

Martin and Catherine continued: “She then posted her new gate on social media and tagged our company in the post, after this our phones were non-stop with thousands of messages, with people enquiring about also getting a gate like Mrs Hinch’s.


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“This we never expected, and although we tried our best to reply to everyone we just simply could not keep up with the volume of messages.”

Martin explained that he and his wife Catherine did their best to reply to the messages while taking pre-orders for their custom made gates.

Their social media following rocketed from a few hundred to 17,000 and they’ve expressed their gratitude to Mrs Hinch for her act of kindness.

They continued: “We couldn’t believe the experience and to this day we are still grateful to Mrs Hinch for the exposure that she gave us.

“Within 48 hours this number had increased again to 25,000 followers and the messages were still flowing and other public figures were getting in touch with us to enquire about our products.

“We were shocked to find that a short while later Mrs Hinch purchased another gate from us for the downstairs of her house. Again once this was put on her Instagram page, our followers grew further along with the messages and enquiries.


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“This time we were slightly more prepared, although nothing could prepare us for the volume of messages we were receiving again, thanks to the exposure.”

As well as Mrs Hinch, another celebrity to get in touch with the company was TOWIE star Lydia Bright who requested two gates for her stair.

“Following on from this in December 2020 we were contacted by Lydia Bright, who also asked us to make two gates for her stairs, after she had put a post out to her followers asking people to suggest a company who could make gates for her,” they continued.

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“A great number of people recommended us which then prompted Lydia to get in touch to design and make these for her. This has also prompted messages to design and make products for the likes of Josh Wright and other famous figures. We now have 18,000 followers on Facebook and 36,000 followers on Instagram.”

The Rustic Mill Company owner Martin finished by saying how the purchases, made by the likes of Mrs Hinch and Lydia Bright, turned their small shed operation into a manufacturing furniture business, which has given them the opportunity to employ staff in their new 2000 square foot workshop.

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