Amanda Wade, a 61-year-old trader at Kirkby Market, has become a social media sensation thanks to her colourful outfit videos filmed at her stall, Josie's Den. Her videos have attracted thousands of viewers, with shoppers travelling from across the country to visit her, including a woman who journeyed from Norwich after discovering Amanda on Facebook.
Origins of Josie's Den
Josie's Den is named after Amanda's nan, Josie, who owned a tiny second-hand shop in Everton. Amanda spent her childhood there, developing a lifelong love for fashion. She recalled: "Whenever I was off school, I was with my nan. As soon as my mum was out of sight, I'd have my clothes off, put all the rags on from the shop, and I'd be trotting up Breckfield Road like I was a supermodel."
After years in office jobs, Amanda decided to pursue her passion. She opened the stall at Kirkby Market in 2020, shortly after the first Covid lockdown. The business initially served as "therapy corner," with customers visiting for conversations as much as shopping. Once restrictions lifted, demand surged as people sought new outfits to celebrate getting their lives back.
Social Media Success
Amanda regularly films videos showcasing new arrivals, tailoring them to customer requests. She said: "I always ask my ladies, 'What do you want me to video next?'" One customer's husband told her, "I wake up with you every morning," after his wife started watching her videos daily. Another woman stood starstruck at the stall, having travelled from Norwich after seeing Amanda on Facebook.
Amanda offers free basic alterations to ensure outfits fit perfectly. She explained: "If you don't look good, you don't feel good. I don't charge because I want people to leave feeling confident."
Future Plans
In January, Amanda plans to travel to China to source clothing for her own fashion label, fulfilling a childhood dream. She said: "When people asked me what I wanted to be when I grew up, I always said I wanted to be a clothes buyer. I thought I'd end up working for somewhere like John Lewis. Instead, I'm doing it for myself, which is even better."
Despite her online fame, Amanda values the personal connections she makes at Kirkby Market. She said: "It's more than selling clothes. It's about making women feel good about themselves. That's always been the best part of the job."
