How Nicole Brown built a brand on trust and transparency

Nicole Brown, the voice behind Lelia’s Southern Charm, didn’t set out to become a fashion content creator—she simply wanted to answer one recurring question: “Where did you get that outfit?” So in 2020, she decided to take the leap and begin posting on Instagram.

A Mississippi-based HR professional with a love of affordable style and heartfelt hospitality, Nicole began documenting her day-to-day fashion choices on Instagram. What started as a casual photo diary eventually evolved into a growing platform that blends fashion, faith, and the warmth of the South.

“I started by just sharing what I wore to work,” Nicole explains. “At the time, we were dealing with COVID and isolation. I was just looking for something to brighten my day, and hopefully someone else’s.”

Her brand, Lelia’s Southern Charm, is more than a name. It’s a legacy. Named after her late grandmother Lelia, who was always dressed to the nines with a Sunday hat in hand, Nicole’s platform is rooted in this legacy and reflects the warmth, faith, and timeless style passed down through generations. “She loved fashion, she loved making people feel welcome. That’s what I want my page to feel like,” Nicole says.

I have vivid memories of shopping with her at [local department store] Cato when I was young. That’s where I first learned that fashion wasn’t about price—it was about how it made you feel.”

That influence continues today, both in Nicole’s wardrobe and her approach to content: confidence, care, and a commitment to showing up as she is.

As Nicole’s online presence grew, so did her intention. Her audience—women who are navigating careers, motherhood, wellness journeys, and everyday life—resonated with her calm energy and clear voice. Whether she’s sharing styling tips or words of encouragement, that sense of Southern hospitality shines through in every post. Nicole curates content for women who live full lives, offering them a blend of wearable inspiration and honest product reviews.

Whether she’s recommending a product, sharing a life update, or reviewing a brand partnership, Nicole makes it a point to be authentic and accessible.

“I don’t believe in pushing a product just to make a sale,” she says. “If it’s not for me, I say so. I never bash a product or say I hate it. I’ll just say, ‘Hey, it’s not for me today, but I’ll still share it in case it’s something you’d love,’” she explains. “It’s not about pushing a sale—it’s about building trust.”

It’s that transparency that’s earned her long-term loyalty from followers and brands alike. In fact, one of her proudest collaborations was her first ever brand collaboration with Cato Fashions—the same department store she used to visit with her grandmother years ago. “That one meant a lot,” she says. “It felt full circle.”

Another major moment came when designer candle and fragrance company Capri Blue honored her for Women’s History Month. “That was such a beautiful surprise,” Nicole recalls. “To be seen and celebrated like that. It really affirmed that I’m walking in purpose.”

Nicole estimates that about 70% of her creator income comes from brand deals, with 30% coming from affiliate links. She’s been thoughtful and strategic about how she monetizes, focusing only on partnerships that reflect her values and audience interests. “Affiliate linking really works for me because I’m recommending things I already use, something that’s piqued my interest or that I genuinely believe in,” she says. “Later made it easy for me to start with affiliate linking. I could share products from stores I already loved, like Walmart, and just be myself.”

Unlike some creators who focus heavily on aesthetics or chasing trends, Nicole’s content emphasizes wearability and confidence. “My audience doesn’t want to spend $250 on a pair of jeans. They want good quality and affordability. Taking 9-5 outfits and making them work for 5-9 and the weekends is the goal—one closet, not two. ”

She also runs a growing newsletter, uses TikTok to test short-form content, and has seen strong engagement in her private Facebook group, where she builds a deeper community and shares behind-the-scenes updates.

Nicole’s success hasn’t come without reflection. From talking openly about mental health to sharing her recent wellness journey with her audience, she’s found ways to show up authentically while staying sensitive to others’ experiences.

“I’m very aware of how triggering some conversations can be,” she says. “I try to show up for my community with honesty and grace. I’m not trying to be perfect. I never want anyone to feel pressured to change themselves.”

That authenticity has turned casual followers into dedicated fans. And it’s clear Nicole doesn’t take their trust lightly.

“Being online helped pull me out of a dark time,” she says. “I’ve struggled with anxiety and depression and my audience knows about some of that. And so, when you just think of Southern Charm, I hope that people who hear that think of being at home, feeling welcome, feeling seen, feeling heard, no matter what season you’re in, whether you’re shopping or not shopping. I tell my followers all the time, you don’t have to buy anything from my links—I just want you to feel seen and safe here.”

As a nano influencer with nearly 10,000 Instagram followers, Nicole knows firsthand that you don’t need a massive following to make a meaningful impact. “People think you need a huge following to get noticed, but I’ve had brand deals come from way before I hit 5K,” she reflects.

In fact, before hitting 5,000 followers, Nicole was invited to be a contestant on Jay Leno’s game show, You Bet Your Life, as a result of being spotted on Instagram. “You never know who’s watching,” she laughs.

“Just start. Be consistent. Have a mission statement that drives everything you do back to your mission,” she says. “The moment you start being yourself fully and enjoying where you are, everything will fall into place.”

And whether she’s filming outfit try-ons, organizing her MyShop storefront, or encouraging women in her inbox, one thing remains clear: Lelia’s Southern Charm isn’t just a brand. It’s a place to feel at home and be inspired.

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