The Cupid Collective
How Backing Essex Business Helped Aimee O’Connell Bring Love Back to Social Media
When Irish-born marketer Aimee O’Connell moved to Chelmsford in March 2024, she knew she wanted to return to her first career love: social media. With a degree in marketing and years of experience, she expected to slot straight back into the industry. Instead, she spent months sending out hundreds of CVs—receiving only two replies.
“From the hundreds of CVs I sent out, only two people got back to me,” Aimee recalls. “After a year working outside my field, I realised I wasn’t doing what I loved. That was my turning point.”
It took a back injury for Aimee to finally stop, reflect, and make a change. “I ended up on sick leave for two weeks. Once I got over the pain, I had nothing but time to sit and think. The idea of starting a social media company came back to me, and my boyfriend said, ‘You need to do this. I can see your spark coming back.’
By June 2025, The Cupid Collective was officially live: a female-led social media management agency specialising in helping small and medium-sized businesses fall back in love with their online presence.
“It’s About Love, Not Just Likes”
“Marketing is often so results-driven—it’s all about the numbers. But the most important thing is how you make a person feel. That’s what stuck with me. Social media should be about love, about reigniting people’s passion for their businesses and connecting with their audience in an authentic way.”
The Cupid Collective offers bespoke packages specific to every business it works with, from social media audits, content days, editing, scheduling, and even one-to-one training for clients who want to build confidence in their own skills. Every package is tailored, because as Aimee puts it— “social media isn’t one size fits all.”
Her clients range from sole traders who need encouragement to seasoned business owners who had fallen out of love with their platforms.
Unlike many agencies, Aimee offers a deeply personal service. Clients aren’t just numbers in a system, they have her direct support, her creative energy, and her genuine care for their business.
“If you trust me with your business, I’ll love it as much as you did when you first started. I’ll reignite that passion for you. That’s what Cupid Collective is all about.”
One of Aimee’s client’s commented:
“I met Aimee three months ago when I was at a crisis point with my business. I loved my business and the services I offered. I could handle most aspects of being a sole trader, but I was hopeless at social media. I knew what I wanted to do but had no understanding of how to do it and was deflated. Aimee was so encouraging and helpful. She chatted through my needs on a discovery call, listened to goals thoroughly and put together a bespoke package, which was exactly what I needed. I'm so grateful to have met her. She has lifted my spirits, made me howl with laughter, helped me gain an understanding and confidence in a world I was scared of, and has been my biggest cheerleader for success.”
Finding Support from Backing Essex Business
Launching a business can feel daunting, especially in a crowded market. That’s when Aimee reached out to Backing Essex Business. She was connected with Ross Moran, who quickly became a trusted advisor.
“Ross gave me so much invaluable advice,” says Aimee. “He asked me the hard questions like, are you sure you want to enter such a saturated market? but also encouraged me when he saw how passionate I was.”
Ross helped Aimee map out her business goals, consider funding, and build a clear growth plan. But his support didn’t stop there.
“Ross has actually gotten me a client,” Aimee says. “That’s huge when you’re starting out. Beyond advice, he actively opened doors for me. I think we’ve built a really good relationship. Everyone I’ve spoken to at Backing Essex Business has been so helpful.”
A Business with a Vision
Just a few months after launching, Cupid Collective has already taken off. Aimee has secured five full-time clients and is close to capacity. “My maximum right now is seven, and I’ve got two meetings next week,” she says. “I could be fully booked out soon which is amazing.”
But Aimee isn’t just thinking short term. She has a three-year plan:
Year 1: Build a strong foundation of clients and systems.
Year 2: Bring on a business partner to share the workload.
Year 3: Expand into a full Cupid Collective team, with specialists in content creation, graphic design, and influencer management.
“I don’t believe in paying people minimum wage while keeping the profits at the top,” she stresses. “I’ve worked in jobs like that, and it’s not what I want to build. I want everyone who works at Cupid Collective to feel ownership—to feel like they are Cupid Collective.”
Why Cupid Collective Stands Out
Every new contact gets a free discovery call, lasting 30–60 minutes. This call is completely free of charge and is followed up with supplied resources and advice, regardless of the outcome of the call. For Aimee, it’s about sharing knowledge, and the rapport and trust that creates. “People remember that generosity and in turn are always happy to refer other businesses to me when they are in need.”
Lessons for Other Entrepreneurs
Aimee’s advice for other aspiring business owners is simple:
“Just go for it. So many women I meet have amazing ideas, but they doubt themselves. They’re afraid of failure, like they’ll be laughed at. But you’ll never know success or failure unless you try. My moment of clarity came from reading client reviews and thinking: I can’t believe I’m doing this for people. That feeling makes it worth it.”
Key Takeaway:
With the right mix of passion, guidance, and support, even the most competitive industries hold space for new ideas. For Aimee, working with Backing Essex Business didn’t just help her refine her vision—it helped her win her first new client and set Cupid Collective on the path to success.