Interview with Abigail Mills
Abigail is a social media manager, mentor, and director of Rose & Thistle Social Ltd, a results-driven social media marketing company turning service providers into industry leaders who stand out, sell more and become impossible to ignore on social media.
What inspired you to start your own business, and what challenges did you face in the initial stages of entrepreneurship?
I actually fell into business by accident! I started an Instagram blog to learn more about marketing after my music degree, as I was working in a Head of Marketing role with no real training or experience. Off the back of the blog, I started getting enquiries asking if I worked with businesses, and it spiralled from there. In the beginning, I had no clue how to run a business, so I was winging it for the first couple of years. It worked... until it didn’t! Around the three-year mark, I knew I needed to get serious with my systems and strategy.
How do you maintain a work-life balance while running a successful business?
Honestly, I love what I do so much that work and life often blur together—and that’s how I like it. I have the flexibility to take time off when I want, or work weekends if I feel inspired. My husband is incredibly supportive and often helps out, so sometimes "working" together is our version of quality time. It might sound wild, but it works for us, and now that he’s starting his own entrepreneurial journey, we’re building something exciting side-by-side.
Can you share a significant milestone or achievement that you are particularly proud of in your entrepreneurial journey?
Rebranding from a freelancer to launching Rose & Thistle Social as a limited company was huge for me. I threw a launch party in Edinburgh surrounded by clients, family, and friends, it was a total pinch-me moment. Another one was getting a mortgage based solely on my business income. Both felt like massive milestones.
Have you experienced any gender-related obstacles or biases since starting your own business?
Not that I’ve noticed personally, which I feel quite lucky to say.
How do you empower and support other women in business?
This has been at the heart of everything I do from day one. I originally started my Instagram to learn and connect with other women in business. Since then, I’ve worked with so many female-led businesses to help them feel confident and visible online. I also co-founded the Scottish SMM Girls Club, a space for women in social media to come together, both online and offline, to share experiences, support each other, and build real connections. And now, mentoring early-stage freelance social media managers has become one of the most fulfilling parts of my work, it’s honestly the most rewarding thing I do.
What role has mentorship played in your career, and how has it influenced your growth as a business owner?
Mentorship has been a game-changer. I regularly invest in mentors across different areas of business, and it’s helped me streamline everything, gain confidence, and see things from new perspectives. I wouldn’t have stepped into mentoring myself if I hadn’t first experienced how powerful it is to be supported by someone a few steps ahead of you. It’s saved me time, energy, and a lot of trial and error, and allowed me to grow in ways I couldn’t have done alone.
How have you found marketing your business – has it been easy for you, or have you found it quite difficult?
Classic marketer move: I was amazing at showing up for my clients, but my own marketing always came last. In 2023, I stopped posting for six months, and my business took a serious hit. When I lost clients in early 2024, I basically had to start from scratch again. It taught me a tough but valuable lesson: consistency matters. Now I have systems in place to stay visible, even when I’m busy.
What are your main marketing activities, and what do you find works best for you?
Social media and in-person networking events bring in most of my business. I also get great results from email marketing and know I need to do more of it! Anything that keeps me connected to my audience, builds trust, and shows my personality tends to work best.
Can you discuss a time when you had to pivot or adapt your business strategy?
One key moment I had to pivot was when I realised Rose & Thistle Social could be more than just social media management services. I wanted to help social media managers get clear and confident on how to move the needle in their business, while making their first investment a great one, so I brought in coaching, then I’ve also started introducing more 1:1 services for business owners, including content shoots and strategy sessions. That shift allowed me to position Rose & Thistle Social as both a service and a support hub for growth.
Looking ahead, what are your future goals and aspirations for your business?
Our big goal is to look into moving abroad and bringing the business with us! And in all honesty just keep supporting service providers and social media managers because all I want to do is get them the best results they can!