Autistic entrepreneur makes up to £10K a month with alternative fashion side hustle helping neurodivergent shoppers

A 21-year-old autistic entrepreneur earns up to £10,000 a month on top of her regular salary by helping neurodivergent shoppers to find clothing which suits their size, style and sensory needs.

Amelie Rule, from Hillingdon, London, was diagnosed with autism aged 19 and always struggled with mainstream clothing being too “itchy” and shops being too loud and bright.

So in February 2024, as a side hustle to her four-day-a-week job as a special educational needs administrator, she launched Cyber Cherry Clothes – an online pre-loved alternative fashion business that caters for all sizes, styles and sensory needs, modifying items for autistic people with specific sensitivities.

Amelie creates outfit bundles, starting at £25, and sells individual pieces through platforms like Depop, Vinted and Whatnot.

Overall, the business generates between £3,000 and £10,000 a month – but for Amelie it’s more about creating a safe space that celebrates difference rather than profit.

“I have customers with specific clothing phobias,” Amelie told PA Real Life.

“One person wanted a heavy metal-style wardrobe but had a phobia of metal buttons, so I sourced pieces and replaced metal buttons with wooden ones.

“It’s OK to be different, and just because you’re diagnosed with something, it doesn’t mean that you can’t do something.

“It’s OK to be human and every human is different.”

Amelie has always had a passion for fashion and has developed her own style over the years – now, she loves wearing Japanese-inspired clothes based on video games.

But, she often faces challenges with the materials used in clothing, particularly in the fast fashion industry, as well as shopping itself.

“There’s so much noise, bright lights and too many options…it’s a lot to process,” said Amelie.

“I don’t like itchy things and obviously a lot of fast fashion is quite non-breathable, itchy material so vintage is generally better.

“I really love mesh sparkly pieces but can only wear them with a top underneath.

“What I would often do was cut holes in the sleeves of tops as a thumb hole as I liked having the constant material there to fidget with and it also looked more alternative.”

This all began to make sense for Amelie when she was diagnosed with autism aged 19 – having sought a private consultation after being forced to drop out of her photography degree because she found the experience too “overwhelming”.

“I had always pretty much known I was autistic,” she explained.

“I didn’t have the best school life because of it, I was always very different, and I used to get in trouble quite a lot because I didn’t really understand the social constructs.

“(The diagnosis meant) my life makes so much more sense, and it allows me to put things in place so I can help myself.”

After receiving her diagnosis, she realised she did not want other autistic children “to go through what (she) went through”.

She also wanted to help others have their dream wardrobe full of clothes that did not cause a sensory overload – so launched Cyber Cherry Clothes, sourcing bespoke, flattering outfits while keeping neurodivergent people’s needs at the forefront.

“Many customers have had preferences on sleeves due to sensitivity so I have ensured with each one that there was a base layer, fake sleeves or things with only specific style sleeves,” Amelie said.

“Regardless of bundle size if the buyer has sensory issues with things on their skin I always provide base layers as I don’t believe someone should have to pay extra to wear what I’m providing!”

To begin with, it was challenging to make her business accessible for plus-size individuals as vintage clothes are often cut smaller.

By getting her clients to send her photos of their body types, she can find flattering options that aren’t “frumpy”.

She also found a solution through using a wholesale second-hand marketplace called Fleek.

She explained: “I work with suppliers to get larger sizes and make sure everyone can access cool, stylish pieces.”

To make shopping even “more accessible” she does livestreams on Whatnot, a social marketplace, so customers can ask questions about pieces in real time.

Since launching, Amelie has received heartfelt messages from satisfied customers, including one from a mother who bought a Japanese fashion bundle consisting of two Hime Gyaru, Japanese street style, outfits at £140 for her daughter’s Christmas gift.

“She had no idea what Japanese fashion was but trusted me to curate something,” Amelie said.

“Afterwards, she messaged me saying, ‘Thank you for letting me still be the cool mum.’ That meant so much.”

Alongside her business, Amelie works four days a week as a special educational needs coordinator at Douay Martyrs Catholic Secondary School in Hillingdon.

She hopes that people will take away a sense of empowerment and confidence from her role in this job, as well as her brand.

Amelie dedicates evenings and weekends to her clothing business, and her mum, Claire, 50, an English teacher and counsellor, plays an invaluable role in helping Amelie manage her wellbeing.

“Burning out is very common with autism,” Amelie explained.

“I do try to manage it, but when I start taking pictures of the clothes, I just want to do it and get it all done.

“And when I’m streaming, I lose track of time, so that can be an issue, but it’s something I’m working on, and something my mum is definitely helping me with so I’m getting there.”

In the long run, Amelie hopes to take on more responsibility in the special educational needs department, while growing Cyber Cherry Clothes into a household name.

She said: “I feel like there is always the sense to do more, but I do have to sometimes open my bank account, look at it and be like, ‘Wow, I have done a lot, like it’s going good’.

“I’d love to see my business featured in Vogue one day!”