What began as a lockdown project in her bedroom has grown into one of Ireland’s most inspiring small-business stories. At just 20, Abbie Beggs (@abbiebegs_ ) launched Bound Apparel (@boundapparel_), blending her love of fitness and fashion to create activewear that makes people feel confident and comfortable.
From sketching designs between college lectures to running the brand remotely while living in Australia, Abbie has built a loyal TikTok community that’s grown with her every step of the way
Q: What inspired you to launch your activewear brand, Bound Apparel, and to share its journey on TikTok?
A: Bound Apparel began as a lockdown project during Covid. At the time, I was a 20-year-old student who loved fitness and fashion, but I could never find activewear that made me feel both confident and comfortable. Everything on the market felt either too plain, too performance-focused, or just didn’t have that stylish edge I wanted to wear outside the gym too. I remember thinking, if I can’t find it, why don’t I just make it myself?
So, I started small, sketching ideas, researching fabrics, and working on early samples from my bedroom. I had no background in design or business, but I was determined to create something that combined style, performance, and confidence. That’s really how Bound was born: from wanting to create activewear that not only performs well but makes you feel amazing the moment you put it on.
From the very beginning, I shared everything online. From unboxing our first samples to hand-packaging orders and running to the post office. I’ve always loved being open and unfiltered on social media, so documenting the behind-the-scenes of building a brand felt completely natural. TikTok, in particular, became such a powerful platform. It allowed people to connect with the brand in real time and feel part of the journey.
What started as me posting casual videos from my bedroom quickly turned into a community. Both my personal and Bound’s TikTok accounts grew side by side, and people really connected with the honesty, excitement, and challenges of starting something from scratch. That loyal community is still at the heart of Bound today. They’ve been there from day one, cheering us on, sharing our launches, and helping the brand grow into what it’s become.
Q: You spent time living in Australia while growing Bound Apparel remotely. What was it like running an Irish business from the other side of the world, and did TikTok help you stay connected with your customers back home during that time?
A: Running a brand from the other side of the world definitely wasn’t easy. In fact, it was one of the hardest parts of my journey with Bound so far. I spent time living in Australia while managing everything remotely, and while I tried to stay on top of things day to day, it was challenging not being physically present. Bound has always been about community and connection. We’ve built this amazing family of people who come together through our pop-ups, events, and shared love for the brand, so being so far away made me feel a bit disconnected from that energy.
There were definitely moments where I felt the momentum slow down. I could see things ticking along, but I missed being on the ground, meeting people, and feeling that spark in person. TikTok definitely helped bridge the gap a little. It gave me a way to stay connected to our audience and keep Bound’s personality alive online. I have to say, it just wasn’t the same as being home and feeling that buzz first-hand.
Since coming back to Ireland, though, everything has shifted. We’ve hit the ground running with pop-ups, markets, and community events, and the energy has been unreal. Celebrating our 5th birthday at The Bound Ball was a huge moment for us. Seeing so many familiar faces, creators, and customers all come together to celebrate felt like a full-circle moment. The event was all over TikTok, and we had so many people tell us it felt like we’d changed the marketing scene in Ireland. It reminded me exactly why I started Bound in the first place. It’s more than just clothes; it’s about people, connection, and belonging.
Q: What has the response been like from your TikTok followers and customers when you share content about your products or your entrepreneurial journey? Any feedback or interactions that really stuck with you?
A: The response from our TikTok community has honestly been amazing. From the very beginning, people have been so supportive and encouraging whenever we share parts of our journey. Whether it’s showing new products, talking about challenges, or celebrating small wins. I think our followers really appreciate that we keep it real and share everything, not just the highlight reel.
One moment that really stuck with me was when we had an overselling issue on our site. Instead of hiding it, I jumped straight on TikTok to explain what had happened and to be totally transparent about it. I was honestly nervous about how people would react, but the response was overwhelmingly positive. Everyone was so understanding and kind. It really showed me how strong and genuine our community is.
Another thing that always makes me smile is when customers post their own Bound hauls or gym fits and tag us. Seeing people feel confident and excited in our pieces is the best feeling ever. It’s like our community is growing with us every step of the way.
Overall, the feedback has been so positive and heartwarming. TikTok has made it possible for us to build real relationships with our customers, and that connection means everything to me.
Q: Was there a particular moment when you realised that your TikTok presence was making a big impact on your business’s growth?
A: There wasn’t one single moment where I suddenly realised TikTok was making a huge impact. It was more of a gradual, exciting shift. Over time, I started to see how deeply people connected with being part of the creative process. Whenever I shared sneak peeks of new samples, behind-the-scenes clips, or even asked for opinions on colours and designs, people would flood the comments with excitement. It became clear that our followers didn’t just want to buy from Bound, they wanted to grow with us.
That sense of community has always been at the heart of everything we do. It’s honestly the best feeling seeing everyone comment, guess what’s coming next, and share their excitement before a launch. It makes the whole process so much more special.
As the brand continued to grow, I realised we needed to expand the team to keep up with that energy online. We brought on two amazing girls to focus solely on TikTok. They handle everything from DMs and comments to resharing videos and creating new content for the brand. Once we did that, our TikTok completely took off. The account became more dynamic and consistent, and I think people really fell in love with seeing the personalities behind the brand.
People often say they love watching “the Bound girls” and getting a glimpse into our day-to-day lives. It’s not just the clothes, but the energy, the humour, and the friendship behind it all. That connection is what makes our community so loyal and what’s driven so much of Bound’s growth.
Q: Bound Apparel has grown rapidly in Ireland and beyond. Was there a particular TikTok video or moment where you felt the platform was accelerating your brand's visibility or success?
A: We’ve definitely had a few viral TikToks along the way, but there was never one single video that suddenly “made” us. Our growth has been much more organic, built slowly and steadily by a genuine, engaged community that truly connects with what Bound stands for. From the very beginning, people have loved sharing their own Bound hauls, gym fits, and stories, and that kind of word-of-mouth energy on TikTok has been incredibly powerful.
What’s made it so special is that it’s never felt forced. Our community has really grown with us. They tag us in their videos, post about new drops before we even announce them, and celebrate each milestone as if it’s their own. That real connection and excitement have done more for our visibility than any single viral moment ever could.
TikTok has given people a window into our world, not just the products, but the personalities and energy behind Bound. Whether it’s a funny behind-the-scenes moment, a styling video, or one of our pop-ups going viral, every post adds to that story. It’s been amazing to see how that authenticity has translated into real growth, both in Ireland and beyond.
Q: Are there other small business owners or entrepreneur creators on TikTok that you look up to or draw inspiration from?
A: If I had to pick a brand that really inspires me, it would be Smooth Company (@thesmoothcompany). I absolutely love how they share everything behind the scenes, not just the polished end result, but the real day-to-day moments that come with running a business. They show the wins, the challenges, the funny parts, and even the chaos, and I think that honesty is what makes their community so strong.
It’s something I really relate to, because I’ve always believed it’s so important for people to see what actually goes into building a brand. That there are real people behind every order, every email, every piece of content, and every design decision. Social media can make things look effortless, but showing the reality behind it, the hard work, the late nights, and the passion, helps people connect on such a deeper level.
That kind of transparency is exactly what I try to bring to Bound’s community too. People appreciate honesty, and it’s amazing how much loyalty and trust it builds when they feel like they’re part of the journey with you.
Q: In your opinion, why is it important for entrepreneurs to share their journey and connect with customers on platforms like TikTok?
A: At Bound, we’ve always believed that sharing the journey is just as important as the end result. Platforms like TikTok make it possible for entrepreneurs to connect with their community in such a real and unfiltered way and that’s exactly what people want to see.
For us, it’s never just been about selling activewear. It’s about showing the story behind it. The late nights, the design process, the mistakes, and the wins. When we share those moments, it helps people see that there are real humans behind the brand who care deeply about what we do.
TikTok has allowed us to build genuine relationships with our community. We love being able to jump on, show new samples, talk about what’s going on behind the scenes, or even explain when things don’t go to plan. That honesty builds trust and reminds everyone that this journey is real, not curated.
People want to feel part of something, not just a customer of it. By sharing openly, we’ve built a community that grows with us. And that’s the most special part, seeing our followers, friends, and customers feel proud to be part of Bound’s story.
Q: What do you enjoy most about sharing your business’s story on TikTok?
A: What I enjoy most about sharing Bound’s story on TikTok is how real and interactive it feels. It’s not just me posting content. It’s like having a constant conversation with our community. I love being able to show the behind-the-scenes moments, the highs and lows, and everything that goes into running the brand.
There’s something so special about seeing people connect with that authenticity. When we post sneak peeks of samples or share a little “day in the life” moment, our followers get genuinely excited and involved. It makes the whole journey feel shared.
I also love how supportive and understanding our TikTok community is. Even when things don’t go perfectly, people respond with so much positivity and kindness. It reminds me why I started Bound in the first place. I wanted to create something real, fun, and inspiring that people can be part of.
Q: What tips would you give someone looking to build their own TikTok community?
A: My biggest tip for anyone wanting to build their own TikTok community is simple: just be real. People can tell straight away when something feels forced or overly polished, so don’t stress about being perfect. You need to show the process, the behind-the-scenes, and even the messy moments. That’s what people connect with most.
Another huge thing is consistency. You don’t have to post every day, but showing up regularly helps your audience feel involved in your journey. Even small updates like unpacking stock, prepping for an event, or sharing a new sample can go a long way.
Also, engage with your community. Reply to comments, ask questions, stitch or duet people who tag you, make it a two-way conversation. When your followers feel seen and heard, they become part of your story.
And lastly, don’t overthink the numbers. Some of our most-loved videos weren’t the ones that went viral. They were the ones that showed genuine emotion or a real moment. Focus on building connection, not just chasing views. Growth will come naturally when people can see your passion.