you are welcome second LifeA podcast highlights successful people who have made big career changes — and mastered the art of fearlessly pivoting. Hosted by Hillary Kerr, co-founder and chief content officer of Who What Wear, each episode gives you a direct line to the people who are game changers in their field. agree second Life But apple podcasts, spotifyOr wherever you get your podcasts to stay tuned.
Before Jenny Naylor founded her eyewear brand 12 noon studioShe created a luxury fashion blog hiloluxx as a hobby. It was a side project he started while working as an operations manager at Target, where he quickly excelled in training, hiring, and promoting employees. She worked tirelessly to build a community among the workers at the corporation and eventually, she left to pursue her blog full-time and create her own fashion community.
Spoiler alert: betting on herself turns out to be the best decision she ever made. As her own manager, she gained hundreds of thousands of followers on her platforms, attended fashion weeks, and interviewed industry luminaries like Law Roach.
A full-circle moment came years later in the form of a Target collaboration, when it launched a clothing line through the chain’s Future Collective partnership. After years of developing a loyal fan base and building impressive relationships with brands, in July 2025, Naylor launched one of her own. concept? An eyewear brand named 12PM Studios.
Each frame costs less than $150 and is inspired by the cities that have shaped his creativity, such as London, Milan, new yorkAnd Toronto. “I wanted it to feel elevated but never out of reach,” she explains. Although the planks Did Out of reach as they sold out within days. (Luckily, an October restock is coming soon for fans who missed the initial launch.)
Although Naylor’s retail background gave her a good sense of starting her own business, it was her relentless drive, authenticity, and intentional mindset that shaped her success – and it only started from there.
Listen to the latest episode of second Life To hear more from Jenny Naylor about making the jump from a corporate job to a full-time content creator, starting her own eyewear business, and how she finds balance through it all.
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