Caroline O'Neill

In this edition of ‘The Fabric of My Life’ we spoke with entrepreneur, educator and philanthropist Caroline O'Neill, founder of social media growth company Digg for Success, wife, mother and podcaster.

Caroline’s ethos centres on having open and honest conversations both in business and in life to inspire and empower people to make changes for the better. The Digg Podcast, founded and hosted by Caroline is loved by thousands of listeners each week.

Caroline, tell us a bit about your career journey so far...

I got the entrepreneurial bug when I worked in retail while I was studying in university. I decided to leave my career as an Occupational Therapist and open a children's clothing store in 2008 called Digg Childrenswear (the word Digg being a nod to my father's support in the business as he drove a digger). It wasn't without its challenges, but the store grew from strength to strength, and in 2017 I launched my own website. Online sales grew significantly and in 2020 we employed 6 staff and it was one of Ireland's leading childrenswear boutiques for occasion wear.

Later Digg for Success was born in 2018 and this consisted of in-person training workshops, and large training events attracting over 200 business owners from all over the country.

Then, in 2019, recognising the need to reward and recognise business owners, I founded The Northern Ireland Social Media Awards with my colleague Niamh Taylor of Digital Twenty Four.

When the pandemic hit I closed Digg Childrenswear and changed my social handle to Digg Mama as I was sharing mostly family related content during lockdown. This has now turned into a job for me, carrying out influencer marketing campaigns with other businesses. With an audience of over 130k across Facebook and Instagram, I can have a positive effect on the businesses of others while working alongside my family so for me it's a perfect fit.

Digg For Success continues to grow and I launched The Digg Podcast in 2021 as an educational tool for individuals to learn all things business.

Charity is also close to my heart and I founded the Digg Deep for Kids campaign that supports charities in need at Christmas time. For Christmas 2021 we raised enough money to buy almost half a million pounds’ worth of essentials for Cash for Kids, The Simon Community, and St Vincent de Paul. It has had such a huge effect on thousands of lives over the years and is my biggest achievement to date and so important to me.

What’s the best career advice you’ve ever been given?

Never be afraid to say you don't know. This will allow you to learn so much.

The Irish female founder you most admire is...

I admire Orlagh McCloskey, the Co-founder of Rixo. She has such a fantastic story of passion, determination, and a drive that is needed in business. I admire what Orlagh has achieved in a tough industry and I watch in awe as her business grows to new heights. A fantastic Irish entrepreneur flying the flag all over the world.

What does a typical day in your life look like?

I have three children Pearse (7), Darragh (6), and Tess (2) so as you can imagine the mornings are busy doing school runs and childminder drop-offs. I feel very privileged that my work allows me the flexibility to do that. Monday’s are all about Zoom calls with businesses I am working with on influencer campaigns, the podcast, and the social media awards. Tuesday and Wednesday is about creating content both at home and out on location with businesses through the North and South of Ireland.

I love to support local businesses when I am out and about by stopping for lunch or coffee. Some of my favourite places are:

Chocoa Ballymena, Alana Interiors Lurgan, Moy Larder, Moon & Back Donaghmore, Cafe No47 Cookstown.

I always love to meet clients in Belfast as it gives me a chance to grab a coffee in my favourite spot at Estd Coffee and people watch as I wait on my next meeting in the fabulous Grand Central Hotel.

Thursday and Friday I spend batch recording The Digg Podcast, reaching out to potential guests, and supporting the partners of the podcast for whatever content or support they need from me that month. When the kids arrive home life gets extra busy until bedtime and then like most business owners, I am back to work doing late-night mentoring online or providing face-to-face training workshops all over the country.

How do you unwind?

Spending time with my family. I love to go for lunch with my mum and aunt and of course, my little girl Tess who is now our sidekick. I love to spend time with my husband and the kids at the coast - our favourite places are The Wild Atlantic way in Donegal and the beautiful Benone Beach on the North Coast. We don't depend on the weather to do this we just dress to suit the forecast and head off early with our car packed to the brim to spend time together. It's all about creating memories.

Which brands define your personal style?

I love Levi’s for classic casual style, then Sandro and Rixo for an edgier, dressy look.

What place means the most to you in Northern Ireland?

My home county of Tyrone. This is where I grew up and where I have received the most support. County Tyrone is the largest county in the North and has so much to offer in relation to culture and heritage - we are still finding new places to visit all the time.

What is your personal style signifier?

I always like to have a little bit of glam going on. If I am dressed down in trainers, I'll up the ante a little with nice jewellery and a blazer. When I go out for drinks or dinner I never think to ‘go casual’ - I always wear my best outfit as I don't know when I will get a babysitter again!

Does sustainability influence your shopping habits?

Yes, absolutely. When I am buying, I always think about how much wear I am going to get out of the item and how long I will be able to have it in my wardrobe before it dates. I like to spend a little bit more on key pieces that I can have for years. Cost per wear is very important to me, and I firmly believe everyone is responsible for managing their own carbon footprint. I really admire fashion giants and retailers like Brown Thomas who strive for a more sustainable future! You can discover their sustainable edit here.

The grooming products you always carry in your hand luggage are...

I travel light when it comes to grooming. I have my backcombing brush, lipstick, and blusher.

The best gift I’ve ever received is...

My Mulberry cross body bag my friend Niamh bought me. I would never buy myself something like this, but it's become my everyday bag, and I love that it's timeless.

Which product(s) can you not go on holiday without?

My Dermalogica primer with SPF - it is the best product for wearing during the day on holidays as it gives you coverage protection.

What’s your favourite destination to visit, and how would you dress for dinner there?

I love London so much as literally anything goes. You can tour the city all day in your trainers and go straight for dinner without having to change. Equally, I love to get dressed to the nines and visit the cool bars and restaurants in Soho and Covent Garden.

Can you let us in on a hidden gem in Northern Ireland?

It's not really hidden but it's not as well known - Ballintoy Harbour is stunning and somewhere we love to visit and sit on the shoreline eating fish and chips, whilst watching the waves crash against the rocks. It's a beautiful place.

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