Derry influencer was vlogging before it was even a thing

Derry girl Riona Kearns has made a name for herself in the online space connecting with her thousands of followers on social media. 

After starting her journey training as a teacher the fashionista soon found her true creative calling. Now working as marketing manager for Foyleside Riona says it is a dream come true to do what she does.

The influencer spoke to Aoife McManus about her inspirations, how she got started in the industry, what it takes to make it in the influencer world and her favourite looks of the year.

Influencer: Riona Kearns

Instagram: @rayna__jacinta  (4k followers). 

Tik Tok: @rayjay454  (5k  followers).

Q. Tell me a bit about how and why you got started in the industry

I’ve honestly been creating content since I was old enough to hold a camera. Growing up, I was obsessed with documenting everything.

I used to make “Video Star” edits on my iPad (if you know, you know, it was basically the OG TikTok), and I never went anywhere without a camera in hand. I even brought a little Fisher Price digital camera to Disney when I was wee.

Looking back, I was basically vlogging before I even knew what vlogging was! Fashion, makeup, and styling outfits have always been my thing.

Even during lockdown, when no one was going anywhere, I was the one getting fully dolled up just to nip down to the local Eurospar.

I’d be posting videos purely for fun, not because I had a big following, but because I loved the creative side of it. Deep down, I hoped something more might come of it, but at the time, it felt like just a dream.

Then, as I was finishing my final teaching placement (I graduated with a 2:1), I got a message that completely changed everything. The manager of my local shopping centre, Foyleside, reached out and asked if I’d be interested in creating some content for them. I was buzzing! I started posting a few videos a week on their page, and the response was brilliant. Not long after, they offered me a full-time job. 

I didn’t have a huge platform, but I was recognised because of the content itself. That’s something I always try to remind people, you really never know who’s watching. All it takes is one person to see potential in you, and everything can change.

Now, I’m the Marketing Manager at Foyleside, running events, managing their social media, and creating content full-time. I honestly feel like the luckiest girl in the world.

I get to be creative every single day, work with the most amazing team (who genuinely feel like family), and I’ve had the chance to collaborate with brands I’ve loved for years like Mango, BPerfect, DV8, and so many more.

What most people don’t see, though, is the full story behind it all. I actually spent five years studying to be a teacher. It took me an extra year after falling seriously ill with sepsis at 21. I spent weeks in hospital, and it was the scariest time of my life. But coming out of that changed everything for me. After something like that, you really do start to see life differently. I had this mindset shift like why am I holding back? Why am I worrying about what people think? That experience pushed me to go all in. I started posting without overthinking, without doubting myself, and just doing what I loved.

That’s what brought me here. I genuinely believe everything happens for a reason. If you’ve got that gut feeling to go for something, even if it’s not what you originally planned, listen to it. It’s never too late to change direction or start over. I’m so glad I did.

Q. What does Fashion mean to you? Who inspires you?

Fashion, for me, is so much more than just getting dressed, it’s how I express who I am without even saying a word. I’ve always been a firm believer that your outfit should make you feel good.

If I’m not completely obsessed with a look, it won’t make it out the front door. I love adding those little personal touches, whether it’s clipping bows or flowers onto my handbags, layering pieces in ways that feel unexpected, or throwing on something bold just because it makes me feel like the best version of myself. That’s what fashion is about for me: confidence, creativity, and having fun with it.

I’ve always loved watching people who aren’t afraid to be daring with their style. One person who’s inspired me from the very beginning is Deirbhile Kelly, a fellow Northern Irish girl whose use of colour, texture and layering is always next level. She makes fashion feel fearless, and following her definitely encouraged me to be more expressive with my own style - even if it is just for a quick dander into town.

And I have to give a mention to Abigail Vance too, an absolute icon in the NI fashion world, and someone I’m now lucky to call a friend. Her style is always 10/10, but what I love most is how she uses fashion to tell her story and uplift others. Her passion for what she does is infectious.

At the end of the day, it’s about following those who inspire you to be yourself and I can’t believe I am that person for some people! 

Q. Who are your favourite brands and designers?

My top three would have to be BPerfect, Mango, and ASOS. I’m honestly obsessed with them all for different reasons. I’ve been lucky enough to work with Mango before, which was such a pinch-me moment because their pieces are so classy and let’s be real they are a MASSIVE success. BPerfect is another favourite, not just because their products are amazing, but I’ve also been invited to some of their events before and they know how to put on a show! Their energy is always unmatched and they are incredible at what they do. 

And then there’s ASOS… my holy grail. I probably wear something from ASOS nearly every day. I love how versatile their stuff is, and they really have something for every occasion! My friends always say “how did you find that on ASOS, you always get the good stuff” - I’m addicted that’s why! They’ve even reached out and re-shared my content a few times, which honestly feels like I’ve won the lottery. That’s when you know you’ve styled something good. 

Q. Have you worked with any brands and who is your favourite to work with?

Yes! I’ve been so lucky to work with some amazing brands over the past couple of years, especially as someone who still considers themselves a small creator. I’ve worked with Dylan Oaks, Marc Jacobs Fragrances, Mark Hill Hair, GHD, Give Me Cosmetics, Bellamianta…the list honestly goes on.

2024 was a highlight year for me, everything just started happening at once! I remember parcels arriving at the door weekly and thinking, is this real life? One brand that really stands out for me though is Dylan Oaks. They’ve been so consistent and supportive, and their jewellery is genuinely part of my everyday look - I never take it off.

They’ve sent me lovely gifts, invited me down for personalised in-store experiences, and have always made me feel like such a valued part of their community. The team are absolute gems, and it’s just one of those partnerships that feels really natural. They give a lot of small creators a chance and I absolutely love that about them. 

Q. What skills do you think you need to be a successful influencer? What would you tell someone who is thinking of doing it?

Honestly, the biggest skill you need to be a successful influencer is belief, belief in yourself, even when it feels like no one else is watching. That self-belief has carried me through all the quiet moments, the doubt, and even the comparison traps - even influencers get that!

Remember you don’t need an audience straight away. You don’t even need a big group of friends. Sometimes, all it takes is one person cheering you on to make you believe you’re capable. For me, that person has been my friend Anna. We met at uni during my repeat year and from day one, she believed in me even when I didn’t. Watching her dedication to social media gave me the courage to do mine. So to anyone thinking about starting, there’s no perfect time, just start. Be yourself, show up consistently, and trust the process. What have you got to lose? Master your self-belief and you can do anything!!

Q. What do you love most about what you do?

There are so many things I love about what I do, but the biggest one has to be knowing I’ve inspired someone, even if it’s just one person. When someone messages me saying they wore something they never would’ve dared to before because they saw how I styled it, or that one of my videos cheered them up on a rough day, that feeling is honestly unmatched.

That’s the “why” behind everything I do. Working at Foyleside has been such a huge part of this journey, it still feels like a dream some days. It’s not a path I ever imagined I’d take, especially after five years of studying to be a teacher, but somehow this just feels like where I’m meant to be. It’s a job that lets me be creative every single day, connect with people, plan amazing events, and show up fully as myself and that’s pretty special.

And it’s the little moments that stay with me the most. Like when a wee child comes up to me in the centre and asks for a photo. I’m standing there thinking, “Me? Really?” It’s such a full-circle moment, and it always reminds me of the power of simply being yourself.

Q. Have you encountered any drawbacks or is it all positive?

I wish I could say it’s all positive but like anything in life, it comes with its challenges too. People always say to me, “You’re so lucky you just make TikToks all day!” And while I do feel incredibly lucky to do what I love, there’s so much more to it than people realise. It’s a lot of work, coming up with ideas, filming, editing, posting everyday and then there’s the event side of things - planning, organising, running them - you don’t really get to switch off. And to be totally honest, you need to be good at what you do, it takes more than just holding a phone up as some people think. 

And then of course… There's hate. I’ve had my fair share of negative comments, on both my own page and Foylesides page. It can sting, especially when you’re just being yourself or putting effort into something you’re proud of. But one of my favourite quotes someone once told me is “Hurt people, hurt people.” And it’s really stuck with me. You start to realise that when people are throwing out nasty comments, it usually says more about them than it does about you. So cliche but it’s absolutely true. 

At the end of the day, I’ve learned to grow a thick skin, keep my head down, and stay focused on why I started. For every one negative comment, there’s ten kind ones and those are the people I create for. 

Some of Riona's favourite looks:

NI SOCIAL MEDIA AWARDS

I felt like a million dollars in this off-the-shoulder sparkle two-piece from Meshki at the NI Social Media Awards. Glammed from head to toe but it was honestly one of those outfits that just makes you feel so good the second you put it on. It was a bit of a splurge, but 100% worth it for how confident and comfortable I felt all night. The compliments didn’t stop!

Being a finalist for something I genuinely love doing was such a proud moment, and this look made it even more unforgettable. I’ve already got my next Meshki dress ready to go… now just manifesting a win this year!

REVIVE PRE-LOVED POPUP

This look might not be everyone’s cup of tea, but that’s exactly why I loved it. Playing around with different textures and layering pieces that felt a bit unexpected made me feel so confident and me.

I always want to stand out, especially at a Revive event, and this one felt really special. Even more exciting knowing I’ll be hosting their fashion show this year which is just two weeks away! My pink top is from ASOS of course and the rest of the outfit is from DV8 Foyleside!

GRADUATION DAY

Another look that marks a real core memory for me — my graduation day from Queen’s University Belfast. I wore this stunning dress from In The Style (spotted it on ASOS, of course) and still dream about finding an excuse to wear it again. The way it caught the light was just breathtaking.

This look felt extra special too because it was one of the first times ASOS messaged me to be featured — a full circle moment I’ll never forget.