A 24-year-old does a digital marketing apprenticeship instead of going to university. She documents her career on TikTok, grows a following, writes e-books, launches her own creative agency, and builds a six-figure business. Then she buys a £97,500 Porsche in cash.
The internet’s response? Largely: how dare she.
Isobel Lorna first went viral posting about her life as an apprentice. She chose a path that let her earn and build without student debt. Over time that grew into a creative agency and a following of over 1.6 million people.
Along the way she became known for saving hard and spending intentionally. The Ford KA. The Birkin. The “save the pennies and the Porsche will buy itself” philosophy. People loved it, right up until she bought the Porsche.
Then suddenly, she was irresponsible, less relatable, and a show-off.
That reaction tells us more about how we view women and money than it does about Isobel.
We love a woman who saves. We’re less comfortable with a woman who spends.
There is a very specific type of “good with money” woman that gets celebrated online. She saves aggressively, drives a cheap car, says no to things and she is visibly, performatively, sacrificing.
That version gets millions of views and comments saying “this is so inspiring.”
But the moment she spends? The tone changes fast.
What the comments actually said
“The most relatable thing about you was your car.” Translation: we liked you better when you had less.
“Why would you buy something that depreciates?” Translation: women need to justify large purchases to strangers on the internet.
“You’ve lost touch.” Translation: wealthy women make us uncomfortable.
Nobody asks these questions when a man buys a car. Nobody calls him unrelatable for upgrading his life, but a woman spends her own money after years of building a business from scratch, and suddenly everyone has an opinion.
Isobel noted that the majority of the negative comments came from men. Make of that what you will.
This is not just about Isobel
The way we talk about women and money online shapes how women feel about their own finances. A lot of women have quietly absorbed the message that saving is virtuous, spending is shameful, and enjoying money makes you less likeable.
The goal of getting good with money is not to deprive yourself indefinitely or keep driving the cheapest car so people find you relatable. The goal is freedom and the ability to decide what your money does, without guilt, and without needing anyone’s approval.
Saving is a tool, not a personality.
Isobel quit her corporate job, built a six-figure business, moved to London, and hired employees. The Porsche was saved for over years and paid for in cash. That isn’t reckless spending, it’s a deliberate plan followed through.
The problem is not that she bought a Porsche, it’s that we only praise women for the sacrifice, never for the reward.
Featured image: Isobel Lorna YouTube