Oliver and Anna Mills, a couple in their mid-twenties, left stable careers in nursing and software engineering to pursue online sales of gold and silver, a venture that now generates up to £1 million in monthly turnover. Their business, which began after discovering live-streamed auctions on the Whatnot platform in October 2024, has seen them transition from combined annual salaries of approximately £55,000 to a new financial reality.
Inspired by the apparent success of other sellers on the platform, Oliver, who was then a software engineer earning £31,000, and Anna, a nurse on £24,000, decided to explore the market. Oliver hosted his first livestream on November 30, 2024, selling coins he had acquired in bulk through online marketplaces. His initial sales amounted to £1,300 in about 45 minutes. Following this success, Oliver invested heavily in acquiring more precious metals, funding purchases through credit cards and short-term loans from his father.
The business rapidly grew, with subsequent livestreams generating thousands of pounds. By August 2025, Anna left her nursing job to work full-time in the business, followed by Oliver in December 2025. They initially set salaries of £34,000 each but have since increased them to £50,000 annually. Oliver's sister has also joined the company.
Navigating Market Volatility
The couple's venture has not been without its challenges. In early 2026, a significant downturn in the precious metals market led to substantial losses. They estimate that for approximately three months, they experienced net losses of £10,000 to £15,000 per month, with an estimated £30,000 lost overnight due to market shifts. "Everything we sold, we were losing 10, 20 quid on the coin," Oliver stated. This volatility means their income is significantly influenced by market fluctuations, a situation Oliver described as being "at the mercy of the stock market, completely at the mercy of Donald Trump's Twitter account."
Despite these risks, the strong trading periods prior to the downturn helped absorb the losses. The business now operates on a much larger scale, with the couple purchasing between 1,000 to 2,000 items weekly, amounting to £100,000 to £350,000 in stock. Their highest calendar month saw £780,000 in sales, and their rolling 12-month revenue reached £6.5 million by July 31, 2026. Their annual turnover for the previous financial year was £3.7 million.
Business Operations
Key to their operational success are strong relationships with suppliers, enabling 24-hour payment terms, which allows them to sell goods on livestream and pay for stock the following day. The couple works approximately 70 to 80 hours per week. Their largest single livestream generated around £320,000 in sales, with over 3,000 items sold to a peak of 1,351 viewers. Typical livestreams attract between 250 and 500 viewers, and they have amassed approximately 54,000 followers.
The business now requires the services of an accountant to manage its complex finances, which include varying VAT and tax treatments for precious metals. The couple is also planning to sell their London flat and relocate to Dorset to be closer to family and gain more space for business expansion, describing their current flat as having become "less a flat now and more a warehouse."