There is always opportunity in fashion – though sometimes it comes in unexpected guises. Consider, for example, the experience of Mary Tomer, a 28-year-old maths graduate from Boston College who spent two years at a private equity firm before joining the advertising behemoth BBH and, just nine months ago, launching mrs-o.org, a website devoted to all things involving Michelle Obama and style.

Want to know what the First Lady is wearing for the July 4th celebrations? Curious about what she sports each day during the upcoming G8 summit in Italy? Look no further.

Now Tomer has a six-figure book contract, makes the occasional appearance on the Today Show, and over the past six months has seen more than 1.2m visits to her site from 221 countries and territories, with, according to Google Analytics, visitors spending on average two minutes and 56 seconds looking around.