Jessica Simpson has recently become one of the fashion industry’s most successful moguls. She is projected to make a $1 billion for her fashion and shoe line this year, according to Forbes.

Simpson has been quietly building her empire for years. After her reality show stint on MTV and a few public humiliations along the way, Simpson gave her full attention to her clothing line which has been gaining in popularity and sales. According to New York Magazine’s spring issue where she appeared as the cover girl, the reason she has done so well is because “Simpson has never been about snob appeal.” She is seen as relatable and down to earth, and unlike many other celebrities, she made the line more about customers’ needs and less about her.

“We try not to set trends, but you need your trending pieces in every delivery. But those go fast: What you really need is your basics for every type of person. When it comes to other celebrity brands, I think a lot of people do a great job, but it can’t be all about them. Everybody doesn’t want to just look like the celebrity, because they can’t. They just want one element of that style,” she said.

According to Forbes, one of the strategies that she has used to expand her business is her Twitter page. She has 3.5 million followers who are “potential customers” and she always tweets about her latest products and upcoming collections, and interweaves tweets about her personal life as well.

Her business manager, Michael Levin explains to New York Magazine the idea behind Simpson’s line, “A girl could go to the shopping mall with her mother and she’d have a great new outfit and still have some money left for lunch at McDonald’s. She can look like Jessica Simpson, smell like Jessica Simpson, and she can afford it.”

Recently, Simpson has gotten into the prom dress industry. She has created special occasion dresses for David’s Bridal that include short, slim, ball gown and A-line, according to People.