All Posts

When you’re building a brand, you quickly discover there’s no shortage of “industry experts.” They show up with big promises, confident opinions, and formulas for success. They’ve “been there,” they “know the market,” and they “can take you to the next level.” At least, that’s what they say. The mistake is assuming every expert with experience—or a great story—is actually qualified to guide your business. The truth is, many experts are repeating theories, not real results. An

Launching Too Many SKUs at Once (and “Filling the Line” Instead of Expanding Smartly) Many founders think the path to growth is adding more and more variations of their original product: more scents, more sizes, more colors, more formulas. That approach feels like you’re building a “full line,” but what actually happens is you end up spreading yourself thin — and locking up cash in the wrong places. A better approach (especially early) is to launch different products , not en

When you’re building a brand, it’s natural to dream about landing national retailers. But a huge mistake founders make is assuming that big retailers automatically mean big profits. Many times, the better profit and healthier business actually come from DTC (direct-to-consumer)  or smaller specialty channels. And Here’s the Twist: DTC Isn’t Automatically More Profitable Either A lot of founders leave retail and think, “Okay, I’ll sell DTC, that’s where the real money is.” Not

In the beginning, founders fall in love with their own idea and assume others will feel the same. We think, “This product is amazing—who wouldn’t want it?” But the truth is: some people won’t like your scent, some won’t like your texture, some won’t care about your ingredients, and some just won’t be your customer—ever. Trying to make a product everyone loves usually turns it into something average… and average products don’t win. The Market Doesn’t Vote Theoretically—It Vote

In today’s market, brands are increasingly aware of their environmental impact. Packaging plays a crucial role in this shift toward sustainability. As someone deeply involved in private-label manufacturing for natural and sustainable products, I’ve seen firsthand how innovative packaging can transform a brand’s story and customer experience. Embracing eco-friendly packaging solutions is not just a trend; it’s a necessity for businesses aiming to thrive responsibly. Embracing

As a founder, you’re surrounded by opinions. Everyone has advice: friends, family, buyers, investors, agencies, consultants, influencers, YouTube “experts,” and even other brand owners. And the more you grow, the more advice you’ll get. Listening to people is valuable — it’s how you learn. But the mistake is listening to everyone without applying your own understanding, context, or judgment. No one knows your product, your brand, your numbers, or your customers the way you do

One of the most dangerous assumptions founders make is believing that all marketplaces work the same. They don’t. Selling on Amazon is nothing like selling into Walmart. Selling wholesale is nothing like selling DTC. Boutique retail, grocery chains, big-box stores, spas, salons, B2B distributors — every channel has its own price structures, margin expectations, lead times, compliance rules, packaging standards, and customer behavior. Not understanding the marketplace you’re e

(Your Business Once a Year — Your Products Once a Quarter) One of the largest hidden dangers in entrepreneurship is assuming that what worked last year will work this year — or that what worked this quarter will work next quarter. Markets shift. Customer expectations evolve. Competitors improve. Your own priorities change. Yet most founders keep running their business on last year’s strategy and last quarter’s assumptions. Not reevaluating regularly is how brands get stuck, l

In business, few things can push you forward faster than the right partners — and few things can drag you down harder than the wrong ones. Whether it’s a co-packer, a designer, a distributor, a marketing agency, or even a friend who wants to “go in” on an idea with you, choosing the wrong partner is one of the most painful and expensive mistakes a founder can make. It doesn’t just cost money. It costs momentum, time, energy, and sometimes your reputation. The Trap of “Good En

One of the most overlooked mistakes founders make—and one I’ve personally repeated more times than I’d like to admit—is sacrificing their entire life in the name of the business. We tell ourselves it’s temporary, that the late nights, constant stress, and endless problem-solving are part of the journey. Yes, building a brand requires hustle. But there’s a fine line between working hard and destroying your life balance. Founders often ignore that line until it’s too late. When

Every founder takes shortcuts. It’s part of surviving the early stages of business. You’re short on time, short on money, and constantly trying to keep things moving. Maybe you skip a test batch to hit a deadline, use cheaper packaging to meet MOQ, or launch without the perfect marketing plan. Shortcuts aren’t always bad — sometimes they’re necessary. But the real mistake is not knowing when and why you’re taking them.  Because the moment you start cutting corners without und

In the beginning, it’s normal to wear every hat — product development, packaging, sales, marketing, fulfillment, customer service, accounting, and probably sweeping the floor too. Most founders start that way. It’s how you learn the business inside out. But the mistake comes when you keep doing everything yourself long after you should’ve started building a team or leaning on partners.  It’s one of the hardest habits to break, especially for founders who are hands-on and perf

Creating exceptional products requires more than just a great idea. It demands effective teamwork in product innovation that brings together diverse skills, perspectives, and resources. When brands focus on natural and sustainable products, the stakes are even higher. The process must be efficient, transparent, and adaptable to smaller production runs. I want to share insights on how enhanced collaboration can transform product development and help brands succeed in this com

When it comes to growing a brand focused on natural and sustainable products, collaboration is a powerful tool. Partnering with the right private-label manufacturer can help you bring your unique ideas to life, especially if you need smaller production runs. Over the years, I’ve learned that successful brand collaboration requires clear strategies, mutual understanding, and a shared vision. In this post, I’ll share practical tips and insights to help you navigate this process

One of the most expensive lessons I’ve learned in building multiple brands is this: never buy services before you truly understand your product and your data. In the early stages, it’s easy to get sold on the idea that you “need” professional help to grow — an agency, a consultant, a PR firm, a data platform, a branding studio. And yes, those services can be valuable. But when you bring them in too early — before your product has found its footing — you’re often paying to amp

When you’re building a brand, it’s easy to get caught up in the creative side — packaging, formulas, marketing, design. But one of the most damaging mistakes founders make is not truly understanding their numbers. It’s not glamorous work. It’s spreadsheets, invoices, and freight quotes. But if you don’t know exactly how much things cost — from raw materials to fulfillment — you’re flying blind. And when you don’t know your numbers, you can be selling a lot while still losing

In today’s fast-paced world, the manufacturing landscape is evolving rapidly. Brands focusing on natural and sustainable products need to stay ahead by embracing the latest manufacturing trends. These trends not only improve efficiency but also help create products that meet the growing demand for eco-friendly and smaller production runs. I’m excited to share some of the most impactful innovations that are shaping the future of manufacturing and how they can benefit your bran

Most founders fall in love with the product first — the formula, the packaging, the scent, the texture, the quality. That passion is essential. But one of the biggest mistakes I’ve seen (and made) is focusing so much on making the product great  that you forget to plan how you’ll actually get it into people’s hands. Marketing often becomes an afterthought — something to “figure out after launch.” The problem is, by then, you’ve already lost time, momentum, and visibility. You

When it comes to launching a product that reflects your brand’s values, especially in the natural and sustainable market, choosing the right manufacturing partner is crucial. Private-label production offers a unique opportunity to create high-quality products without the complexities of managing your own factory. This approach allows you to focus on what you do best - building your brand and connecting with your customers. In this post, I’ll walk you through the key benefits

If there’s one truth about building a brand, it’s this: everything takes longer than you think.  From production to packaging, shipping...