Ecommerce Elite

I talked to Matt and Meredith Snow, Co-founders of BoredWalk Los Angeles. This power couple catapulted from being creatives who love to test waters in terms of design and career to being Ecommerce Elites. The duo shared how their love for anything aesthetic made them decide to start selling handmade handicrafts with pop art themes. Although the concept was great, it was not sustainable. This concern made them switch gears to wearable items, something that does not need tedious work on their part, especially on the production side. To keep the business up and running, they utilized their garage space and a guest room as an office.

I talked to Angela Smith, CEO of Off The Racks Boutique, a women's clothing store that sells clothes, makeup, and fashion accessories. Currently, their sales continue to skyrocket in their online shop and mobile shopping app. Angela started her business in 2013 as a side hustle while working in the child support office. With only a spare room and five racks of clothes, the boutique's first collection of tank tops went viral, and the rest was history. Realizing that the small team had already outgrown the extra room in their home, Angela moved into a new space and continued to grow her business.

I talked to Shash Singh, CEO of Linx Digital Agency, a digital marketing company that helps eCommerce and info product businesses scale to 8 figures with YouTube advertising. He mentioned that the most common misconception is that YouTube advertising is only for coaches and info ads since the platform requires so much creativity for product videos to sell. However this is not the case, some eCommerce businesses have seen excellent results. Shash added that the site could work for direct response e-commerce to strengthen branding, increase sales in profitable acquisition cost, and boost credibility, which helps dominate the industry.

I talked to Raj De Datta, Founder of Bloomreach. Raj has catapulted from being an entrepreneur to an eCommerce Elite. His company offers digital solutions that combine the power of unified customer and product data with the speed and scale of AI and predictive decisions for a magical eCommerce experience and conversions. Raj and his team help startups and entrepreneurs scale up and become masters with these processes. Drive conversion path from first marketing touchpoint Creates a solution around customer data and personalized marketing Incorporates SMS, ad campaigns, and email marketing  Inspires audience with great content, articles, and manuals

I talked to Roger Hardy, CEO of Kits.com. Kits is an online eyewear boutique that sells high-quality but affordable men's and women's glasses, blue light blocking lenses, and accessories. Roger has catapulted from a marketer for a contact lens company to being an eCommerce elite. He remembers how his previous company sold contact lenses to doctors with a huge markup from its retail price; that was his ‘eureka” moment. He also realized that the eyewear business is outdated. So, he decided on creating his own eyewear company where customers can get free eye examinations on iPhones in a jiffy. This 3-year old company has served an estimated of one million happy customers this year and is hopeful to gain more traction in the days ahead. In the podcast, he mentioned the importance of really digging into customer satisfaction by providing high-quality products, speed delivery, customization, and subscriptions. 

I talked to Dyana Rafferty, Founder of Julia Rose Wholesale. She started doing wholesale business in 2019 and has catapulted from a startup owner to being an eCommerce elite. While 2019 was not the best time for wholesale businesses, her company rose from the ashes. Dyana's company experienced exponential growth selling seasonal products, handbags, and more. She has been sourcing and designing her own line when the product that she was looking for did not have the patterns she liked. Before she started her company, she worked in retail for years in which she started to blend. She grew her Facebook group to 22,000 followers. Her experience in the retail industry made her gain insight. When asked how she managed to bring her business to a massive increase, her answer was, “Ignorance is bliss.” She didn't even know that 2019 was a gloomy year for the wholesale business.

I talked to Elliot Begoun, CEO of  TIG Brands. The company helps emerging companies in the natural product space. Its mission is to build nimble, capital-efficient, resilient brands. The value that the company delivers is exceptional. Elliot's desire to escape from the corporate wheel rat race years ago has paved a way for several brands to catapult to their next level. He describes his company as a non-traditional alternative accelerator where CPG (Consumer Packaged Goods) brands reach an unstoppable growth. Elliot believes that he is a breaker of the status quo. He said,” If you think you are faking it, you are doing it wrong.” This mindset has helped several brands climb the ladder of success. Although this entrepreneur-consultant claimed that he did not start well. Today, he and his team have become more involved by becoming participants and stakeholders.

Danielle Amelia, CEO of Styled AF, a marketing and consulting company. Danielle started as a women's boutique owner and later transitioned as a digital marketing consultant, helping clothing businesses catapult from being passable to unstoppable. This entrepreneur from Austin shared how her experience in the TV service provider industry and working in a popular clothing direct sales company has taught her the ins and outs of marketing. She said that her desire to avoid the hustles and bustles of being in a corporate wheel has made her decide to be an entrepreneur. Her decision to take full ownership of Styled AF comes from her passion to add value to her clients, and at the same time, put money on the table.

Kelly Pearson, Founder of Aiden and Oak. She has catapulted from being a clothing women’s boutique owner in 2016 to being an eCommerce elite. This entrepreneur/mom shared how a maternity leave opened the idea of leaving her corporate job and focusing on running a business full-time. She also said that her desire for quality time with her family made her decide to switch gears. When COVID hit, she closed the open shop in her property and decided to go online-focused. She is here to explain the importance of adapting to some marketing advancements that do not only help reduce cost but also increase efficiency to achieve time freedom.

Shane Ball, CEO of the clothing brand Stay Wear. He recounted that he would always burn CDs for his girlfriend, now his wife. And while listening to the songs, most of them have the word “stay”. In 2014, he launched his clothing business with the mission of changing the stigma of the “misunderstood” skaters. When people started to connect ‘stay’ to suicide prevention, it led him to create a brand that resonates with the darkest ordeals and connects to every person living with mental health problems. His goal evolved into an advocacy of conveying the right message to raise mental health awareness. Stay Wear has helped hundreds of people battling with emotional, psychological, and social anxieties start a conversation, find hope, and regain life’s purpose through its statement apparel.

Cory Moore is a serial entrepreneur. He attended Texas State University in San Marcus. When he was in his 20s, he started his first company. Now there have been about six different companies that Cory has been involved in and started. Some of the ones started while he was in college are still going strong, plus additional projects since.  

Mike Begg of AMZ Advisers talks about all the different aspects from setting up a listing on Amazon to Advertising and to having him fulfill your orders for you. He and his company specialize in assisting retailers, brands, and suppliers to achieve greater success on the Amazon Platform. He assists them in navigating and increasing their revenues over time by handling their Amazon Platform account. AMZ Advisers is a full-service eCommerce & digital marketing consultancy with extensive experience in creating high-growth strategies for brands and manufacturers on the Amazon platform. 

Ravit Darougar, Founder of 4Ever Magic Cosmetics, joins the conversation to share her success story of creating a cosmetic brand with sheer decisiveness, even if other people show doubt and hesitation to your ideas. 4Ever Magic Cosmetics changed the cosmetics industry’s eyebrow game through their magical eyebrow gel formula, enabling people with less to no confidence to show their smile without shame and filled with confidence.

Brock Rasmussen, Co-Founder and CEO of Stele Hats, joins the conversation to share how they built a brand not only to look good but to connect and resonate with people. Stele Hats aspire to become an avenue for people to represent the grief of trials, obstacles, pain, and success through your story. If their ears cannot hear you, then let people see the hat that represents and means the most to you.

Greg Moore, a husband, father of three little crazy rambunctious boys, has some amazing technology that helps you sell more and get less returns because it helps customers know if your brand fits their body correctly. It points them to the right size for their body type. I assure you anybody can afford this technology and it's going to help you grow your brand and sell more. He runs a company called ware, which is a subsidiary of another larger company called fit 3d. Basically, when they started this company, they had this vision that suggested that there's a lot of products that are built to fit the human body. With fit 3d, they set out to deploy scanners all over the world to the dates they deployed 3000 scan millions of human bodies. They anonymously use all that information through the wear brand to help apparel brands, right-size their clothing for their shoppers as well as to help e-commerce shoppers order the best fitting sizes for all the brands that they work with.

Russell Crooms, Founder and CEO of Animated Apparel Company joins the conversation to share how gaming sparked his interest to start an apparel company, building your brand and community, and his advice for people who are fresh in the e-commerce business. Animated Apparel Company takes apparel to the next level by offering a wide selection of high-quality and affordable apparel products from famous comics, video games, television series, movies, cartoons, and even anime!

Priyanka Chordia, the seventh generation of their family business in the jewelry industry. She started being involved with the business since she was 13. As she started traveling for trade shows with her family all around the country, she studied at the Fashion Institute of Technology in New York and other Jamalski programs at the Gemological Institute of America.  Over the years, Priyanka gained a lot of knowledge and experience in the industry, which eventually led her to form her own company D Deco jewels which stand for designer and decorative. So it's all about what catches her eye. D Deco showcases products that are collected and design based on Priyanka’s creative eye. Her goal is to reach the younger generation with modern jewelry and satisfy the older generation with their love for antique and estate jewelry.

Monte Deere, the CEO of Kizik shares how the shoe-brand founded in 2017 became a trusted name for millions of shoe buyers.  Kizik is a Utah-based company that makes hands-free shoes made from Foot Activated Shoe Technology (F.A.S.T), an innovation from Handsfree Labs.

4 years ago, Dean Wegner started Authentically American from an idea on a blank sheet of paper. Since that time, he has grown his apparel brand to set sights on some lofty sales goals: to hit 1 billion in sales. With passion and experience, Dean has the forward-looking vision to propel toward that goal.

Meet Reno Tsosie, creator and founder of the Navajo created and inspired menswear brand Hashké. His brand authentically represents Native American culture and operates with the goal to uplift Navajo artistic and indigenous cultures. From initial idea to manufacturing and beyond, here’s the story of Reno’s Navajo designed clothing line.

Mitali Saxena started Fashom as an app where people, "could be real without filters." Mitali was an engineer working in communications, but she also loved fashion and felt like the industry was filtered based on the way people look. She wanted a fashion platform where customers could buy clothes based on what real people look like, instead of highly styled shoots showing clothes on models. Her e-commerce message is one of body positivity and feeling good about who you are.

Kenny Haisfield (a.k.a. Kenny Flowers) knows about a good time– and good business. His modern resort wear brand started small and has grown into an international lifestyle brand. With a background in user experience and a passion for creating a quality product, Kenny has the right toolbox for a thriving e-commerce business. Check out how Kenny’s business has boomed- all out of a love for his dad’s Hawaii print shirt.

Make more profits by turning your inventory! Ecommerce Elite Melodie van der Baan shares her insights into fashion turns, navigating retail post-Covid, and more expert advice. A self-declared, “lover of the fashion industry,” Melodie’s work as a retailer gave her an insight into some of the woes of inventory handling. She co-founded Swap Retail as a means to provide retailers a way to connect with each other and move inventory safely and efficiently. 

Passion for a product can propel a business forward, and David Ramsay of Gator Gripp Racks has that contagious excitement to see progress. In this episode of the Ecommerce Elite podcast, David tells us about his journey from the military to becoming an entrepreneur.

Growing an ecommerce business one pair of shoes at a time! Combine a hefty dose of passion and grit, and you just might have what it takes to start an enormously successful online business like the Vintage Leopard Boutique. In this episode of the Ecommerce Elite podcast, Holly McLanahan tells the story behind growing her e-commerce business out of her living room in the small town of Canadian, Texas.

Social media guru Duncan Alney and I discuss social media strategy and best practices. Duncan has been doing social media marketing since 2007, so he has forgotten more about this topic than most people will ever know! After reminiscing over MySpace, we discuss how a single, strong marketing effort can drive every element of a company’s online sales. 

For those looking to start a side hustle, E-commerce Elite experts Keith and DeeAnna Heavilin give us an in-depth look at what it really takes. 2020 has been an especially wild year for many business owners, and at YellowFin Digital we've had many clients and friends ask us about the ins and outs of establishing a side hustle. It's a great way to use extra time while at home- and ideally get some more cash flowing in as well. 

In this episode I caught up with the owners of 1911 Apparel, Darren and Jacob. Their passion is to help people become better patriots, grow awareness of veteran suicide, and help Veterans in any way they can. To further fund that effort, Darren and Jacob created 1911 Apparel– an online store that sells patriotic apparel with a purpose. Both men have their own careers and have used their shared passion for giving back to veterans to help drive them in their pursuit to touch individual lives.

In this episode of the podcast, we meet Natalie: a “frustrated consumer turned entrepreneur” who has created a successful brand out of a nagging need she sought to fill. Based out of Ohio, Natalie’s company, Covermade, offers patented bedding products that offer unique design. Her bedding features straps that help to keep comforters in place- and her ecommerce strategies have elevated her brand to showcase it’s ingenuity.

Alison first made her business mark by selling monogram and sewing services on Etsy. With a focus on children’s items and later expanding to women’s fashion, Alison’s popular products enabled her to expand her business little by little. She went from writing orders down in a notebook to shipping around 1,000 orders a day.

How COVID-19 caused a service based business, Wisp Lashes, to pivot into e-commerce in order to survive and thrive through the Coronavirus pandemic.

While some business ventures take years of ideation and planning before things get rolling, Abby found her e-commerce path as a happy accident. The Kringle Krate story begins with a Christmas Eve activity box that she created for her family members. Naturally, they were a hit. When Abby branched out to showcase her idea at craft fairs, the boxes went viral on social media.

In this episode, I spoke with Megan Dahle from Discount Catholic Products. Before branching out into the world of e-commerce, Megan’s expertise was her as a contract/virtual CFO for small businesses. She uses her gift for teaching and knowledge to dive into the defensive side of small businesses to help them grow. Her adventure into owning her own business began nine years ago when Meagan and her husband wanted to pay off their loans. In order to achieve this, they bought an e-commerce business. 

In this episode, I enjoyed discussing the experiences of Jeremy Jacobs, owner and founder of Raise Bakery in Brighton, England. Jeremy initially began his business for his mother, but it gained more meaning to him than he ever could have predicted. With the current Covid-19 crisis affecting businesses across the world in ways no one could have imagined, creative adaptation has enabled Jeremy’s company to overcome an unpredictable trial.

In this episode we hear from the co-owners of Flaunt Boutique Autumn and Lara. This dream-team started their successful e-commerce shop in 2012 out of their college dorm room. One night, a discussion about popular statement jewelry turned into a session of brainstorming how they could offer people trendy jewelry for cheaper prices. Starting with 10 poor-quality images on Facebook, their online sales adventure began. 

In this episode we get to hear from Bev Schweigert, owner of Blessed Be Boutique. Bev's boutique began as a way to fund her mission trips, and has grown through her efforts to learn new skills and careful curation of products. In this episode we will be talking about: The need to get good traffic on your website How to reach your target audience Selling what you’re passionate about

In this episode I spoke with Katie Iverson, the owner of Designer Arm Candy. Health struggles have been a part of Katie's struggle to fulfill her dreams of selling designer handbags. Despite this, she faces challenges optimistically and encourages others to listen to your gut and follow your dreams.

When it comes to e-commerce stores, navigating the world of manufacturing to offer custom products can seem intimidating. In this episode, YellowFin Digital founder Keith Heavilin meets with Candice, the founder of Evangeline Rose Swimwear to discuss her experiences in finding the right manufacturers to produce her designs. She cautions that when it comes to the design process and manufacturing, things may take longer than expected. Learn from her experiences how to navigate this part of selling online so that you aren't faced with an unpredictable venture.

Featuring Jill Tanner of Southern Honey Boutique In this episode I talked with a good friend of mine, Jill Tanner. She is the owner of Southern Honey Boutique, which comprises two brick-and-mortar storefronts as well as an online store and warehouse– all of which sell women's southern chic apparel at an affordable price. We discuss why Jill believes that e-commerce is the future of her company and how it got her through the pandemic when her storefronts were closed for up to 8 weeks– and people were, “bored at home with stimulus checks”.   In this episode we discuss: The benefits of having e-commerce up and running when hit by unforeseen circumstances A secret weapon for success in the e-commerce – and general business– world. A truth bomb   What is your goal for growth both in storefront and online? Jill admits that she currently has no goals for expanding her brick-and-mortar storefronts, as both are in comfortable locations with people she trusts to look after them; they are pulling their weight. Each storefront brings in about 33% of sales with online providing the final 33%. Jill wishes to see growth in the online side of her business. Even though she personally enjoys the storefront experience more, visiting a little boutique and trying on clothes, she knows that e-commerce is the future of the store. This is particularly true right now during the global COVID-19 pandemic, when leaving the house for shopping is not a feasible option for many.    What technologies have you used so far? Jill informs us that she initially started on Big Commerce for about a year, but didn't quite find it to be the right fit. After that she researched and found Shopify. Praising Shopify for its rich selection and easy operation, Jill asserts that when it comes to online business, you can do everything you need on it without bringing in other vendors. Another way she's made her entrepreneurship easier through technology is by using Market 2 Boutique. This is a software she developed that provides an easier way to input new inventory and know when it's arriving.   What is a helpful tip for people who are just starting out? If you take away anything from this episode, make it the following advice Jill gives: Be realistic with your goals and expectations. A lot of people see a business blow up in a year or become extremely successful really fast, and wish to be like them. But those examples are the one in a million. Jill encourages people who are just starting to be prepared to not be that one in a million. It might sound negative, but it is truly sage advice. Be ready for the long game; prepare for a 10-15 year plan and work towards that goal.

Featuring Ally Turpen of Pin It Co. In this episode we meet Ally Turpen, the owner of Pin It Co. Pin It Co entails both a storefront in small town Georgia as well as a warehouse fronted by an online store, including a website, app, and various social media accounts. Through Pin It Co, Ally sells home decor and more. She got her beginnings when her husband was deployed and her parents got her some power tools in an effort to help her out. For the first three years, she made everything by hand– but when her business started taking off after she had built up more of an online presence, that was no longer feasible and it was time to grow.  In todays episode we’ll discuss: The best method of selling products online Something to know before starting a business Crucial suggestions for someone trying to get into e-commerce Where do you sell most of your stuff? Ally’s first website was done through BigCommerce, and she later switched it to CommentSold. In the beginning, the websites were not getting the sales she wanted. It wasn’t until she started social selling through live streams where she showed what she wanted to sell and talked about it. With her animated personality this was the perfect platform. She sells a majority of her products through these live streams either on facebook, or through her app Pin It Co where everything is in one convenient place and there are less distractions.  What is one thing you wish you’d known? Ally’s response to this was one we’ve heard before, but still impactful nonetheless. She wishes she knew more about the backend of business. She attended some college for marketing and communications which came easy to her, but still found that there was a lot to learn. She would have liked to have a mentor to walk her through the business aspects while getting started and making big decisions.  What would you suggest to someone trying to get into e-commerce? Ally had a few answers to this question all of which are profound. The first being to not overextend yourself financially. She encourages people not to spend more money than they have. The second suggestion is to grow slow. This piece of advice is crucial for younger start ups. A gradual grow allows for you to build up the resources and manpower to handle larger sales. More time also means more content and brand impact. She encountered a large surge in sales during the COVID-19 pandemic that could have been overwhelming had she not had 6 years of building a business behind her. Ally shared that you can drive all the sales you want, but if you don't have the team to catch you or the resources to follow through then it doesn't matter how many sales you get if you can’t support your customers. The last piece of advice she gives is to not be afraid to ask for help. Socrates’ sound adage “wisdom begins in wonder” comes to mind here. If there's something you're not good at, or even could just use a little improvement in, ask for help.