Modern Marketing Made Simple with Lori Ervin

The Marketing Strategies Helping Smithery Style Stand Out

In this episode, I’m sitting down with Shannon, the owner of Smithery Style, to talk about what it really looks like to acquire a business, rebuild community trust, and innovate during challenging economic times.   After experiencing corporate burnout following a long career in PR and marketing, Shannon stepped into entrepreneurship through acquisition and took over a fashion business she had actually been a customer of for years. What followed was not just learning retail, but learning how to build loyalty, connection, and sustainable growth in a completely new chapter of life.   We talk about how Shannon has built one of the most thoughtful customer loyalty systems I’ve seen, from private “Inner Circle” communities using Instagram Close Friends, to exclusive time-bound offers, in-person shopping experiences, and creating “Smithery Staples” to simplify online shopping for busy women.   We also dive into navigating uncertainty as a product-based business owner, finding creative ways to adapt in a difficult economy, and why empathy, innovation, and community matter more than ever in business right now.   KEY TAKEAWAYS: → Why customer loyalty should be treated like a layered community, not just a mailing list → How Shannon uses Instagram Close Friends as a real-time focus group for her business → The power of creating “ownable events” instead of constantly paying to attend other people’s events → Why time-bound offers work so well for online businesses → The importance of building and protecting your email list → How to innovate during hard economic seasons instead of waiting for things to “go back to normal” → Why simplifying buying decisions can actually increase sales → The mindset shift from scaling quickly to surviving and adapting strategically → How empathy can become one of your strongest business strategies   CONNECT WITH SHANNON: Follow along and support Smithery Style: Instagram: Smithery Style - https://www.instagram.com/smitherystyle/ [https://www.instagram.com/smitherystyle/] Website: https://www.smitherystyle.com [https://www.smitherystyle.com]   If you are a woman looking for thoughtfully curated fashion, body-shape focused styling, and a more intentional shopping experience, Shannon and her team are building something truly special.

Why Your Business Is Allowed to Evolve with Rebecca Ogilvie

In this episode, I am sitting down with Rebecca Ogilvie, the founder behind The Detour Co., to talk about what it really looks like to build a business that evolves alongside your life, your values, and your family.   Rebecca shares how her entrepreneurial journey began with women’s retreats, meditation, and wellness work before unexpectedly pivoting into natural skincare after becoming frustrated with the lack of truly natural products available for her family. What started as handmade body butter and bug spray at local farmers markets has evolved into a growing Canadian skincare brand focused on helping women bring their skin back into balance naturally.   We talk about the realities of building a handmade product-based business while raising young children, how she tested and refined her products through real conversations with customers, and why some of the biggest breakthroughs in business come from allowing yourself to pivot. Rebecca also opens up about walking away from products that no longer aligned with her vision, redefining success on her own terms, and building a slower, more intentional business that supports both her family and her values.   This conversation is filled with honest insight for small business owners, especially those navigating growth, change, and the tension between scaling and staying aligned.   Key Takeaways: → Why testing your products in real life conversations can shape your brand faster than perfection ever will → How Rebecca used farmers markets to gather feedback, build community, and refine her product line → The importance of allowing your business to evolve as your life changes → Why fast scaling is not the only definition of success → How to make difficult decisions about products, pivots, and brand direction using both intuition and numbers → The role of face care and self-care in reconnecting women back to themselves → Why getting your products in front of real people matters more than relying only on social media → The power of collaborations and strategic partnerships for small business growth → What Rebecca believes women over 40 are truly looking for in skincare and self-care today   Connect with Rebecca: Follow along and support The Detour Co.: Instagram: @thedetourco.muskoka Website: thedetourco.com   If you are navigating your own detours in business or life, this episode is such a beautiful reminder that sometimes the unexpected path ends up becoming exactly where you were meant to go.

She didn’t just build a brand, she is building a movement with Sandra Lisi

Some women build businesses …and some women build rooms that change other women’s businesses. And today we’re talking to someone who is doing both.   In this episode, I’m sitting down with Sandra Lisi, the founder behind The Azzura Collection and the community ‘She Means Business’, to talk about what it really looks like to build multiple layers of a business… without waiting for perfect.   Sandra brings over 30 years of corporate leadership experience into everything she’s building today, from a European-inspired jewelry brand to a growing community of women entrepreneurs across Canada.   What started as a love for Italy and accessories turned into The Azzura Collection - a curated, affordable jewelry brand designed to make women feel like they’re living their everyday lives with a touch of European luxury.   But this conversation goes far beyond product.   We talk about how Sandra built a thriving women’s networking community from scratch, why she believes you don’t have to be “just one thing,” and how she’s stepping into a new chapter of her life by going all-in on what she’s truly meant to build.   If you’ve ever felt pulled in multiple directions, unsure where to start, or like you’re waiting for the “right time”… this episode will give you the clarity and push you need to move forward.   Key Takeaways: → You don’t have to be just one thing - you can build multiple aligned paths → Stop waiting for perfect - momentum comes from action → Community is one of the most powerful growth strategies in business → If you have multiple ideas, pick your top 3 and prioritize them → Identify the problem your business solves before anything else → Outsourcing can unlock your next level of growth → There is a difference between a hobby and a business - and clarity matters → The most successful women are willing to do things imperfectly   Connect with Sandra: Follow along and support Azzura Collection and She Means Business: The Azzura Collection:  www.instagram.com/the.azzura.collection [http://www.instagram.com/the.azzura.collection] www.theazzuracollection.ca [http://www.theazzuracollection.ca]    Sandra in the City: www.instagram.com/sandrainthesity_thecoach [http://www.instagram.com/sandrainthesity_thecoach]    Sandra is building more than a brand - she’s creating spaces where women can connect, collaborate, and grow together. Follow along to be a part of it.

From Corporate to Creative: Turning a Career Pivot into a Thriving Business

In this episode, I’m sitting down with Vinnie Rose, the founder of Vinnie Rose Designs, to talk about what it really looks like to build a business from scratch after leaving a 25-year corporate career.   Vinnie shares how being packaged out of her role at Canadian Tire led her to explore something new, and how that eventually turned into a growing business centred around thoughtful, personalized gifting.   We talk about how her business has evolved over time, from starting with balloons to focusing on curated gift baskets, succulent planters, and seasonal designs. We also dive into how she has built her business through word of mouth, relationships, and a strong focus on customer experience.   If you’ve ever found yourself starting over or wondering how to turn something you enjoy into a business, this episode will leave you feeling encouraged, grounded, and inspired to keep going.   Key Takeaways: → Why starting before you feel ready matters → How word of mouth can still be your most powerful marketing tool → The role of community and collaboration in business growth → How to stand out through personalization and customer experience → Why consistency and belief in yourself matter more than perfection   CONNECT WITH VINNIE: Follow along and support Vinnie Rose Designs: Instagram - www.instagram.com/vinnierosedesigns [http://www.instagram.com/vinnierosedesigns]   If you are someone who loves thoughtful gifting, supporting small businesses, or creating meaningful moments for the people in your life, you are going to feel right at home in her world.

The Power of Niche: How Rinkside Mom Built a Brand Hockey Moms Love

In this episode, I’m sitting down with Natalie, the founder of Rinkside Mom, to talk about what it really looks like to build a brand rooted in community, connection, and real life.   Natalie shares how life at the rink inspired her to create something just for hockey moms, and how that idea quickly grew into a recognizable and fast-growing brand. What started as relatable content turned into a business built on shared experiences, viral moments, and a deep understanding of her audience. We talk about the power of niching down, creating content that actually connects, and why building a community first will always outperform trying to sell.   If you’re building a brand, creating content, or trying to grow something online, this episode will show you what happens when you stop overthinking and start speaking directly to your people.   Key Takeaways: * Why going “a mile deep” is more powerful than trying to reach everyone * How relatable content creates connection and growth * The difference between building a community vs. chasing sales * Why imperfect content often performs better * How to use collaborations and giveaways to grow organically * The mindset shift that helps you trust your instincts in business   Connect with Natalie: Follow along and support Rinkside Mom: * Instagram: www.instagram.com/rinksidemomco [http://www.instagram.com/rinksidemomco] * Website: www.rinksidemomco.com [http://www.rinksidemomco.com]   If you are a hockey mom, or even just someone building a brand rooted in real life, you are going to feel right at home in her world.