Shelf Help

How to Grow Your Brand Without Compromising Your Mission, Vision & Values with Angela O’Brien, Founder of Cleobella

To close out Season 1 of Shelf Help, I’m joined by Angela O’Brien, founder of the sustainable fashion and accessories brand Cleobella. Angela shares her remarkable journey from selling handmade accessories at local farmers markets to landing partnerships with major retailers like Nordstrom, Anthropologie, Rent the Runway, and more.  Throughout our conversation, Angela outlines the journey to becoming a certified B Corp, including how she continues to cultivate lasting relationships with artisans across Asia, creating a solid foundation for sustainable, purposeful growth. She also touches on how she and her team are navigating the ever-changing social media marketing landscape while maintaining authentic connections to their core demographic. Whether you’re an aspiring entrepreneur or ethical fashion lover (or both!), Angela's story offers incredible insight into what it takes to build a mission-driven brand with patience and passion.  IN THIS EPISODE: - (4:22) How Angela’s around-the-world trip inspired the first Cleobella designs  - (8:18) The importance of sustainability and ethical production in Cleobella’s business model  - (14:04) Advice for building and maintaining relationships with international artisan partners  - (16:28) Behind-the-scenes of selecting aligned wholesale retailers  - (18:08) Examples of how to create an authentic brand story and resonate with customers on social media  - (29:37) Angela’s advice for aspiring entrepreneurs about patience and staying true to your values  CONNECT WITH ANGELA Follow Angela on Instagram [https://www.instagram.com/angieob/?hl=en] Shop Cleobella [https://cleobella.com/]  CONNECT WITH TINA Follow me on Instagram [https://www.instagram.com/tinawells/?hl=en] Check out my Website [https://tinawells.com/] Listen to more Shelf Help [https://tinawells.com/podcast] Mentioned in this episode: Scale your product-based business with Founders Framework! Founders Framework [https://shelf-help.captivate.fm/founders-framework] Launch your product strategically and responsibly with guided expertise from Wellspring Studio! Wellspring Studio [https://shelf-help.captivate.fm/wellspring-studio]

Behind The Scenes of Selling and Designing for QVC with Stacy London, Founder of by Stacy London

RESOURCES Download my FREE Annual Planning Guide [https://tinawells.com/] Refinery 29: How I Moved On From My What Not To Wear Style [https://www.refinery29.com/en-us/2016/09/121633/stacy-london-style-aging-story] Whenever I talk to a super successful founder, one thing always stands out – their authenticity. Today’s guest, Stacy London, is no exception! Many of you may know her from TLC’s What Not to Wear, but now she’s making waves in a new way as an entrepreneur and designer at QVC, one of the most unique retail platforms out there. In this episode, Stacy shares her journey of selling directly to customers through live TV and how that experience has shaped her approach to design.  Throughout our conversation, we discuss her innovative “addable” designs, how she continues to fill major gaps in the fashion industry, and her tips for creating products with inclusivity, accessibility, and authenticity in mind. Plus, Stacy highlights the opportunities and challenges of selling on QVC and reveals how the data gathered from the platform helps shape her collections.  IN THIS EPISODE - (4:03) What inspired Stacy to start her own fashion business and how it’s evolved  - (7:37) The challenges of transitioning from TV to entrepreneurship  - (13:44) Strategies for designing an inclusive and accessible product  - (18:52) Stacy’s experience of pitching on QVC and her vision for bringing a younger audience to the platform  - (24:06) Stacy’s creative process and how she’s innovating the fashion industry  - (27:27) The role of authenticity and expertise when selling a product online  - (30:53) How Stacy’s sense of style has shifted as a fashion founder  CONNECT WITH STACY Follow Stacy on Instagram  [https://www.instagram.com/stacylondonreal/?hl=en] Check out by Stacy London on QVC [https://www.qvc.com/fashion/by-stacy-london/_/N-lgltZjcdenb/c.html] CONNECT WITH TINA Follow me on Instagram [https://www.instagram.com/tinawells/?hl=en] Learn more on my website [https://tinawells.com/] Listen to more Shelf Help [https://tinawells.com/podcast]

How To Align Your Brand with Your Purpose with Nyakio Grieco Founder of Thirteen Lune and Relevant Skincare

When you align your brand with your passion and purpose, magic happens! Joining me to prove it is Nyakio Grieco, a leader in the beauty industry and the founder behind Thirteen Lune and Relevant Skincare. In this episode, we dive deep into the creation of Thirteen Lune – a revolutionary e-commerce platform dedicated to showcasing beauty brands by Black and Brown founders. Nyakio shares her experience of translating a brand into a successful online platform and offers expert insights on partnering with major retail giants. Nyakio also opens up about the challenges of building a brand in today’s economic climate with tips for overcoming them and shares her strategies for creating a product aligned with your mission. Plus, you get a sneak peek at what’s next for Thirteen Lune and Relevant Skincare, along with Nyakio’s favorite self-care ritual. IN THIS EPISODE: - (0:19) Nyakio’s unconventional path into beauty retail  - (4:18) The transition from owning a brand to launching an entire platform  - (7:54) Nyakio’s criteria when selecting brands and founders to feature on Thirteen Loon - (9:58) A deep dive into the incredible partnership between Thirteen Loon and JCPenny  - (13:10) Advice for filling gaps in your industry with a brand that balances innovation and tradition  - (22:04) Strategically approaching direct to consumer versus direct to retail  - (24:30) How to merge your passions and mission with your brand - (27:48) Nyakio’s top self-care rituals  - (29:15) The future of Thirteen Loon and Relevant CONNECT WITH NYAKIO Follow Nyakio on Instagram [https://www.instagram.com/nyakio/?hl=en] Follow Relevant Skin on Instagram [https://www.instagram.com/relevant.skin/?hl=en] Follow Thirteen Lune on Instagram [https://www.instagram.com/thirteenlune/?hl=en] Connect with Nyakio on LinkedIn [https://www.linkedin.com/in/nyakio-grieco-1b13926/] Check out Thirteen Lune’s website  [https://thirteenlune.com/pages/about-thirteen-lune] CONNECT WITH TINA Follow me on Instagram [https://www.instagram.com/tinawells/?hl=en] Learn more on my website [https://tinawells.com/] Listen to more Shelf Help [https://tinawells.com/podcast] Mentioned in this episode: Launch your product strategically and responsibly with guided expertise from Wellspring Studio! Wellspring Studio [https://shelf-help.captivate.fm/wellspring-studio] Scale your product-based business with Founders Framework! Founders Framework [https://shelf-help.captivate.fm/founders-framework]

How To Create A Brand That Aligns With Your Mission with Sarah LaFleur Founder and CEO of M.M.LaFleur

RESOURCES: Download my FREE Annual Planning Guide [https://tinawells.com/] Looking for an example of a perfect entrepreneur? Look no further! Today, I’m joined by Sarah LaFleur, the visionary founder and CEO of M.M.LaFleur! Together, we explore how she built a wildly successful and stylish fashion brand with purpose, intention, and a deep commitment to empowering women. Her journey is incredible – from starting with zero experience in fashion to leading a brand that redefines how women view workwear!  In this episode, Sarah reveals her top strategies for navigating partnerships with major upscale retailers, offers a behind-the-scenes look at her innovative retail approach, and explains how M.M.LaFleur's customer-driven mission makes life easier for women everywhere. From brilliant marketing strategies to expert insights to tips on integrating sustainability into the core of your brand, you won't want to miss this inspiring conversation!  IN THIS EPISODE: - (3:50) What motivated Sarah to create M.M.LaFleur  - (5:56) How Sarah approached designing and manufacturing her innovative power casual vision  - (10:54) Tips for staying ahead of trends and seasonally aligning your brand - (12:40) M.M.LaFleur’s retail strategy and the importance of brick and mortar  - (15:24) The process of partnering with large retailers   - (19:29) Ways to bring your mission into your marketing and communications strategy   - (22:12) How to use Sarah’s 10-Year Press Release as a tool for setting long-term goals and guiding your plan CONNECT WITH SARAH Follow Sarah on Instagram [https://www.instagram.com/sarahmlafleur/] Follow M.M.LaFleur on Instagram [https://www.instagram.com/mmlafleur/] Connect with Sarah on LinkedIn [https://www.linkedin.com/in/sarah-miyazawa-lafleur-530ab1a/] Connect with M.M.LaFleur on LinkedIn [https://www.linkedin.com/company/m-m-lafleur/] Check out M.M.LaFleur’s website [http://mmlafleur.com.] or visit them in-store in NY, DC, Philly, Boston, and Chicago CONNECT WITH TINA Follow me on Instagram [https://www.instagram.com/tinawells/?hl=en] Learn more on my website [https://tinawells.com/] Listen to more Shelf Help [https://tinawells.com/podcast] Mentioned in this episode: Scale your product-based business with Founders Framework! Founders Framework [https://shelf-help.captivate.fm/founders-framework] Launch your product strategically and responsibly with guided expertise from Wellspring Studio! Wellspring Studio [https://shelf-help.captivate.fm/wellspring-studio]

How To Turn Your Expertise Into A Life-Changing Product Line with Shani Darden, Founder of Shani Darden Skin Care

Today, I'm joined by Hollywood's go-to esthetician, Shani Darden! Shani is a walking result of her incredible products, like her fan-favorite Retinol Reform serum, which quickly grew a large online following and is now featured on Sephora's shelves. In this episode, Shani reveals the process of transforming her service-based business into a powerhouse skincare brand fueled by her inspiring passion, dedication, and the strategic use of social media. Shani shares her top tips on listening to clients to develop specialized solutions, creating packaging that reflects your brand identity, and leveraging your online presence to scale your business. Running both her Beverly Hills flagship studio and her product line, Shani also gives you a peek into how she balances facials, product development, and family time.  IN THIS EPISODE: - (3:24) Shani’s initial obsession with skincare and how she translated her passion into a business - (8:01) Why it’s important to have real experts behind skin-care brands  - (8:54) How Shani developed her products to be mass-produced  - (11:36) Tips for preparing your products for major retailers and knowing when to expand  - (15:28) Advice for creating packaging that stands out on the shelves and maintains your brand identity  - (18:55) Strategies for starting a product line as a service-based business  - (22:32) Ways to optimize social media and press when scaling  CONNECT WITH SHANI Follow Shani on Instagram [https://www.instagram.com/shanidarden/] Follow Shani on TikTok [https://www.tiktok.com/@shanidarden] Learn more on Shani’s website [https://www.shanidarden.com/] CONNECT WITH TINA Follow me on Instagram [https://www.instagram.com/tinawells/?hl=en] Learn more on my website [https://tinawells.com/] Listen to more Shelf Help [https://tinawells.com/podcast] Mentioned in this episode: Get unstuck in your business and join my Founders Circle Membership! Founders Circle [https://shelf-help.captivate.fm/founders-circle] Launch your product strategically and responsibly with guided expertise from Wellspring Studio! Wellspring Studio [https://shelf-help.captivate.fm/wellspring-studio]