Retail Refined

Building consumer brands today requires more than clever marketing; it demands brand trust. Consumers want proof that products work, delivered at prices that feel accessible. That shift has raised the bar for founders, especially as 86% of consumers say authenticity influences which brands they support—with Gen Z placing even greater emphasis on it. Credibility and purpose are not optional for entrepreneurs; they form the foundation of growth. How can entrepreneurs disrupt established markets by blending affordability, innovation, and credibility while navigating the distinct dynamics of Amazon and TikTok? On this episode of Retail Refined, host Melissa Gonzalez speaks with Dave Dama, Founder and CEO of AquaSonic and Co-Founder and President of Pure Daily Care. Together, they explore what it takes to launch disruptive consumer brands, build trust, and scale across Amazon, TikTok, and brick-and-mortar retail. Key Takeaways from the Episode… Disruption through value proposition: AquaSonic challenged entrenched players like Philips and Oral-B by delivering high-quality electric toothbrushes at a fraction of the cost. Amazon vs. TikTok strategy: Amazon serves intent-driven buyers, while TikTok drives impulse purchases through “shoppertainment” and influencer-driven authenticity. Health and wellness integration: Emerging research on oral microbiomes and longevity opens opportunities for AquaSonic to link dental care to broader wellbeing. Dave Dama is the Founder and CEO of AquaSonic, a leading oral care brand, and Co-Founder and President of Pure Daily Care, a top-selling skincare device company. With over a decade of experience building consumer health and wellness brands, he has scaled products from concept to category leaders on platforms like Amazon and TikTok. His career reflects a consistent focus on innovation, accessibility, and brand longevity, drawing on personal roots in dentistry and esthetics to deliver trusted, clinically backed products.

Retail is evolving at a lightning pace, with consumer expectations higher and more informed than ever before. Deloitte research shows that 80% of consumers prefer brands that offer personalized experiences, with those customers spending up to 50% more. For heritage retailers, this shift presents both opportunity and challenge: how do you honor local legacy while competing in a world where customer expectations are increasingly shaped by global brands and digital-first experiences? How can a heritage brand balance timeless tradition with modern growth strategies that resonate with both local communities and a new generation of shoppers? In this episode of Retail Refined, host Melissa Gonzalez sits down with Gary Flynn, Co-Owner & CEO of M. Dumas & Sons, to explore the evolution of Charleston’s beloved menswear destination. The discussion covers Gary’s career journey from Nordstrom to Hugo Boss to Samsung, and how his global perspective is fueling the growth of a century-old local institution. Together, they unpack strategies for trendspotting, creating customer-centric retail experiences, and evolving heritage brands for long-term relevance. Key Talking Points from the Episode Evolution Through Experience: Gary shares how his time at Nordstrom, Hugo Boss, and Samsung shaped his leadership style and informed his approach to steering a single-location heritage brand into the future. Staying Ahead of Trends: From vendor networks to peer conversations, Flynn emphasizes the importance of collaboration and open information sharing in navigating rapidly changing consumer expectations. Balancing Legacy and Innovation: The conversation explores how M. Dumas & Sons maintains its Charleston roots while embracing luxury expansion, youth-driven insights, and modern partnerships with brands like Southern Tide and Johnny-O. Gary Flynn is the Co-Owner and CEO of M. Dumas & Sons, a Charleston-based heritage menswear retailer. His career began at Nordstrom, where he spent nearly three decades working his way from the stockroom to national merchandise manager. He later held senior merchandising roles at Hugo Boss and Samsung, gaining global retail experience across North and South America, Europe, and Asia. Today, Flynn brings that expertise to M. Dumas & Sons, guiding the brand’s evolution through strategic partnerships, luxury expansion, and a community-centric approach to growth.

As traditional digital advertising struggles to retain consumer trust, brands are exploring new, more authentic ways to connect with shoppers. Platforms like commerce media networks, which weave together commerce, content, and data, are emerging as powerful tools in this shift. Research from MG2 Advisory reveals that only about 37% of consumers feel brands genuinely act on their stated values, underscoring the urgent need for more meaningful brand experiences. So, how can brands take control of how their message shows up while delivering real value to consumers? In this episode of Retail Refined, host Melissa Gonzalez sits down with Elery Pfeffer, CEO and Founder of Nift, to unpack the role of commerce media and personalized gifting in the evolving retail landscape. They discuss how Nift is enabling brands to own the consumer experience through AI-powered, hyper-personalized rewards that feel less like advertising and more like appreciation. Here’s what you’ll learn in this episode: Why traditional advertising models fall short—and how brands can shift to performance-based gifting that drives loyalty and revenue. How Nift’s patented AI creates a personalized, delight-driven experience across digital and physical retail environments. What the rise of “AI-native” consumers means for the future of commerce, and how brands must adapt to stay relevant. Elery Pfeffer is a seasoned technology executive with over two decades of experience leading hypergrowth startups and scaling innovative platforms from inception to large-scale operations. He is the founder and CEO of Nift, a commerce media and gifting platform, and previously founded Pursway, which helped major brands in retail, telecom, and finance expand their consumer reach. Pfeffer also served as a Fellow at Harvard University’s School of Engineering and holds a degree in Math and Computer Science from Tel Aviv University.

Luxury retail is no longer confined to storefronts and seasonal campaigns. Brands are bringing hospitality to retail, building deeper emotional connections, and extending their presence beyond the product. Coach, among other heritage labels, is experimenting with cafés, branded bars, and immersive spaces that offer more than a transaction—they offer belonging. According to MG2 Advisory, 1 in 5 consumers say immersive, sensorial store experiences are a top reason they return to luxury stores, and nearly 1 in 4 cite creative offerings and high-touch services as key motivators for repeat visits. These findings reinforce the growing demand for experiences that feel distinct, emotionally engaging, and memorable. So, how can retail brands design experiences that go beyond shopping and spark genuine loyalty and community? In this episode of Retail Refined, host Melissa Gonzalez speaks with Giovanni Zaccariello, SVP of Global Visual Experience at Coach. Together, they unpack how Coach is transforming retail environments into community-centered spaces, blending Gen Z values with design innovation and consumer insights. From cafés to digital universes, Coach is testing bold ideas to turn brick-and-mortar into something far more memorable. This approach is a leading example of bringing hospitality to retail in a way that is both localized and globally resonant. Key highlights from the episode: * Coach is integrating cafés, bars, and mobile coffee trucks into retail locations to increase dwell time and emotional connection. * Each experience is hyper-localized—menus and design reflect the culture of each location, from Tokyo to Singapore. * Coach sees hospitality as a strategic way to engage Gen Z and Gen Alpha, blending community, culture, and self-expression. Giovanni Zaccariello is a seasoned visual merchandising and experiential design leader with over two decades of global experience across top fashion and lifestyle brands. As SVP of Global Visual Experience at Coach, he has driven innovation through immersive retail concepts, hospitality integration, and digital engagement strategies, with prior leadership roles in Asia and North America. His career spans brands like Mexx, Marks & Spencer, Topshop, Esprit, and Uniqlo, showcasing expertise in global visual strategy, consumer-centric design, and cross-cultural brand storytelling.

As in-store experiences become key to brand loyalty, LEGO is doubling down on its core brand essence of play, using it as both a design philosophy and a strategic lever. The company is transforming its physical spaces into destinations that spark imagination, encourage interaction, and strengthen emotional connections with shoppers of all ages. With nearly 70% of parents surveyed citing creativity as an essential skill for their children’s development, LEGO’s cross-generational appeal has never been more culturally relevant. So, how does LEGO continue to blend physical retail with digital relevance, global scalability with local authenticity, and imaginative play with operational efficiency? On this episode of Retail Refined, host Melissa Gonzalez sits down with PJ du Toit, Global Design Director at the LEGO Group, to explore how the company builds immersive, scalable, and meaningful retail experiences that stay true to its playful DNA. From flagship stores and vending machines to full-size LEGO-built F1 cars, this episode dives into how the company brings brick-by-brick consistency and creativity across every customer touchpoint. The main topics of conversation are… How LEGO designs stores as “recruitment vehicles” to attract new customers while retaining loyal fans. The importance of modular, scalable, and locally tailored retail concepts. The company’s “test and learn” culture, which allows for innovation, iteration, and even failure in creating engaging retail formats. PJ du Toit is the Director of Global Retail Concepts at the LEGO Group, where he leads the development of retail strategies, designs, and implementation across multiple channels. He collaborates with cross-functional teams—including LEGO Retail, Retail Development, and LEGO Agency—to shape immersive, sales-driven brand experiences. His current focus is building a unified, cross-channel retail platform that delivers consistent global impact.