169 | The Concept of “Spending Money to Make Money” is a Trap | with Kyle Ewing

Preston Rutherford is the Cofounder of Chubbies Shorts, which was acquired for 9-figures and is now part Solo Brands, a public company.

He is also the Cofounder of Loop Returns, the top Shopify Returns & Exchanges Platform.

Preston is an expert in Marketing, Growth, Brand, E-commerce, CRO, Data, Acquisition, and Retention. He’s also a dabbler in private equity, enterprise fintech software, and real estate development.

In This Conversation We Discuss:

• [00:46] Intro
• [01:32] Bringing retro & fun clothing back 
• [03:30] Filling a gap in the market
• [04:24] Harnessing founders' individual skill sets
• [05:33] Assessing markers for full-time transition
• [06:35] Using personal interactions promote Your brand
• [08:19] Sparking genuine interest for the brand
• [09:21] Recognizing external validation
• [10:03] Creating a genuine brand image using UGC
• [11:32]  Staying true to vision amidst skepticism
• [12:45] Episode sponsors
• [16:58] Establishing brand presence through content
• [18:59] Nurturing founder relationships & customer trust
• [20:05] Building a positive association with customers
• [20:53] Turning rough returns into smooth solutions
• [22:31] Transforming Ecommerce solution ideas into action
• [24:21] Solving problems without other expectations
• [26:25]  Helping entrepreneurs navigate brand building

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Proper length men’s shorts and custom-built-for-the-weekend apparel chubbiesshorts.com/
• Returns management for Ecommerce brands loopreturns.com/
• Follow Preston Rutherford linkedin.com/in/prestonr/
• Schedule an intro call with one of our experts https://electriceye.io/connect
• Book a demo today at https://www.intelligems.io/
• Revolutionize your inventory and fulfillment process https://www.portless.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Daniel Winer HexClad Co-Founder & CEO CEO, Co-Founder and kitchen maverick, Daniel Winer is the mastermind behind HexClad Cookware. 

After spending more than a decade building relationships in the industry, Daniel recognized the opportunity for cookware in the DTC market. He worked to develop the first true innovation in cookware since the invention of non-stick - the patented HexClad design – which provides the searing capability of stainless steel and cast iron with the easy cleanup of nonstick for an unparalleled, high-performance culinary experience. 

Daniel began marketing HexClad directly to consumers in 2016 and in 2021, partnered with 22-time Michelin-Starred Chef, Gordon Ramsay. 

To date, HexClad has become one of the most successful self-funded, DTC companies in any category driving hundreds of millions in sales and revolutionizing the cookware industry along the way. 

Danny currently leads the strategic direction of HexClad along with all product development efforts and global expansion initiatives. Daniel holds a Bachelors of Arts degree from New York University. 

In This Conversation We Discuss:

• [00:48] Intro
• [01:51] Turning cookware passion into a business idea
• [03:17] Reflecting on failures and lessons learned
• [05:18] Exploring product designs
• [06:14] Unexpected branding success
• [07:05] Making sacrifices for business growth
• [07:39] Emphasizing storytelling in marketing
• [09:02] Serendipitous encounter with Costco
• [10:14] Experimenting with messaging
• [11:08] Generating discussion and engagement
• [11:48] Identifying with the Gen Z and Millennials
• [13:31] Evaluating profitability and engagement metrics
• [14:09] Assessing ad spend efficiency
• [15:31] Balancing ad budget and revenue
• [16:34] Transitioning in-store insights to Facebook ads
• [18:26] Defying expectations with progressive growth
• [19:58] Episode sponsors
• [22:00] Harnessing collaborative power
• [23:43] Entering the market with a game-changing product
• [25:41] Upholding trust and customer commitment
• [27:02] Ask questions and accept constructive feedback
• [29:00] Embracing failure as a stepping stone
• [29:36] The importance of self-reflection as entrepreneurs
• [31:33] Where to find HexClad
• [32:23] Inspiring future entrepreneurs with success stories

Resources:

• Subscribe to Honest Ecommerce on Youtube
• The only true hybrid cookware https://hexclad.com/
• Follow Daniel Winer https://www.linkedin.com/in/daniel-winer-647bba90/
• Schedule an intro call with one of our experts https://electriceye.io/connect
• Book a demo today at https://www.intelligems.io/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Lindsay More Nisbett is an entrepreneur, creative director, and Co-Founder & Brand Director of The Line Studios, a leading creative production studio with expertise in creating compelling e-commerce and marketing content. 

Since its inception in January 2016, Lindsay has built The Line Studios into the go-to imagery experts for top e-commerce brands, including Hill House Home, MM LaFleur, Negative Underwear, Fresh Beauty, Faherty Brand, and many more. By striking the perfect balance between a beautiful image and an efficient production process, The Line Studios has become well-known for providing their clients with best-in-class e-commerce imagery that drives incremental lift in revenue. 

Lindsay's vision for The Line Studios transcends mere visuals; it's about crafting exceptional e-commerce imagery that not only elevates the client's brand but also translates into outstanding results. Her unwavering commitment to delivering the highest quality visuals has allowed The Line Studios to capture the very essence of their client's products and effectively convey their brand's unique message to consumers. 

Lindsay More Nisbett continues to shape the Ecommerce landscape, setting new standards of excellence with each project undertaken by The Line Studios.

In This Conversation We Discuss: 

• [00:46] Intro
• [02:39] Shifting from ad campaigns to Ecommerce
• [03:56] Bridging luxury brands’ Ecomm struggles
• [05:34] Incorporating brand voice through imagery
• [08:06] Elevating basic product imagery
• [09:37] Crafting visual brand language
• [11:29] The ROI of experimenting with imagery
• [12:56] Focusing on best-selling products
• [14:06] Investing strategically in assets
• [15:38] Standing out against competition
• [17:11] Diversifying video content
• [18:43] Building trust through imagery
• [20:23] Limitations of AI in imagery
• [22:04] Rising trends in ecommerce imagery
• [23:52] Reevaluating website priorities
• [24:48] Evolving consumer behavior
• [25:20] Reach out to The Line Studios

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Creative production solutions for Ecommerce brands thelinestudios.nyc
• Follow Lindsay More Nisbett linkedin.com/in/lindsay-more-nisbett-01005b4/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Samantha Coxe is the CEO and Founder of Flaus, the world's first electric flosser. Prior to founding Flaus, Sam was a M&A attorney at Skadden, Arps, assisting dozens of high growth startups through their entire life cycle - from formation to exit. 

As a Female Founder, Sam’s passions supporting Women’s Rights, inclusivity, sustainability, and self-acceptance are the foundation of Flaus’ brand mission and personality.

In This Conversation We Discuss:

• [00:44] Intro
• [01:16] Flossing frustration sparks business idea
• [02:44] From concept to data validation
• [03:39] DIY-ing the first prototype
• [04:39] The power of surveys and data-driven validation
• [06:25] Discovering the target audience already existed
• [08:25] Navigating crowdfunding campaigns
• [09:38] Managing crowdfunding expectations  
• [10:42] Partnering with crowdfunding agencies
• [12:27] Harnessing email list & pre-campaign momentum
• [15:27] Understanding crowdfunding realities
• [16:16] Episode sponsors
• [20:30] Learning the essentials before the actual launch
• [22:11] Strategic investor partnerships
• [23:10] Optimizing customer acquisition
• [24:09] Discovering diverse customer audiences
• [25:30] Focusing and improving what works
• [26:55] Stay the course, avoid over-expansion
• [28:10] Thriving in challenging times
• [29:47] Check out Flaus products

Resources:

• Subscribe to Honest Ecommerce on Youtube
• The world’s first eco-friendly, electric flosser goflaus.com/
• Follow Samantha Coxe linkedin.com/in/samanthacoxe/
• Schedule an intro call with one of our experts electriceye.io/connect
• Book a demo today at intelligems.io/
• Revolutionize your inventory and fulfillment process portless.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Darron Burke is the founder and CEO of Burke Brands, a 20-year-old specialty coffee growing and roasting company that started in a garage and now has over $100M in lifetime sales. 

The company produces the Don Pablo, Pablo's Pride, and Subtle Earth Organic coffee brands, in addition to private label brands for third party CPG companies. Its own brands are sold in Costco, Walmart/Sam's Club, Kroger, and other brick and mortar locations, as well as online. 

Darron has always been entrepreneurial, starting various businesses, but immediately before becoming "Don Pablo," Darron taught Entrepreneurship at an inner-city Miami High School for four years.

In This Conversation We Discuss:

• [00:46] Intro
• [01:55] The 20-year journey of a novel coffee brand
• [02:56] Exploring coffee farms as a curious entrepreneur
• [04:19] Pushing through against the discouragement
• [05:37] The upside of naivety as a startup business
• [06:34] Persistence pays: from garage to Costco
• [07:36] Leveraging roadshows to gain exposure
• [08:47] Reaching out to different demographics
• [09:41] Building momentum pre-digital advertising era
• [10:14] Hopping on to the digital marketing surge
• [11:09] The pressure that comes with the first order
• [12:35] Being resourceful in the midst of pressure
• [13:24] Building success, one cup at a time
• [15:26] Episode sponsors
• [17:28] The value of giving out free samples
• [19:12] Utilizing modern Ecommerce strategies
• [20:52] From supply chain issues to scaling success online
• [22:02] Balancing retail channels
• [23:14] Maximizing market reach via cross-channel synergy
• [24:32] Unlocking private label profit
• [25:53] Streamlined private labeling
• [26:55] Adding value beyond product
• [28:17] Check out Don Pablo Coffee

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Whole Bean Coffee, Ground Coffee, and K-Cups from Don Pablo donpablocoffee.com/
• Follow Darron "Don Pablo" Burke linkedin.com/in/darron-don-pablo-burke/
• Schedule an intro call with one of our experts electriceye.io/connect
• Book a demo today at intelligems.io/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Josh is the Founder and CEO of Meriwether - the SEO agency that generates new revenue for ecommerce brands. Learn more at meriwether.digital.

In This Conversation We Discuss: 

• [00:45] Intro
• [01:06] Evaluating the Ecommerce SEO landscape
• [02:28] Maximizing SEO investment in modern Ecommerce
• [05:03] The power of backlinks in the digital space
• [06:44] Navigating backlink competition and the costs
• [07:33] Boosting SEO with targeted content
• [09:24] Customizing SEO efforts for Ecommerce niches
• [11:04] Navigating SEO strategy based on search demand
• [11:49] Converting people’s search intent to sales
• [13:37] GA4’s model comparison tool & Search Console
• [16:00] Building topical authority for long-term results
• [17:39] Sniping easy keywords as a smart SEO start
• [19:04] Utilizing keyword tools for keyword ideation
• [21:28] The value of unique perspectives in content
• [23:46] The power of dedication in content marketing
• [25:03] Boost website performance with attribution reports
• [26:20] Ecommerce SEO & content marketing with Meriwether

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Ecommerce SEO and content marketing https://www.meriwether.digital/
• Follow Josh Piepmeier https://www.linkedin.com/in/joshpiepmeier/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Meet the trailblazer behind the freshest face in the sparkling water game, Mike Pilkington. He is the co-founder of KEY Sparkling Water. He’s a graduate of Wayne State University (BA - Psychology) and University of Detroit Mercy (MBA).

Going beyond the bubbles, Mike has a history steeped in grit and growth. From supercharging Death Wish Coffee into one of the top coffee brands in the United States to navigating the waters of Sysco's strategic acquisitions and leading Sysco Albany's operations, his leadership and vision have been second to none. 

Now, at the helm of KEY, he's here to deliver a gulp of authenticity with the right kick of real fruit all in a can as rugged as your ambition.

In This Conversation We Discuss:

• [00:42] Intro
• [01:43] revolutionizing the sparkling water market
• [02:30] Entering the crowd space to disrupt the norm
• [03:22] Building a startup biz with a clear vision 
• [04:28] Forming connections and scaling success
• [06:03] Self-awareness and ego-free leadership
• [07:17] Strategic hiring and delegation
• [08:13] Honest self-assessment goes a long way
• [09:35] Assembling a winning team
• [12:08] Failing openly and embracing transparency
• [13:00] Focusing on capacity, not credentials
• [13:56] The fragile nature of startups
• [15:03] Navigating early-stage startup roles
• [16:18] Episode sponsors
• [21:27] Leveraging multichannel strategy
• [22:48] How to start? Just get started
• [25:02] Lead generation and touching bases with people
• [27:04] Utilizing word-of-mouth
• [27:45] The power of telling your story
• [28:34] People are accessible, just reach out
• [29:47] Get real fruit, shenanigan-free sparkling water

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Real fruit and shenanigan-free sparkling water keysparklingwater.com/
• Follow Mike Pilkington linkedin.com/in/mike-pilkington-yes/
• Schedule an intro call with one of our experts electriceye.io/connect
• Book a demo today at intelligems.io/
• Revolutionize your inventory and fulfillment process portless.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Griffin Spolansky is the CEO and Co-Founder of Mezcla, a plant-based snack brand that is mixing it up with exciting flavors and textures. 

Griffin was also named to the Forbes 30 Under 30 list for 2023 Food and Beverage. He’s also a part of  Division 1 Men's Lacrosse National Champion - 2019 - University of Virginia Israel Men's National Lacrosse Team.

In This Conversation We Discuss:

• [00:47] Intro
• [01:38] The start of an entrepreneurial idea
• [02:11] Balancing personal and professional life
• [03:23] Facing and overcoming expectations 
• [04:00] Crafting, testing, and refining samples
• [04:41] Leveraging connections for co-manufacturing
• [05:33] The timing from idea to samples
• [06:00] Pivoting in a pandemic
• [06:39] Capitalizing influencers and their audience
• [07:35] Choosing the right influencers as advocates
• [08:25] Valuing influencers’ authenticity over clout
• [09:27] Managing stress and setbacks
• [10:22] Shifting From Ecommerce to retail
• [11:01] The power of experienced guidance
• [12:26] Episode sponsors
• [15:21] Learning from hiring mistakes
• [16:43] Accepting constructive criticisms
• [17:23] Pushing through the highs and lows
• [17:51] Where to get Mezcla plant protein bars

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Feel-good moments with plant-based snacks eatmezcla.com/
• Follow Griffin Spolansky linkedin.com/in/griffinspolansky/
• Schedule an intro call with one of our experts electriceye.io/connect
• Book a demo today at intelligems.io/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Kelly Oriard is the co-founder and Chief Therapeutic Officer at Slumberkins, a children’s education and emotional health brand. She holds a dual master's degree in Marriage and Family Therapy and School Counseling. 

As a therapist, school counselor, and mother, Oriard is passionate about changing how we support mental and emotional wellbeing for children and families. 

As the author behind the character storylines at Slumberkins, Kelly is changing the way children and families can access the content and strategies, usually found in a family therapy session, in a fun, easy-to-use way that creates healing and brings meaningful moments of connection that make a lifelong impact on the emotional health of children. 

Callie Christensen is the co-founder and Chief Community Officer at Slumberkins, a children’s education and emotional wellness brand. Callie holds a master’s in teaching elementary education and special education. 

As a mother and educator turned entrepreneur, she’s on a mission to use her educational background to create an accessible, meaningful, and purposeful brand that is useful in every home and school to help support families and communities on their journeys of emotional health. 

Slumberkins is at the forefront of brand building online as they expand into children’s entertainment by bringing the characters to life in a preschool television series produced by The Jim Henson Company. 

They just launched the first-ever music album for kids & families: Together We Shine, Vol. 1. Debuted as #1 kids album on iTunes https://orcd.co/slumberkinstws 

They also just launched a New Affirmation App on iTunes that's free for kids and families https://apps.apple.com/us/app/slumberkins/id1627118113 

Slumberkins children's show streaming now on Apple TV+ https://tv.apple.com/us/show/slumberkins/umc.cmc.4r9fjly8gp831gqkfe8ft1xrb 

They are making as many tools and resources available to families so they can easily integrate moments of connection and social emotional learning into every day.

In This Conversation We Discuss:

• [00:45] Intro
• [01:53] A business idea for children’s mental health
• [03:00] From side hustle to full-time success
• [04:02] Continuing the momentum online
• [04:53] Doing your best in research and storytelling
• [05:30] Experiencing organic growth from social media
• [06:15] Achieving BHAG with the right manufacturer
• [07:21] Building good relationships with business partners
• [09:21] Establishing Slumberkins' online presence
• [11:00] The Shark Tank push to be full-time entrepreneurs
• [12:46] Low salaries for long-term business hains
• [15:04] A transformative experience with Shark Tank
• [16:40] Connecting authentically with your community
• [18:22] Episode sponsors
• [23:36] Bringing Slumberkins to the screen
• [25:37] Authentic relationships do the magic
• [26:16] The sales surge post-Slumberkins TV debut
• [27:22] Community feedback is marketing itself
• [28:20] How landing a TV series elevates a business
• [29:08] Seizing omni-channel opportunities
• [29:46] Extending parent-child connection with an app
• [31:12] Navigating the continuous evolution of Ecomm
• [33:19] Embracing the endless rollercoaster ride

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Educational and emotional learning products for children slumberkins.com/
• Follow Callie Christensen linkedin.com/in/callie-christensen-146b48148/
• Follow Kelly Oriard linkedin.com/in/kelly-oriard-149b48148/
• Schedule an intro call with one of our experts electriceye.io/connect
• Book a demo today at intelligems.io/
• Revolutionize your inventory and fulfillment process portless.com/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

Elizabeth is a seasoned expert in the field of conferences, with nearly a decade of experience in market research and event organization in the retail and finance sectors. Since 2021, she has played an integral role in the powerhouse eTail Palm Springs team, co-producing the event alongside Kristin Schoenstein. 

When not immersed in the world of eCommerce conferences, she calls Queens home, sharing her space with her cat Wednesday. 

Kristin Schoenstein has been a Program Director at Worldwide Business Research since 2010 and has been producing events since 2004. She currently specializes in the retail and eCommerce sector where she is the Portfolio Director for eTail, which includes producing eTail Boston and co-producing eTail Palm Springs. 

In her free time, Kristin lives on the East End of Long Island where she enjoys boating, yoga, running and days at the beach with her husband and three daughters.

In This Conversation We Discuss: 

• [00:49] Intro
• [01:21] Being a program director for industry conferences
• [02:28] Trend #1: the role of AI in retail businesses
• [03:09] Trend #2: Social commerce and live shopping
• [03:32] Trend #3: Launching partnerships to expand reach
• [05:04] Conferences bring like-minded people together
• [06:10] Creating opportunities for people to network
• [07:21] Curating relevant content from outstanding speakers
• [08:22] Inviting panels across different fields
• [09:12] eTail’s 25th anniversary: walk down the memory lane
• [09:56] A fun time for both attendees and staff members
• [10:40] Don’t do everything, divide and conquer

Resources:

• Subscribe to Honest Ecommerce on Youtube
• A community of retailers launching industry conferences etailwest.wbresearch.com/
• Follow Kristin Schoenstein linkedin.com/in/kristin-paulick-schoenstein-0a7aa95/
• Follow Elizabeth Robillard linkedin.com/in/elizabeth-robillard-a3141150/

If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!