In this episode, Bora chats with Michelle Simmons, who shares her remarkable journey of building Slow North, a premium natural candle and wellness brand, from her garage while on maternity leave. Originally planning it as an Amazon-only business, Michelle's story takes an unexpected turn when she decides to make the products herself, leading to exponential growth and valuable lessons for aspiring brand builders.
Key insights you'll learn:
- How to validate your product through real customer interactions at farmers markets and craft fairs
- The strategic pivot from wholesale to DTC (Direct-to-Consumer) and why it matters for modern brands
- Practical insights on scaling from a one-person operation to managing a team of 11
- The power of experiential retail: How Slow North's candle-making classes became a major revenue driver
- Creating authentic brand collaborations and leveraging Instagram influencer partnerships effectively
- Essential lessons on managing seasonality in product-based businesses
- Real talk about navigating post-COVID business challenges and adapting to market changes
- The journey from $0 retail days to securing partnerships with major retailers like Anthropologie and Crate & Barrel
Whether you're dreaming of launching your own product line or looking to scale your existing brand, this episode offers actionable insights on building an authentic, sustainable business while maintaining work-life balance. Michelle's candid discussion about the ups and downs of entrepreneurship, including recent challenges with wholesale decline and the shift towards direct customer relationships, provides valuable perspective for any brand builder's journey.
For anyone interested in sustainable business practices, handmade products, or retail strategy, this conversation offers a masterclass in organic brand growth and authentic customer connection.