In this candid and unfiltered conversation, I sit down with Jess Ruhfus, founder of No.2, to talk about what it really takes to launch and scale a direct-to-consumer brand when you’re a team of one.

From navigating the messy middle of entrepreneurship to owning your mistakes, Jess shares the raw lessons she’s learning in her first D2C venture. We dive into:

• The unglamorous side of businesswhy mistakes are inevitable and how to turn them into your best teachers.

• Being a solo founder the challenges of wearing every hat and the surprising freedoms it brings.

• The D2C learning curve what Jess wishes she knew before jumping into the world of eCommerce and consumer goods.

If you’ve ever wondered what scaling looks like when you’re building from scratch (and sometimes from the bathroom floor), this episode will give you the honesty, humour, and hard-won insights you need to keep going.