In this weeks episode, Nicole brings back Laura, founder of The Shortlist—a premium petite fashion brand—for her third appearance on the podcast. Having followed Laura’s journey from launch to becoming a profitable business, Nicole dives deep into the milestones, challenges, and evolutionary steps that have shaped The Shortlist over the past four years.

Listen in as Laura shares candid insights about manufacturing setbacks, profitability milestones, the realities of staying lean as a solo founder, and building a loyal community.

She also offers hands-on advice for fellow product business entrepreneurs about trusting your instincts, the value of data, and mastering the art of the slow, steady build. 

Some of the key topics they talk about are 

The Journey from Launch to Profitability

Laura discusses how her initial collections operated at a loss, the strategic decision to move manufacturing from the UK to Poland (and later to other countries), and achieving net profit covering her business’s long-term costs.

Pricing Strategy 

Why Laura reduced her price points (nearly 50% from original levels) and how that played into her brand’s position 

Building Community & Brand Loyalty

How sharing behind-the-scenes content, leveraging customer stories, and collaborating with diverse content creators have elevated The Shortlist’s brand and broadened its appeal.

https://www.instagram.com/theshortlistshop/

https://theshortlistshop.co.uk/

https://www.linkedin.com/in/lauraderricourt-theshortlist/

Host Nicole Higgins 

The Buyer and retail coach 

Nicole Higgins Links 

https://www.instagram.com/thebuyerandretailcoach/

https://www.linkedin.com/in/nicolehigginsuk/

 

https://thebuyerandretailcoach.com/

https://thebuyerandretailcoach.com/newsletter-sign-up/

 

https://thebuyerandretailcoach.com/free-discovery-call/

https://thebuyerandretailcoach.com/blog/

Sponsor 

Neon Digital Clicks 

Are you ready to scale your ecommerce store?This episode is brought to you by Neon Digital Clicks, the agency dedicated to helping kids’ and family brands achieve explosive growth with high-performing digital marketing campaigns.

Neon’s new Runway to Results programme is a revolutionary paid-advertising service that will help you understand your brand’s true potential and reach the heights of success you dream of.

Over the course of 60 days, Neon’s expert team will test and optimise your Meta and Google ad accounts to establish your business KPIs and optimum Cost Per Acquisition. 

At the end of the Runway period, they’ll analyse your data to establish what profitable scaling looks like and arm you with knowledge, confidence and a clear plan for the next phase of your growth.

If you’re ready to elevate your e-commerce game, Neon is the navigator you need on your flight deck.

https://runwaytoresults.com/

https://neondigitalclicks.co.uk/