Honest Ecommerce

Justin Wolff is a Social Entrepreneur who has built his career by blending commerce with cause. As the CEO and Co-Founder of Junk Theory and former Co-Founder and Chief Giving Officer (CGO) at Yoobi, Justin has built impactful brands by transforming narratives and driving change. 

At Yoobi, Justin created and oversaw the Buy One, Give One program, building meaningful impact centered around what students needed most, and what teachers were most likely to spend money out of pocket for. To scale the giving program at Yoobi, Justin forged strategic partnerships to ensure donated school supplies reached those in need nationwide. He infused a giving spirit into Yoobi’s culture, influencing decisions across design, marketing, and operations. 

By its second year in business, Yoobi was providing more than 1 million kids per year with free sets of school supplies, right here in the U.S. To date, Yoobi has provided more than 7 million kids across the US, and counting. 

In 2023, Justin launched his second brand, JunkTheory, which aims to end the plastic era in beauty – a category that produces over 120 billion pieces of plastic packaging per year. Clean skincare, he believes, should start with healthy formulas, but must also consider what those formulas come packaged in. JunkTheory is the first clean skincare line where nothing goes in the trash, and everything is packaged in metal – the most recycled material on earth. 

Prior to his life as an entrepreneur, Justin was a project finance attorney – leveraging his passion for the environment by specializing in the clean energy space, where he helped develop utility-scale wind and solar farms around the world.

In This Conversation We Discuss:

• [00:41] Intro
• [01:51] Building impact brands with purpose and innovation
• [03:44] Redefining sustainable & ‘clean beauty’
• [05:05] Solving recycling challenges with aluminum
• [07:16] Why great products outweigh great packaging
• [09:24] Combining sustainability with original formulas
• [10:19] Launching organically with limited resources
• [12:34] How product efficacy drives customer retention 
• [13:16] Episode sponsors: StoreTester and Intelligems
• [16:28] Digital strategies with performance marketing
• [18:43] Building impact partnerships for brand awareness
• [19:32] Organic growth sets the stage for paid success
• [21:33] Growing a genuine audience without shortcuts
• [22:37] Time for paid ads and time to let products speak
• [24:06] Try Junk Theory and contribute to a cleaner planet

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Most recyclable, earth-powered skincare junktheory.com/
• Follow Justin Wolff linkedin.com/in/justin-wolff-6b563913/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.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!

Maxx Blank is the Cofounder of Triple Whale, a leading tech startup specializing in direct-to-consumer SaaS measurements, data and AI automation. With over a decade of experience in the Ecommerce and tech industries, Maxx has successfully transitioned from a DTC entrepreneur on Shopify to a SaaS tech founder serving other merchants. 

He previously started and scaled two brands beyond seven figures, showcasing his expertise in driving business growth. At Triple Whale, Maxx leads the company through hyper-growth phases, working closely with his leadership team to align cross-departmental efforts and drive innovation. 

He is also a dedicated family man, actively engaged in community building, and is deeply committed to creating opportunities for others.

In This Conversation We Discuss: 

• [00:58] Intro
• [01:44] Refining your brand message while being innovative
• [03:18] Balancing baked-in tools and third-party apps
• [04:08] Scaling insights: bespoke data for growing brands
• [06:45] Building websites that empower entrepreneurs
• [08:07] Building an Ecommerce brand from scratch
• [09:39] Lessons from a drop-shipping boom
• [10:33] From a small idea into a multimillion-dollar brand
• [11:41] Solving pain points with an entrepreneur's mindset
• [12:58] Scaling a business during COVID and hitting $7M
• [14:32] Pivoting businesses after COVID's impact on ads
• [15:27] Raising seed rounds and building early momentum
• [17:39] How Shopify’s community helped scale our business
• [18:26] The power of AI in business insights
• [19:45] Forecasting revenue and optimizing with AI
• [22:01] Overcoming analysis paralysis with AI tools
• [23:27] Transforming business with AI: a turning point
• [23:59] Utilizing community-sourced business intelligence
• [25:07] Streamlining DTC data with metric frameworks
• [25:36] Diversifying ad channels with clean, actionable data

Resources:

• Subscribe to Honest Ecommerce on Youtube
• All your data in one platform triplewhale.com/
• Follow Maxx Blank linkedin.com/in/maxx-blank-8886a421a/

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!

As the Co-Founder & CEO of Graymatter Labs, Jim Phillips is currently creating plant based alternatives to pharmaceutical drugs. Prior to Graymatter, he spent his career in early stage growth in both B2B & B2C SaaS platforms focused on digitizing commerce. 

Jim helped build Charm.io to acquisition in 2022. He was a Former Leadership Team at Ritual responsible for the Midwest Region of the US market 0->$40M revenue. He also served a tenure at Ritual including launching the US market with Chicago as the company's first expansion city in 2016. 

Prior to Ritual, Jim co-founded Fooda ($34M raised) & was on the founding team at HighGround (acq. July 18').

In This Conversation We Discuss:

• [00:40] Intro
• [01:19] Discovering a revolutionary product
• [02:44] How D2C insights sparked a new venture
• [04:14] Finding the right supplier for your product
• [06:03] The black box of contract manufacturing 
• [07:16] Learning Meta ads to drive initial sales
• [08:04] Launching subscriptions for wider reach
• [09:09] Episode sponsors: StoreTester and Intelligems
• [12:22] The power of networking at industry events
• [12:55] Overcoming a life-threatening health challenge
• [14:42] Deciding to go all-in after a life-altering event
• [15:54] Discovering your true customers through feedback
• [17:28] Using data over ego to make better decisions
• [18:32] How customer interactions shape your brand
• [19:31] How to stay resilient through business challenges
• [20:22] Solving growth challenges with the right strategy
• [21:12] Graymatter for better focus and productivity

Resources:

• Subscribe to Honest Ecommerce on Youtube
• The first drinkable ADHD supplement https://trygraymatter.com/
• Follow Jim Phillips https://www.linkedin.com/in/jim-phillips-5978827/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.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!

When social media became popular, Krystal Hughes began sharing her DIY rhinestone projects on Instagram, and that’s when things really started to take off. Her audience was curious about the rhinestones she was using, so after some research, she became a rhinestone supplier. 

A few years later, people started asking what glue Krystal used for her projects, and after extensive testing, she launched my own product, Krystal Glaze glue. It quickly became her top seller and opened up even more opportunities to connect with a wider audience.

In This Conversation We Discuss:

• [00:42] Intro
• [02:09] discovering passion for rhinestone crafting
• [04:14] Transforming audience questions into business idea
• [04:54] Gaining audience without chasing the algorithm
• [06:07] Evolving social content into a thriving business
• [07:08] Posting consistently to drive rapid follower growth
• [07:51] Balancing organic growth with paid ads for success
• [10:53] Episode sponsors: StoreTester and Intelligems
• [14:05] Using self-expression to attract the right customers
• [15:04] Motivating audiences with creative storytelling
• [17:10] Finding success by sharing your journey with others
• [17:55] From content creation to connecting personally
• [18:55] A supportive community in Shine Brighter Society
• [19:45] Grounding yourself in faith & purpose to keep going
• [21:08] Shopping high-quality rhinestones at Krowned Krystals

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Rhinestone and glue arts & crafts supply store krownedkrystals.com/
• Follow Krystal Hughes linkedin.com/in/krystal-hughes-4a0111244/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.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!

Arv is the Director of Product at GroupBy. He is a passionate entrepreneur currently responsible for product management. Arv has over eight years of experience in the oil and gas industry, including five years with WorleyParsons.

In This Conversation We Discuss: 

• [00:45] Intro
• [01:21] Driving revenue with better product discovery
• [02:40] Scaling search for retailers with high SKU counts
• [03:31] Adapting to modern, conversational search queries
• [05:58] Better product details for user-friendly browsing
• [08:30] Avoiding AI errors with human-guided review
• [09:55] Guiding users with smart sorting options
• [11:46] Product variations using smart automation
• [13:02] Shopper trust through respectful customization
• [14:09] Automating reorders with helpful reminders
• [15:05] Preventing bounce rates with smart stock management
• [16:32] Clear shipping times to boost purchase confidence
• [17:11] advanced analytics for more effective action
• [18:34] Using best-in-class apps as your brand grows
• [20:17] Recognizing evolving trends in ecommerce technology
• [21:24] Product search with AI-driven recommendations
• [23:01] GroupBy for enhancing your retail experience

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Product discovery platform powered by Google Cloud Vertex AI search for retail groupbyinc.com/
• Follow Arv Natarajan linkedin.com/in/arvnatarajan/

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!

Kevin Tighe is the Founder & CEO of San Diego based Beachly Brands (acquired) which is the leading subscription retailer of beach apparel and accessories. Under Kevin’s leadership, Beachly has been twice selected to the INC 500 – INC Magazine’s annual list of the fastest growing private companies in America. 

Kevin recently joined Retention Brands where he serves as COO of the portfolio which includes Birchbox, Beachly and Alltrue. Kevin is a passionate entrepreneur, startup mentor and non-profit volunteer. Born in Washington DC, Kevin migrated to the West Coast to attend the University of Southern California. 

While at USC, he started his first business and has been a serial entrepreneur ever since. He has over 20 years of experience in digital marketing, eCommerce, subscription commerce, and entrepreneurship. 

Kevin is among the select few who qualify as both a visionary and integrator. This quality gives him the unique ability to dream big and then distill his vision into an actionable and achievable plan.

Kevin serves on the Board of Directors of Sustainable Surf, a non-profit focused on promoting and restoring ocean ecosystems. He also serves on the Board of Directors of San Diego Sports Innovators. 

During his free time, you will likely find Kevin at the beach with his family or in the ocean; surfing, paddle boarding or racing outrigger canoes.

In This Conversation We Discuss:

• [00:42] Intro
• [01:35] Building on past ventures and learning
• [02:16] Finding business inspiration back from the ocean
• [03:44] Testing concepts with real-world validation
• [04:52] Assessing margins for sustainable ventures
• [06:00] The allure of recurring revenue in business
• [08:31] Leveraging Facebook ads to grow audience
• [10:28] Pivoting to women’s market after strong demand
• [11:57] Referrals from women’s online engagement
• [13:10] Episode sponsors: StoreTester and Intelligems
• [16:23] testing market feedback before acquisition
• [18:09] Stepping into a new role post-acquisition
• [19:47] Handling distressed acquisitions
• [21:35] Building repeatable processes across brands
• [22:45] Focusing on key growth channels for maximum impact
• [24:25] Embracing the itch to constantly build and innovate
• [26:07] Learning and growing in new market opportunities
• [27:04]  BUBS Naturals for supplements and wellness

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Beach lifestyle subscription boxes beachly.com/
• A customizable box of premium beauty products birchbox.com/
• Curated collection of ethical and eco-friendly products alltrue.com/
• A capital partner that understands your business retentionbrands.com/
• Supplements for overall wellness bubsnaturals.com/
• Follow Kevin Tighe linkedin.com/in/kevinptighe/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.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!

Sergio Tache is the Founder and CEO of Dossier, a perfume house for the next generation, where French craftsmanship meets innovation, enabling universal access and self-expression for the many. 

With Dossier, Sergio helps to set a new standard within the industry––removing pretenses, like the designer brand name tax and use of elitist marketing practices, namely celebrity endorsements, that drive up luxury fragrance prices. 

Dossier aims to help customers focus on a product’s quality, not a desired perception. All Dossier products are made in France, just without the price gouging. Sergio launched the company with its now-hero collection of Dossier Impressions, a collection of designer-inspired fragrances available for 70-85% less. 

With their success, he leveraged the company’s learning from experience to develop Dossier Originals (a collection of in-house exclusive fragrances) and Dossier Home (a line of room diffusers and candles with scents from customer-favorite Impressions). 

As of 2024, Tache has successfully helped the company expand outside of the U.S. to Mexico, Canada, and Australia and acquired Amazon and Walmart as retail partners. Before building Dossier, Tache held several CEO roles within the digitally-native beauty space––working within the haircare and skincare industries after leaving the finance industry. 

Sergio holds an MBA in Finance from the Wharton School of Business at the University of Pennsylvania with his Master’s and Bachelor’s degree from Solvay Brussels School of Economics and Management (in Belgium, where he grew up).

In This Conversation We Discuss:

• [00:41] Intro
• [01:54] Challenging unfair high margins in beauty products
• [02:53] Blending craftsmanship with affordability
• [03:37] Finding the right perfume supplier
• [05:18] Validating concepts without overspending
• [06:51] Redefining luxury perfume with accessible choices
• [07:59] Navigating MLQs and supplier roadblocks
• [10:16] Embracing boring execution for long-term success
• [10:44] Episode sponsors: StoreTester and Intelligems
• [13:56] Mastering go-to-market strategies for growth
• [14:58] Focusing on what works for your brand
• [15:49] Executing clear product messaging for success
• [17:00] Avoiding the shiny object syndrome
• [19:04] Managing cash flow in startup struggles
• [20:15] Understanding the urgency of financial planning
• [21:46] Finding value in mentorship for entrepreneurs
• [22:36] Choosing between self-funding and VC support
• [24:02] Emphasizing daily reviews of key financials
• [25:15] Simplifying ecommerce with key formulas
• [26:20] The power of boring but effective execution
• [27:08] Explore Dossier and connect with Sergio

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Fair-priced French perfumery crafted for the next generation dossier.co/
• Follow Sergio Tache linkedin.com/in/sergiotache/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.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!

Jenn Harper is a beacon of innovation in beauty and philanthropy. She’s not just a name in the beauty industry; she's a revolution. An award-winning social entrepreneur and international speaker, Jenn is the trailblazing founder and CEO of Cheekbone Beauty Cosmetics—a brand that has gracefully painted the ideals of sustainability and inclusion onto a global canvas. 

From its inception in 2015, Jenn has nurtured Cheekbone Beauty into a B. Corp Certified force, now gracing the shelves of Sephora Canada and 550 JCPenney locations across the USA. 

Jenn's journey with Cheekbone began as a digitally native, direct-to-consumer brand that took pride in its commitment to reducing environmental impact and supporting Indigenous communities. Her formidable leadership made sure Cheekbone stood out not only for its stunning products but also for its ethical backbone—it became a symphony of transparency, philanthropy, and support for women and youth. 

To date, over $250,000 have been donated to philanthropic causes, testament to Cheekbone's core values. Cheekbone's prestige has been hard-earned. 

In 2019, Jenn Harper made a confident appearance on Canada's Dragon's Den, the nation's equivalency of Shark Tank. While she turned down offers, her unwavering resolution steered Cheekbone towards exponential growth. 

Regularly sought after for her insights, Jenn weaves her narrative as both a woman and a representative of North America's Indigenous peoples, substantiating the importance of these values in today's business ecosystem.

 In 2022, she was listed among the 100 Women of Influence by Entrepreneur Magazine—a list graced by the likes of Jennifer Lopez and Kim Kardashian. And importantly, in 2023, Jenn was conferred an Honorary Doctorate degree from the Goodman School of Business at Brock University. This honorary degree recognized her unwavering dedication to community betterment and adamant endeavors in championing sustainability.

In This Conversation We Discuss:

• [00:40] Intro
• [01:26] Shaping a business inspired by social impact
• [02:51] Navigating ecommerce highs of 2015 and 2016
• [03:55] Imperfect launches of chasing perfection
• [05:04] Balancing ideals with realistic beginnings
• [06:40] Validating ideas before building products
• [07:19] Growing customer loyalty with transparency
• [09:15] Shifting focus from story to product performance
• [10:08] Building customer trust through action
• [11:11] Connecting with communities for brand growth
• [13:07] Understanding customers for tailored messaging 
• [15:35] Episode Sponsors: StoreTester and Intelligems
• [18:47] Using media opportunities to boost Ecommerce
• [20:45] Focusing on local markets before expanding
• [21:56] Inspiration from great company success stories
• [22:47] Rewarding customers during the holiday season
• [24:04] Preparing for successful product launches ahead
• [25:10] Crafting authentic and digestible brand narratives
• [26:04] Creating exclusive bundles from customer insights
• [27:40] Connecting customers to ethical beauty choices

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Indigenous owned cosmetics brand cheekbonebeauty.com/
• Follow Jennifer Harper linkedin.com/in/jenn-harper-0b200a23/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.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!

Scott Ohsman has been working with brands for over 29 years in retail, online and has launched over 200 brands on Amazon. 

Owning his own sales and marketing agency in the Pacific NW, is now VP of Digital Commerce for Quickfire LLC. 

Scott has been a featured speaker at national trade shows and has developed distribution strategies for many top brands. 

In This Conversation We Discuss: 

• [00:41] Intro
• [01:42] Managing new and old podcast equipment
• [02:34] Building an Amazon career from the ground up
• [03:51] Navigating retail shifts over 18 years
• [04:48] Managing business through Amazon’s complexities
• [05:49] Supporting small brands in a tough market
• [08:24] Recognizing signs to branch into Amazon
• [09:17] Pushing organic content to stay competitive
• [10:45] Debunking the myth of overnight success
• [11:47] Evaluating margins before jumping on Amazon
• [14:11] Navigating Amazon’s tough commodity landscape
• [15:11] Focusing on hero items for better visibility
• [16:37] Spending wisely to boost product discoverability
• [17:46] Avoiding common pitfalls on Amazon listings
• [19:04] Safeguarding against Amazon's listing restrictions
• [19:53] Mastering conversion rates and traffic insights
• [20:54] Understanding the impact of UPC errors on listings
• [22:47] Preventing issues with initial product setup
• [23:16] Exploring services at Quickfire
• [24:23] Hiring smart for different business models

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Digital commerce agency built brand first quickfirenow.com/
•  A show that covers brands, retail, e-commerce, digital advertising, Amazon, and more podcasts.apple.com/gb/podcast/always-off-brand/id1560745895
• Follow Scott Ohsman linkedin.com/in/scott-ohsman-861196a6/

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!

Amanda is the Co-Founder and President of Dormify, the first to market retailer in the specialty dorm category. She founded Dormify as a college student after facing the challenges of trying to shop for her own college dorm room decor prior to her freshman year. 

She and her mom, Karen, who’s also the co-founder, worked together to create what is now the largest retailer of college dorm and apartment essentials, with nearly 900 college and university partners across the country and a thriving community of 1,500+ student ambassadors. 

Over the last ten years, Amanda has scaled Dormify with strategic funding rounds to grow her company and team of now 40 employees. Amanda continues to serve as the company's President and visionary leader driving product development, retail expansion, and brand/creative. 

Amanda was named one of Forbes 30 Under 30 in 2018 and has been featured on GMA, The New York Times, and many others. She is a member of YPO and lives with her husband in NYC. 

In This Conversation We Discuss:

• [00:44] Intro
• [01:45] Discovering an unmet demand in a niche sector
• [02:41] Tackling the lack of one-stop dorm room essentials
• [03:11] A business from personal college move-in struggles
• [04:41] Organic blog growth for early product validation
• [07:15] Using creative posters to test early Ecomm ideas
• [08:07] From idea to business incorporation in two years
• [08:45] Turning blog readers into active brand advocates
• [09:33] Personalized engagements with customers directly
• [10:45] Learning from customers to improve product
• [11:48] Episode sponsor: StoreTester
• [13:04] Episode sponsor: Intelligems
• [15:00] Evolving from home shows to pop-up shops
• [16:41] The challenge of aging customer demographics
• [17:42] Forming early relationships for customer acquisition
• [18:39] Creating original content for lasting inspiration
• [19:38] Evolving strategies to connect with Gen Z shoppers
• [20:42] Managing high SKU counts with drop-ship solutions
• [21:35] Staying ahead by continuously innovating designs
• [22:07] Establishing criteria for product success evaluation
• [23:08] Topnotch consumer experience with one-stop shopping
• [24:09] Leaning into imperfection for creative freedom
• [26:03] Dormify for all your styling needs

Resources:

• Subscribe to Honest Ecommerce on Youtube
• A one-stop shop of bedding decorative accessories, wall decor, storage, and more dormify.com/
• Follow Amanda Zuckerman linkedin.com/in/amandapaigezuckerman/
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.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!