Honest Ecommerce

Amelia Trumble is the CEO and one of the three Founders of Retold Recycling. Amelia is an Australian native who moved to New York 15 years ago to work as an ecommerce professional. 

While at Estee Lauder running ecommerce for MAC Cosmetics, she met her 2 Retold co-founders, Alan Yeoh and Noelle Sadler. Together the 3 ideated on starting a business that would do good things for the world and get them out of the corporate grind - after an “a-ha moment” decluttering her closets, the idea for Retold was born. 

A convenient and mail-based textile recycling service that diverts unwanted items away from landfills and recycles them sustainably! In addition to being the CEO of Retold, Amelia also consults on the side for businesses seeking ecommerce strategy - predominantly in the beauty, fashion and obviously, sustainability space. 

Amelia now resides in LA with her 5 year old daughter, Alta!

In This Conversation We Discuss:

• [00:45] Intro
• [02:04] Working your way up to Ecomm roles
• [04:05] Building a business from a personal need
• [04:56] Vetting a business idea through extensive research
• [06:34] Adapting processes to align with sustainable vision
• [07:28] Finding the right partners through persistence
• [09:34] Adapting returns labels for sustainable shipping
• [11:11] Ensuring cost-effective, trackable returns process
• [12:22] Integrating subscriptions with rewards and emails
• [13:07] Episode sponsors
• [16:21] Testing go-to-market strategies for audience growth
• [16:59] Exploring new traffic strategies beyond meta ads
• [18:01] From DTC to retail with strong customer support
• [18:43] Expanding into eco groceries and boutique retailers
• [19:44] Expanding retail vision after Shark Tank success
• [21:24] The real Shark Tank experience
• [22:15] Showcasing sustainability in holiday gift guides
• [23:04] Leveraging key eco moments for business growth
• [24:17] Creating toolkits for successful partner outreach
• [25:00] The real value of customer connection in Ecomm
• [25:50] Creating solutions from customer-driven insights
• [26:44] Enhancing user experience with new site updates
• [27:24] Declutter effortlessly and sustainably

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Clothing recycling service to keep your clothes out of landfill retoldrecycling.com/
• Follow Amelie Trumble linkedin.com/in/ameliatrumble/
• 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!

Matthew Holman is a leading expert in the ecommerce subscription industry, with extensive experience in optimizing customer experience, retention strategies, and data-driven decision-making. 

He specializes in fractional subscription leadership, where he helps brands understand the complexities of subscriptions so that they can scale. 

Matthew currently lives in Utah, where he enjoys time with family, running, movies, and the vibrant ecommerce community.

In This Conversation We Discuss: 

• [00:41] Intro
• [01:44] Career shift: from shipping rates to subscriptions
• [02:51] Discovering passion thru solving client challenges
• [03:16] Supporting merchants with subscription products
• [03:57] Adoption & retention with app-based insights
• [04:53] Improving retention beyond subscription app offers
• [06:04] Collecting insights to improve subscription success
• [08:19] Creating quizzes to uncover customer needs 
• [10:00] Storytelling in data capture for discounts
• [11:04] Impactful subscriptions with tailored messaging
• [12:22] Exploring innovative membership models for brands
• [13:56] Communication touchpoints to boost engagement
• [15:01] Redefining value in subscription offerings
• [16:53] Maximizing margins with product combos
• [18:36] Developing products for loyal subscribers
• [19:34] Analyzing consumer behavior around discounting
• [21:39] Understanding customer types for better retention
• [23:59] Leveraging customer feedback to reduce churn
• [24:56] Evaluating long-term value in subscription testing
• [25:54] Connecting feedback to design changes for growth
• [27:20] Creating impactful welcome series for retention
• [28:25] Enhancing order notifications for personal touch
• [29:26] Optimize your subscription program with The Subscription Doc

Resources:

• Subscribe to Honest Ecommerce on Youtube
• A weekly dose to help you scale subscriptions thesubscriptiondoc.com/
• Follow Matthew Holman linkedin.com/in/holman-matthew/

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!

With over 10 years of experience in consumer marketing and digital transformation, Kelly Deen is passionate about creating and executing data-driven strategies that drive growth, loyalty, and innovation for fast-moving consumer goods (FMCG) and entertainment brands. 

As the Chief Commercial Officer/CMO at kencko, Kelly leads a world-class marketing team that is transforming the way people consume fruits and vegetables through smart, convenient, and sustainable products. 

Since joining kencko in 2022, Kelly has been instrumental in expanding the company's presence into 16+ global markets, launching its first brand campaign, building a loyal and engaged customer base, and developing strategic partnerships with retailers and wholesalers. 

Kelly has also leveraged my professional certifications in artificial intelligence (AI) and search engine optimization (SEO) to optimize our digital experience, marketing tech stack, and member experience team. 

Kelly is motivated by kencko's mission to make healthy eating accessible and enjoyable for everyone, and proud to be part of a company that is making a positive impact on people's health and the environment.

In This Conversation We Discuss:

• [00:44] Intro
• [02:14] Simplifying fruits and veggie smoothies
• [03:48] A mission to promote plant-based nutrition
• [05:05] kencko: making fruits and veggies accessible
• [07:29] Blending health solutions with the rise of D2C
• [08:29] Stepping in during D2C challenges and growth
• [09:23] The risks of meta dependency for growth
• [10:50] Cost-effective channels beyond meta for scaling
• [11:51] Overcoming today’s meta-driven growth challenges
• [12:57] Episode sponsors
• [16:10] Balancing creativity & performance in paid marketing
• [17:59] Embracing patience in the growth process
• [18:29] Driving business strategy in a growth phase
• [20:31] Seizing opportunities & meaningful connections
• [21:31] Embracing risks & landing major retail partnerships
• [23:18] Asking the right questions for strategic partnerships
• [24:17] Building relationships to navigate retail challenges
• [25:08] Offering value-added services to engage customers
• [26:34] Launching a brand campaign to boost awareness
• [27:24] Trusting your gut & embracing fearless decisions
• [29:01] Accessible healthy living with kencko products

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Fruits & veggies drinks and snacks https://www.kencko.com/
• Follow Kelly Deen https://www.linkedin.com/in/kellydeen/
• Done-for-you conversion rate optimization service storetester.com/
• 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 PodcastsChase Clymer with Kelly Deen. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

As the CEO of Eric Javits, Dario Markovic has successfully generated over $50 million in revenue over the past four years, exclusively through eCommerce. 

A visionary entrepreneur, Dario Markovic is also the founder of multiple companies, including a SaaS platform designed to help businesses grow organically. 

Dario Markovic's innovative leadership and strategic foresight have consistently driven growth and success across diverse ventures.

In This Conversation We Discuss:

• [00:45] Intro
• [01:38] From retail to online survival during COVID
• [04:26] PR success into a business-saving opportunity
• [05:45] Implementing rapid ad strategies for fast wins
• [07:03] Slow, steady transitions to re-build online presence
• [08:17] Boosting sales by moving from Magento to Shopify
• [09:38] Testing digital ad strategies during the pandemic
• [10:54] Maximizing minimal ad budgets for major results
• [12:53] Episode sponsors
• [16:06] Doubling down on PR and affiliate marketing
• [18:16] Navigating challenges of rapid growth and scaling
• [20:31] Managing cash flow impacts during scaling 
• [23:44] Considering logistics strategies for global reach
• [26:20] Navigating challenges of scaling advertising efforts
• [27:10] Starting anywhere to build your expertise
• [29:14] Explore luxury hats at Eric Javits

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Women’s designer hats, bags, and shoes ericjavits.com/
• Follow Dario Markovic linkedin.com/in/dario-markovic-2a326aa9/
• Done-for-you conversion rate optimization service storetester.com/
• 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!

Alexa Tietjen is the Content Director at Shoptalk, where she helps shape the annual Spring and Fall agendas and recruit speakers for both shows. 

Prior to Shoptalk, she was a beauty editor at WWD, the fashion and beauty industry trade publication known as “the fashion bible.” 

She wrote about beauty’s business boom and the rise of the creator economy. She has appeared on Good Morning America for her work.

In This Conversation We Discuss: 

• [00:47] Intro
• [01:54] Curating industry insights as a Content Director
• [02:49] Using past editorial expertise for content curation
• [03:59] Shoptalk: a community of retailers and innovators
• [04:51] Networking and learning at Shoptalk events
• [05:22] Creating a fall touchpoint for retail innovation
• [06:44] Exploring supply chain & in-store experience
• [07:25] Bringing women leaders to the forefront 
• [08:24] Meeting industry peers for powerful networking
• [10:05] Handling massive networking opportunities
• [10:41] Diving into AI and retail media at Shoptalk Fall
• [12:24] Unified retail insights from top industry leaders
• [13:09] Practical tips to prepare for Shoptalk Fall
• [14:29] Welcoming all stages of retail to Shoptalk
• [15:36] Go to Shoptalk Fall’s website for more event info

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Organizers of the retail’s industry’s very best events fall.shoptalk.com/
• Follow Alexa Tietjen linkedin.com/in/alexatietjen/

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!

Chris manages the business strategy, marketing, and financials of Perfect Herbs. Under his leadership, the company has grown revenue 50%+ year-over-year, transforming from a startup into a leading national brand. 

His company has licensed herbalists who can consult with you free of charge, make you samples to try, and help you launch your herbal product with high-quality herbs at a low cost, and with no minimum order quantities. Their customers call them "the greatest company they've ever worked with." 

In This Conversation We Discuss:

• [00:57] Intro
• [01:44] Identifying gaps in the herbal and natural markets
• [02:51] Targeting health practitioners via word of mouth
• [04:39] Gaining traction by being part of the community
• [06:42] Turning personal expertise into business success
• [07:45] Navigating growth with a fail-fast mindset
• [08:40] Experimenting with new products to validate markets
• [09:40] Leveraging tech for competitive business advantage
• [10:37] Episode sponsors
• [13:49] Offloading manual tasks through innovative tech
• [15:49] Transitioning from practitioners to retail markets
• [16:57] Mastering operational excellence for clients
• [18:30] Exploring multi-channel fulfillment strategies
• [19:55] Segmenting audiences for targeted marketing
• [21:13] Differentiating shoppers in diverse marketplaces
• [22:32] Standing out through authentic self-expression
• [24:08] Building friendly connections with customers
• [25:53] Perfect Herbs: for passionate herbal experts

Resources:

• Subscribe to Honest Ecommerce on Youtube
• High-quality herbal medicine accessible & sustainable for healthcare providers perfectherbs.ca/
• Follow Chris Habib linkedin.com/in/chris-habib/
• 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!

Alesia Klimau is the owner of Heart Printed, a custom photo magnet printing service. It is a family owned business proud to be manufacturing and shipping from Columbus, OH. They are all passionate about photography and are big fans of Instagram.

Founded in 2014, Heart Printed creates high quality custom photo magnets using the best materials and ink to print photo magnets. They are printed on high quality photo paper with vivid and bright colors, each magnet cut by hand.

In This Conversation We Discuss:

• [00:44] Intro
• [01:01] Creating personalized magnets from photos or art
• [01:58] Building an Instagram-inspired business
• [03:39] Balancing product development & marketing
• [04:55] Tapping big Instagram accounts for viral growth
• [06:23] Shutting down after marketing and overhead issues
• [07:44] Keeping the business dream alive through Etsy
• [09:28] Testing new magnet designs with upgraded quality
• [11:11] Episode sponsors
• [14:23] Etsy success to a stronger social media launch
• [15:34] Posting on TikTok to understand virality patterns
• [17:46] Adapting content for TikTok & Instagram audiences
• [18:51] Understanding social media for marketing success
• [20:39] Discovering formulas behind viral videos
• [22:18] Grabbing attention with effective video hooks
• [24:35] Capitalizing on audience reactions for growth
• [25:42] Heart Printed: get handcrafted photo magnets

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Handcrafted photo magnets heartprinted.com/
• Follow Alesia Klimau linkedin.com/in/alesia-klimau-60753769/
• Instagram instagram.com/heartprinted
• TikTok tiktok.com/@myheartprinted
• 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!

CEO and Creative Director at SeaMonster Studios, Wes Buckwalter manages a small team of geniuses, keeps them paid, and fights for their rights as employees of what he hopes is the best job they've ever had. He advocates for the creativity of my employees and contractors, managing day to day operations, finance, and client relations. 

SeaMonster Studios have delivered over 1500 websites to clients over the last 18 years. They are a proud Shopify Plus partner and have become a top-tier partner with several app developers within the Shopify ecosystem.

Wes started out in the trenches, designing and building websites before a small screen had ever been considered and have continued to champion and pioneer skills in the web and ecommerce fields that gave him a start in this industry.

In This Conversation We Discuss: 

• [00:49] Intro
• [01:50] From early ecommerce venture to a thriving agency
• [03:19] Navigating the gray areas of ADA & WCAG guidelines
• [04:48] Balancing site compliance with brand aesthetics
• [06:06] Compliance as a continuous improvement process
• [08:08] Accessibility from different user perspectives
• [09:28] Starting accessibility with thorough site reviews
• [10:05] Preventing lawsuits with digital accessibility
• [11:25] Improving awareness on accessibility issues
• [12:19] Directing legal threats to small Ecommerce sites
• [14:02] The financial dynamics behind lawsuits
• [15:29] Parallels between tech fixes & construction audits
• [16:21] Addressing agency flaws by reviewing past work
• [17:14] Understanding varying WCAG compliance across states
• [18:34] Balancing agency & business’ responsibility
• [19:47] Exploring limitations in automated accessibility 
• [21:01] Managing compliance when stacking Shopify apps
• [22:07] Shopify's limits on compliance control
• [23:56] Using Shopify's flexibility while avoiding pitfalls
• [25:39] Combining AI tools and human testing for site fixes
• [27:26] Accessible Web for efficient compliance scanning
• [28:39] Restraints in plug-and-play accessibility tools
• [29:25] Critiquing overlay tools for accessibility issues
• [30:33] Image descriptions for better user navigation
• [31:56] Setting standards for product compliance & SEO
• [33:22] Free site review from SeaMonster Studios

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Friendly, full-service digital agency offering data-driven strategy and development seamonsterstudios.com/
• Follow Wes Buckwalter linkedin.com/in/seamonsterwes/

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!

Erin is the VP of Business Development at August, where she manages their retail, e-commerce, and B2B sales channels. 

Prior to August she consulted with Deloitte at companies such as Twitter, Fitbit, and Silicon Valley Bank. Later joining Uber, Erin worked in growth and operational roles for four years, helping UberEats expand from 10 to over 600 cities. 

She made the jump to August in April of 2022 when she was inspired by August’s mission. 

In This Conversation We Discuss:

• [00:46] Intro
• [01:22] Finding and growing your audience before launching
• [03:40] Balancing edutainment and medical accuracy online
• [04:59] Using audience feedback as product validation
• [06:01] Championing sustainability with product quality
• [07:11] Acting on feedback to improve product design
• [08:07] Launching D2C with organic online momentum
• [09:26] Tapping into trends for impactful product drops
• [10:17] Defining relationships with customers and fans
• [11:14] Building trust through 10,000 baby steps online
• [12:45] Episode sponsors
• [15:57] Balancing profit and impact in brand decisions
• [17:28] Addressing tampon tax through collective effort
• [18:41] Communicating carefully and honestly
• [19:52] Staying transparent to avoid fear mongering
• [21:51] August: Fight period stigma with sustainable products 

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Period care brand on a mission to fight period stigma itsaugust.co/
• Follow Erin Burk linkedin.com/in/erineburk/
• 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!

Kristen Pumphrey & Thomas Neuberger are the co-owners of California-based fragrance brand, P.F. Candle Co. and authors of “At Home with Fragrance.” 

Now a 63-person company, P.F. Candle Co. started as a one-woman Etsy shop in 2008 out of Kristen’s second bedroom. As fragrance experts, Kristen and Tom have scaled the business over the course of several years on their own with no formal business degree - DIY is at the core of everything they do. 

Today, products are sold in thousands of stores worldwide and their two brick and mortar stores in Los Angeles and San Francisco. Despite the company’s growth, P.F. Candle Co. still proudly makes their products in-house, pouring up to 3,500 candles a day all while modernizing the craft of candle making.

In This Conversation We Discuss:

• [00:45] Intro
• [01:32] From job loss to a creative business venture
• [02:45] Starting and finding success on Etsy
• [04:23] Switching platforms for cost savings
• [05:33] Scaling beyond Etsy artisan qualifications
• [06:10] Figuring out what’s worth the purchase cost
• [07:12] Outgrowing Squarespace’s limited customization
• [07:44] Leveraging social media to drive website traffic
• [09:15] Gaining online traction via retail partnerships
• [09:59] Episode sponsors
• [13:11] Managing sales mix changes during pandemic
• [13:56] A pro tip for women in business
• [14:58] From self-management to leading teams
• [16:49] Setting yourself apart to create business value
• [17:51] Finding motivation from team successes and growth
• [18:40] Preparing for competitive Ecommerce sales
• [20:20] Planning inventory for Black Friday, Cyber Monday
• [21:45] Evolving strategies from $1 million to $10 million
• [23:26] Prioritizing meaningful work over numbers
• [25:04] Face business challenges with creative fulfillment
• [26:09] Defining future goals for products and company
• [27:13] Get your scented soy candles at P.F. Candle Co.

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Follow Kristen Pumphrey linkedin.com/in/kristenpumphrey/
• Follow Thomas Neuberger linkedin.com/in/thomas-neuberger-6180b5113/
• 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!