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Here's this shows TL;DR:

• How Sivana Spirit got started 
• Why being a wholesaler is a bad call and discovering your brand niche 
• How building a community of customers outside of your store is still valuable 
• Use the community around your niche to help you create content 
• Content becomes a reason to always be talking to your customers 
• Don’t try to grow using Facebook ads that strategy has been dead for years 
• Set your ad budget at a percentage of your revenue so you are forced to find other ways to grow

Other helpful resources on this topic:

How to build a customer centric return policy (ebook)