How do you turn a childhood tradition into a 31-million-unit global phenomenon?

In this inspiring episode of Ladies Who Launch, Rochelle Humes sits down with Christa Pitts, co-founder of The Elf on the Shelf — a brand that transformed Christmas for families around the world. Christa opens up about the real startup story behind one of the most iconic holiday brands:

• How a family tradition became a bestselling product

• Why every major publisher rejected their book (including being told it was “destined for the damaged goods bin”)

• The scrappy, bootstrapped tactics that got their first 5,000 units made

• How a single paparazzi photo and an appearance on the TODAY Show changed everything

• The power of patience, storytelling, and word-of-mouth marketing

• Managing cashflow, saying “no” to the wrong partners, and building slow, sustainable growth

• How a small family business built its own production company, sold a Christmas special to CBS, and secured a balloon in the Macy’s Thanksgiving Day Parade

• The mindset every founder needs: grit, resilience, and the courage to keep going when no one believes in your idea

If you’ve ever wondered how global brands are built from nothing, or you need a reminder to stay persistent, this episode will light a fire under you.

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

Key talking points

00:00 — Meet Christa Pitts: Co-founder of The Elf on the Shelf  

02:15 — The family tradition that sparked a global brand  

05:42 — Every publisher said no (and why they kept going)  

09:18 — Bootstrapping: the first 5,000 units  

12:27 — Taking on debt and betting on themselves  

15:50 — The moment everything changed: TODAY Show exposure  

18:30 — From small business to global phenomenon  

21:14 — Building a brand through storytelling  

24:40 — Managing growth and protecting the mission  

27:55 — Launching a production company and TV special  

31:10 — Breaking into retail and surviving scaling challenges  

34:42 — Leadership, doubt, and building confidence  

38:55 — Advice for women building brands  

42:10 — Slow growth, grit, and long-term success  

45:02 — Christa’s advice for corporate women climbing the ladder

FOLLOW THE ELF ON THE SHELF

https://www.instagram.com/elfontheshelf/

tiktok.com/@elfontheshelf

www.youtube.com/@ElfOnTheShelf

elfontheshelf.com 

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YouTube: https://www.youtube.com/@Weareladieswholaunch

Hosted on Acast. See acast.com/privacy for more information.

In this episode of Ladies Who Launch, we sit down with Olivia Ferdi, co-founder and Chief Brand Officer of TRIP, the CBD brand that transformed an entire category and became one of the fastest-growing wellness businesses in the UK.

Olivia shares the powerful, unexpected journey that took her from a traditional career path, in law, to launching a company now stocked in major retailers and loved by millions. She opens up about navigating burnout, discovering CBD through a deeply personal experience, and realising there was a massive gap in the market for functional, mood-balancing products that actually fit into everyone’s lives.

We dive into:

• The moment that sparked the idea for TRIP

• How Olivia developed emotional resilience as a founder

• Why calm and clarity are superpowers in business

• The reality of fundraising and being underestimated

• What women need to know about leading with both softness and strength

• Building a company with your partner (and doing it well)

• How she handles pressure, imposter syndrome and visibility

• The habits and mindsets that helped TRIP scale

• Advice for aspiring founders and corporate women wanting to grow into leadership

This conversation blends mindset, strategy, wellness, and candid founder truths. Perfect for women building businesses, exploring entrepreneurship, or climbing the corporate ladder.

🎙️ Listen now on Ladies Who Launch. New episodes every week.

00:00 – Olivia Ferdi: TRIP co-founder and her mission  

02:14 – Growing up, identity and early career expectations  

05:02 – The personal crisis that led to TRIP

08:30 – Creating TRIP: spotting the gap in wellness  

11:56 – Stigma, legality, and building trust in a taboo industry  

15:42 – Emotional resilience: why calm is a superpower  

19:20 – Working with your partner: boundaries, roles & reality  

23:18 – Fundraising as a woman: being underestimated  

27:33 – Scaling TRIP: community, brand and consistent execution  

31:55 – Handling pressure & imposter syndrome  

35:40 – CBD education: what people still misunderstand  

39:12 – How Olivia leads with softness and strength  

42:55 – Advice for aspiring founders  

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In this episode of Ladies Who Launch, Rochelle Humes down with Susan Yara — journalist, beauty editor, YouTube creator, and founder of Naturium, acquired for $355 million — to unpack the extraordinary journey behind one of the most influential women in modern beauty.

Susan opens up about her upbringing in rural New Mexico, how being “the good kid” shaped her self-worth, and what it really took to break away from expectations to build a life on her own terms. From studying journalism to becoming one of the original beauty creators on YouTube, Susan shares the lessons, mistakes, and mindset shifts that helped her evolve through multiple career chapters.

We dive into:

• How Susan navigated identity, family pressure, and ambition

• The shift from traditional media to online video and influence

• Why transparency and accountability matter in beauty

• The reality of pitching, building, and scaling a brand

• The mindset that led to Naturium's $355M acquisition

• Motherhood, burnout, and choosing yourself

• Why women should “live in the cringe” and take up more space

• Her advice for aspiring founders and creators feeling stuck or scared to start

This episode is filled with honesty, depth, and the kind of perspective you only get from a woman who’s lived multiple lives — and reinvented herself every time.

Perfect for: aspiring female founders, corporate women contemplating a pivot, content creators, beauty lovers, and anyone who needs permission to be bold, imperfect, and unapologetically ambitious.

KEY TOPICS AND TIMECODES

• Early Life & Family Values: 00:02:06 - 00:05:09
• Work Ethic & Parenting Philosophy: 00:05:09 - 00:07:12
• Education & Journalism Career: [00:07:51 - 00:11:16
• Digital Media & Beauty Industry Insights: 00:12:03 - 00:18:41
• Honest Content & Community Trust: 00:18:41 - 00:24:55
• Naturium: Launch & Growth Story: 00:26:02 - 00:42:30
• Brand Acquisition & Leadership: 00:42:57 - 00:47:42
• Accessible Skincare Philosophy: 00:48:13 - 00:51:24
• Founder Role Evolution: 00:51:45 - 00:55:27
• Success, Self-Care & Advice: 00:56:03

FOLLOW SUSAN

https://www.instagram.com/susanyara/

https://www.instagram.com/naturium/

https://www.instagram.com/mixedmakeup/ 

www.naturium.com 

FOLLOW US

Instagram: https://www.instagram.com/weareladieswholaunch/

TikTok: https://www.tiktok.com/@weareladieswholaunch

YouTube: https://www.youtube.com/@Weareladieswholaunch

Hosted on Acast. See acast.com/privacy for more information.

In this powerful episode of Ladies Who Launch, Rochelle sits down with Bryony Basse (neé Deery), her Cloucha matcha co-founder, wellness expert, podcaster, and founder and creator of Pilates By Bryony — the global wellness platform transforming how women move, strengthen, and reconnect with themselves.

Bryony shares her deeply personal story:

• Growing up with instability and anxiety

• Her life-changing accident which led her to Pilates

• Navigating burnout in her corporate years

• How Pilates became her anchor, and then her calling

• Building a digital wellness brand with global impact

• The discipline and mindset behind her success

• The truth about wellness, routine, and inner work

This episode is raw, grounding, and inspiring — the kind of conversation that reminds you it’s never too late to rebuild, reroute, or rise.

🎙️ Listen now on Ladies Who Launch — new episodes every week.

• Early Entrepreneurship & Independence [00:00:56]
• Family Influence & Work Ethic [00:03:15]
• Discovering Pilates & Turning Point [00:12:13]
• Building the Business from Scratch [00:19:01]
• Breakthrough Moment: January Challenge [00:24:39]
• Transition to the App Model [00:30:43]
• Brand, Community, and Team Building [00:34:26]
• Future Vision & Wellness Expansion [00:56:13]

FOLLOW BRYONY

https://www.instagram.com/bryonydeery/

https://www.instagram.com/beyondthemat.podcast/

https://www.instagram.com/pilatesbybryony/

https://www.pilatesbybryony.com/ 

podcasts.apple.com/gb/podcast/beyond-the-mat/id1747375211 

FOLLOW US

Instagram: https://www.instagram.com/weareladieswholaunch/

TikTok: https://www.tiktok.com/@weareladieswholaunch

YouTube: https://www.youtube.com/@Weareladieswholaunch

www.weareladieswholaunch.com

Hosted on Acast. See acast.com/privacy for more information.

You don’t need to be “techy” to thrive in the age of AI — you just need to know where to start.

In this empowering Launch Box episode of Ladies Who Launch, Rochelle Humes sits down with Chloe Watts, founder of ChloéDigital, to demystify AI and show how women can use it to save time, scale their businesses, and unlock creative freedom.

From coding MySpace pages at 15 to “vibe coding” — where women can build websites and apps just by typing — Chloe’s journey proves that technology is no longer a barrier. It’s a bridge.

They talk:

💡 How AI can streamline your business and reduce burnout

💻 The truth about “AI taking jobs” and why women should lean in

✨ The new wave of female founders using AI to create change

Whether you’re a creative, entrepreneur, or leader in corporate, this conversation will leave you feeling informed, inspired, and ready to build the future on your own terms.

FOLLOW CHLOE

https://www.instagram.com/chloeadelia/

https://www.instagram.com/chloedigital.ai/

www.chloedigital.com 

FOLLOW US

Instagram: https://www.instagram.com/weareladieswholaunch/

TikTok: https://www.tiktok.com/@weareladieswholaunch

YouTube: https://www.youtube.com/@Weareladieswholaunch

Chloe Digital’s Tech Journey

[00:00:12] – [00:02:59]

Founding the Business & Empowering Women

[00:05:01] – [00:07:26]

Adapting to AI and Changing Client Demands

[00:08:05] – [00:13:06]

AI Fears vs. Empowerment

[00:13:07] – [00:16:30]

Practical AI Tips for Entrepreneurs

[00:15:49] – [00:18:55]

Human Element in AI

[00:19:58] – [00:21:37]

Vibe Coding: AI for Website & App Creation

[00:21:46] – [00:25:14]

AI Success Stories & Streamlining Workflows

[00:28:05] – [00:29:55]

Actionable Takeaways

[00:38:57] – [00:46:49]

Resources

ChatGPT

Claude

Replit

Lovable

There's An AI For That

Gemini

Perplexity

Hosted on Acast. See acast.com/privacy for more information.

Marisa Hordern turned a childhood love of crystals into MISSOMA, now one of the world’s leading jewellery brands. In this episode of Ladies Who Launch, Marisa sits down with Rochelle Humes to reveal how she grew a global business from her kitchen table, navigated tough industry “wilderness years,” and stayed true to her creative vision.

She shares the truth behind startup struggles, lessons on building a strong team culture, and the importance of trusting your instincts. From overcoming burnout to scaling with limited resources, Marisa’s journey is packed with practical advice and inspiring real talk for founders and creatives alike.

If you’re curious how to launch and lead a brand on your own terms, this episode is full of actionable insights and motivation. Hit subscribe and join us for another empowering conversation!

Key Talking Points

00:12: Introduction & Marisa Hordern’s Beginnings

05:35: School Years & Finding Purpose

10:23: First Job & Corporate Life

12:46: Launching MISSOMA

23:40: Scaling Up & Raising Investment

39:17: Burnout & Rebirth

43:18: Digital & Influencer Shift

51:42: Team Building & Culture

52:53: Women’s Health & Advocacy

01:00:25: Founder Evolution

01:06:44: Rocket Round

01:15:32: Final Advice & Lunch Habits

FOLLOW MARISA

https://www.instagram.com/marisahordern/

MISSOMA: https://www.instagram.com/missomalondon/ 

FOLLOW US

Instagram: https://www.instagram.com/weareladieswholaunch/

TikTok: https://www.tiktok.com/@weareladieswholaunch

YouTube: https://www.youtube.com/@Weareladieswholaunch

✨ About Ladies Who Launch

 Hosted by Rochelle Humes, Ladies Who Launch dives into the untold stories of female founders, leaders, and changemakers redefining success in their own words. Expect real conversations, honest lessons, and plenty of inspiration to help you launch whatever’s next — in business and in life.

🔗 Watch full episodes on YouTube or listen wherever you get your podcasts.

Hosted on Acast. See acast.com/privacy for more information.

Discover how Anastasia Soare turned one brilliant idea — the perfect brow — into a global beauty powerhouse.

When Anastasia Soare arrived in America, she barely spoke English and had $200 to her name. Today, she’s the founder of Anastasia Beverly Hills, one of the most influential beauty brands on the planet.

In this episode, Rochelle Humes uncovers the incredible journey behind the woman who redefined eyebrows and built a $3 billion business from the ground up. Anastasia opens up about her early days as an immigrant, the moment she spotted an untapped opportunity in the beauty industry, and the powerful lessons she learned about resilience, self-belief, and doing every job in your business.

This is more than a beauty story — it’s a masterclass in building something iconic from nothing.

Tune in for real talk, raw lessons, and inspiration to build your own version of success.

Key Talking Points

1. Early Life in Romania & Lessons in Resilience

00:01:25 – 00:07:22

2. Immigrating & Adapting to Life in America

00:11:08 – 00:15:32

3. Entering the Beauty Industry

00:17:23 – 00:19:45

4. Eyebrow Technique & Business Foundation

00:19:45 – 00:22:30

5. Starting and Growing Her Own Salon

00:23:05 – 00:27:56

6. Press, Celebrities & Oprah Winfrey Moment

00:30:01 – 00:33:01

7. Launching Products & Scaling

00:33:21 – 00:43:05

8. Advice for Entrepreneurs

00:53:31 – 00:54:39

FOLLOW ANASTASIA

https://www.instagram.com/anastasiasoare/

https://raisingbrowsbook.com/ 

Anastasia Beverly Hills: https://www.instagram.com/anastasiabeverlyhills/ 

FOLLOW US

Instagram: https://www.instagram.com/weareladieswholaunch/

TikTok: https://www.tiktok.com/@weareladieswholaunch

YouTube: https://www.youtube.com/@Weareladieswholaunch

Hosted on Acast. See acast.com/privacy for more information.

From Manchester market stalls to Head of Global Business at Meta, Nicola Mendelsohn joins Rochelle Humes to share her inspirational journey—rooted in family, entrepreneurial spirit, and a drive to break barriers. Nicola reveals how her upbringing shaped her career, how she built her confidence in male-dominated settings, and the lessons learned balancing motherhood with leadership.

In this episode, Nicola demystifies how AI can help women build and grow their businesses, shares honest insights on overcoming imposter syndrome, and explains what makes a great leader. Packed with practical advice, candid stories, and future-facing tech tips, this is essential listening for female founders, aspiring entrepreneurs, and anyone ready to level up their career.

From championing women in business to the exciting future of AI at Meta, Nicola Mendelsohn’s perspective offers inspiration and actionable advice you don’t want to miss.

Key Talking Points

Family & Early Entrepreneurial Influence

[00:00:59] – [00:04:13]

Education, Breaking into Advertising

[00:04:13] – [00:06:40]

Career Growth & Mentorship at BBH

[00:06:40] – [00:08:13]

Motherhood & Work-Life Balance

[00:08:13] – [00:13:53]

Women in Business: Challenges & Support

[00:13:53] – [00:19:18]

Entrepreneurship, Curiosity & Networking

[00:16:05] – [00:21:10]

Celebrating Wins & Overcoming Barriers

[00:21:10] – [00:23:55]

AI: Myths, Opportunities, and Meta’s Tools

[00:25:15] – [00:33:59]

Tech’s Future for Founders

[00:35:04] – [00:39:32]

Leadership Style & Self-Care

[00:39:32] – [00:45:21]

Quickfire Advice & Tips for Launching

[00:45:21] – [00:52:52]

FOLLOW NICOLA

https://www.instagram.com/nicolamen/ 

FOLLOW US

Instagram: https://www.instagram.com/weareladieswholaunch/

TikTok: https://www.tiktok.com/@weareladieswholaunch

YouTube: https://www.youtube.com/@Weareladieswholaunch

Hosted on Acast. See acast.com/privacy for more information.

What does it really take to launch a fashion brand that stands out? Fisayo Longe, founder of KAI Collective, joins Rochelle Humes to share her remarkable journey from entrepreneurial beginnings in Nigeria to becoming one of London’s most innovative fashion voices.

Fisayo talks openly about her culture-driven confidence, pivoting from accounting to style, and the product flops and viral moments that shaped her brand. She reveals the lessons she learned about asking the right questions, building community, and the importance of having a unique selling point. Rochelle and Fisayo discuss overcoming burnout, trusting your instincts, and how empowering women starts with telling bold stories.

Packed with real talk, honest advice, and insider perspective, this episode is a must for anyone wanting to launch on their own terms—and build something unforgettable.

FOLLOW FISAYO

https://www.instagram.com/fisayolonge/

https://www.tiktok.com/@fisayolonge

KAI Collective: https://kaicollective.com/ 

https://www.instagram.com/kaicollective/ 

FOLLOW US

Instagram: https://www.instagram.com/weareladieswholaunch/

TikTok: https://www.tiktok.com/@weareladieswholaunch

YouTube: https://www.youtube.com/@Weareladieswholaunch

KEY TALKING POINTS

1. Early Life and Entrepreneurial Spirit

[00:00:15] – [00:03:21]

2. Academic Journey and Switch to Fashion

[00:07:22] – [00:10:43]

3. Starting the KAI Collective

[00:11:02] – [00:14:38]

4. Learning from Failure and Product Validation

[00:14:47] – [00:19:44]

5. Business Growth, the Gaia Dress, and Product Breakthroughs

[00:22:38] – [00:25:38]

6. Finding Hero Products & Listening to Your Audience

[00:26:15] – [00:28:24]

7. Empowerment, Community, and Brand Storytelling

[00:30:49] – [00:33:54]

8. From Founder-Led to Brand-Led

[00:33:54] – [00:36:42]

9. Direct-to-Consumer vs. Retail: Scaling Sustainably in Fashion

[00:41:46] – [00:46:31]

10. Leadership, Building Teams, and Company Culture

[00:47:19] – [00:52:57]

11. Burnout and High Achiever Mentality

[00:54:53] – [01:02:22]

12. What’s Next for KAI Collective

[01:02:35] – [01:04:43]

13. Rocket Round

[01:04:51] – [01:15:08]

Hosted on Acast. See acast.com/privacy for more information.

From collecting rose petals as a child to creating one of the UK’s most iconic skincare brands, Sarah Chapman's path is all about passion, innovation, and grit. In this episode of Ladies Who Launch, Rochelle Humes chats with Sarah about her journey from experimenting with homemade face masks to delivering sought-after facials and developing her Skinesis range.

Sarah reveals how moving around the world shaped her adaptable mindset, why she studied everything from makeup to cosmetic science, and how she accidentally launched her own clinic from her living room. She opens up about overcoming setbacks, sticking to her vision, and blending luxury with efficacy in her products.

If you’re interested in launching your own business, love beauty, or want an inside look at what it really takes to succeed, you’ll find practical insights, honest advice, and inspiration in Sarah’s story. Don’t miss this episode about believing in yourself, redefining success, and building a brand that stands the test of time.

FOLLOW SARAH

https://www.instagram.com/sarahchapmanlondon/ 

FOLLOW US

Instagram: https://www.instagram.com/weareladieswholaunch/

TikTok: https://www.tiktok.com/@weareladieswholaunch

YouTube: https://www.youtube.com/@Weareladieswholaunch

Hosted on Acast. See acast.com/privacy for more information.