In this Checkout episode, we catch up with Serene Lim, founder of Gellae and Cup 49, two innovative brands making waves in the DIY space. With seven-figure success and 400 million TikTok views under her belt, Serene is rewriting the rules of what small businesses can achieve. Serene shares why she’s inspired by the meteoric rise of FAYT the Label, spills on her go-to tech tool, Repurpose.io, which she calls a “game changer” for amplifying social media content with minimal effort, and for fellow foodies, Serene reveals how eating out serves as her inspiration (shoutout to Melbourne restaurant Minamishima). She also opens up about the challenge of staying motivated as a sole founder while managing two successful businesses.

Check out our full-length interview here:

From DIY Nails to 400 Million Views: How Serene Lim Turned Gellae into a Global Phenomenon | #473

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About your guest:

Coming from a non-business background and a family that faced challenges during their first decade in Australia, Serene Lim has defied the odds to bootstrap and scale two thriving eCommerce brands. As the sole founder, she led Gellae, her DIY gel nail sticker brand, to seven-figure success within its first year, amassing over 400 million organic views on social media. This rapid momentum caught the attention of Boots, which now stocks Gellae in 165 stores across the UK and Ireland. Serene is also the founder of Cup 49, a DIY bubble tea kit brand that allows tea lovers to recreate their favourite drinks at home. Both brands focus on addressing real-world frustrations with affordable, convenient solutions. When she’s not building brands, Serene is a massive foodie who loves travelling, bunnies, and all things miniature.

About your host:

Nathan Bush is the host of the Add To Cart podcast and a leading ecommerce transformation consultant. He has led eCommerce for businesses with revenue $100m+ and has been recognised as one of Australia’s Top 50 People in eCommerce four years in a row. You can contact Nathan on

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