To close out Season 1 of Shelf Help, I’m joined by Angela O’Brien, founder of the sustainable fashion and accessories brand Cleobella. Angela shares her remarkable journey from selling handmade accessories at local farmers markets to landing partnerships with major retailers like Nordstrom, Anthropologie, Rent the Runway, and more. 

Throughout our conversation, Angela outlines the journey to becoming a certified B Corp, including how she continues to cultivate lasting relationships with artisans across Asia, creating a solid foundation for sustainable, purposeful growth. She also touches on how she and her team are navigating the ever-changing social media marketing landscape while maintaining authentic connections to their core demographic. Whether you’re an aspiring entrepreneur or ethical fashion lover (or both!), Angela's story offers incredible insight into what it takes to build a mission-driven brand with patience and passion. 

IN THIS EPISODE:

- (4:22) How Angela’s around-the-world trip inspired the first Cleobella designs 

- (8:18) The importance of sustainability and ethical production in Cleobella’s business model 

- (14:04) Advice for building and maintaining relationships with international artisan partners 

- (16:28) Behind-the-scenes of selecting aligned wholesale retailers 

- (18:08) Examples of how to create an authentic brand story and resonate with customers on social media 

- (29:37) Angela’s advice for aspiring entrepreneurs about patience and staying true to your values 

CONNECT WITH ANGELA

Follow Angela on Instagram

Shop Cleobella 

CONNECT WITH TINA

Follow me on Instagram

Check out my Website

Listen to more Shelf Help

Mentioned in this episode:

Scale your product-based business with Founders Framework!

Founders Framework

Launch your product strategically and responsibly with guided expertise from Wellspring Studio!

Wellspring Studio

RESOURCES

Download my FREE Annual Planning Guide

Refinery 29: How I Moved On From My What Not To Wear Style

Whenever I talk to a super successful founder, one thing always stands out – their authenticity. Today’s guest, Stacy London, is no exception! Many of you may know her from TLC’s What Not to Wear, but now she’s making waves in a new way as an entrepreneur and designer at QVC, one of the most unique retail platforms out there. In this episode, Stacy shares her journey of selling directly to customers through live TV and how that experience has shaped her approach to design. 

Throughout our conversation, we discuss her innovative “addable” designs, how she continues to fill major gaps in the fashion industry, and her tips for creating products with inclusivity, accessibility, and authenticity in mind. Plus, Stacy highlights the opportunities and challenges of selling on QVC and reveals how the data gathered from the platform helps shape her collections. 

IN THIS EPISODE

- (4:03) What inspired Stacy to start her own fashion business and how it’s evolved 

- (7:37) The challenges of transitioning from TV to entrepreneurship 

- (13:44) Strategies for designing an inclusive and accessible product 

- (18:52) Stacy’s experience of pitching on QVC and her vision for bringing a younger audience to the platform 

- (24:06) Stacy’s creative process and how she’s innovating the fashion industry 

- (27:27) The role of authenticity and expertise when selling a product online 

- (30:53) How Stacy’s sense of style has shifted as a fashion founder 

CONNECT WITH STACY

Follow Stacy on Instagram 

Check out by Stacy London on QVC

CONNECT WITH TINA

Follow me on Instagram

Learn more on my website

Listen to more Shelf Help

When you align your brand with your passion and purpose, magic happens! Joining me to prove it is Nyakio Grieco, a leader in the beauty industry and the founder behind Thirteen Lune and Relevant Skincare. In this episode, we dive deep into the creation of Thirteen Lune – a revolutionary e-commerce platform dedicated to showcasing beauty brands by Black and Brown founders. Nyakio shares her experience of translating a brand into a successful online platform and offers expert insights on partnering with major retail giants.

Nyakio also opens up about the challenges of building a brand in today’s economic climate with tips for overcoming them and shares her strategies for creating a product aligned with your mission. Plus, you get a sneak peek at what’s next for Thirteen Lune and Relevant Skincare, along with Nyakio’s favorite self-care ritual.

IN THIS EPISODE:

- (0:19) Nyakio’s unconventional path into beauty retail 

- (4:18) The transition from owning a brand to launching an entire platform 

- (7:54) Nyakio’s criteria when selecting brands and founders to feature on Thirteen Loon

- (9:58) A deep dive into the incredible partnership between Thirteen Loon and JCPenny 

- (13:10) Advice for filling gaps in your industry with a brand that balances innovation and tradition 

- (22:04) Strategically approaching direct to consumer versus direct to retail 

- (24:30) How to merge your passions and mission with your brand

- (27:48) Nyakio’s top self-care rituals 

- (29:15) The future of Thirteen Loon and Relevant

CONNECT WITH NYAKIO

Follow Nyakio on Instagram

Follow Relevant Skin on Instagram

Follow Thirteen Lune on Instagram

Connect with Nyakio on LinkedIn

Check out Thirteen Lune’s website 

CONNECT WITH TINA

Follow me on Instagram

Learn more on my website

Listen to more Shelf Help

Mentioned in this episode:

Launch your product strategically and responsibly with guided expertise from Wellspring Studio!

Wellspring Studio

Scale your product-based business with Founders Framework!

Founders Framework

RESOURCES:

Download my FREE Annual Planning Guide

Looking for an example of a perfect entrepreneur? Look no further! Today, I’m joined by Sarah LaFleur, the visionary founder and CEO of M.M.LaFleur! Together, we explore how she built a wildly successful and stylish fashion brand with purpose, intention, and a deep commitment to empowering women. Her journey is incredible – from starting with zero experience in fashion to leading a brand that redefines how women view workwear! 

In this episode, Sarah reveals her top strategies for navigating partnerships with major upscale retailers, offers a behind-the-scenes look at her innovative retail approach, and explains how M.M.LaFleur's customer-driven mission makes life easier for women everywhere. From brilliant marketing strategies to expert insights to tips on integrating sustainability into the core of your brand, you won't want to miss this inspiring conversation! 

IN THIS EPISODE:

- (3:50) What motivated Sarah to create M.M.LaFleur 

- (5:56) How Sarah approached designing and manufacturing her innovative power casual vision 

- (10:54) Tips for staying ahead of trends and seasonally aligning your brand

- (12:40) M.M.LaFleur’s retail strategy and the importance of brick and mortar 

- (15:24) The process of partnering with large retailers  

- (19:29) Ways to bring your mission into your marketing and communications strategy  

- (22:12) How to use Sarah’s 10-Year Press Release as a tool for setting long-term goals and guiding your plan

CONNECT WITH SARAH

Follow Sarah on Instagram

Follow M.M.LaFleur on Instagram

Connect with Sarah on LinkedIn

Connect with M.M.LaFleur on LinkedIn

Check out M.M.LaFleur’s website or visit them in-store in NY, DC, Philly, Boston, and Chicago

CONNECT WITH TINA

Follow me on Instagram

Learn more on my website

Listen to more Shelf Help

Mentioned in this episode:

Scale your product-based business with Founders Framework!

Founders Framework

Launch your product strategically and responsibly with guided expertise from Wellspring Studio!

Wellspring Studio

Today, I'm joined by Hollywood's go-to esthetician, Shani Darden! Shani is a walking result of her incredible products, like her fan-favorite Retinol Reform serum, which quickly grew a large online following and is now featured on Sephora's shelves. In this episode, Shani reveals the process of transforming her service-based business into a powerhouse skincare brand fueled by her inspiring passion, dedication, and the strategic use of social media.

Shani shares her top tips on listening to clients to develop specialized solutions, creating packaging that reflects your brand identity, and leveraging your online presence to scale your business. Running both her Beverly Hills flagship studio and her product line, Shani also gives you a peek into how she balances facials, product development, and family time. 

IN THIS EPISODE:

- (3:24) Shani’s initial obsession with skincare and how she translated her passion into a business

- (8:01) Why it’s important to have real experts behind skin-care brands 

- (8:54) How Shani developed her products to be mass-produced 

- (11:36) Tips for preparing your products for major retailers and knowing when to expand 

- (15:28) Advice for creating packaging that stands out on the shelves and maintains your brand identity 

- (18:55) Strategies for starting a product line as a service-based business 

- (22:32) Ways to optimize social media and press when scaling 

CONNECT WITH SHANI

Follow Shani on Instagram

Follow Shani on TikTok

Learn more on Shani’s website

CONNECT WITH TINA

Follow me on Instagram

Learn more on my website

Listen to more Shelf Help

Mentioned in this episode:

Get unstuck in your business and join my Founders Circle Membership!

Founders Circle

Launch your product strategically and responsibly with guided expertise from Wellspring Studio!

Wellspring Studio

RESOURCES

Learn more on the Oat Haus Website 

Listen to Episode 1: 

Sometimes the strangest ideas make the best businesses! In this episode, I’m joined by Ali Bonar, CEO and co-founder of Oat Haus, the innovative brand behind Granola Butter — the world’s first oat-based spread now available in over 5,000 stores. Today, Ali lifts the curtain on growing a unique food brand that connects directly with consumers.

In our chat, Ali shares the inspiring origin story of Oat Haus and how they built a loyal fan base online before making it to retail shelves. She offers expert tips on direct-to-consumer sales, the importance of transparency, and the essential steps for getting your product into major retailers. Ali also talks about how their customer feedback has driven product development and the role of authenticity in scaling the brand. Plus, she shares her insights on consistency, mental health, and maintaining work-life balance as a founder.

IN THIS EPISODE:

- (0:11) Ali’s career background and the origin of Oat Haus 

- (3:45) How Ali approached the “better for you” food space, the nutrition facts, and the ingredients when developing the product recipe

- (6:09) Strategies for navigating direct-to-consumer sales and growing into retail stores 

- (13:03) The benefits of putting a face to your brand and interacting with shoppers/employees

- (19:48) Advice for knowing when it’s time to add a new product to your line  

- (24:38) Ali’s top tips for revenue growth and scaling as a small business in retail 

CONNECT WITH ALI

Follow Ali on Instagram

Follow Oat Haus on Instagram

Learn more on the Oat Haus Website 

CONNECT WITH TINA

Follow me on Instagram

Learn more on my website

Listen to more Shelf Help

Mentioned in this episode:

Launch your product strategically and responsibly with guided expertise from Wellspring Studio!

Wellspring Studio

Scale your product-based business with Founders Framework!

Founders Framework

RESOURCES

RetailWire.com

Listen to Episode 1: 

Listen to Episode 2: 

These days, if you want to succeed in retail, it's all about knowing both your product AND your media. If you're ready to take your product-based brand to the next level online, this episode is for you! Today, I sat down with the incredible Dominick Miserandino – an e-commerce expert, five-time internet CEO, and publishing consultant who runs RetailWire.com (the go-to place for retail news) and founded one of the very first online publications CelebCafe.com.

In our conversation, Dominick shares so many expert insights on how to pitch your product to online publications and why building your online brand is crucial to growing your brick and mortar store. Plus, we talk about how to truly understand your online data and use it to boost those conversions, what the future of online retail really looks like, and Dominick's thoughts on using AI in your business. 

IN THIS EPISODE:

- (4:02) Everything you should be doing when pitching to publications for a feature 

- (6:14) Why e-commerce brands bring on Dominick as a consultant and the intersection of e-commerce and online publishing 

- (9:48) Tips for successfully navigating the constant changes in online conversions 

- (15:38) The value of connecting your online brand strategies to brick and mortar retail stores

- (18:37) Dominick’s perspective on top retail trends going into 2025

- (21:14) Strategies for improving the online shopping experience for your customer

- (23:01) The importance of connecting humans to data and the key analytics Dominick tracks 

- (26:45) Brand characteristics founders should always focus on 

- (30:20) Dominick’s brilliant advice to founders who are just starting! 

CONNECT WITH DOMINICK

Follow Dominick on Instagram

Connect with Dominick on Linkedin

Learn more on Dominick’s Website

CONNECT WITH TINA

Follow me on Instagram

Learn more on my website

Listen to more Shelf Help

Mentioned in this episode:

Get unstuck in your business and join my Founders Circle Membership!

Founders Circle

RESOURCES

Listen to Episode 1: 

Listen to Episode 2: 

Gamma

Learn more about Known Media Agency

Marketing is both an art and a science, and no one understands that better than my guest today, the incredible Ross Martin. Ross is an Emmy and Peabody award-winning marketer and the President of Known, a groundbreaking marketing firm that's redefining the industry. In this episode, we explore how to balance creativity with data in retail marketing, strategies for making your brand stand out, and what sets Known apart from other agencies. 

We dive into the power of data in modern marketing and how Known uses advanced analytics to optimize campaigns. Ross offers practical tips for getting your products into retail stores (and keeping them there!) and connecting with your target audience. He also shares inspiring success stories from some of his favorite brands. Whether you're an entrepreneur, marketer, or just curious about what makes a brand succeed, this episode is packed with valuable insights you can't miss.

IN THIS EPISODE:

- (3:28) A behind-the-scenes look at Ross’ incredible career trajectory 

- (10:28) How Known’s business model works against workplace toxicity and redefines agency success

- (20:06) Strategies to make your brand stand out and stick 

- (25:25) The marketing non-negotiables you need to invest in 

- (31:27) Tips for avoiding common mistakes when developing and executing a strategy/product

- (35:51) A deep dive into the brands Ross works with and why he enjoys working with their portfolios 

- (39:51) The future of Known

CONNECT WITH ROSS

Email Ross

Learn more on Ross’ Website 

CONNECT WITH TINA

Follow me on Instagram

Learn more on my website

Listen to more Shelf Help

Mentioned in this episode:

Launch your product strategically and responsibly with guided expertise from Wellspring Studio!

Wellspring Studio

Get unstuck in your business and join my Founders Circle Membership!

Founders Circle

RESOURCES

Check out my books! 

The Retail Business Blueprint 

Learn more about Floura

For our very first episode, I'm thrilled to welcome the incredible Jeni Britton! Jeni is the mastermind behind Jeni's Splendid Ice Creams, and today, she's here to share her inspiring journey from art student to brilliant ice cream entrepreneur. In our chat, Jeni pulls back the curtain on her path to success and offers expert insights on how to make your product stand out in the market. 

Jeni reveals her top strategies for building a unique brand voice, getting your products on top store shelves, and embracing authenticity. She dives into practical advice on marketing, product design, and how to connect with your audience in a way that stays true to your brand. Plus, Jeni shares her refreshing take on work-life harmony and gives you a sneak peek into what's next for her and Jeni's Splendid Ice Creams.

IN THIS EPISODE:

- (3:27) A behind the scenes look at Jeni’s background and journey into the ice cream business 

- (7:10) How Jeni built a unique identity in the ice cream market

- (9:37) The importance of store fronts, grocery stores, and an online brand

- (13:22) Overcoming the challenges of ice cream logistics 

- (17:28) Strategies for earning shelf space and marketing tips to actually sell the product 

- (22:24) Jeni’s approach to a work-life harmony 

- (26:09) The exciting projects in Jeni’s future! 

CONNECT WITH JENI

Follow Jeni on Instagram

Read about Jeni’s Splendid Ice Creams

CONNECT WITH TINA

Follow me on Instagram

Learn more on my website

Listen to more Shelf Help

Mentioned in this episode:

Get unstuck in your business and join my Founders Circle Membership!

Founders Circle

Scale your product-based business with Founders Framework!

Founders Framework

RESOURCES

Check out my books! 

The Elevation Approach 

The Retail Business Accelerator

Wellspring 

Welcome to the very first episode of Shelf Help! I’m Tina Wells, an expert in product development and marketing, and I’m here to guide you through every step of your retail journey. Ready to get your product on shelves and build the business of your dreams? 

In this episode, I share how my journey began, the many fields I’ve worked in, the challenges I’ve faced, and why I’m so passionate about helping other entrepreneurs succeed in retail. You’ll also get a sneak peek into what’s coming on Shelf Help – think insider tips to brilliant interviews plus all the strategies you need to thrive in the world of retail. Whether you’re an ambitious founder or just curious about the industry, this podcast is for you! 

IN THIS EPISODE:

- (0:59) A quick background on my journey into product development and marketing

- (2:50) How I transitioned into the Mackenzie Blue project and the ways it reignited my passion for content creation and creativity 

- (8:31) My introduction to retail and why I want to teach you how to navigate this world!

- (12:23) Everything you can learn from my Retail Business Accelerator 

- (14:25) My vision for the Shelf Help podcast

CONNECT WITH TINA

Follow me on Instagram

Learn more on my website

Listen to more Shelf Help

Mentioned in this episode:

Launch your product strategically and responsibly with guided expertise from Wellspring Studio!

Wellspring Studio

Scale your product-based business with Founders Framework!

Founders Framework