Shelf Talks

Send us Fan Mail

Two years. 70 episodes. Countless founder journeys. And so many lessons about what it really takes to build a successful product-based business.

In this special solo episode of Shelf Talks, I'm reflecting on two years of conversations with female founders and retail experts who have shared their journeys, challenges, wins, and lessons along the way.

But first, I'm taking you back to the beginning. Why did I start Shelf Talks? After  years as a retail buyer, I saw firsthand how many incredible emerging brands were working so hard to get onto retail shelves without always understanding what it takes to succeed once they got there. I wanted to create a platform to share the knowledge, experiences, and insights that could help founders navigate that journey.

Over 70 episodes, we've talked about everything from landing that first retail account and pitching buyers to manufacturing, distribution, marketing, scaling, and building a team.

And through those conversations, a few powerful lessons have consistently stood out.

In this episode, I'm sharing my biggest takeaways, including:

• Resilience: Why you have to keep going, even when the unexpected happens.
• Knowing Your Why: How having a meaningful purpose can carry you through the difficult seasons of building a business.
• Determination: What I've learned from founders who refused to let setbacks define their journey.
• Celebrating Your Wins: Why you shouldn't get so caught up in where you're going that you forget how far you've come.
• Success Is a Journey: Why there isn't one path, one timeline, or one definition of success.

I'm also reflecting on some of the incredible founder journeys I've had the privilege of sharing, the growth I've witnessed since those interviews, and what the next chapter of Shelf Talks looks like.

Whether you're working toward your first retail account, expanding into more stores, or figuring out your next big move, I hope this episode reminds you that your journey is uniquely yours.

Thank you for being part of the Shelf Talks community. Here's to another year of conversations, inspiration, and helping more female-founded brands find their place on retail shelves!

Let's keep talking!

Support the show

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community.

https://linktr.ee/shelftalkspodcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: [email protected] 

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected]

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan Mail

In this retail readiness round with Dana Bly, founder of Pardon My Fro, shares practical insights for product-based founders who want to grow their brands and get their products into retail stores.

Dana’s journey from creating $5 art prints to building a brand that landed on Walmart shelves offers valuable lessons in standing out, recognizing retail opportunities, and understanding what it takes to succeed beyond the initial placement.

In this conversation, we get into the realities of retail readiness and why getting your product on the shelf is just one part of the equation. From making your packaging stand out to paying attention to sales velocity, Dana shares lessons that emerging brands can use as they prepare for their next retail opportunity.

In this episode, you'll learn:

• Why standing out on the shelf matters to retail buyers.
• Why getting into retail is only the beginning.
• What founders need to understand about sales velocity and retail performance.
• How to approach your brand’s growth with preparation and purpose.

Whether you're preparing to pitch your first retailer or looking to grow your existing retail business, tune in for practical advice to help you take your next step.

Listen to Shelf Talks Podcast for more conversations with female founders building product-based businesses and making their mark in retail.

Listen to the full episode relased October 26th, 2027

Support the show

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community.

https://linktr.ee/shelftalkspodcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: [email protected] 

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected]

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan Mail

Hello, hello, and welcome back to Shelf Talks Podcast!

What does it take to turn a creative vision into a retail brand that stands out on shelves? In this episode, I’m joined by Dana Bly, founder of Pardon My Fro, a bold lifestyle and textured hair care brand built around representation, creativity, and celebrating natural hair.

Dana takes us behind the scenes of her entrepreneurial journey, from leaving corporate America and selling $5 art prints to building a lifestyle brand and launching her hair care products at Walmart. Her journey includes unexpected opportunities, a game-changing partnership, and a major retail breakthrough that led to $68,000 in sales in just seven minutes during her first HSN appearance.

But Dana's story goes far beyond the wins. She shares the realities of navigating retail, learning to understand customer feedback, preparing for line reviews, and working to keep her products on shelves. She also explains why she refuses to dilute her brand's identity to fit in and how her distinctive packaging helps Pardon My Fro stand out in a competitive category.

In this episode, we discuss:

• How Dana turned her creativity into a product-based business.
• Why starting small with art prints and using dropshipping helped her grow on a limited budget.
• How an unexpected email led to a partnership that changed the trajectory of her brand.
• What it took to bring Pardon My Fro hair care products to Walmart.
• How distinctive packaging and brand differentiation can help products stand out on shelf.
• Why getting into retail is only the beginning, and how customer feedback, product education, and sales performance matter.
• The importance of staying true to your brand while navigating the challenges of retail.
• Why founders need to celebrate the journey, learn from setbacks, and keep pushing forward.

Dana's story is a powerful reminder that your path into retail may not look like anyone else's. Your unique perspective can be your greatest differentiator, but building a sustainable retail business requires resilience, learning, and a willingness to evolve.

If you're a product-based founder working toward retail, already on shelves, or trying to figure out your next move, this conversation is full of honest insights and lessons you can apply to your own journey.

Tune in to Shelf Talks Podcast, and let's keep learning what it takes to get products onto shelves and keep them there!

Pardon My Fro Website: HERE

Pardon My Fro Instagram: HERE

Dana Bly Instagram: HERE

Support the show

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community.

https://linktr.ee/shelftalkspodcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: [email protected] 

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected]

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan Mail

What does it really take to grow a product-based business and expand into retail? In this Retail Readiness Round, Erica Haft, founder of Sweeter Collective, shares three practical lessons for emerging brands looking to get their products on retail shelves.

Erica reveals what she wishes she had done before launching in retail, including building a stronger online community, and highlights the trade shows and communities that have helped her along the way, including Startup CPG, Natural Products Expo West, and Summer Fancy Food Show in New York City.

Her biggest piece of advice for founders? Start with one region, learn who your core customer is, and use the data to guide your growth. By focusing your time, energy, and financial resources on one market, you can better understand what resonates with shoppers before expanding into new regions.

Tune in for actionable retail advice to help you build a stronger brand, make smarter decisions, and prepare for your next stage of growth.

🎧 Listen to the full Shelf Talks Podcast conversation with Erica Haft for more insights into her entrepreneurial journey and the launch of Sweeter Collective.

Support the show

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community.

https://linktr.ee/shelftalkspodcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: [email protected] 

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected]

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan Mail

What does it take to turn a big idea into a product on retail shelves? For Erica Haft, founder of Sweeter Collective, it started with a sweet tooth, a gap in the candy aisle, and the courage to leave a nearly decade-long career in law to build something entirely new.

In this episode of Shelf Talks, Erica shares how she reimagined hard candy with modern flavors and better-for-you ingredients, spent nearly two years developing the product, and landed an opportunity with Sprouts before her official launch.

We dive into the realities of launching a product in retail, from pitching buyers and spotting emerging flavor trends to navigating pricing challenges, building brand awareness, and learning why getting on shelf is only one part of retail success.

In this episode, you'll learn:

• How Erica transitioned from attorney to founder of a consumer packaged goods brand.
• Why identifying a gap in the market can spark a winning product idea.
• How she connected with Sprouts through industry events and strategic networking.
• Why pitching retailers before your product is fully finalized can be valuable.
• What her early retail experience taught her about pricing, packaging, sampling, and social media.
• Why building direct-to-consumer sales and brand awareness can support future retail growth.
• How alternative channels, including hotels and independent retailers, can help emerging brands reach new customers.

Erica's journey is a reminder that retail success isn't just about getting your product into stores. It's about understanding your customer, learning from the data, and building a brand that shoppers want to discover.

Whether you're preparing to pitch your first retailer or figuring out how to grow after launch, this conversation is packed with insights you can apply to your own product-based business.

Connect with Sweeter Collective:
Website: https://sweetercollective.com
Instagram & TikTok: @sweetercollective

Follow Shelf Talks for more conversations with female founders building brands and bringing their products to retail shelves.

Support the show

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community.

https://linktr.ee/shelftalkspodcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: [email protected] 

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected]

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan Mail

What does it really take to be ready for a national retail opportunity?

In this Retail Readiness Round, Cory Varona, co-founder of OCOA Beauty, shares three important lessons every product-based founder should know before pitching a national retailer.

Cory talks about:

• Why your product and packaging need to be retail-ready before you pitch
• Why having a manufacturer that can scale with you is critical
• How mentors, accelerators, and retailer programs can help open doors
• Why researching your retail peers can make your pitch stronger
• And the retail lesson she learned the hard way: supply chain is expensive

Cory also shares how Ocoa Beauty launched at Ulta Beauty through an accelerator program and why preparing before the opportunity comes can make all the difference.  

If you're a founder hoping to get your product into retail, this quick Retail Readiness Round is packed with practical advice you can use before your next buyer pitch.

🎧 Listen now and get retail ready.

Support the show

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community.

https://linktr.ee/shelftalkspodcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: [email protected] 

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected]

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan Mail

What does it really take to go from an idea in your kitchen to getting your product on the shelves of 461 Ulta Beauty stores?

In this episode of Shelf Talks, Roberta sits down with Cory Varona, co-founder of OCOA Beauty, the sister-founded curly hair brand inspired by their Dominican heritage and their own journey of learning to embrace their natural curls.

Cory and her sister Nicole didn't come from the beauty industry. Cory was an accountant and Nicole worked in financial services and marketing. But after discovering cleaner hair care options and realizing there was a gap in the market, Cory decided to educate herself in formulation and began developing OCOA's first products.

What followed was a journey filled with persistence, mistakes, a major rebrand, accelerator programs, and plenty of lessons about what it takes to become retail ready.

Cory shares how they:

• Created their first formulas themselves before partnering with a lab
• Found a manufacturer by refusing to give up
• Launched with one hero product instead of trying to launch five
• Learned the importance of branding and packaging before entering retail
• Rebranded from D N Organics to OCOA Beauty and connected the brand more deeply to their Dominican heritage
• Used accelerator programs to learn the retail business
• Prepared for and pitched Ulta Beauty
• Differentiated OCOA by identifying white space on the shelf
• Prepared their supply chain for a 461-store retail launch
• Learned the difference between selling DTC and supporting a retail business
• Track productivity and rebuys to understand retail performance
• Built community as a small brand without a huge marketing budget

Cory also gets candid about the challenges of growing a small CPG brand, knowing when to invest in education, building a business with your sister, leaving a corporate career, and trusting your intuition when the next opportunity appears.

If you're a founder trying to get your product into retail, this episode is packed with lessons on persistence, retail readiness, differentiation, community building, and knowing when your brand is ready for the shelf.

This is a conversation about more than getting into retail. It's about building a brand that is ready to stay there.

OCOA Beauty Website

OCOA Beauty Instagram

Support the show

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community.

https://linktr.ee/shelftalkspodcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: [email protected] 

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected]

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan Mail

Getting your product onto a retail shelf is not the finish line. It’s the beginning.

In this solo episode of Shelf Talks, host Roberta breaks down one of the most powerful ways product-based brands can turn their retail presence into real consumer connection: sampling.

If you sell an experiential product that customers can taste, feel, use, or experience, sampling gives you the opportunity to connect with shoppers at the exact moment they are making purchasing decisions. But Roberta explains why the value goes far beyond getting someone to try your product.

You’ll learn how sampling can help you:

• Build trust and loyalty with consumers
• Turn product claims into real proof through firsthand experience
• Gather valuable feedback on your product, packaging, pricing, and positioning
• Create content from real customer reactions and conversations
• Show retail buyers that you are invested in growing your business once you’re on the shelf
• Turn retail associates into brand advocates
• Drive incremental sales and add-to-basket purchases
• Start sampling strategically, even when you have a small budget
• Create an in-store experience even if your product can't be physically sampled

Roberta also shares examples from founders featured on Shelf Talks, including SEEQ and Loonen Water, and explains how brands can start small with one store, one activation, and a clear strategy.

Whether you're already selling in retail or preparing for your first retail launch, this episode will help you think differently about what you do after you get on the shelf.

Because getting on the shelf is just the beginning. The real question is: what are you going to do with the opportunity?

Listen now and start thinking about how you can turn your retail shelf presence into an experience customers remember.

Support the show

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community.

https://linktr.ee/shelftalkspodcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: [email protected] 

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected]

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan Mail

Getting your product onto a retail shelf is exciting, but getting the yes is only the beginning.

In this episode of Shelf Talks, Roberta Townes shares 10 smart questions every product-based founder should ask a retail buyer when discussing a potential retail partnership.

From understanding what success looks like and how your launch will be measured, to uncovering promotional opportunities, customer demographics, category resets, and what happens if your product doesn't perform as expected, these questions will help you walk into buyer conversations prepared and informed.

You'll learn how to:

•  Understand what success looks like to the retailer 
•  Identify the biggest opportunities for your brand within the assortment 
•  Determine whether your target customer aligns with the retailer's customer 
•  Understand the scope of your initial launch 
•  Clarify what support the buyer expects from you 
•  Uncover promotional and retail media opportunities 
•  Know which metrics will determine your success 
•  Understand what happens if your product underperforms 
•  Learn from brands that have already succeeded in the retailer 
•  Identify upcoming category resets, seasonal opportunities, and initiatives 

Because getting on the shelf isn't the finish line. The goal is building a partnership between two businesses that can actually win on shelf. 

Grab your pen and pad. These are questions you'll want to have ready for your next conversation with a retail buyer.

Support the show

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community.

https://linktr.ee/shelftalkspodcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: [email protected] 

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected]

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us Fan Mail

Getting your product onto a retail shelf is a huge milestone, but what happens when the product isn't selling once it gets there?

In this solo episode of Shelf Talks, Roberta Townes, retail buyer and host of Shelf Talks Podcast, breaks down 5 reasons a great product may not be performing as expected in retail. From unclear packaging and pricing to weak marketing, poor shelf placement, and not understanding your retail metrics, Roberta shares the buyer perspective every product-based founder needs to know.

You'll learn how to:

• Make sure consumers can understand your product in seconds
• Evaluate your pricing against the competition and perceived value
• Create demand instead of relying on the retailer to do all the marketing
• Evaluate your shelf placement and merchandising
• Understand key retail metrics including sales velocity, inventory, weeks of supply, sell-through, and promotional performance
• Understand why a reorder is more powerful than an initial purchase order
• Look at your product through the eyes of the consumer, retailer, and buyer

Whether you're preparing to pitch your first retailer or your product is already on shelves and you're frustrated with slow sales, this episode will give you a practical retail checkup you can use immediately.

Because getting into retail is only the beginning. The real goal is winning on the shelf.

Support the show

Event Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0Zba

Looking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community.

https://linktr.ee/shelftalkspodcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: [email protected] 

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected]

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book