In this weeks episode, Nicole brings back Laura, founder of The Shortlist—a premium petite fashion brand—for her third appearance on the podcast. Having followed Laura’s journey from launch to becoming a profitable business, Nicole dives deep into the milestones, challenges, and evolutionary steps that have shaped The Shortlist over the past four years.

Listen in as Laura shares candid insights about manufacturing setbacks, profitability milestones, the realities of staying lean as a solo founder, and building a loyal community.

She also offers hands-on advice for fellow product business entrepreneurs about trusting your instincts, the value of data, and mastering the art of the slow, steady build.

Some of the key topics they talk about are

The Journey from Launch to Profitability

Laura discusses how her initial collections operated at a loss, the strategic decision to move manufacturing from the UK to Poland (and later to other countries), and achieving net profit covering her business’s long-term costs.

Pricing Strategy

Why Laura reduced her price points (nearly 50% from original levels) and how that played into her brand’s position

Building Community & Brand Loyalty

How sharing behind-the-scenes content, leveraging customer stories, and collaborating with diverse content creators have elevated The Shortlist’s brand and broadened its appeal.

https://www.instagram.com/theshortlistshop/

https://theshortlistshop.co.uk/

https://www.linkedin.com/in/lauraderricourt-theshortlist/

Host Nicole Higgins

The Buyer and retail coach

Nicole Higgins Links

https://www.instagram.com/thebuyerandretailcoach/

https://www.linkedin.com/in/nicolehigginsuk/

https://thebuyerandretailcoach.com/

https://thebuyerandretailcoach.com/newsletter-sign-up/

https://thebuyerandretailcoach.com/free-discovery-call/

https://thebuyerandretailcoach.com/blog/

Sponsor

Neon Digital Clicks

Are you ready to scale your ecommerce store?This episode is brought to you by Neon Digital Clicks, the agency dedicated to helping kids’ and family brands achieve explosive growth with high-performing digital marketing campaigns.

Neon’s new Runway to Results programme is a revolutionary paid-advertising service that will help you understand your brand’s true potential and reach the heights of success you dream of.

Over the course of 60 days, Neon’s expert team will test and optimise your Meta and Google ad accounts to establish your business KPIs and optimum Cost Per Acquisition.

At the end of the Runway period, they’ll analyse your data to establish what profitable scaling looks like and arm you with knowledge, confidence and a clear plan for the next phase of your growth.

If you’re ready to elevate your e-commerce game, Neon is the navigator you need on your flight deck.

https://runwaytoresults.com/

https://neondigitalclicks.co.uk/

Is conventional PR over?

In this weeks episode of start scale succeed we are live from the retail revealed stage of the Top Drawer Trade Fair

I’m joined by Journalist and communications expert Priscilla Pollara and here are some of the key areas we chat about

How PR has evolved (and what actually matters now)
Storytelling that connects—and converts
Where to focus your PR efforts for real visibility
Mistakes to avoid (and how to nail those press pitches)

Guest Priscilla Pollara

https://www.instagram.com/priscillacomms/

https://toptrick.co.uk/

https://www.linkedin.com/in/priscilla-pollara-18802378/

Priscilla looks at every project with a journalist's eye and can help clients with all aspects of their PR and comms needs.

Priscilla is the founder of Top Trick, which is the culmination of years spent in communications and journalism that leaves her quick-thinking, full of ideas, ultra-connected and able to speak the language that each side needs to hear in order to get things moving.

Today, she is relied upon to deliver reputation management for large firms, PR for businesses that can include interior designers, artists, schools, accountants, among many others, and helps everyone find the right kind of PR for them, big, small, independent, new or otherwise.

Host Nicole Higgins

The Buyer and retail coach

Nicole Higgins Links

https://www.instagram.com/thebuyerandretailcoach/

https://www.linkedin.com/in/nicolehigginsuk/

https://thebuyerandretailcoach.com/

https://thebuyerandretailcoach.com/newsletter-sign-up/

https://thebuyerandretailcoach.com/free-discovery-call/

https://thebuyerandretailcoach.com/blog/

Sponsor

Neon Digital Clicks

Are you ready to scale your ecommerce store?This episode is brought to you by Neon Digital Clicks, the agency dedicated to helping kids’ and family brands achieve explosive growth with high-performing digital marketing campaigns.

Neon’s new Runway to Results programme is a revolutionary paid-advertising service that will help you understand your brand’s true potential and reach the heights of success you dream of.

Over the course of 60 days, Neon’s expert team will test and optimise your Meta and Google ad accounts to establish your business KPIs and optimum Cost Per Acquisition.

At the end of the Runway period, they’ll analyse your data to establish what profitable scaling looks like and arm you with knowledge, confidence and a clear plan for the next phase of your growth.

If you’re ready to elevate your e-commerce game, Neon is the navigator you need on your flight deck.

https://runwaytoresults.com/

https://neondigitalclicks.co.uk/

Nicole sits down with expert fashion copywriter Katie Ramsingh to dive deep into the art and strategy of creating compelling copy and developing a distinctive tone of voice for your brand.

With over 10 years’ experience writing for brands like Louis Vuitton, John Lewis, and Farfetch, Katie shares practical advice for entrepreneurs and established businesses alike.

From defining the difference between brand voice and tone of voice, finding inspiration outside your industry, leveraging customer language, and incorporating SEO and AI tools,

Katie provides a expert tips and advice to help you connect, stand out, and drive sales.

Key Topics & Takeaways

• What is Tone of Voice, and Why Does it Matter?
  Katie explains how your brand's tone of voice is the backbone of how you communicate with your customers and present your unique personality.

• Defining & Refining Your Brand Voice
  Learn how to use competitor research, customer reviews, and even Reddit forums to zero in on the language your ideal audience uses and what resonates with them.

• Brand Voice vs. Tone of Voice
  Katie clarifies the distinction: your brand voice is your core personality, while your tone adapts based on context and channel.

• Building a Word Bank & Banned Words List
  Discover why it’s essential to document not just the language you’ll use, but also the words and phrases to avoid for authenticity and consistency.

• Sourcing Inspiration Beyond Your Competitors
  Be inspired by everything from billboards to shampoo bottles — and learn how to borrow elements to create a voice that’s fresh and relatable.

• Utilizing AI as a Creative Partner
  Katie shares how AI can help clarify briefs and spark copywriting ideas, but shouldn’t do the heavy lifting for your final customer-facing content.y.

• When to Invest in Professional Copywriting
  Ideally, before launch, but it’s never too late to redefine your tone of voice and let it influence every element of your messaging—from website to product descriptions.

• SEO & AI Optimization musts
  Get tips on integrating keyword strategy for search engines and AI, avoiding duplicate content, and making each product description unique to boost discoverability and sales.

Guest

Katie Ramsingh - The Fashion Copywriter

https://www.linkedin.com/in/katieramsingh/
https://www.katieramsingh.com/

Host Nicole Higgins

The Buyer and retail coach

Nicole Higgins Links

https://www.instagram.com/thebuyerandretailcoach/

https://www.linkedin.com/in/nicolehigginsuk/

https://thebuyerandretailcoach.com/

https://thebuyerandretailcoach.com/newsletter-sign-up/

https://thebuyerandretailcoach.com/free-discovery-call/

https://thebuyerandretailcoach.com/blog/

Sponsor

Neon Digital Clicks

Are you ready to scale your ecommerce store?This episode is brought to you by Neon Digital Clicks, the agency dedicated to helping kids’ and family brands achieve explosive growth with high-performing digital marketing campaigns.

Neon’s new Runway to Results programme is a revolutionary paid-advertising service that will help you understand your brand’s true potential and reach the heights of success you dream of.

Over the course of 60 days, Neon’s expert team will test and optimise your Meta and Google ad accounts to establish your business KPIs and optimum Cost Per Acquisition.

At the end of the Runway period, they’ll analyse your data to establish what profitable scaling looks like and arm you with knowledge, confidence and a clear plan for the next phase of your growth.

If you’re ready to elevate your e-commerce game, Neon is the navigator you need on your flight deck.

https://runwaytoresults.com/

https://neondigitalclicks.co.uk/

On this episode of Start Scale Succeed,Nicole Higgins sits down with Katy Cottam, the founder of Luna Daily—a body care brand redefining skincare for women at every age and life stage.

Katy opens up about her journey from a personal struggle with thrush and sensitive skin to launching and leading a fast-growing brand with retail partnerships at places like Boots, Sephora, and M&S, just three years after launching.

She shares behind-the-scenes stories about breaking taboos, securing major retail deals, and her passion for changing conversations around women’s health.

Katie also gets candid about what it takes to scale, the importance of building the right team, how authentic influencer relationships powered Luna Daily’s viral moments, and her commitment to fostering a healthy work culture.

Whether you’re launching your own brand or looking for real-world advice on business growth, Katy brings valuable tips, hard-won lessons, and true inspiration.

Katy shares her founder story from the initial investment plan to get the business off the ground to launching in M&S, Sephora and Boots in a record 3 years after Launch.

We chat about

Her funding and investment journey

How she is using influencers to help with the growth of the brand.

Innovation and Product development - focus on improving core products, and continuous innovation on where the gaps are in the industry but still staying true to their core values and mission.

The Retail partnership with Sephora and launching in the US and how that partnership came about.

Why she chose omni channel right from the beginning and how she secured deals with M&S and Boots and how they are building on those partnerships.

Growing the team and her first hires in the business

Company culture and living her brand values.

Her defining moments so far with the brand and what's next for the business.

Guest Katy Cottam

Founder Luna Daily

https://www.instagram.com/luna_daily_official/

https://luna-daily.com/

https://www.instagram.com/katycottam/

Host Nicole Higgins

The Buyer and retail coach

Nicole Higgins Links

https://www.instagram.com/thebuyerandretailcoach/

https://www.linkedin.com/in/nicolehigginsuk/

https://thebuyerandretailcoach.com/

https://thebuyerandretailcoach.com/newsletter-sign-up/

https://thebuyerandretailcoach.com/free-discovery-call/

https://thebuyerandretailcoach.com/blog/

Sponsor

Neon Digital Clicks

Are you ready to scale your ecommerce store?This episode is brought to you by Neon Digital Clicks, the agency dedicated to helping kids’ and family brands achieve explosive growth with high-performing digital marketing campaigns.

Neon’s new Runway to Results programme is a revolutionary paid-advertising service that will help you understand your brand’s true potential and reach the heights of success you dream of.

Over the course of 60 days, Neon’s expert team will test and optimise your Meta and Google ad accounts to establish your business KPIs and optimum Cost Per Acquisition.

At the end of the Runway period, they’ll analyse your data to establish what profitable scaling looks like and arm you with knowledge, confidence and a clear plan for the next phase of your growth.

If you’re ready to elevate your e-commerce game, Neon is the navigator you need on your flight deck.

https://runwaytoresults.com/

https://neondigitalclicks.co.uk/

37% of entrepreneurs suffer from Anxiety and in this weeks Episode of Start Scale Succeed Nicole chats with Psychotherapist and Author Anna Mathur we talk about Anxiety, overwhelm and mental health as an entrepreneur

Highlights include

Imposter Syndrome and Self-Doubt in Entrepreneurs - accepting messy imperfect beginnings and anchoring throughs in truth versus fear

Low Self-Esteem in Business- Signs of low self-esteem for entrepreneurs

Difficult Conversations and Decision Avoidance- Impact of delayed or avoided difficult conversations on business health. Building esteem around core values to navigate tough situations

Overwhelm and Burnout Among Founders -Recognizing signs of overwhelm Emotional red flags: resentment, snappiness, withdrawing from relationships Practical strategies for managing overwhelm

Addressing Anxiety in Entrepreneurial Life- Relationship between overwhelm and anxiety. Techniques for facing and reducing anxiety

Daily Habits for Mental Health and ResilienceFacing Common Entrepreneurial Fears

Guest Anna Mathur

Psychotherapist and Author

Passionate about taking therapy out of the therapy room Anna Mathur is widely celebrated for her accessible mental health advice and the light- bulb moments which she offers across her platforms.

https://www.annamathur.com/

https://www.instagram.com/annamathur/

https://www.annamathur.com/the-toolkit/

https://www.annamathur.com/podcast/

Host Nicole Higgins

The Buyer and retail coach

Nicole Higgins Links

https://www.instagram.com/thebuyerandretailcoach/

https://www.linkedin.com/in/nicolehigginsuk/

https://thebuyerandretailcoach.com/

https://thebuyerandretailcoach.com/newsletter-sign-up/

https://thebuyerandretailcoach.com/free-discovery-call/

https://thebuyerandretailcoach.com/blog/

Sponsor

Neon Digital Clicks

Are you ready to scale your ecommerce store?This episode is brought to you by Neon Digital Clicks, the agency dedicated to helping kids’ and family brands achieve explosive growth with high-performing digital marketing campaigns.

Neon’s new Runway to Results programme is a revolutionary paid-advertising service that will help you understand your brand’s true potential and reach the heights of success you dream of.

Over the course of 60 days, Neon’s expert team will test and optimise your Meta and Google ad accounts to establish your business KPIs and optimum Cost Per Acquisition.

At the end of the Runway period, they’ll analyse your data to establish what profitable scaling looks like and arm you with knowledge, confidence and a clear plan for the next phase of your growth.

If you’re ready to elevate your e-commerce game, Neon is the navigator you need on your flight deck.

https://runwaytoresults.com/

https://neondigitalclicks.co.uk/

Claudia shares her journey from marketing to design, the challenges early-stage brands face with packaging, and her expert advice on how founders can communicate their brand’s personality, maximize every inch of packaging real estate, and strike the right balance between standing out and fitting in with category norms.

You’ll hear about common mistakes to avoid, trends shaping the future, and some and practical tips for leveraging colour psychology and QR codes to engage your audience.

Whether you’re just starting out or thinking about a brand refresh, this episode is packed with actionable insights to help your product pop off the shelf and into the hands of customers.

We chat about

• The Role of Packaging in Brand Success
• Process for Starting a Packaging Project
• How Brands Can Stand Out with Packaging
• Common Packaging Mistakes
• Defining Brand Personality
• Incorporating QR Codes on Packaging
• Emerging Packaging Trends
• AI in Packaging and Design
• Importance of In-Person Shelf Research
• Rebranding: When and Why to Revisit Brand Identity
  
  

Guest Claudia Costa -Rowse

Claudia is the founder of Freckle design studios A pocket-sized studio, for small teams with big visions.

Freckle exists to support ambitious brands with creative that actually works - clear, collaborative, and built for where you are right now.

Claudia is a London-based branding and packaging specialist, with over 12 years experience helping brands grow in the food & drink, health & wellness, beauty and lifestyle sectors.

She is passionate about crafting brand identities that are rooted in strategy and full to the brim with personality.

https://www.freckledesign.studio/

https://www.linkedin.com/in/freckledesign/

https://www.instagram.com/freckledesign.studio

https://www.freckledesign.studio/packagingchecklist

Host Nicole Higgins

The Buyer and retail coach

Nicole Higgins Links

https://www.instagram.com/thebuyerandretailcoach/

https://www.linkedin.com/in/nicolehigginsuk/

https://thebuyerandretailcoach.com/

https://thebuyerandretailcoach.com/newsletter-sign-up/

https://thebuyerandretailcoach.com/free-discovery-call/

https://thebuyerandretailcoach.com/blog/

Sponsor

Neon Digital Clicks

Are you ready to scale your ecommerce store?This episode is brought to you by Neon Digital Clicks, the agency dedicated to helping kids’ and family brands achieve explosive growth with high-performing digital marketing campaigns.

Neon’s new Runway to Results programme is a revolutionary paid-advertising service that will help you understand your brand’s true potential and reach the heights of success you dream of.

Over the course of 60 days, Neon’s expert team will test and optimise your Meta and Google ad accounts to establish your business KPIs and optimum Cost Per Acquisition.

At the end of the Runway period, they’ll analyse your data to establish what profitable scaling looks like and arm you with knowledge, confidence and a clear plan for the next phase of your growth.

If you’re ready to elevate your e-commerce game, Neon is the navigator you need on your flight deck.

https://runwaytoresults.com/

https://neondigitalclicks.co.uk/

Join us as Imogen shares her journey from interior designer to creative business owner, revealing why she chose to make wholesale and trade shows a new focus, the realities of prepping for her debut trade show at Top Drawer, a UK trade show and the practical lessons she learned along the way.

Whether you’re considering your first trade show or just love hearing honest accounts of building a business, this episode is packed with actionable tips, candid moments, and encouragement for anyone ready to take the next step in scaling their product business

Imogen shares

• Why she chose Top Drawer as her first trade show
• How she prepared and what she would have done differently
• The show itself, including Logistics & Costs.
• What worked for her during the show and how she attracted visitors to her stand
• After the show and how to maximise the experience
• The Unexpected Challenges.

Guest Imogen Partridge -

Imogen Partridge is a bespoke illustrator who took the leap into expanding her creative business after leaving her job last year. When illness forced her to pause, Imogen came to realize just how much her work depended on her personal involvement. Wanting to make her business more scalable and sustainable, she explored new avenues such as wholesale, a step she hesitated over for months. Inspired by seeing others succeed at trade shows, Imogen finally pushed herself to try by booking a stand at Top Drawer, believing that setting a deadline would give her the motivation to make it happen. Her journey is one of creativity, courage, and learning to balance personal artistry with new opportunities for growth.

https://www.topdrawer.co.uk/

https://imogenpartridge.com/

https://www.instagram.com/imogen.partridge/

https://imogenpartridge.com/learnings-from-my-first-trade-show/

Host Nicole Higgins

The Buyer and retail coach

Nicole Higgins Links

https://www.instagram.com/thebuyerandretailcoach/

https://www.linkedin.com/in/nicolehigginsuk/

https://thebuyerandretailcoach.com/

https://thebuyerandretailcoach.com/newsletter-sign-up/

https://thebuyerandretailcoach.com/free-discovery-call/

https://thebuyerandretailcoach.com/blog/

Sponsor

Neon Digital Clicks

Are you ready to scale your ecommerce store?This episode is brought to you by Neon Digital Clicks, the agency dedicated to helping kids’ and family brands achieve explosive growth with high-performing digital marketing campaigns.

Neon’s new Runway to Results programme is a revolutionary paid-advertising service that will help you understand your brand’s true potential and reach the heights of success you dream of.

Over the course of 60 days, Neon’s expert team will test and optimise your Meta and Google ad accounts to establish your business KPIs and optimum Cost Per Acquisition.

At the end of the Runway period, they’ll analyse your data to establish what profitable scaling looks like and arm you with knowledge, confidence and a clear plan for the next phase of your growth.

If you’re ready to elevate your e-commerce game, Neon is the navigator you need on your flight deck.

https://runwaytoresults.com/

https://neondigitalclicks.co.uk/

This episode is packed with practical advice for founders and brand owners looking to start or scale their product-based businesses—especially those considering India for production.

You’ll learn about the best product categories to source from India, key cultural and communication considerations, pitfalls to avoid, and how on-the-ground trips can transform your sourcing journey.

Key Topics & Takeaways

1. Why Source from India?
2. Finding the Right Suppliers
3. Navigating Challenges
4. Cultural & Communication Insights

About the Guest Sara Collins

Ethical production consultant

With over 10 years of experience in developing and manufacturing products ethically, Sara is now on a mission to help independent brands feel confident in their own ethical manufacturing journeys.

Over the years, Sara has worked one-to-one with certified Fairtrade manufacturers around the world and has successfully brought numerous sustainable fashion, jewellery, and homeware products to the European market.

Sara offers help, advice, and support to independent business owners seeking to partner with social enterprises and local initiatives.

links

India sourcing trip waitlist

https://mailchi.mp/f45756a30eb6/india-wait-list

https://www.instagram.com/saracollins.uk/

https://www.sarahelencollins.com/

About the Host

The Buyer and retail coach

Nicole Higgins Links

https://www.instagram.com/thebuyerandretailcoach/

https://www.linkedin.com/in/nicolehigginsuk/

https://thebuyerandretailcoach.com/

https://thebuyerandretailcoach.com/newsletter-sign-up/

https://thebuyerandretailcoach.com/free-discovery-call/

https://thebuyerandretailcoach.com/blog/

About the Sponsor

Neon Digital Clicks

Are you ready to scale your ecommerce store?This episode is brought to you by Neon Digital Clicks, the agency dedicated to helping kids’ and family brands achieve explosive growth with high-performing digital marketing campaigns.

Neon’s new Runway to Results programme is a revolutionary paid-advertising service that will help you understand your brand’s true potential and reach the heights of success you dream of.

Over the course of 60 days, Neon’s expert team will test and optimise your Meta and Google ad accounts to establish your business KPIs and optimum Cost Per Acquisition.

At the end of the Runway period, they’ll analyse your data to establish what profitable scaling looks like and arm you with knowledge, confidence and a clear plan for the next phase of your growth.

If you’re ready to elevate your e-commerce game, Neon is the navigator you need on your flight deck.

https://runwaytoresults.com/

https://neondigitalclicks.co.uk/