Shopify Masters

Driven by a streetwear-inspired model of weekly drops and deliberate scarcity, Last Crumb built a viral $120-a-box cookie brand without spending a dollar on paid ads. By spending a year obsessing over every detail—from custom boxes to cookie angles—founder Derek Jaeger generated explosive organic clout, and celebrities took notice. The brand eventually moved away from the scarcity model in 2023 to expand into evergreen retail and long-term scaling. 

For more on Last Crumb, in show notes, click here.

 

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Pro skater Paul “P-Rod” Rodriguez built Primitive Skateboarding from a Nike-exclusive sneaker shop into a $20 million skate and apparel empire, and almost none of it went according to plan. Here he breaks down the mindset he learned on a board and applied to building a brand designed to outlast his career.

For more on Primitive Skateboarding and show notes click here

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NEOM founder Nicola Elliott built a global wellness brand organized entirely around four core wellbeing needs: Sleep, De-stress, Energy and Mood Boost. Starting with a single candle and a £15,000 bet, the company used essential oils to create a global business. Nicola shares how centering customer emotions shaped NEOM’s product line, retail strategy, and expansion into the US.

For more on NEOM, in show notes, click here.

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Tessa Cohen and Sara Sebastjanska built Benjie—a clean, chemical-free bandage brand—with no outside money and no product development experience. They launched by crashing Coachella with handmade posters and pitching strangers in festival bathrooms, selling out their entire inventory within a week, without spending a dollar on ads.

For more on Benjie and show notes click here

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Ethan Glenn never set out to launch a clothing label. Every Other Thursday began as an Instagram archive of vintage aesthetics until a single self-made hat sparked massive demand. By skipping wholesale margins and keeping operations lean, Glenn scaled the company drop by drop into a thriving apparel business with a New York retail footprint.

For more on Every Other Thursday, in show notes, click here.

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