The Scrappy Playbook Behind Freshly Picked & Edith's Mary | Susan Petersen, Founder

Yeah, I mean, I like knowing who my customer is.

And so I really wanted to be e-commerce heavy.

I didn't even want to go into wholesale because I really like understanding the customer.

I think it's like super important.

And I also for social, you know, I was right at the time when like Facebook was just kind of taking off, but Instagram was this new thing and it was starting to really be big too.

And I was at my friend's house and we were talking about, I don't know what, but she was breastfeeding her baby, showing me something on Instagram with one hand.

And that sounds funny right now.

It's like when you explain to a teenager what a house phone is, right? But at the time, Instagram was the only platform that lent itself to a one finger scroll.

And I thought it's like a light bulb went off.

I was like, moms don't care about Facebook.

They actually don't care about any platform.

The only thing they care about is can I do this with one hand? And so I put all of my eggs into the Instagram basket.

I didn't even try to do anything on Facebook, nothing else, because I just felt like that's where moms would be.

And that gamble paid off.

Yeah, you have amazing intuition.

That is, I mean, the way that you're thinking through the problem set, has that driven you as you get into your new brand and you're thinking about this unique opportunity? Kind of walk us into how you arrived at this new product because you obviously disrupted the baby category.

You did this amazing thing.

Now you're going into something completely new.

How did you decide the category? How did you decide the brand? And what is it? Yeah.