Shelf Talks

Shelf Talks is the go-to podcast for entrepreneurs in the product space, offering insider insights on how to successfully get your products into retail stores and thrive on the shelves. Hosted by Roberta Townes, Shelf Talks features interviews with trailblazing female founders who have navigated the retail world. Each episode dives into real-life success stories, from building the perfect product to landing deals with major retailers. Whether you're just starting out or looking to level up your business, Shelf Talks is packed with actionable advice, expert tips, and inspiring journeys to help you secure your spot in retail and grow your brand.

Tune in to hear the stories behind the products and learn what it really takes to succeed in the competitive retail space.

Also if you are looking for more knowledge, host Roberta Townes book 'Shelf Talk: A Step by Step guide to getting your Product in Retail Stores' is available on Amazon.

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Shelf Talks

How Elina Wang’s Life Pivot Led Her to Launch & Scale Her Beauty Brand ESW Beauty into Retail Stores

March 24, 2025 • Roberta Townes • Season 1 • Episode 25

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In this conversation, Elina Wang, Co-Founder and CEO of ESW Beauty, shares her journey of launching a clean skincare brand inspired by her personal wellness journey. She discusses the challenges and successes of building her brand, the importance of trade shows, and the strategies she employed for marketing and retail partnerships. Elina emphasizes the significance of community feedback, adapting to market changes, and the evolution of her product offerings as she navigates the beauty industry.

Chapters

00:00 The Birth of ESW Beauty
03:45 Navigating the Entrepreneurial Journey
06:15 Strategizing for Success
08:59 Building a Brand Identity
11:23 The Launch Experience
14:06 Adapting to Challenges
15:45 Marketing and Brand Awareness
17:53 Lessons from the Pandemic
20:39 Expanding into Whole Foods
20:46 Scaling and Future Growth
23:25 Understanding Retail Partnerships
24:51 The Complexity of Retail Launches
26:07 Pricing Strategies in Retail
29:41 Marketing Strategies for Retail Success
31:51 Customer Feedback and Product Loyalty
32:52 Navigating Viral Moments
33:04 Participating in Holiday Promotions
35:31 Expanding Product Lines
38:44 Building a Strong Team
40:32 Future Growth and Retail Relationships

Links Mentioned:

ESW Beauty Instagram: https://www.instagram.com/elinasofiawang/

Elina Wang's Instagram: https://www.instagram.com/esw.beauty

ESW Website: https://eswbeauty.com/

Store locator on website lists all retailers.

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