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In this episode of Shelf Talks, host Roberta interviews Valerie Emanuel, co-founder of Rif Care, a sustainable feminine care brand. Valerie shares her journey from modeling to entrepreneurship, detailing the challenges and triumphs of launching a product-based business in the wellness space. The conversation covers the importance of community, feedback, and iteration in product development, as well as the complexities of navigating retail and building a brand that resonates with consumers. Valerie emphasizes the significance of face-to-face connections and the impact of media on brand visibility, while also providing valuable insights for aspiring founders looking to secure retail deals.

Chapters

00:00 Introduction to Rif Care and Valerie's Journey
02:56 Valerie's Early Career and Transition to Entrepreneurship
05:47 The Birth of Rif Care and Overcoming Challenges
08:41 Manufacturing and Product Development Insights
11:42 Feedback and Iteration on Products
14:41 Retail Launch and Customer Engagement
17:38 Navigating Retail Challenges and Slotting Fees
20:21 The Importance of Face-to-Face Connections
23:29 Future Plans and Expansion for Rif Care
26:26 The Impact of Media and Community Engagement
29:25 Final Thoughts and Retail Readiness Tips

Link to Rif Care:

Rif Care Website: https://rifcare.com/

Rif Care Instagram: https://www.instagram.com/rifcare/?hl=en

Rif Care Tiktok: https://www.tiktok.com/@rifcare?lang=en

Find retailers on Rif Care Website.

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Sign up for our Weekly Newsletter to be the first to know when new episode drop! https://mailchi.mp/ed3697f76617/shelf-talks-podcast

Contact us via email: Hello@shelftalks.com

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!

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

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In this FOUNDER'S FLASHBACK from episode 6 - Brianna Arps, founder of Moodeaux, shares her journey from being a beauty editor to launching her own luxury fragrance brand. She discusses the challenges she faced, the importance of community engagement, and how her personal experiences shaped her brand's identity. Brianna emphasizes the significance of emotional connections in fragrance, the role of PR in building momentum, and the strategic decisions that led to successful retail partnerships. In this conversation, Brianna Arps shares her journey of launching and growing her fragrance brand in retail. She discusses the challenges and lessons learned, particularly around inventory management, building community, and the importance of strategic partnerships. Brianna emphasizes the need for intentionality in branding and packaging, as well as the significance of consumer engagement during the holiday season. She also reflects on her personal growth as a founder and the importance of shedding ego to foster team expansion and future success.

Key Takeaways:

• Community engagement is crucial for brand loyalty
• Perfection can hinder progress
• PR and media play a vital role in brand visibility
• Transparency in the brand journey fosters consumer trust
• Exclusivity with retailers can drive initial sales
• Choosing retail partners that align with brand values is important

Breakdowns:

00:00 The Accidental Entrepreneur
02:46 Finding Solace in Fragrance
05:47 Building a Brand from Scratch
08:07 The Journey to Launch
10:48 Creating a Unique Fragrance
13:30 The Importance of Community Engagement
16:15 Navigating Challenges as a Black Woman Entrepreneur
18:58 The Role of PR and Media in Growth
21:49 Retail Partnerships and Strategic Growth
39:01 Lessons Learned from Launching in Retail
41:07 The Importance of Inventory Management
42:36 Building Community and Exclusivity in Retail
45:03 Strategic Product Launches and Brand Credibility
47:37 Choosing the Right Retail Partners
50:08 Evolving Brand Identity and Packaging
58:59 Future Growth and Team Expansion


Links mentioned in this episode:

Moodeaux Website: https://moodeaux.com/
Moodeaux Instagram: https://www.instagram.com/moodeauxofficial/?hl=en
Brianna Arps Instagram: https://www.instagram.com/briannaarps/?hl=en

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Sign up for our Weekly Newsletter to be the first to know when new episode drop! https://mailchi.mp/ed3697f76617/shelf-talks-podcast

Contact us via email: Hello@shelftalks.com

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!

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

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Hope you have enjoyed the full episode with Maxi Heidenblut, Founder of Häppy Candy and took away some learning about the readiness it takes to launch in retail stores.

On this mini drop, here are 3 powerful questions I asked Maxi specifically about launching into retail stores - Enjoy! (and learn).


1. What is a learning that you didn’t know until your cookies were actually on retail shelves?
2. What advice would you give to other founders trying to secure their first retail deal?
3. What trade shows have you found the most beneficial in growing your business?

Listen to the full episode released 6/23/25

Links Mentioned:

Happy Candy Website: https://haeppycandy.com/

Happy Candy Instagram: https://www.instagram.com/eathappycandy

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Sign up for our Weekly Newsletter to be the first to know when new episode drop! https://mailchi.mp/ed3697f76617/shelf-talks-podcast

Contact us via email: Hello@shelftalks.com

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!

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