EPISODE SUMMARY

Steven Izen is Founder & CEO of Elements and Lokai. Elements is a functional wellness drink, and Lokai is the popular jewelry brand known for bracelets including material sourced from the top of Mt. Everest and the bottom of the Dead Sea, and has official partnerships for collections with Disney, National Geographic, and major league sports like the NFL, NHL, NBA, WNBA, and MLB.

EPISODE NOTES

On this episode of DTC Pod, Steven joins Blaine to talk about building one of the most popular jewelry brands from the ground up starting in 2010, before applying those learnings to developing products for Elements of Balance in a CPG adjacent space. They discuss identifying brand mission and purpose, building visual identity, organic product growth, turning customer advocates into major league partnerships, product licensing and royalties, launching a CPG product in a competitive landscape, amazon vs. retail, scaling out teams, and much more.

Want to try out Lokai or Elements?
Use the Code "Podcast15" at check out for 15% off

EPISODE HIGHLIGHTS

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25:30 Keep Your Customers Happy

It starts with a product high quality product, great price point, something that everyone could afford. And then on the customer service side, being as incredible and supportive as we can be. Our goal is to make every single customer happy. So if you buy a Lokai and it breaks and you email us, we'll just send you another one, no questions asked. We try to really make every interaction we have with our customers as positive as possible.

33:52 Building Anything Great Takes Time

We've been talking about how it's a marathon and how long it takes to really build an incredible company. And you need to have a founder CEO at the helm that understands that and is able to see the long-term kind of plan that needs to be built and is in it for the long run as well and is not emotional when the tough decisions need to be made. Every business goes through highs and lows, and it's about not being stubborn, not putting your ego first, and doing what's best for the business in the long run. And I believe you can figure it out on the way and build a great company if you do those things.

34:48 Start With A Product Focus

I'm a huge believer in product, right? It doesn't matter how good your marketing and your sales are, your pitches, if the product isn't great customers won't keep coming back.

This episode is brought to you by OpenStore:

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DTC Brands

Steven Izen - Founder of Lokai and Elements
Ramon Berrios - CEO of Trend.io
Blaine Bolus - COO of OmniPanel

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