19. GOOD SQUISH: Harnessing the power of an instagram personality to generate thousands of sales | Billie-Jo Cronin

In a world where consumers are obsessed with Temu and SHEIN, how can you attract customers to your high-end brand while staving off competition from cheaper alternatives? In this episode of All About Business, I speak with Billie-Jo Cronin, the founder of luxury accessories brand, Good Squish. Billie-Jo and her brother, Phoenix, bootstrapped the company, selling 1,900 units in under a year, while also gaining celebrity endorsements. We discuss how they grew the company organically through Instagram, why community is central to their brand, and why local production and quality control go hand in hand. About Good Squish Good Squish is an independent brand that specialises in hand-stitched accessories made from dead stock fabrics, which helps to reduce waste by repurposing materials that would otherwise go unused. Their products, which include scrunchies, hair pins, keychains and tote bags, feature whimsical and creative designs. Timestamps 01:26: The Concept of Dead Stock 02:22: The Organic Growth Journey 08:31: Maintaining Quality and Customer Satisfaction 14:56: Expanding Internationally 19:35: Working with Family 23:31 Decision-Making and Idea Curation 24:36: Challenges and Benefits of Collaborations 32:40: Celebrity Endorsements and Organic Growth 36:49 Future Plans Links Check out the Good Squish website Follow Good Squish on Instagram Follow James Reed on LinkedIn All About Business is brought to you by Reed Global. Learn more at: www.reed.com This podcast was co-produced by Reed Global and Flamingo Media. If you’d like to create a chart-topping podcast to elevate your brand, visit Flamingo-media.co.uk