Ladies Who Launch

From a viral TikTok moment to one of the UK's most beloved supermarket staples, this week on Ladies Who Launch, Rochelle sits down with Vivien Wong, co-founder of Little Moons, to unpack the real story behind building an iconic brand from the ground up. Vivien gets refreshingly honest about starting before you're ready (the 80% rule), protecting product quality under explosive demand, and navigating the noise to find the advice that actually moves the needle.

Together, we dig into the sibling dynamic that powers the business, the nostalgia-first brand identity that made mochi ice cream a cultural moment, and what it really looks like to bring in investment and external leadership without losing what made you special in the first place. This one is equal parts strategy and soul and a masterclass in building a brand people genuinely love.

In this episode, we cover:

Building a career and brand foundation from scratch
Knowing which advice to take and which to ignore
Creating the Little Moons brand identity
Managing explosive growth with effect
Bringing in investment without losing the soul of your brand

If you're a founder who's overwhelmed by the pressures of starting, this episode is designed to inspire you to start before you’re ready.

We Are Ladies Who Launch!

CHAPTERS
00:00:00 Introduction and Little Moons as a Family Favorite
00:03:08 The Inspiration Behind Starting Little Moons
00:07:06 The Challenges of Creating Mochi: Craftsmanship and Manufacturing
00:12:33 How Vivien's Finance Career Helped Launch the Business
00:14:40 Launching Little Moons
00:16:07 Building the Brand; From White Label to Little Moons
00:19:31 Founding the Business as Siblings
00:23:02 Breaking Into First Major Retail Partnerships
00:28:38 The Viral TikTok Moment and Managing Sudden Demand
00:34:13 Amplifying Virality and Managing Retail Logistics
00:37:07 Business Scaling Challenges
00:41:07 Bringing in Private Equity and a New CEO after 12 Years
00:44:29 The Myth of Overnight Success vs. A Slow and Steady Journey
00:47:27 The Complexities of International Expansion to 38 Countries
00:52:56 Rocket Round: Non-Negotiables, Launch Moments, Daily Habits
00:58:37 Advice for New Founders
01:07:38 Celebrating Success and Vivien's Gratitude

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

#LadiesWhoLaunch #NeverFullyDressed #FashionFounder #BuildingABrand #CultBrand #FemaleFounder #BusinessPodcast #BrandBuilding #SlowGrowth #StartupStory

FOLLOW VIVIEN & LITTLE MOONS
Vivien’s Instagram: https://www.instagram.com/thevivienwong/
Little Moons Instagram: https://www.instagram.com/littlemoonsmochi/
Little Moons TikTok: https://www.tiktok.com/@littlemoonsmochi

FOLLOW US
Instagram: www.instagram.com/weareladieswholaunch/
TikTok: www.tiktok.com/@weareladieswholaunch
YouTube: www.youtube.com/@Weareladieswholaunch
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The Space NK Miami trip went viral and this week we discussed everything that happened behind the scenes.

In this episode of Ladies Who Launch, Rochelle sits down with Jini Sanassy, Head of PR at Space NK, to unpack the influencer marketing strategy that turned one brand trip into one of the most-talked-about campaigns of the year. From the first mood board to the final metric, Jini reveals exactly how Space NK built an experience rooted in community, inclusivity, and creator relationships that actually convert.

In this episode, we cover:
How Space NK planned and executed the viral Miami Summer Trip
Building the perfect guestlist
Selecting and integrating brand partnerships
Myth-busting the influencer trip rumors
Measurement and impact metrics

We Are Ladies Who Launch!

CHAPTERS
00:00 The Space NK Miami Trip That Went Viral
01:59 Setting Campaign Goals
03:26 Selecting The Guest List
07:41 Myth Busting The Trip
10:01 Partner Brands And Activations
17:00 Creative Freedom Vs KPIs
24:30 Measuring Success With EMV
28:58 EMV Vs Sales
30:07 Top Brands And Halo Moments
31:28 Addressing Media Backlash
33:52 Space NK’s PR Team
37:00 Next Years Campaign Plans
43:14 Beauty Is Democratic
48:12 What To Repeat & Refine
50:44 PR Campaign Do’s & Don’ts

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

FOLLOW JINI
Instagram: https://www.instagram.com/jinisanassy/

FOLLOW US
Instagram: www.instagram.com/weareladieswholaunch/
TikTok: www.tiktok.com/@weareladieswholaunch
YouTube: www.youtube.com/@Weareladieswholaunch
Hosted on Acast. See acast.com/privacy for more information.

In this weeks episode of Ladies Who Launch, Frederika, founder of the Luxury Mum Guide, joins us to unpack the motherhood identity shift that no one prepares you for and how she turned that gap in support into the ultimate family travel guide for luxury-minded mums.

From navigating who you are before and after kids, to curating the world's best family-friendly experiences, this is the blueprint for building a community born from lived experience.

In this episode, we cover:
Why Federika built the Luxury Mum Guide from scratch
The support system mums actually need
Who you are before kids vs. the woman you become after
Curating the world's best family-friendly experiences for luxury-minded mums
Where Federika is taking the Luxury Mum Guide next
Why maternity fashion is broken and what needs to change

We Are Ladies Who Launch!

CHAPTERS
00:00 Sunday Launch Intro
00:57 Using Motherhood To Fuel Ambition
02:29 Why The Mum Guide Was Needed
06:03 Identity Shift and Work
16:22 From Social Posts to Events
19:31 Family-Friendly Venues In London
21:11 Journey of the Luxury Mum Event Breakthrough
24:01 Scaling Events and Brands
28:03 Dream Collabs and Future Plans

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

FOLLOW FEDERIKA
Instagram: https://www.instagram.com/luxurymumguide_/

FOLLOW US
Instagram: www.instagram.com/weareladieswholaunch/
TikTok: www.tiktok.com/@weareladieswholaunch
YouTube: www.youtube.com/@Weareladieswholaunch
Hosted on Acast. See acast.com/privacy for more information.

Lucy Aylen built Never Fully Dressed into one of fashion's most coveted cult brands; without investors, without chasing trends, and without ever optimising for virality.
In this episode of Ladies Who Launch, Lucy shares the philosophy behind building slow, why she resisted the pressure to scale before she was ready, and how growing a fiercely loyal community from day one became the brand's greatest competitive advantage.

From navigating the devastating business impact of COVID to knowing exactly when and how to grow a team, Lucy gives us the unfiltered blueprint for building a brand that lasts.

In this episode, we cover:

Why Lucy Said No To Virality
The Power of Building Slow
Growing the Never Fully Dressed Community
When & How To Build Your Team
Surviving COVID As A Fashion Brand
Building Without Investment

If you're a founder who's tired of being told you need to move faster, raise money, and go viral to win this one's for you.
We Are Ladies Who Launch!

CHAPTERS
00:00 Meet Lucy Aylen
02:51 Never Fully Dressed Anti Viral Strategy
07:52 Bootstrapped Ownership
13:51 Building Through Customer Feedback
20:10 Inclusivity and Sizing In Fashion
29:11 Community Loyalty Lessons
32:27 Small Team Big Energy
33:38 Founder Role Evolution
37:31 Motherhood and Boundaries
39:50 Detaching From Business Drama
45:19 Brand Identity to New Venture
50:05 Advice for New Founders
55:46 Work Life Blend Choices
59:05 The Beyonce Topshop Moment
01:00:03 Family First Routines
01:04:46 Mum As Mentor

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

#LadiesWhoLaunch #NeverFullyDressed #FashionFounder #BuildingABrand #CultBrand #FemaleFounder #BusinessPodcast #BrandBuilding #SlowGrowth #StartupStory

FOLLOW LUCY
Instagram: https://www.instagram.com/lucyaylen7/
NFD Instagram: https://www.instagram.com/neverfullydressed/
NFD TikTok: https://www.tiktok.com/@neverfullydressed

FOLLOW US
Instagram: www.instagram.com/weareladieswholaunch/
TikTok: www.tiktok.com/@weareladieswholaunch
YouTube: www.youtube.com/@Weareladieswholaunch
Hosted on Acast. See acast.com/privacy for more information.

In this episode, Sarah Jossel, award-winning beauty editor, author, and presenter on This Morning, for an honest conversation about carving out a career in fashion and beauty when everyone's fighting for the same seat at the table.

Sarah takes us from her early days breaking into the industry all the way to writing her book, Diary Of A Beauty Editor, and everything she learned (the hard way) in between. We get into what it really means to build authority and trust when the market is saturated, why authenticity is your most powerful career asset, and how to develop the editorial eye to know what's worth your time and what's just noise.

We also go deep on beauty product red flags, the trends she's watching, and the questions every woman should be asking before she buys into the hype.

In this episode, we cover:
How Sarah broke into the fashion industry and navigated her way to the top
Building credibility and authority in a saturated, competitive space
Beauty product red flags and the trends shaping the industry right now
The journey of writing a book and what it teaches you about your own voice
Beauty product guidance for pregnant women and women with cancer
Myth busting beauty perfection standards

If you're building a career in a crowded space and trying to figure out how to stand out this one is for you.

We Are Ladies Who Launch!

CHAPTERS
00:00 Introducing Sarah Jossel
07:02 Making the Fashion to Beauty Shift
11:34 Building Credibility in your Career
29:07 Beauty Trend Red Flags
31:18 Smart Spending on Beauty Trends
34:54 Beauty and Confidence
39:07 The Journey of Writing a Book
42:59 Approach to Functional Makeup
45:12 Filters and Fake Realities
47:24 Finding Your Voice
53:13 Clean Beauty Marketing Myths
56:52 Clearing Up Clean Beauty Confusion
59:36 Pregnancy and Cancer Beauty Product Guidance
01:03:36 Pressures of Perfection Myth
01:13:33 Consistency Over Noise

🔔 New episodes every Wednesday — subscribe so you never miss a launch.

FOLLOW SARAH
Instagram: https://www.instagram.com/sarahjossel/
TikTok: https://www.tiktok.com/@sarah_jossel

FOLLOW US
Instagram: www.instagram.com/weareladieswholaunch/
TikTok: www.tiktok.com/@weareladieswholaunch
YouTube: www.youtube.com/@Weareladieswholaunch
Hosted on Acast. See acast.com/privacy for more information.