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6 Quick Questions with Michelle Hu, Founder of ETOILE (part 2)

by Female Startup Club
March 24th 2022
Today on the show we’re chatting with Michelle Hu, the founder of Etoile Collective. ETOILE collective is a beauty accessories brand making one's interaction with beauty products a more enjoyable and... More
are you on the lookout for a new podcast to listen to Being boss by Emily Thompson is brought to you by the hubspot podcast network. And something I love about this show is getting the chance to support my community of fellow creators and business owners. Being boss is an exploration of not only what it takes, but what it means to be a boss as a creative business owner, freelancer or side hustler, and I know it's going to resonate with so many of you who are listening in. So if you like female startup club, trust me, you're going to love being boss, Welcome Back. Here are the six quick questions. So question number one is, what's your wife? Why are you doing what you're doing? I think since we started back in 2016, I've always thought that, you know, there is no destination online or offline dedicated to making one's beauty routine more enjoyable and I've experienced firsthand how amazing goes, how amazing it feels to go kind of from something super chaotic to having everything organized really good lighting and we just want to bring this to everyone on a global scale.

Um not to mention, I adore the space. So I, this doesn't feel like work to me. So yeah, I just love what what I do, loving the day to day. Amazing. Yeah, that's what we all dream of. Question number two is what's been the top marketing moment in the business or number one marketing moment for you. Um it would probably probably be what we spoke of before. It's those organic Tiktok videos that just blow up and you literally see, you know, sales and more so traffic absolutely skyrocket. 100 percent. Question number three is what's your go to business resource when it comes to a book podcast or a newsletter? Um, Business resource. I actually think it would be twitter. Um, there are so many good kind of DtC founders on twitter, talking about absolutely everything. So before bed, every single night I'm scrolling through my twitter feed any special recommendations you want to make, anyone in particular social savannah for kind of like Tiktok content creation stuff.

Um, I love Jason Wong, who is the founder of Doe lashes. Um, there's so many nick Shackelford. Um, nik Sharma, all good ones. All good ones. I'm going to check them out if I'm not already following them. Question number four is, how do you win the day? What's your am MPM rituals that keep you feeling happy and motivated and successful. I definitely love a good routine. I don't always stick to it, but I love going to the gym in the morning. Um, making sure I get three meals a day, making sure I get enough sleep. Um, and then just spending some time to kind of unwind and switch off from everything as well, which is, it's usually very difficult. 100% and like it's so difficult to switch off your kind of brain and phone in the evening, like before bed and think they say like an hour or two hours before bed, which I find so difficult but I'm trying to flex that habit and like make it you know a rule house rule question number five, what is the worst money you've ever spent in the business?

And how much did it cost? Like a money mistake? Oh my name is jay. Um We spent a lot of money buying too much product, it was actually our travel cases just before the pandemic hit. Um And at that time we didn't, we already didn't do any kind of inventory forecasting or anything like that, it was simply just like my finger in the air approach and I would kind of just guess how much we needed and then coupled with that was the pandemic where everyone stopped traveling. So we were seriously overstocked in these travel cases um and it took us a long time to get through it. So we had a lot of cash kind of just tied up in inventory, tied up sitting there in boxes, that view And last question, what is just a crazy story that you can share good or bad from the business and the journey. Um What is a crazy story. I mean we had a nightmare um batch of products coming one time, this is about two years maybe three years ago and it was our mirrors And this was when we were still kind of warehousing at home.

So we had think we ordered about 200 mirrors and we had them all kind of in between all these rooms and we sold maybe about 50. And then from there we started getting customer emails saying, Hey, like at night when I go to bed there's kind of this dull flashing light going on behind my mirror and we were like, what on earth? Like We already sold 50 of these, how we're only getting this query now. And so we decided to open one up and lo and behold there is this dull flashing light. So we speak to our supplier and basically they let us know that the flashing light was from the led driver which powers on it's kind of like a lighted vanity mirror and they essentially forgot to put the lid on it. So the flashing light that indicated that the mirror was operating would peek through the actual led screen. So we had to open every single one of these mirrors and they're not easy product to unbox because we've got so much packaging and it's like double carton. So we opened every single one, put this lid on that that the supplier sent us and then we had to re box every single one and honestly it took us so so much time.

Oh my God and did you have to send for the 50 customers who had already bought and like received? Did you have to get them back or did you have to send them a new one. No, we didn't really want to ask our customer to hey open the unscrew the back of the mirror and do this. So we were like, we'll pick it up and we'll send you a new one. Um so yeah, it cost us a lot as well. Oh my gosh, how much do you think it costs you? I mean it probably more so cost us in terms of time, like this was, it probably took us more than a week. Um so it was just most of the time and effort investment. Um but from money, I mean it was probably couple of thousands of dollars. Oh yeah, yeah. Crazy, crazy Michelle. Thank you so much for taking the time to come on the show today and share your journey with it while I'm so excited for you and I'm so excited to meet you in new york soon. Thanks so much and I'm so excited for your book launch. Hey, it's Doom here. Thanks for listening to this episode of the female startup club podcast. If you're a fan of the show, I'd recommend checking out female startup club dot com where you can subscribe to our newsletter and learn more about our D.

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6 Quick Questions with Michelle Hu, Founder of ETOILE (part 2)
6 Quick Questions with Michelle Hu, Founder of ETOILE (part 2)
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