DTC Podcast Episode 513: From Handmade to Nationwide: How Char Charms Scaled Hydration Accessories with Founder Charlotte Trecartin

Release Date: May 31, 2025

Introduction

In Episode 513 of the DTC Podcast, hosted by Eric Dick of the DTC Newsletter and Podcast, Charlotte Trecartin, the founder of Char Charms, shares her entrepreneurial journey from a handmade startup to securing nationwide retail partnerships. This episode delves into her strategies for scaling, marketing, overcoming challenges, and her future aspirations for Char Charms.

Charlotte's Entrepreneurial Journey

Discovering the Idea and Initial Launch

Charlotte recounts how the concept of Char Charms originated during the COVID-19 pandemic while she was studying kinesiology at the University of Illinois. Frustrated with the lack of practical accessories for drinkware, she envisioned a hook to hang items like hair ties on water bottles.

"[00:00] Charlotte: ... the idea of a hook on a water bottle came to be and I kind of became obsessed with it..."

Despite academic pressures, she persevered, launching charcharms.com in September 2021 by hand-making the products herself. Early sales efforts included setting up booths at local gyms, which provided the necessary traction to validate her product.

"[05:13] Charlotte: ... we went to our local gym to do a couple of little booth tables and that was like my first step into trying to sell this..."

From Local Sales to Retail Expansion

Transitioning to Retail Partnerships

Charlotte transitioned from local sales to securing major retail partnerships through persistent outreach on LinkedIn. Initial breakthroughs came when Urban Outfitters discovered Char Charms via a viral TikTok, followed by Palmetto Moon and eventually Dick's Sporting Goods.

"[09:11] Charlotte: ... we got into Palmetto Moon and then after that, Dick's Sporting Goods reached out to us..."

The nationwide launch with Target was a significant milestone, albeit challenging. Charlotte launched 17 SKUs across 1,700 stores, an order size that overwhelmed her initial operational capacity but provided invaluable lessons in managing large-scale retail.

"[10:25] Charlotte: ... we went full nationwide, 1700 stores with 17 SKUs, which was a lot. That's a massive first order that I was not ready for..."

Managing Challenges in Retail Expansion

Charlotte emphasizes the importance of diversifying product assortments to identify best-sellers and manage inventory effectively. Despite initial hurdles, such as chargebacks and inventory clearances, the approach of "launch, learn, and relaunch" enabled Char Charms to adapt and thrive.

"[12:32] Charlotte: ... make it yourself first... make it manually first before you try to go to China and manufacture it."

Marketing Strategies: The Power of Social Media

Leveraging TikTok for Growth

Before expanding into retail, Char Charms relied heavily on TikTok for marketing, with Charlotte creating content daily to drive D2C sales. This organic growth strategy built a solid customer base, reaching 50,000 followers through consistent posting.

"[14:39] Charlotte: ... pre retail we were 100% D2C through Shopify and everything was driven by me making TikToks every single day."

Evolving Marketing Post-Retail Expansion

With the shift to retail, Charlotte recognized the need to diversify marketing channels. She plans to hire dedicated content creators to maintain a robust presence on TikTok and other social platforms, ensuring continuous engagement and brand visibility.

"[16:00] Eric: ... how effective they were for them as part of their strategy. Has that become a big part of your strategy or are you still trying to crack that?"

"[16:17] Charlotte: ... If I can find someone who... can be on live for two or three hours at a time, like I will put them into that role."

Collaborations: The Future of Hydration Accessories

Strategic Partnerships and Licensing

Charlotte envisions collaborations as pivotal to Char Charms’ growth, drawing inspiration from Crocs’ successful partnerships with brands like Justin Bieber and McDonald's. Potential collaborations with iconic brands such as Hello Kitty and Duolingo are on the horizon, aiming to infuse trendiness and broaden market appeal.

"[29:54] Charlotte: ... I cannot wait to do like the next Billie Eilish Charm set or like whatever it is. I want to do hello Kitty."

Implementation Plans

These collaborations are slated for launch within the current year, with plans to expand into D2C channels by late 2025 or 2026. The focus remains on leveraging marketing engines to support these high-impact partnerships effectively.

"[32:13] Charlotte: ... they're coming this year so you will see them in stores this year and then hopefully we'll start to launch the D2C ones in 2026 or potentially late 2025."

Goal-Driven Mindset and Vision

Aspirations and Reverse Engineering Success

Charlotte sets ambitious goals, including appearing on Shark Tank and making Forbes’ 30 Under 30 list. Her strategy involves reverse engineering the achievements of those already on these lists, focusing on scaling Char Charms to meet these benchmarks.

"[20:25] Charlotte: ... it's a nice kind of step-wise of like the next step and then the next step and the next step."

Vision Boards and Daily Motivation

Utilizing vision boards, Charlotte keeps her long-term objectives front and center, ensuring daily motivation aligns with her broader aspirations for Char Charms.

"[26:23] Charlotte: ... I have a picture of my face on the COVID of Forbes. So I have photoshopped my face into everything I want."

The Role of Mentorship

Guidance and Support from Mentors

Charlotte highlights the critical role mentors have played in her entrepreneurial journey. Through the Small Business Development Center (SBDC) in Chicago, she connected with mentors like Andrew Fogetti and Bob, who provided invaluable advice, connections, and served as sounding boards for her ideas and challenges.

"[27:14] Charlotte: ... I am a huge proponent of mentors in general. When I started Charms, I found a mentor from the SBDC in Chicago..."

Impact of Mentorship on Growth

Mentors assisted in various facets, from product development to retail negotiations, enabling Charlotte to navigate the complexities of scaling a business effectively.

"[29:42] Eric: ... what's going to be. Is it just going to be continuing to like double down on retail?"

Future Plans and Adaptability

Flexible Growth Strategies

Charlotte emphasizes flexibility in her business strategy, indicating that Char Charms will adapt to emerging opportunities, whether in D2C channels, expanding into new categories, or exploring private labeling. Her approach is to remain responsive to market demands and internal growth needs.

"[24:47] Charlotte: ... I'm very flexible as a business owner. So I'm like, I see opportunity here and it's aligned with the overall goal of like learning but also moving Charms forward."

Continued Emphasis on Collaboration and Innovation

Ongoing collaborations and the introduction of new collections remain central to Char Charms' growth strategy, ensuring the brand stays relevant and continues to attract diverse customer segments.

"[31:36] Eric: ... If you had a dead du duo char charm a little morbid but it could be quite big."

Key Takeaways and Insights

1. Bootstrapping and Manual Processes: Charlotte’s hands-on approach in the early stages—hand-making products and setting up local booths—was crucial for validating the concept and building initial sales momentum.

2. Persistent Outreach: Strategic use of LinkedIn for reaching out to retailers demonstrates the importance of persistent and targeted networking in securing major retail partnerships.

3. Adaptable Marketing Strategies: Transitioning from D2C-focused TikTok marketing to integrating retail has required Charlotte to diversify her marketing channels, highlighting the need for adaptability in growth strategies.

4. Collaborations as Growth Drivers: Planned high-profile collaborations are seen as a key strategy for brand elevation and market expansion, mirroring the successful partnerships of established brands like Crocs.

5. Mentorship and Continuous Learning: Engaging with mentors provided Charlotte with guidance, accountability, and valuable industry connections, underscoring the significance of mentorship in entrepreneurial success.

6. Goal Setting and Visualization: Charlotte’s use of vision boards and a goal-driven mindset has been instrumental in maintaining focus and driving the business towards long-term aspirations.

Notable Quotes

• "The best way to put it is launch, learn, and then relaunch." — Charlotte Trecartin [00:51]

• "Rossthat’s super smart because drinkwear is even more like personalized in a way." — Eric [02:18]

• "The business changes so much so fast for us. We're like, maybe in a year I'll be like, wow, DTC has crushed. I'm gonna go all in on D2C now." — Charlotte [25:04]

• "I have nothing I would have changed so far. I think everything has happened for a reason." — Charlotte [35:10]

Conclusion

Charlotte Trecartin’s journey with Char Charms exemplifies the challenges and triumphs of scaling a direct-to-consumer brand into the national retail space. Her strategic use of social media, persistent outreach, and adaptability in marketing and operations have been pivotal in Char Charms' growth. Looking forward, her focus on strategic collaborations, mentorship, and a flexible yet goal-oriented mindset positions Char Charms for continued success in the dynamic landscape of consumer accessories.

For listeners interested in personalizing their drinkware, Charlotte encourages visiting charcharms.com and exploring the latest collections available at Target.

Note: All timestamps correspond to the original podcast transcript provided.