Podcast Summary: James Reed: All About Business
Episode 19: GOOD SQUISH: The Celeb-Favourite Instagram Brand Generating Thousands of Sales
Release Date: March 17, 2025

Introduction

In Episode 19 of "James Reed: All About Business," host James Reed engages in an in-depth conversation with Billie Jo Cronin, co-founder of the rapidly growing independent brand, Good Squish. Billie Jo shares her entrepreneurial journey, emphasizing sustainable business practices, leveraging social media for growth, and the dynamics of running a business with her sibling. This episode offers valuable insights for aspiring entrepreneurs looking to build a meaningful and impactful business.

Starting Good Squish

Origin of Good Squish: Billie Jo Cronin began Good Squish in 2021 with a modest investment of £1,000. Initially, she crafted unique hair scrunchies, affectionately branded as "squishes," using vintage broderie anglaise and cotton fabrics. The inspiration stemmed from the lack of such products available online at the time.

Notable Quote:

“When I started, there actually wasn't any of these. I couldn't find them anyway on the Internet because this was the first one.”
— Billie Jo Cronin [01:30]

Early Growth: The brand's growth was organic, driven by Billie Jo’s network in the fashion industry. Friends wearing Good Squish products on set led to increased visibility and demand. This grassroots approach laid the foundation for the brand's initial success.

Notable Quote:

“It was very, very organic and very slow, which was really nice.”
— Billie Jo Cronin [03:50]

Sustainable Strategy

Embracing Slow Fashion: Good Squish distinguishes itself from fast fashion by utilizing deadstock fabrics—materials that would otherwise go to waste. By keeping production handmade in London, the brand ensures high quality and sustainability.

Notable Quote:

“We're using dead stock fabrics wherever we can and the hope to use much more of it. So, yeah, in that way, we are slow fashion.”
— Billie Jo Cronin [02:25]

Commitment to Quality: Billie Jo emphasizes meticulous attention to detail, ensuring each squish is crafted to perfection. This dedication not only upholds the brand’s reputation but also fosters customer loyalty.

Notable Quote:

“She has to be really error free. Because even if the label's slightly wonky, well, we wouldn't take them.”
— Billie Jo Cronin [09:00]

Growth and Marketing

Leveraging Instagram: Instagram has been the primary marketing tool for Good Squish. The strategy involves "dead stock drops" where limited, unique products are released periodically, creating a sense of exclusivity and urgency among followers.

Notable Quote:

“Dead stock drops are actually our best, the activations that do the best for us even now.”
— Billie Jo Cronin [06:19]

Building a Community: The interactive approach on social media, including soliciting customer feedback and involving them in product naming, has been pivotal in fostering a loyal community. This engagement translates into high retention rates and repeat purchases.

Notable Quote:

“We've always asked for product feedback and that's when we've had a lot of engagements.”
— Billie Jo Cronin [10:26]

Team and Operations

Expanding the Team: From a solo venture, Good Squish has grown to employ eight team members and various freelancers. All production remains handmade in London, ensuring quality control and supporting local employment.

Notable Quote:

“Our atelier is a 2-minute walk across a courtyard from us and that's where all of our production is made.”
— Billie Jo Cronin [08:05]

Quality Control: Maintaining high standards involves rigorous quality checks, with Billie Jo and her brother Phoenix personally overseeing the process. This hands-on approach guarantees product excellence.

Notable Quote:

“We have a good retention. So we want them to.”
— Billie Jo Cronin [09:26]

Collaborations and Challenges

Strategic Partnerships: Good Squish has engaged in several collaborations, such as with Marge Sherwood and Bao, a restaurant brand. While these partnerships have expanded the brand's reach, they also present challenges in resource allocation and time management.

Notable Quote:

“We have to spend our time thinking about it. Unless they're small, which the one we did with Bao, they're smaller.”
— Billie Jo Cronin [30:14]

Balancing Opportunities: Billie Jo highlights the importance of capital allocation—deciding where to invest time and resources. Learning from past collaborations has refined their approach to future partnerships.

Notable Quote:

“We realized when we say yes to something like they have to remember that you're going to be working double the hours.”
— Billie Jo Cronin [27:27]

Celebrity Endorsements

Organic Growth: Celebrity endorsements for Good Squish have been entirely organic. Influential figures like Chloe Sevigny and Helena Bonham Carter have showcased the products, significantly boosting sales and brand visibility.

Notable Quote:

“There was actually one particular person who I really am a fan of... She did a post saying, oh, hell yeah, Good Squish wearing them.”
— Billie Jo Cronin [31:19]

Impact on Sales: Endorsements from celebrities have led to substantial increases in sales, demonstrating the power of authentic endorsements in marketing.

Notable Quote:

“There were so many sales after that.”
— Billie Jo Cronin [32:03]

Working with a Sibling

Dynamic Partnership: Good Squish is co-run by Billie Jo and her younger brother Phoenix. Their complementary skills—Billie Jo’s creativity and Phoenix’s operational expertise—create a balanced and efficient leadership dynamic.

Notable Quote:

“I'm very creative and sort of free thinking. And I think it's exactly what we each need.”
— Billie Jo Cronin [19:38]

Trust and Communication: Their strong familial bond fosters quick decision-making and honest communication, essential for navigating the challenges of a growing business.

Notable Quote:

“The trust is really important. He's always going to have my back.”
— Billie Jo Cronin [18:50]

Future Plans

Expansion Goals: Looking ahead, Billie Jo envisions expanding Good Squish into new markets like Japan and the United States. Additionally, the brand plans to diversify its product range to include other accessories and potentially ready-to-wear clothing.

Notable Quote:

“I think we're definitely going to stay with doing the squish and keep evolving and tweaking them to the trends.”
— Billie Jo Cronin [15:23]

Store Openings: With aspirations to open physical stores in major cities, Good Squish aims to enhance its presence and accessibility to a global customer base.

Notable Quote:

“I’d love to have stores in New York and Japan and continue in London doing pop-ups.”
— Billie Jo Cronin [38:51]

Building a Strong Team: A key focus for the future is cultivating a robust and enthusiastic team that can support the brand’s growth while maintaining its core values and quality standards.

Notable Quote:

“Having a really strong team that we trust and that are enthusiastic and excited.”
— Billie Jo Cronin [39:25]

Key Takeaways

1. Sustainable Practices Drive Growth: Leveraging deadstock fabrics and embracing slow fashion not only positions Good Squish as an eco-friendly brand but also attracts a loyal customer base committed to sustainability.

2. Social Media as a Catalyst: Effective use of Instagram, particularly through exclusive product drops and active community engagement, has been instrumental in scaling the business from local to international markets.

3. Quality Over Quantity: Maintaining stringent quality control ensures customer satisfaction and repeat business, crucial for long-term success.

4. Power of Authentic Endorsements: Organic celebrity endorsements can significantly amplify brand visibility and credibility, leading to substantial sales boosts.

5. Family Business Dynamics: Trust and complementary skills in a sibling partnership can create a balanced and effective leadership team, essential for navigating business challenges.

6. Strategic Collaboration: While collaborations can expand reach, it is vital to manage resources effectively to avoid overextension and ensure core business operations remain strong.

7. Future-Oriented Planning: Continuous innovation and strategic expansion, coupled with team development, pave the way for sustained growth and market presence.

Conclusion

Billie Jo Cronin’s journey with Good Squish exemplifies how passion, sustainability, and strategic marketing can propel a small independent brand to international recognition. Her insights into building a community-driven brand, maintaining quality, and balancing growth with operational excellence provide invaluable lessons for entrepreneurs aiming to create impactful and enduring businesses.

Notable Quotes with Timestamps:

• “We're using dead stock fabrics wherever we can and the hope to use much more of it. So, yeah, in that way, we are slow fashion.” — Billie Jo Cronin [02:25]
• “Dead stock drops are actually our best, the activations that do the best for us even now.” — Billie Jo Cronin [06:19]
• “There was actually one particular person who I really am a fan of... She did a post saying, oh, hell yeah, Good Squish wearing them.” — Billie Jo Cronin [31:19]
• “I'm very creative and sort of free thinking. And I think it's exactly what we each need.” — Billie Jo Cronin [19:38]
• “I’d love to have stores in New York and Japan and continue in London doing pop-ups.” — Billie Jo Cronin [38:51]

For more information about James Reed, Reed Global, and Good Squish, please visit the links provided in the show notes.