Shopify Masters: "How I Scaled My Side Hustle to $15 Million"

Date: March 17, 2026
Host: Adam Levinter (B)
Guest: Rosie Jane Johnston (A), Founder of By Rosie Jane

Episode Overview

This episode dives deep into the entrepreneurial journey of Rosie Jane Johnston, who turned her side project—a personally inspired clean fragrance—into by Rosie Jane, a thriving business now forecasted to hit $15 million in sales. Rosie shares honest reflections on bootstrapping, product development, building customer loyalty, and breaking into major retail partnerships such as Sephora—all without outside funding. The conversation is rich in actionable insights and grounded, candid advice for anyone looking to grow a product-based business.

Key Discussion Points and Insights

1. The Origins: From Personal Need to Side Hustle

[00:07–02:00]

• Rosie started blending her own fragrance in 2005 purely to create a subtle, signature scent for herself as a makeup artist, wanting to be "the makeup artist that smells so good."
• Her main issue with available fragrances was how overwhelming and formal they felt—she craved something fresh, casual, and non-intrusive, especially for close work with clients.
• Quote:

  "I wanted something that smelled amazing, that smelled clean, that smelled fresh... and didn't overtake the room." (Rosie, 02:06)

2. The Role of Authentic Creation

[03:06–05:01]

• Rosie always creates from a deeply personal place, likening perfume creation to songwriting.
• Her litmus test for new products: “If I don’t use it and wouldn’t use it on my kids, it’s not going out into the market.”
• Upcoming body care products are inspired by her own menopause experience, blending personal need with broader market appeal.
• Quote:

  "Fragrance is such an emotional product... with emotion and personal experience, it’s layered and complicated and difficult and wonderful." (Rosie, 04:06)

3. Learning Product Development by Doing

[05:01–06:04]

• Rosie admits to having "no idea" about formal fragrance development initially—she simply blended favorite notes and handed bottles to friends.
• The clean ethos evolved naturally as she became more ingredient-conscious due to her background as a makeup artist.
• The “lightbulb moment” came when she realized she needed to understand what was in her products before sharing them more broadly.

4. Slow Growth and Brand Evolution

[07:42–09:28]

• There was a five-year period (from idea to official launch) as Rosie balanced other commitments and learned branding basics.
• The brand name shifted from “Leila Lou” (after her daughter) to “By Rosie Jane” as she expanded beyond a single fragrance.
• Major catalyst: A write-up in People magazine touting Jennifer Aniston’s use of the fragrance, which triggered an influx of orders and validated the brand’s appeal.
• Quote:

  "That changed everything for us... I just remember this influx of orders." (Rosie, 10:13)

5. Breaking Into Big Retailers

[10:57–13:00]

• The Sephora deal did not happen overnight; earlier cold pitches were rejected.
• By 2019, the “clean fragrance” concept was gaining momentum, and Sephora reached out themselves.
• Their interest coincided perfectly with By Rosie Jane repackaging and refining their offering for broader retail.

6. Bootstrapping, Profitability & Vertical Integration

[13:00–13:41; 22:11–24:53]

• Rosie credits the ability to manufacture in-house for enabling them to meet large retail orders without needing outside capital.
• The business remains profitable and vertically integrated—all operations under one roof.
• She reflects on being “deep and narrow”—with strong customer relationships—rather than “thin and wide” like some VC-backed brands.

7. Building and Nurturing Community

[17:24–19:25]

• Community is core; communication and authentic storytelling take precedence over big budgets.
• The key to repeat purchases: great products first, then a clear, consistent narrative.
• Quote:

  "You can market out of something, but you’re only going to get one purchase if it’s not a great product." (Rosie, 18:45 & 00:00)

8. Cold Calling and Retail Relationships

[14:38–17:24]

• Rosie's early days involved physically showing up to local boutiques and dealing with rejection.
• She stresses the importance of persistence:

  "If you don't make the call or turn up at the store, you're never gonna get the sale... You just have to do it." (Rosie, 14:51)

• Today, she values retailer relationships where partners are true “brand builders”—not just shelf space.

9. Storytelling & Founder Visibility

[20:26–22:11]

• Being the face of the brand is now expected, especially by younger shoppers who want to know who is behind a company.
• Rosie feels more comfortable now sharing her story—even if it wasn’t her original intention.
• Quote:

  "They are the ones who sparked this, I want to know founder... I'm going to poke you for everything." (Rosie, 21:14)

10. Marketing: Paid, Organic, and the Power of Sampling

[25:17–29:21]

• Marketing spend must be highly strategic for a bootstrapped brand—ROAS targets can’t be compromised.
• Rosie is excited to experiment with out-of-home and community “IRL” events (Smell Good Saturdays).
• Influencers are only paid when they’ve already shown genuine connection to the brand; authenticity trumps volume.
• Quote:

  "You can never just throw money at something... It’s never going to work." (Rosie, 25:45)

11. Work-Life Realities and Burnout

[29:21–30:53]

• Rosie is candid: work-life balance is a myth in entrepreneurship.
• The reward is freedom and passion, but the tradeoff is constant hustle.
• Quote:

  "If you are building a business, there is no work-life balance... You've got to be doing everything all at the same time." (Rosie, 29:34)

12. Mistakes, Lessons, and Advice for New Founders

[30:53–33:34]

• Rushing growth, throwing money at problems, and unnecessary startup expenditures (“letterhead!”) are all cited regrets.
• The best advice:
  • Start slow and small, one account and one product at a time.
  • Understand why your product needs to exist.
• Quote:

  "To envision going from zero to being a $10 million brand... is overwhelming. I’m an absolute advocator of slow and steady." (Rosie, 32:39)

Notable Quotes & Memorable Moments

• "If you don't make the call or turn up at the store, you're never going to get the sale."
  — Rosie Jane, [00:21] & [14:51]

• "You can market out of something, but you're only going to get one purchase if it's not a great product."
  — Rosie Jane, [00:00] & [18:45]

• "If I don't use it and I wouldn't use it on my kids, it's not going out into the market."
  — Rosie Jane, [03:22]

• "There is no work life balance. You have to know that that's the sacrifice."
  — Rosie Jane, [00:35] & [29:34]

• "Start slow and small is always the best. Never get too far beyond that first account."
  — Rosie Jane, [32:39]

Timestamps of Important Segments

• 00:07–02:00: Rosie’s personal inspiration and the problem with mainstream fragrances
• 03:06–05:01: Creating from a personal space and product philosophy
• 07:48–10:08: Transition from passion project to business and major press catalyst
• 10:57–13:00: Gaining entry into Sephora and what changed for clean fragrances
• 14:38–17:24: Cold calling, retail advice, and learning from rejection
• 17:31–19:25: Customer community, retention, and storytelling as a business strategy
• 20:26–22:11: Founder as the face of the brand and generational consumer shifts
• 25:17–29:21: Thoughts on paid vs. organic marketing and new campaign strategies
• 29:21–30:53: Real talk about burnout, family, and entrepreneurial sacrifice
• 30:53–33:34: Mistakes made, and advice for founders in their first six months

Final Takeaways

Rosie’s journey is a testament to the power of authenticity, slow growth, and unwavering attention to both product quality and brand narrative. Her candid approach reveals that success comes from deeply understanding your product, your purpose, and your customer—while not being afraid to show up, make mistakes, and tell your story.

Listen if you want to:

• Learn what it takes to bootstrap a brand in a crowded, competitive market
• Hear actionable advice for building retail relationships
• Understand why storytelling and founder presence matter today
• Gain reassurance that slow, intentional growth is a viable (and sometimes preferable) path

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