Executive Summary
A Shopify Masters conversation with Desi Perkins, the beauty creator who founded DEZI Eyewear, which reached $2.5 million in sales on its first launch day. She talks about stepping back from content in 2020 to become a mother, returning to YouTube, how a sunglasses collaboration led to her own brand, and what she learned about running a business. Sponsor: Shopify, which presents the show. PARTIAL COVERAGE: this note covers the intro, her return to YouTube, the collaboration that led to the brand, the early days of the business, and the closing advice, and does not cover every part of the roughly 35 minute conversation. Sales figures and claims are Desi's and the show's own and not independently checked.
Key Takeaways
Stepping back in 2020
Desi says 2020 was transformative because she became a mother and launched a business, and she slowed down from constant hustle.
She never really stopped creating
She says she kept connecting with her community through other content such as her motherhood journey and an infertility series.
Why she came back to YouTube
She says YouTube is where she builds community best, because she can have real conversations without cutting herself down to 30 seconds.
A collaboration gone viral
She says she designed with another eyewear brand for about two and a half years, and a site crash showed that people were picking up what she was throwing down.
The acquisition moment
She says that when the collaborator brand was acquired she realised people thought she owned it, and she wanted a forever brand of her own.
Learning product and marketing by doing
She says the collaboration taught her product development and marketing, such as building PR lists and reaching stylists, though she did not know the rest of building a business.
Follow your gut and take help
She says her dad tells her to follow her gut, and she credits good parents and partners and a network of founders for advice.
The Conversation Breakdown
Stepping back in 2020
⏱ Untimed topicDesi says 2020 was transformative because she became a mother and launched a business, and she slowed down from constant hustle.
She never really stopped creating
⏱ Untimed topicShe says she kept connecting with her community through other content such as her motherhood journey and an infertility series.
Why she came back to YouTube
⏱ Untimed topicShe says YouTube is where she builds community best, because she can have real conversations without cutting herself down to 30 seconds.
A collaboration gone viral
⏱ Untimed topicShe says she designed with another eyewear brand for about two and a half years, and a site crash showed that people were picking up what she was throwing down.
The acquisition moment
⏱ Untimed topicShe says that when the collaborator brand was acquired she realised people thought she owned it, and she wanted a forever brand of her own.
Learning product and marketing by doing
⏱ Untimed topicShe says the collaboration taught her product development and marketing, such as building PR lists and reaching stylists, though she did not know the rest of building a business.
Follow your gut and take help
⏱ Untimed topicShe says her dad tells her to follow her gut, and she credits good parents and partners and a network of founders for advice.
Core Frameworks & Ideas
Use collaboration as a testing ground - Desi's path
Learn product and marketing through a collaboration before launching your own brand.
Follow your gut - her father's advice
If you have a negative feeling, even an inkling, take it seriously.
Build community where you can speak freely - her YouTube view
Choose the platform where you can have real conversations with your audience.
Actionable Next Steps
- ✓List what you would learn by partnering with an established brand before launching your own.
- ✓Write down one gut-feeling doubt about a current project and look into it.
- ✓Ask two founders you know for advice on your first operational step.
- ✓Pick the platform where you can talk with your audience at full length and plan one post.
Notable Quotes
“I was just like, I just need to be a mom.”
“I want this to be a forever thing.”
“I really follow my gut.”
The One Thing to Remember
Desi says a successful collaboration showed her people tied her to a product, which pushed her to build her own eyewear brand and trust her gut.