In this special episode — the last one before Emily’s maternity leave — we’re joined by the incredible Melissa Clayton, founder and CEO of Tiny Tags, a fine jewelry brand that celebrates motherhood, connection, and meaningful stories.



Melissa opens up about the early days of building Tiny Tags, how a simple idea turned into a beloved brand worn by thousands of women, and the lessons she’s learned as both a business owner and a mother. From launching her business at her kitchen table to growing it into a nationally recognized name, Melissa shares the real and raw behind-the-scenes moments that shaped her journey.



Emily and Melissa also dive into:

• How to trust your instincts and lead with purpose

• The importance of staying true to your brand’s mission

• Balancing motherhood with entrepreneurship

• What it means to build something that lasts



Whether you’re a founder, a dreamer, or a fellow mama, this episode is packed with wisdom, encouragement, and heart.



🎧 Listen in as Emily closes this season of How’d She Do That? with a conversation that celebrates bold women building meaningful businesses.

253. The Power of Purpose with Melissa Clayton of Tiny Tags

In today’s episode, Emily sits down with sisters Mary and Taylor, the founders of Shop Surcie, a bespoke stationery and gifting studio known for its thoughtful details and timeless design.



What began as a shared creative spark has grown into a thriving business that blends Mary’s eye for interiors with Taylor’s background in fashion PR, resulting in beautifully branded paper goods and curated gifts for weddings and celebrations of all kinds.



In this conversation, the sisters share how their business began, what it’s like working together as family, and how they’ve navigated the balance between creativity and commerce. You’ll hear about the lessons they’ve learned in scaling a small business, finding their aesthetic, and building something that reflects both their passions and values.



Whether you’re a creative entrepreneur, a paper lover, or simply someone inspired by stories of women building meaningful brands — this episode is for you.

252. Sisters & Stationery: The Story Behind Surcie

What started as a frustration with limited engagement ring options turned into a luxury jewelry empire. Nicole Wegman, founder and CEO of Ring Concierge, has redefined what it means to shop for fine jewelry and bridal pieces.



In this episode, Nicole shares how she went from working in fashion merchandising to disrupting the jewelry industry with a direct-to-consumer brand that speaks to the modern woman. She dives into the early days of Ring Concierge, the power of social media in building her brand, and the lessons she’s learned leading a fast-growing business.



Listeners will learn:

• The pivotal career shift that inspired Nicole to start Ring Concierge

• How she bootstrapped her business and gained early traction

• The strategies that fueled exponential growth (including leveraging Instagram)

• Her perspective on leadership, scaling, and staying innovative in luxury retail

• Advice for entrepreneurs eager to break into a traditional or male-dominated industry



Whether you’re an aspiring founder, a jewelry lover, or simply curious about how a brilliant idea becomes a globally recognized brand, this conversation is filled with inspiration and practical insights.

251. Redefining Luxury: How Nicole Wegman Built Ring Concierge

What if the secret to radiant skin was hiding in your family’s orchard? In this episode of How’d She Do That, Emily sits down with Allison Taylor, co-founder of Le Prunier, the clean beauty brand harnessing the power of plums from her family’s century-old California farm.



Allison shares how she and her sisters turned an unlikely superfruit into a cult-favorite skincare line, the behind-the-scenes journey of building a sustainable beauty business, and what it takes to balance innovation with heritage. From farm life to beauty counters, this conversation is full of entrepreneurial insights, beauty wisdom, and inspiration for anyone dreaming of starting something new.



What You’ll Hear in This Episode

 * The story of Allison’s family farm and how Le Prunier came to life
 * Why plums are a powerhouse ingredient in skincare
 * Challenges and breakthroughs in launching a beauty brand
 * Advice for aspiring founders and creatives
 * How Le Prunier blends sustainability, wellness, and legacy

250. From Orchard to Vanity: The Story of Le Prunier with Allison Taylor

In this episode of How’d She Do That?, Emily sits down with Kristi Lord and Lindsay Droz, the powerhouse founders behind L’AVANT Collective, to talk about the journey of building their business from the ground up.



Together, they discuss:

• The inspiration behind launching L’AVANT Collective

• The early challenges of starting a business and how they overcame them

• Lessons on partnership, collaboration, and trust when co-founding a brand

• Their unique approach to brand building and community creation

• Advice for aspiring entrepreneurs who want to pursue their own big ideas



This candid conversation offers listeners a behind-the-scenes look at what it really takes to launch, grow, and sustain a business with a co-founder—and why Kristi and Lindsay believe in building something bigger than themselves.

249. Kristi Lord & Lindsay Droz on Launching L’AVANT Collective

In this episode, Emily welcomes Rebecca Goesling — a forecaster, brand storyteller, and color material finish (CMF) designer, as well as the visionary behind The Goesling Group.



Rebecca shares how she built a career at the intersection of design, strategy, and storytelling. With expertise in forecasting cultural and aesthetic trends, guiding brand narratives, and shaping the look and feel of products through CMF design, she offers a behind-the-scenes look at how creativity meets business.



We also dive into the founding of The Goesling Group, where Rebecca channels her expertise into helping brands and teams anticipate what’s next and craft meaningful connections with their audiences.



This conversation is rich with insights on creativity, leadership, and carving out a career path that doesn’t always follow a straight line.

248. Designing the Future: Rebecca Goesling on Storytelling & CMF Design

In today’s episode, Emily sits down with Kay Stanley, the visionary founder of Spartina 449, a lifestyle brand inspired by the charm and beauty of Daufuskie Island, South Carolina. What began as a passion project has grown into a beloved company known for its handbags, accessories, apparel, and home goods, each carrying the coastal elegance of its Lowcountry roots.



Kay shares how she made the leap from her previous career into entrepreneurship, what sparked the idea for Spartina 449, and how she’s built a business that has both a strong regional identity and national recognition. Listeners will love hearing about the early challenges, the role of storytelling in branding, and the lessons Kay has learned about leadership, creativity, and resilience along the way.



Whether you’re an aspiring founder, a lover of Southern style, or simply curious about how someone turns a creative vision into a thriving brand, this episode is full of wisdom and encouragement.

247. How Kay Stanley Built Spartina 449 from a Dream to a Beloved Brand

In this episode of How’d She Do That?, we step onto the fairway with Mary and Molly, the inspiring mother–daughter team behind Baffie Golf—a luxury children’s golf apparel brand that’s as much about heritage and storytelling as it is about style.



Baffie was born from a shared love of the game and a desire to create something timeless for the next generation of golfers. The name itself, drawn from a 19th-century Scottish term for a 5-wood, speaks to the brand’s deep roots in tradition. But Mary and Molly aren’t just looking back—they’re reimagining what golf apparel can be for young players today, combining classic design with the comfort and function kids need on the course.



We talk about how their unique strengths complement one another—Mary bringing entrepreneurial vision and love of the details, Molly bringing an eye for fashion. Together, they’ve created pieces that feel heirloom-worthy.



From sketching designs to telling stories, from honoring tradition to building something new, Mary and Molly share the joy, challenges, and lessons they’ve learned in turning their passion into a brand. Whether you’re a golfer, a parent, or simply someone who appreciates the beauty of family entrepreneurship, their journey is one you won’t want to miss.

246. Swinging in Style: How a Mother-Daughter Duo Crafted Baffie Golf

In this episode of How’d She Do That?, host Emily Landers welcomes cake artist and entrepreneur Julie McAllister, whose hyper‑realistic confections have captured the attention of food lovers, design enthusiasts, and Netflix viewers alike. From working in advertising to launching her namesake cake business, Julie shares how she discovered cake artistry, built her brand from scratch, and landed a spot on Is It Cake?—where she wowed judges and viewers with jaw-dropping edible illusions.

Whether you’re an aspiring creative, a baking enthusiast, or simply curious about how to turn a niche hobby into a thriving business, Julie’s story is packed with insight, humor, and inspiration.

 * How Julie transitioned from marketing into cake design

 * What goes into creating hyper-realistic cakes (think oysters, citrus trees, handbags!)

 * Behind-the-scenes details from Is It Cake? for Netflix

 * Building a brand and business from scratch

 * The highs and lows of entrepreneurship in the food space

 * Growing a client base and creating viral, high-impact content

 * Teaching workshops, taking creative risks, and what’s next for Julie

Julie McAllister Cakes: juliemcallistercakes.com

Follow Julie on Instagram: @juliemcallistercakes [https://www.instagram.com/juliemcallistercakes/]

Watch Is It Cake? Season 3 on Netflix

Book a cake or workshop: Contact Julie



Website: howdshedothatpodcast.com

Instagram: @howdshedothatpodcast [https://www.instagram.com/howdshedothatpodcast]

Listen & Subscribe: Apple Podcasts | Spotify [https://spotify.com]

245. Julie McAllister on Is It Cake? and Building a Sweet Business

In this episode of How’d She Do That?, Emily is joined by Sarah Collins Lawler, the founder and designer behind TELA Mercantile, just six weeks into her journey as a new mom.



Sarah shares a beautiful and candid look back at her creative upbringing, where fashion and entrepreneurship were sparked early.



After earning a degree in Apparel & Textile Design from the University of Alabama, Sarah planned to take on New York’s fashion scene. But a traumatic boating accident right after college changed everything. In this unexpected season of healing, she found herself creatively rerouted—eventually landing roles in fashion sales and later at SPANX, all while quietly nursing her passion for design.



The seeds for TELA were planted during the pandemic, when her husband gifted her a sewing machine. What started as a creative outlet at home blossomed into a globally inspired, size-inclusive brand known for its effortlessly elegant kaftans. TELA—Spanish for “fabric”—represents Sarah’s love of textiles, travel, and timeless design, all grounded in a deep respect for intentional sourcing and inclusive silhouettes.



Sarah opens up about launching the brand in 2021, the joys and challenges of building something meaningful, and how becoming a mother has shifted her perspective on time, purpose, and creativity.



⸻



You’ll Love This Episode If You’re Curious About:

 * Turning personal challenges into a creative reset
 * Launching a fashion brand with global inspiration and purpose
 * Embracing the early, unfiltered days of motherhood while running a business
 * Designing with intention—both in fabric and in life

244. From Passion to Product: Sarah Collins Lawler’s TELA Story

Have you ever looked at different women's careers and thought, 'How'd She Do That?' This encouraging and fun podcast is answering that question in each episode while speaking to women who have created inspiring lives and careers. Join host Emily Landers as she connects with guests from a wide variety of industries and stages of life. You'll be inspired every time you listen! Support this podcast: https://anchor.fm/howdshedothat/support

Emily Landers

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