Storytelling, UGC and team characters

Lia Georgantis took over a multi-brand fashion boutique with no business experience, lost most of her suppliers overnight, then rebuilt it into one of Australia’s most recognisable fashion brands by posting relentlessly on social media.

In this interview, the founder of Girls With Gems breaks down how raw, unfiltered content, six to nine posts per day, and authentic storytelling helped her scale through Covid, build a cult-like community, and launch a private label brand that now drives half the company’s revenue. What you’ll learn in this interview: • How posting 6–9 times per day built a loyal ecommerce community • Why relatable content outperformed polished fashion campaigns • How Girls With Gems scaled through Covid while others stalled • The exact mindset shift that unlocked sustainable social growth • Why Lia refuses to participate in Black Friday promotions • How Sneaky Link grew into 50% of total revenue • The risks and rewards of launching a private label brand • How to manage burnout while scaling a fast-growing business • Why authenticity compounds faster than performance marketing • How to build brand narratives without oversharing online By the end of this episode, you’ll understand how to grow an ecommerce brand through storytelling, community, and relentless execution without copying competitors or waiting for the perfect strategy.

SAVE 50% ON OMNISEND FOR 3 MONTHS Get 50% off your first 3 months of email and SMS marketing with Omnisend with the code FOUNDR50. Just head to ⁠⁠⁠⁠⁠https://your.omnisend.com/foundr⁠⁠⁠⁠⁠ to get started. HOW WE CAN HELP YOU SCALE YOUR BUSINESS FASTER Learn directly from 7, 8 & 9-figure founders inside Foundr+ Start your $1 trial → ⁠⁠⁠⁠⁠https://www.foundr.com/startdollartrial⁠⁠⁠⁠⁠ PREFER A CUSTOM ROADMAP AND 1-ON-1 COACHING? → Starting from scratch? Apply here → ⁠⁠⁠⁠⁠https://foundr.com/pages/coaching-start-application⁠⁠⁠⁠⁠ → Already have a store? Apply here → ⁠⁠⁠⁠⁠https://foundr.com/pages/coaching-growth-application⁠⁠⁠⁠⁠ CONNECT WITH NATHAN CHAN Instagram → ⁠⁠⁠⁠⁠https://www.instagram.com/nathanchan⁠⁠⁠⁠⁠ LinkedIn → ⁠⁠⁠⁠⁠https://www.linkedin.com/in/nathanhchan/⁠⁠⁠⁠⁠ CONNECT WITH LIA GEORGANTIS Instagram → https://www.instagram.com/liagirlswithgems/ GWG Instagram → https://www.instagram.com/girlswithgems/ Website→ https://www.girlswithgems.com/ FOLLOW FOUNDR FOR MORE BUSINESS GROWTH STRATEGIES YouTube → ⁠⁠⁠⁠⁠https://bit.ly/2uyvzdt⁠⁠⁠⁠⁠ Website → ⁠⁠⁠⁠⁠https://www.foundr.com⁠⁠⁠⁠⁠ Instagram → ⁠⁠⁠⁠⁠https://www.instagram.com/foundr/⁠⁠⁠⁠⁠ Facebook → ⁠⁠⁠⁠⁠https://www.facebook.com/foundr⁠⁠⁠⁠⁠ Twitter → ⁠⁠⁠⁠⁠https://www.twitter.com/foundr⁠⁠⁠⁠⁠ LinkedIn → ⁠⁠⁠⁠⁠https://www.linkedin.com/company/foundr/⁠⁠⁠⁠⁠ Podcast → ⁠⁠⁠⁠⁠https://www.foundr.com/podcast⁠