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“...I had all this knowledge and way of putting design into work because I had learned from my partners to say, yes, it's a creative entity, but you have to have a process to it…”
In this episode of Startups and Stilettos, host Carlyn Bushman sits down with product development expert Suzy Haber Wakefield, founder of Suzy Wakefield Designs, to unpack what it really takes to build a successful product-based brand in today’s crowded market.
From lingerie and swimwear to activewear and intimates, Susie shares insider insights from her years leading design at major brands like Victoria’s Secret and explains why great brands are built “product first.” The conversation dives into market research, product pillars, founder involvement, fit testing, innovation in sustainable fabrics, and the costly mistakes founders can avoid before launching.
What We Talked About:
Understanding Your Target Consumer [1:01]
Identifying Market Gaps and Unique Ideas [6:40]
The Importance of Product Pillars [10:02]
The Role of Founders in Product Development [18:52]
The Importance of Feedback and Iteration [26:12]
Actionable Steps for Founders [32:34]
Connect with Suzy:
@suzywakefielddesigns on Instagram
Suzy Haber Wakefield on LinkedIn
Connect with Ingrid:
@itsingridsworld on Instagram
Ingrid Zapata-Read on Linkedin
Connect with Carlyn:
@carlynbushmanconsulting on Instagram
Carlyn Bushman on LinkedIn
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Guests
Suzy Haber Wakefield
Hosts
Carlyn Bushman
Carlyn Bushman is a seasoned business consultant, entrepreneur, and advocate for female founders. She founded POP Business Academy to empower women entrepreneurs with tools for building sustainable, profitable businesses. As CEO of Carlyn Bushman Consulting, she specializes in helping product- and service-based business owners navigate financials, marketing, and growth strategies. With extensive corporate experience, Carlyn, a mom in a blended family and lifelong learner, has been featured on Good Morning America and in Times Square. She's here to help you make money and stay in business.
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