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Amy Goin and Laura Laing spent twelve years building Thatch Jewelry before growing to roughly 300 specialty stores and launching with Nordstrom, and they never paid a single influencer to get there. Their simple marketing strategies prove that real founder stories rarely follow a straight line, and that visibility can come from something as ordinary as sending the right gift to the right person.
On this episode of Dear FoundHer, host Lindsay Pinchuk talks with Amy and Laura, co-founders of the jewelry brand Thatch, about growing a company that looks effortless from the outside.They explain how they used to slide into the DMs of women whose style they admired and offer them jewelry with no strings attached, a tactic they still credits for early brand awareness.
They talk through the pressure of scaling a business during COVID, when a primarily wholesale business suddenly saw online demand explode and had to rethink production to keep up. They open up about watching cheap dupes of their hand-carved gemstones flood the market, and how they’re deciding which battles are worth fighting. For female founders whose businesses are growing more slowly than they hoped, Amy and Laura offer a clear reminder that patience and consistency still work.
Listen to hear how two artists turned a struggling small operation into a brand carried in hundreds of stores, and why they still believe the best marketing costs nothing but a little generosity.
Episode Breakdown:
00:00 Meet Thatch Jewelry's co-founders
03:46 How a jeweler and consultant became co-founders
08:31 Building their first signature collection
12:00 COVID turns into their growth moment
16:39 What Thatch jewelry actually stands for
20:21 Facing knockoffs and cheap dupes
24:50 Breaking down wholesale versus Nordstrom
27:27 Simple marketing strategies without paid influencers
33:11 Building a small, loyal team
36:20 Advice for founders stuck in the middle
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