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Obsess Over the Details, Win the Customers: Bon Maxie’s Clare Spelta on Smart Ecommerce Growth | #561
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In today’s Add To Cart episode, Clare sits down with Bushy to reflect on Bon Maxie’s 10-year journey, from the early days of handcrafting in a sawdust-filled garage to manufacturing internationally. She explains how she’s built a customer-first brand while also shaping her business to suit her family’s needs, rejecting the traditional idea of what a “big” business should look like.
Today, we’re discussing:
- How Clare transformed a jewellery storage frustration into Bon Maxie’s first cult product, and what it took to move from hand-drilled plywood to scaled manufacturing.
- The obsessive product design philosophy behind Bon Maxie’s bags, wallets, and organisers: from strap lengths to zipper strength.
- The reality of outsourcing production overseas: quality control, communication challenges, and why understanding the process before you delegate is critical.
- How Bon Maxie built a fiercely loyal community through authenticity, from late-night pizza box photoshoots to Betty White gifs in Facebook ads.
- Why Clare believes messy, radically honest marketing cuts through more than polished perfection in today’s ecommerce landscape.
- The shift from serving repeat customers to acquiring new ones, and how Clare adjusted her ad strategy, content, and product range to match.
- Redefining success: what it means to grow a business on your own terms, balance family priorities, and design a lifestyle that works rather than chasing traditional scale.
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Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.
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Chapters
1. Meet Claire and Bon Maxie (00:00:00)
2. From Maternity Leave to Business (00:04:50)
3. Manufacturing Challenges (00:10:00)
4. Non-Negotiable Quality Control (00:15:20)
5. Testing With Real Life Use (00:17:52)
6. Capturing Product Content Effectively (00:22:10)
7. Innovating with Content Creation (00:28:30)
8. Building Effective Bundles for Customers (00:31:20)
9. Designing Business Around Life (00:37:52)
10. Takeaways And Closing (00:42:20)
561 episodes
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