In this episode, Glynis Tao reflects on standout moments from this year’s Chase Your Dreams podcast, highlighting three fashion ecommerce strategies for entrepreneurs. Through expert insights from founders, this episode explores how to optimize your content for AI search, ecommerce growth strategies that work, what it takes to build a community-driven brand, and more! Learn how to stay authentic, stay adaptable, and continue to grow personally and in your ecommerce business.
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About Glynis Tao
Glynis Tao is the founder & CEO of Chase Your Dreams Consulting, which is an apparel business consulting & online marketing agency that specializes in SEO & AI search optimization for e-commerce companies. She helps fashion, beauty and lifestyle e-commerce brands create optimized content and attract potential customers through organic search results.
With over 20 years of experience in the apparel industry, Glynis is an expert in creative entrepreneurship and fashion business operations. Driven by a mission to empower and help her clients build e-commerce businesses that are purposeful and profitable, Glynis uses her industry experience to develop data-driven strategies.
Beyond SEO consulting, Glynis is passionate about fostering a community of like-minded business owners. Through her Chase Your Dreams podcast, e-commerce blog, and collection of free resources, Glynis provides guidance and inspiration for entrepreneurs striving to grow their brands.
Takeaways
- AI search engines are becoming top funnels for online discovery.
- Helpful, original blogs are integral to improving AI visibility in AI search.
- Building community is essential for brand loyalty.
- Customers resonate and connect with genuine, values-driven brands.
- Systems help businesses scale and reduce burnout.
- Entrepreneurship is both a personal and professional growth journey.
Interview Themes
As a small business, how do you build an authentic audience/community that connects with your brand?
Consumers are valuing authenticity more than ever. A cookie-cutter online persona just doesn’t work anymore. When you share a genuine and human side of your brand online, people connect with it. They get a full glimpse of the real, tangible person behind the business. Customers aren’t just buying the products anymore. They’re buying into the company, their story, their values, and the feeling that they provide.
How is discovery changing for ecommerce brands with the rise of AI?
AI-powered search is quickly becoming one of the top funnels for discovery. With tools like Google AI Overviews and Perplexity summarizing information online with ease, shoppers spend less time searching and more time relying on these AI summaries. This means that your product pages, blogs, and other webpages are now data sources for AI. The clearer and more detailed your content is, the better your chances of showing up in AI search results are.
How can blogging help my ecommerce business be discovered by the right customers?
Company blogging is gradually shifting away from traditional, diary-style posts and is instead being written as educational, curated content. Modern blogging is essentially content marketing. They establish credibility, prove expertise, and send trustworthy signals to AI search. The result of well-written, optimized, and helpful blogs? Strong AI visibility and organic growth for your ecommerce business.
Why are systems essential for scaling an ecommerce business?
Without systems in place, founders become bottlenecks resulting in minimal growth. As Laura-Jean learned through The E-Myth, documenting processes, defining roles, and creating structure within the organization will help transform a chaotic small business into an efficient scalable company. Systems allow founders the freedom to focus on innovation rather than fixing issues.
Chapters
00:00 The Journey of Entrepreneurship
02:42 The Evolution of Blogging and Community Building
05:55 Building Brands with Heart and Values
08:36 Adapting to AI and the Changing Retail Landscape
14:26 The Importance of Systems in Business
19:43 Navigating Personal Growth in Entrepreneurship
Transcript
Laura-Jean Bernhardson
Anyone can start a business. It's so fantastic. And yeah, it is great and anybody can start a business, but don't expect it to be easy. Expect it to challenge your sense of yourself. I think that would be the most important thing. If you can deal with yourself and your blocks and hangups, then you can learn all the rest of the stuff. You just have to be able to be ready to embark on the journey.
Jeanel Alvarado
It's funny because everyone that I talk to thinks that blogging is dead. No, it is not dead. Maybe blogging about your cat, what your cat ate today is dead. Okay, maybe that's Substack. You can get a small niche of people interested in that day to day. That sort of blogging is what people think about when they think blogging. No, the same thing is how the retail industry changed. Blogging has changed from what it was. So the new blogging is really that influencer marketing hub, right? So even when you see nowadays, when you see a content creator, an Instagram girl, and she is talking about her 10 best picks, that's what used to be a blog. You would blog your top 10 picks, right? But now people showcase their top 10 picks. I think it's about how you think of blogging and the essence of blogging is not dead.
Rhea Lana Riner
I think when you operate by a set of values and you stay true to your word, your customers see that. I've learned that community naturally builds around brands that we all love and that we love to share. I love this about this brand and this is this wonderful product that I got. And this is this incredible customer service that they gave me. And I think those things all build community.
Glynis Tao
This year on Chase Your Dreams, I sat down with founders who built seven figure brands from kitchen tables, living rooms, consignment racks, daycare pickups, and old school blogs. Today, we're pulling together the biggest lessons from 2025 so you can build a brand that actually lasts in this wild new AI-driven, always changing world of fashion and retail.
Glynis Tao
Welcome to Chase Your Dreams, a podcast for fashion entrepreneurs who want to build a purposeful and profitable clothing business so they can make a living doing what they love. I'm your host, Glynis Tao, an apparel business consultant and SEO specialist with 20 years apparel industry experience. I'm also a mom to a wonderfully energetic little boy named Chase.
Glynis Tao
This year, I had conversations with some incredible founders and leaders, women who bootstrapped from their living rooms, retail and media pros who've watched e-commerce evolve over the last decade, franchise founders creating community-driven values-led brands, and leaders at the cutting edge of AI and retail search.
In today's Best of 2025 Roundup, I'm weaving together seven of my favorite conversations into three big themes that kept coming up again and again. Theme number one. Build with heart and community. Theme number two, adapt and systemize in a changing retail and AI landscape. Theme number three, know yourself, own your season and play the long game. Think of this episode as a highlight reel and mini workshop. As you listen, I want you to ask yourself, where am I already strong and where do I need to grow next?
All right, let's dive into theme one. When you look at the founders who are still here, 10, 20, even 30 years later, they have something in common. They don't just sell products, they serve people. They lead with heart, community, and values. No one embodies this more than Rhea Lana Riner, founder of Rhea Lana’s Children's Consignment Events, which she started as a small clothing swap in her living room in 1997, and has now grown into a multi-million dollar franchise with over 120 locations. Let's start with how she thinks about values and community.
Rhea Lana Riner
I think for me, it has always been about connecting to the heart and making sure that I understand the needs of their family and their children. We have certain values that we go by—honesty and positivity—and I think when you operate by a set of values and you stay true to your word, your customers see that. They see how you fill orders and how you, if someone complains, how do you handle customer service?
Are you kind and are you authentic? All those things play out in normal business operations and I think those things build brand loyalty and they build community because I've learned that community naturally builds around brands that we all love, know, and then we love to share, I love this about this brand. And this is this wonderful product that I got. And this is this incredible customer service that they gave me. And I think those things all build community.
Glynis Tao
What I love about that is how simple and practical it actually is. Rhea isn't talking about some big, shiny community strategy. She's talking about how you fill your orders, how you respond when something goes wrong, whether you're kind, transparent, and consistent. That's what creates loyal customers who say, hey, I love this brand, you should check them out. And that came up again and again this year.
Brands that aren't built on hacks, they're built on how you treat people. Another guest who really reinforced this was Laura-Jean Bernhardson, a longtime Toronto designer and retailer behind Fresh Collective who ran multiple boutiques for over two decades and now coaches women entrepreneurs. She talked about how her brand became memorable because it was fun, human, and distinct, and because she built a sense of belonging around it.
Laura-Jean Bernhardson
I had no real intention of like, I'm going to start a business in fashion, because it was so insane. Like, how would I do that? But I had been making things and selling them as a teenager. I had a bikini business in high school, and I made jewelry and stuff like that. I kind of had this like, you can make things and sell them kind of mentality. But another thing that really stood out was the Knitting Queen.
So that's the cover of the catalog. This is a catalog that fell apart, sadly. So there you can see some of the styles and stuff. But I did this kind of shtick of like, I'm Laura Jean the Knitting Queen. So you can see I've got a yarn wig and I'm wearing a crown. And then I called the assistants who worked in my shop and who helped with the production, I called them Knitting Princesses. And that Knitting Queen thing became so sticky, like years after I stopped knitting. People would be like, wait, aren't you Laura Jean the Knitting Queen? You know, I was unexpectedly getting these lessons in business in terms of branding and in terms of making yourself stand out.
And oh yeah, another thing. Now you're making me realize how much that made me stand out. Another thing I did was, this is at the back of the catalog, and I made handmade buttons. So my buttons were shaped like a cat face or a flower or like all of these different things that made it really unique. And in my shop, you could even pick out, I had those little drawers where you store like nails and things. I had buttons where people could pick out their buttons. And so that became a sales lesson of mine where I would see someone trying on a sweater and if I told them about the buttons at the right moment, their decision would switch from, should I get this sweater to, which buttons should I pick? So I realized that was another thing that ended up being like, this makes it really unique. And suddenly they're fishing through, trying to find all the blue cats that are gonna make their sweater look perfect. Or we had letter buttons so they could get their name.
So yeah, even though it was a totally different time, the basics still apply. It's the exact same thing of like making your business unique, your unique value proposition, your branding that stands out, that's catchy, that makes people excited. All that stuff, it's all the same.
Glynis Tao
There's a common thread here. As you can see for Rhea Lana, it's values and service. For Laura-Jean, it's playful, distinctive branding and a joyful in-store experience. In both cases, people weren't just buying clothes—they were buying into a story and a feeling. And that connects beautifully to my conversations this year with sustainable fashion founders like Andreanne Mulaire of Anne Mulaire and Shannon of Simply Merino, who both talked about building brands around values and connection. You hear the same pattern. When your brand is anchored in something deeper than sell more clothes, people feel it and they stick around. So I want to turn this back to you for a second.
If you're listening and you run a fashion e-commerce brand, here are two reflection questions you can actually journal on later. What values do I want my brand to be known for? How do you treat customers when things go wrong? What do you refuse to compromise on? And two, where concretely does community already exist around my brand and how can I nurture it? Maybe it's your best customers who always DM you on Instagram or a local group who shows up to your problems or people who always reply to your email newsletter. You don't need a giant Facebook group to build community. You just need to serve people well, consistently invite them to what you're about.
All right. Now let's move into theme two where things get a little more AI-flavored. If 2024 was the year everyone noticed AI, 2025 has definitely been the year we started feeling the impact in search, shopping, and retail. Over and over again, my guests talked about adaptability. Adapting from brick and mortar to e-commerce, adapting from blogging to media brand, adapting to Google's AI overviews and AI powered shopping tools, and adapting internally by building systems so your business can actually scale beyond your brain. No one captured the big picture of where retail and search are headed better than Jeanel Alvarado, founder and CEO of RETAILBOSS and co-founder of Stylebuy. Here's how she described the shift from social discovery to AI-driven discovery.
Jeanel Alvarado
I know there are a lot of people resisting the AI and it was almost the same thing with people resisting the e-commerce back when e-commerce was becoming something where it's like, sure, we'll just launch a site, just to have it. AI, same thing. Some people are maybe, okay, we'll maybe tweak some things. But over time, it may become the number one funnel, right? We got to think about that. So right now we talked earlier that people discover through social media. I really think Google, as well as Perplexity, really they are trying to be that they want to be it. Social media had its run for discovering products. Google and these AIs want it back. They want to be, hey, you want to discover new things? We are the place. So that is where I'm seeing things going and just how they're doing things because same thing—social media doesn't really encourage people to leave the social media app. They like people to stay there. Google is trying to figure that out. How can we make people stay here, right? And we can feed them ads and we can feed them products that they like and we can provide them news that they might be interested to. How can we keep them here? That is what I believe on the real behind the scenes of what really is going on here. So that's why people really need to see this as, okay, if social media is so saturated and there's just so many people dancing around and there’s just too much noise, where are people going to go next to discover? And I think Google AI, AI Search is really trying to capture and be that new top funnel.
Glynis Tao
I love how blunt she is about it. Social is noisy. AI search wants discovery back. That's huge for fashion brands. It means that your website and your product pages are no longer just online brochures; they're data sources for AI. The brands that will win in this next phase are the ones who actually describe their products properly, talk about materials, sustainability, fit, certifications, and build up content and credibility so AI tools trust them enough to recommend them. And that ties so nicely to another thread Jeanel emphasized. Blogging is not dead, it's evolved.
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Jeanel Alvarado
I was just bombarded with so many requests just from a few blogs and that's when I realized, this is a great way to gain credibility. And one of the strategies or one of my takeaways for people today, I would definitely tell them is something that was told to me and it was let your work do the work for you, right? So like let your work network for you. Maybe one day you're thinking, I wish I could get more sales or I wish I could get more of this. Always think about, how can I make my work work for me? So if I want to gain attention, I need to put in some work. So that's what I always say and with that, yeah, we just kind of upped the content. We upped what we were doing. We upped the insights, right? If in the beginning, when you give insights, it does seem interesting to everybody. But then it comes to the point where it's just like, we've heard this before. You always got to up it to something else—correlate, benchmarks. So I always have to try to be ahead of the industry. So right now, a lot of our content is related to AI tools or what kind of AI solutions can help you grow your brand. That's what keeps us interesting. It's not just about a strategy that's the oldest and tested time. People want this strategy today and who's using it and who's doing it well. And because if it's timely, relevant, and successful right now, let me pivot and do it right now because any kind of strategy, it might just be a blip. It might just be a moment in time where that's working because what I learned in economics, there's so many external factors and timing is huge with any kind of trend you're going to jump in. And I'm sure you know this with social media, think about TikTok. The brands that got on TikTok when TikTok was hot, when people bought on TikTok and those live feeds, they really gained momentum there.
Glynis Tao
I guess what you're saying in terms of the brands who adapt quickly are the ones that will see success. I love what you said. Let your work do the work for you.
Jeanel Alvarado
Don't be out there trying to convince anyone. Do the work. If you say, I, it could be anything. I do SEO really well. Okay, well show me something that you do on a constant basis that's working. Okay, for me, I could be like, yeah, well I have scaled a publication that gets between 40 to 100,000 visitors a month. It's like done—the work speaks for itself. And then you yourself, like with the case studies and I've taken this company to this. People need to see the work. It's no longer, I don't think it's ever been about saying that you're good at something. People see you're good at it. That's when they contact you.
Glynis Tao
If you listen to this podcast for a while, you know I'm gonna say it. This is exactly why I keep banging the drum about creating helpful blog content, building up your case studies, having your FAQs and how-to guides clearly listed on your website, having story-driven articles that show your expertise, right? Want to think about EEAT because AI tools look at patterns across the web, not just your homepage. The more your brand shows up as being helpful, consistent, and trusted by others, the more likely AI is to pull you into those answer boxes, shopping carousels, and long-form AI overview responses.
And adaptability came up again when I talked to Leticia Viedma, founder of KAMI, about her transition from being an M&A lawyer to growth marketer at Rent the Runway, and now to building a Spanish-crafted footwear brand. She talked about bringing her growth marketing brain to product-based entrepreneurship and why serving customers with a truly high quality product is still the core.
Glynis Tao
You led the growth team at Rent the Runway. What were some of the biggest takeaways about scaling a DTC brand?
Leticia Viedma
Yeah, I think I touch on one of them, which is that the product is super important. You really need to build a company around the product that solves consumer needs. So I think that's kind of like number one for consumer businesses. And number two is really being customer-obsessed. What I mean by that is people have limited bandwidth and limited head space. And so I really believe that the way to grow your brand is if you're able to tap into people's needs and problems and position yourself as a solution to those needs and problems. So those two things like product and customer first are really important.
Glynis Tao
And so are you able to apply some of the lessons that you learn from working at Rent the Runway to KAMI's early stage growth?
Leticia Viedma
Yeah, I mean, hopefully. I definitely am trying to, on the one hand, really nail and scale a performance marketing engine. By that, I mean optimizing the site, really delivering on a solid email program, kicking off paid advertising across paid social and paid search channels. And so that is table stakes and you need that. But then I'm also really focused on growing that authentic organic community of people that gravitate toward the brand and that are going to become your advocates and that are excited to hear about the brand. And so I'm doing two things. I'm starting to really spend some time on organic social content. I had to get over myself. I don't like social media. I didn't have TikTok before and now I'm just trying to get out there and film some content and really put a face behind the brand and create that personal connection.
So that's on the one hand. And then on the other hand, I've started to build connections with creators and influencers who I feel are brand-aligned and are also passionate about the brand and that story resonates with them. I'm starting to build that community of future brand ambassadors, hopefully.
I think one thing I'll say is that one of the themes of my nonlinear career path is that I think everything is figure-outable. I really think that the difference between people that are able to do it versus people that are not is just a matter of how passionate are you about this problem? How many hours are you willing to invest in trying to solve this, in trying to figure this out? In trying to find the resources, the network, whatever it is, like how obsessed are you with this problem? And then you figure it out. So I think it's a combination of passion and hard work.
Glynis Tao
I love how her story mirrors so many of ours. Your first business or first career isn't quote unquote wasted. You're building a toolkit. And when you decide to launch a brand, you can bring all of that into a more aligned and purpose-driven direction.
But there's one more piece to this adapting puzzle that came up again and again. It's really hard to adapt if everything lives in your head and that's where systems come in. Laura-Jean described this so beautifully when she talked about reading The E-Myth and realizing she had built a business that could not function without her.
Laura-Jean Bernhardson
What really allowed it to grow was putting systems in and really for me it was a big shift between sort of my small business and a company. And that took like a long time, you know, building those systems and documenting them and training people on them and having them really just flow throughout the whole business. But it allowed me to not be the bottleneck anymore. So people didn't have to come to me and be… Like prior to that, my small business, everything lived in my head. So it was like, can we buy this fabric for the clothing line? Sure. Can we do, you know, we need a new stapler for Kensington. Okay, I'll add it to my list or go buy one. I've approved it or whatever. It was all me. And I, of course at the time, didn't really know what to do and how to make it anything else. But then I read the book, The E-Myth, The E-Myth Revisited, subtitled Why Most Small Businesses Don't Work and What to Do About It, and that book talks about really building your small business into a company. It described me perfectly as the sort of frantic business owner who was running around doing everything. If I got hit by a bus, the business was gone. And this really, the step of adding the systems and creating all of that stuff, including like an org chart, different positions, we really created like a company flow to it where people had their jobs and it was understood what they could make decisions on or not and we had like meetings to review the things and you know, all that stuff.
So that made it run a lot smoother. If there was one thing that made a difference, that made a difference. I couldn't have got to a seven figure business without that. After I read The E-Myth book, I did hire a coach from E-Myth worldwide. They have a program. So I did that for about six months and I cried most of the time through it because I think I was 17 years into my business at that point, and I just felt like, God, I've been doing things so chaotically and there was a better way and I just didn't know about it. And so it really just felt like, oh my God, this sort of, I guess regret that I didn't do it sooner. So then I really understood the value of coaching and expertise and so on. And so over time, I've hired different coaches for different reasons or different, or I take a course on like, you know, marketing or whatever. I'm always looking to build something that's like, whether it's self-improvement for myself to be a better entrepreneur, or it's something to build into the business or whatever. There's kind of always room for expert help, basically. I just saw the difference of like, can struggle through things on my own, or I can hire someone who knows how to do this and then I know how to do it.
Glynis Tao
This is one of my favorite quiet lessons of the year. You can't really take advantage of new opportunities like Google Merchant Center, AI-powered shopping, wholesale deals, or even just consistent content marketing if you're stuck in reactive mode—putting out fires all day. Systems aren't glamorous, but they are what allow you to adapt fast without burning out.
So here are two questions for this theme. Number one. Where do I need to update my business for the AI era? Are my product titles and descriptions clear, detailed and customer friendly? Do I have at least a few substantial blog posts or guides that show my expertise and values? And number two, where am I still the bottleneck? Is there a repeatable task I can turn into a simple SOP checklist or a Loom video this month? What's one system that I can put in place so my business runs more smoothly, even on my tired days? And we all have those days, right?
Alright, we've talked about heart and systems. Let's end with the most human theme of all, the one every founder wrestles with. How do I navigate this as a person with a body, a family, and a finite amount of energy? If there's one thing all seven guests agreed on, it's this. Entrepreneurship is not just a business journey, it's a personal growth journey. It will challenge your sense of self, it will expose your fears and your patterns, and it will ask you to grow again and again. Let's come back to Laura-Jean for a moment. Near the end of our conversation, she said something that I haven't stopped thinking about.
Laura-Jean Bernhardson
Anyone can start a business. It's so fantastic. And yeah, it is great and anybody can start a business, but don't expect it to be easy. Expect it to challenge your sense of yourself. I think that would be the most important thing. If you can deal with yourself and your blocks and hangups, then you can learn all the rest of the stuff. You just have to be able to be ready to embark on the journey.
Glynis Tao
I love how honest that is. You don't have to be born a business person. You can learn marketing, SEO, systems, hiring, finance, but the hardest part is often you versus you. Working through your fears about visibility, selling without feeling pushy or salesy, letting go of perfectionism, allowing yourself to be seen as a leader. The theme of inner work and seasons of life came up powerfully with Rhea Lana as well, especially around motherhood and capacity.
Rhea Lana Riner
I think a great perspective for women is to think through that there are seasons of life. Life is different. When I was getting started, I had three small children. Well, now I'm a grandma and I've got an empty nest and I've got five grandchildren. And I think if we can have that perspective that life does change, then it gives us the long-term view and some seasons, at least in my journey, I had to work a lot of hours. I mean, entrepreneurs. I'm sure you experienced this too, Glynis. I mean, there are some years where I worked a lot. I mean, probably 60, 80, 100 hour weeks. Now, I don't want to do that for 20 years, but there are some times when we do have to do what it takes and I think if we can, again, think through the seasons of life, and we don't want to do that when our kids are small, they need us. They need us to be present. But as life changes, we do have more to give. We've got more bandwidth. We've got more time. And it is fun. I've always looked at building a business a lot like raising children. You nurture it and then you get to watch this beautiful thing grow that you've poured your heart into. And so it is a wonderful thing, but I do think we have to balance the demands of family and business and think through what season of life am I in.
Glynis Tao
As a mom myself, I felt that deeply. There are seasons where you can take on big projects, travel and stretch yourself, and seasons where your capacity is smaller, maybe because of kids, caregiving, health, or just life. That doesn't make you less of a CEO. It just means you have to build a business that respects your season.
And finally, I want to end on one more note from Rhea Lana that ties together purpose, resilience, and legacy.
Glynis Tao
If you could go back to that first living room clothing swap that you did, what would you tell yourself now about the journey ahead?
Rhea Lana Riner
I would say, first of all, Rhea Lana, you can do a lot more than you think you can. So be brave, buckle up, and just give it your best shot. There's a wonderful path down there, but you just got to keep putting one foot in front of the other and it'll be a remarkable journey.
Glynis Tao
I love that as a closing note because it honors how hard this is, but it also honors how capable you are. You don't have to see the whole 30-year path right now. You just need to keep taking the next brave step: setting up that email opt-in, publishing that first blog post, fixing your product titles, saying yes to help, or finally raising your prices to match the value you provide.
Alright, let's quickly recap the three big themes from today's best of 2025 roundup. Number one, build with heart and community. Number two, adapt and systemize in a changing retail and AI landscape. Number three, know yourself. Own your season and play the long game because entrepreneurship will challenge your sense of self. You can do more than you think. Just take one step at a time.
So here's my invitation to you. Before you jump back into your day, pick just one small action from this episode. Maybe it's rewriting a single product description so it truly reflects your values and materials. Maybe it's starting a simple SOP for something you do every week. Maybe it's blocking off time to journal about what season of life you're in and how your business needs to honor that.
And if you want more support as we head into this new AI driven era of e-commerce, I'd love to help you. You can learn more about my Sit Audit Plus and my SEO Plus AI search services at glynistao.com.
Thank you so much for tuning into this best of 2025 episode on Chase Your Dreams. If you enjoyed this roundup and it gave you even one idea you want to try in your business, it would mean a lot if you hit subscribe, follow me, and share this episode with another fashion founder. And it would be great if you leave a rating and review so that we can reach more entrepreneurs who need this kind of honest practical support. Here's to building fashion brands that are profitable, purposeful and built to last in any search algorithm, in any season. See you next episode.
Glynis Tao
Thank you so much for tuning in. You can find me on Instagram, @glynistao, and my website, glynistao.com. Please subscribe to Chase Your Dreams podcast if you haven't already. If you enjoyed this episode, please share it with others who you think this may help. Lastly, it would be great if you left a rating and review for our podcast. See you next time!