Omnisend Email & SMS Marketing

Rosie Collins had a Christmas epiphany about baby shower gifts—every present focused on the baby, never the mom. That single observation turned into Deja Marc, a multimillion-dollar personalized jewelry brand that captures fingerprints, handwriting, and meaningful moments in elegant, timeless pieces. Within a year, she hit $400,000 in revenue while working full time. The secret? An engraving fairy she never actually met who packed orders while Rosie was at work, and an obsessive focus on mastering the craft before outsourcing anything. In this interview, the founder of Deja Marc breaks down how she built this customer-obsessed brand without burning out, why she tracks MER (marketing efficiency ratio) over ROAS as her primary metric, and her counterintuitive take on Black Friday promotions—why doing 40 hours instead of two weeks can deliver the same results without destroying your team or margins. What you'll learn in this interview: How a Christmas epiphany about baby shower gifts sparked a multimillion-dollar brand Why Rosie quit her agency job after hitting $400K in year one How she found an "engraving fairy" to pack orders while she worked full time Why mastering the craft yourself before outsourcing is critical How she built a relationship with her first supplier that still lasts today Why she tracks MER (marketing efficiency ratio) instead of ROAS Her approach to Black Friday: 40 hours vs two weeks of promotions How organic contribution to paid marketing changes profitability Why she believes in building expertise in-house before delegating The importance of unit economics and sustainable growth over hustle If you're building a product-based business, juggling full-time work with side hustle ambitions, or trying to scale profitably without burning out, this conversation will fundamentally change how you think about sustainable growth, customer obsession, and building a brand that lasts. SAVE 50% ON OMNISEND FOR 3 MONTHS Get 50% off your first 3 months of email and SMS marketing with Omnisend using the code FOUNDR50. Start here → https://your.omnisend.com/foundr WANT TO GROW YOUR BRAND WITH META ADS? Join the Foundr Operators Waitlist → https://foundr.com/operators HOW WE CAN HELP YOU SCALE YOUR BUSINESS FASTER Learn directly from 7, 8 and 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 ROSIE COLLINS Instagram → https://www.instagram.com/rosie.c._/ Instagram → https://www.instagram.com/dejamarc/ Website → https://dejamarc.com/ 0:00 A Christmas Epiphany That Sparked a Multimillion Dollar Jewelry Empire 2:07 The Baby Shower Problem: Why Every Gift Focused on the Baby, Never Mom 4:14 The First Order: Getting the Shopify Notification and Crying in the Toilet 5:19 From Concept to Launch: Sourcing Suppliers and Buying an Engraving Machine 7:06 The Engraving Fairy Who Packed Orders While Rosie Was at Work 8:02 Quitting the Full-Time Job: From Launch to Going All In 12:30 Building the First Year: $400K Revenue While Working Full Time 18:45 Why Rosie Learned Every Part of the Business Before Outsourcing 24:20 The Metrics That Matter: Tracking MER Over ROAS 31:15 Opening a Flagship Store and Scaling the Business Sustainably 38:40 Managing Unit Economics and Profitability from Day One 44:50 The Truth About Black Friday: When It Works and When to Skip It 52:01 Why Some Brands Are Declining to Participate in Black Friday 55:18 Facebook Ads Strategy: Scaling to $300K/Day and the MER Framework 56:45 Why MER (Marketing Efficiency Ratio) Beats ROAS Every Time 57:43 Final Thoughts and Wrap Up 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