Mar 04 2025 58 mins
What happens when a 10-second TikTok video changes everything overnight? For Annabelle Hay, co-founder and CEO of CLUTCH, it meant selling out 5,000 units in hours, navigating a manufacturing disaster, and scrambling to scale.
In this episode, Annabelle shares the rollercoaster journey of building a consumer brand from scratch, the unexpected lessons of going viral, and the challenges of breaking into retail.
In this conversation, we cover:
🔥 The TikTok video that went viral overnight and sold out 5,000 units
💥 The manufacturing disaster that led to exploding tubes and mass refunds
🚀 How Annabelle scaled CLUTCH from a side hustle to a retail success
🦈 The Shark Tank investor who tried to rip her off—and how she fought back
🎯 The unexpected challenges of retail, from supply chain issues to hidden costs
💡 The founder-led brand strategy that resonated with millions
📈 Lessons in growth, hiring, and relinquishing control in a fast-moving startup
If you’ve ever wondered what it’s like to scale a consumer product from zero to retail shelves, this conversation with Annabelle Hay is a masterclass in resilience, adaptability, and strategic growth.