Behind the Brand: Nyud Swim, with Em Oliveria - Conversations with Consumer Goods Mavens
Episode 8: Marketer turned entrepreneur. The importance of social proof when it comes to winning the consumer goods game...
TLDR: I broke my leg skiing earlier this spring. As a Founder/CEO, wife, and mom with a whole lot going on, it was a massive disruption. For years I’ve been wanting to make the time to record conversations with my network of founder-friends, mentors, and consumer goods experts. I always found a reason to say “we’ll get to it later,” until now.
While I’m back on my feet (literally and figuratively), I’m continuing the conversations. This week I sat down with Em Oliveira, co-owner of celeb-clad swim line Nyud swim. While her time is now spent scaling their brand, she’s also garnered a significant following on social for her relatable lifestyle content, merging her business acumen with her love for creating content.
Em’s story reveals how her early jobs prepared her for building her own brand. At Nyud, she leverages her experience in managing e-commerce for major fashion brands—and she also credits her stint in event coordination with helping her build the people skills to scale her teams effectively. Her journey to finding her business partner was serendipity.
We dive into:
The Entrepreneurial Transition: After gaining extensive experience in the fashion industry, Em took the leap to become an entrepreneur by originally starting her own skincare brand, which eventually led her to meet her current business partner.
Identifying Opportunities: Emily recognized the potential in her partner’s brand, Nyud, and saw opportunities for optimization. By focusing on improving its website, marketing, and social media strategies, she was able to join the brand as a partner and drive significant growth in its early days.
Launch and Learn: Emily’s motto is to "launch, fail fast, and fail cheap." She believes in getting products or ideas to market quickly, learning from failures, and making necessary pivots. This approach accelerates the learning process, and is a tool we use at Mvnifest every day well.
Building Social Proof: Emily emphasizes the importance of social proof for e-commerce brands. Identifying the right influencers and PR opportunities is crucial. She advises brands to focus on organic gifting and building genuine relationships with influencers who align with the brand’s values.
Balancing Roles: A common struggle for so many founders. Em balances her roles as a content creator and an entrepreneur by having designated “content days” and “doing days” for herself and her business. She admits that finding balance is not easy, and it changes constantly.
Em’s journey from marketer to entrepreneur is both relatable and inspiring. We all gravitate to what we’re good at and to the holes we can fill. We seek to prove how we’re different, and how we’re worthy.
Watch or listen to our full chat above.
Behind the Brand aims to inspire entrepreneurs, marketing professionals, and design enthusiasts by showcasing the real stories of those who have navigated the complexities of product-based landscapes. Whether you’re curious about the latest trends, seeking practical advice, or craving inspiration, this interview series offers a deep dive into the minds shaping the future of consumer brands. Learn more about us at Mvnifest.