When Hero Packaging nearly collapsed, founder Anaita Sarkar was faced with an impossible choice, walk away from the brand she built, or risk everything to bring it back to life. In this powerful episode, she breaks down the story of losing millions, betting on a $250,000 machine, and rebuilding a sustainable brand from the ground up.
Listeners will learn how Hero Packaging moved from manufacturing in China to running its own Australian facility, the emotional toll of scaling too fast, and the surprising link between sustainability, profit, and personal purpose. Sarkar, an author, speaker, and e-commerce leader, shares her raw lessons on resilience, founder burnout, and why being different will always beat being better.
If you’re a business owner trying to balance growth with values, this is the real talk you’ve been waiting for.
Key Takeaways:
Timestamps:
[00:00:21] – The origin of Hero Packaging and the spark behind compostable mailers
[00:03:01] – The nine-month struggle to manufacture a product that didn’t exist
[00:05:51] – Rapid growth—and the shock of being told to shut down
[00:07:57] – The burnout, debt, and the decision to risk it all again
[00:10:00] – Raising $1.5M—and how it almost destroyed the business
[00:11:12] – The $250K machine that changed everything
[00:13:17] – Using a personal brand to rebuild Hero’s reputation
[00:17:43] – Why Hero refuses to take shortcuts, even when competitors do
[00:21:23] – Building a distinctive brand instead of a “better” one
[00:36:56] – The power (and risk) of working with your life partner
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If you’re launching a brand in 2025, this is your cheat sheet.
In this episode of Beyond the Now, Liam Millward sits down with Nik Sharma, founder of Sharma Brands and widely known as “The DTC Guy.” Together they explore how modern founders are scaling smarter, not just harder.
Nik unpacks his early journey from running social for Pitbull to helping launch beverage giant Lemon Perfect, and how that evolved into Sharma Brands: a consultancy reshaping direct-to-consumer growth.
He breaks down the concept of the Sharma Red Carpet, a founder-first partnership model that prioritizes speed, clarity, and service, plus his famous 5-Minute Rule for always replying to brands instantly.
The conversation dives deep into the middle of the funnel, where most brands fail to educate or convince customers. Nik outlines how smart lifecycle marketing, strong PDPs, and high-performing email flows create massive gains without extra ad spend.
The duo also explore the future of AI in eCommerce, from generative email flows to agentic systems running retention and attribution, and how founders should already be using these tools daily.
Finally, Nik shares practical Q4 lessons: test offers early, avoid last-minute site edits, and double down on community learning those $100K lunches where one insight can drive the next six figures in sales.
If you’re building, running, or scaling a consumer brand in 2025, this episode is a masterclass in modern performance and brand building.
Key Takeaways
Timestamps
Links
From nightclub embarrassment to national retail shelves, this episode dives deep into how Annabel Hay, Founder & CEO of CLUTCH Glue, turned an awkward moment into a global movement.
After spending four years inventing and patenting a world-first sweat-resistant, water-soluble clothing adhesive, she launched in late 2022 and sold out in one night thanks to viral TikTok traction.
Annabel shares the real founder journey, from losing manufacturers and saying “no” to Shark Tank fame, to leading one of the largest FMCG pre-seed raises ever.
She also reveals how brutal follow-ups, gorilla marketing, and fearless decision-making built CLUTCH Glue into a category-defining brand.
If you’ve ever questioned when to go all-in on your idea, this story might just glue you to your seat.
Key Takeaways
Timestamps:
[00:00:00 – 00:02:41] Annabel shares the nightclub mishap that inspired Clutch and how the idea quickly took hold.
[00:02:41 – 00:06:20] She transitions from construction management to founder life and stresses owning your IP early.
[00:06:20 – 00:08:45] Annabel details working with a UNSW scientist, testing multiple formulas, and finalizing the patent.
[00:08:45 – 00:11:26] Reflects on her upbringing, confidence, and violin training that built her persistence.
[00:11:26 – 00:14:00] The viral TikTok moment that made $160k overnight and the manufacturing collapse that followed.
[00:14:00 – 00:17:55] Moving production to China for quality and sustainability, and finding the right manufacturing partner.
[00:17:55 – 00:21:15] Annabel explains raising the world’s largest FMCG pre-seed round and why she chose Blackbird VC.
[00:21:15 – 00:29:16] Retail challenges, deranging risks, mystery shopping, and real-world retail execution lessons.
[00:29:16 – 00:34:24] Behind-the-scenes of Shark Tank. From rehearsing and deal negotiations to the viral aftermath.
[00:34:24 – 00:58:12] Guerrilla marketing wins, working with her sister, building a strong team, finances, and future plans.
Links
What happens when a CEO treats e-commerce like an Olympic sport?
In this episode of Beyond The Now, Liam sits down with Jere Calmes, CEO of THE ICONIC, one of Australia’s most influential e-commerce brands. With over $800M in annual revenue and millions of loyal customers, THE ICONIC has become the benchmark for fast, customer-first online retail. But as Jere reveals, maintaining that leadership meant rebuilding from the inside out.
Jere shares the hard lessons learned from decades of leading companies across continents, from Moscow to Sydney, and how he rebuilt THE ICONIC’s focus on product, purpose, and profitability. He opens up about what went wrong after COVID’s e-commerce boom, the bold decisions that restored customer trust, and the leadership mindset required to scale sustainably in a changing market.
Listeners will hear insights on operational discipline, culture, and the delicate balance between innovation and execution. From the company’s new loyalty program to its investment in AI-powered personalization, this episode gives a rare look at what it truly takes to lead at scale, and why optimism and clarity remain Jere’s greatest leadership tools.
Key Takeaways
Timestamps:
[00:00:00] The story behind THE ICONIC’s impact and Jere’s journey to Australia
[00:04:00] From leading in Russia to joining Australia’s biggest online retailer
[00:08:54] What surprised Jere most after taking over as CEO
[00:12:00] The role skiing played in shaping his discipline and leadership style
[00:18:37] The first major challenges at THE ICONIC and the turnaround strategy
[00:22:28] How “product mindset” became the secret engine of growth
[00:25:00] Why delivery and logistics drive loyalty in e-commerce
[00:30:09] Launching THE ICONIC’s loyalty program built with 50,000 customers
[00:40:16] Lessons in profitability, data, and decision-making at scale
[00:54:47] How AI and technology are reshaping the future of online shopping
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