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.