One of the biggest questions that I get asked is why we chose the direct-to-consumer (DTC) route instead of getting on the shelves of major retailers. In today’s episode, Lauren and I talk about the benefits of being DTC, how we collect data and insights about our customer base, and how we’ve harnessed the power of social media to build the Lite Pink brand before we even launch. Being able to connect to our followers and build relationships in the DMs has been an invaluable tool, especially with all the delays we’re facing. We discuss how to convert social media comments into sales and create a community of people who truly align with your brand. We also share our major takeaways from working in new and uncertain environments.    IN THIS EPISODE, WE TALK ABOUT: Exciting Lite Pink updates  Learning that you can still move forward and make decisions even when you don’t have all the answers  How social media has helped us generate buzz and create the identity of Lite Pink  The advantages and challenges of both DTC and launching in retail  Creating organic reach on social media    RESOURCES Sign up for The Spritz newsletter at litepink.com! Text LITE PINK to 310-496-8363 with your questions or topics that you want us to cover in future episodes!   CONNECT WITH LAUREN Follow Lauren: @thelivelylo    CONNECT WITH LORI Follow me: @loriharder Follow Lite Pink: @drinklitepink Follow Earn Your Happy: @earnyourhappy Follow Girlfriends & Business: @girlfriendsandbusiness Listen to Girlfriends & Business