How Juliet Wine Nailed Company Messaging Before Spending a Dollar on Marketing
Dear FoundHer...Real Founder Stories for Women Small Business Owners
Lindsay Pinchuk
4.9 • 1.1K Ratings
🗓️ 13 May 2025
⏱️ 52 minutes
🔗️ Recording | iTunes | RSS
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Summary
If you’re a woman business owner over 40, join the Dear FoundHer... Forum to find support, advice, resources and mentorship—JUST FOR YOU. It’s all inside, without the gatekeeping and without the overwhelm. Use the code FOUNDHER at checkout and join us inside for just over $1 a day.
Knowing your customer is not a nice-to-have. It is the whole strategy. In this episode of Dear FoundHer, Lindsay Pinchuk sits down with Lauren De Niro Pipher, co-founder of Juliet, to talk about how she and her co-founder built their company messaging around a real, specific woman they understood deeply, and how that clarity drove every marketing decision they made without a traditional budget to back it up. If you are trying to figure out how to cut through the noise without spending a fortune, this one is for you.
Juliet was born from a simple question: why doesn't high-quality boxed wine exist? Boxed wine had a reputation problem until Lauren and her co-founder Alison turned it into a sustainable, design-forward product that now moves across both direct-to-consumer and wholesale channels. Getting there required simple marketing strategies rooted in real customer insight. She and Alison surveyed 250 people in their own networks while the product was still being developed, then zoomed with their top ten customers after year one to understand exactly what was driving repeat purchases. That obsession with knowing the customer informed everything, from the cylindrical packaging design to the brand ambassador program they built around everyday women with small followings who genuinely loved the wine. Lauren also talks about firing their first creative agency, trusting her gut, and finding two independent designers who finally brought the vision to life.
This episode is for woman startup founders who want to stop guessing what their customer wants and start building the kind of feedback loop that sharpens their company messaging and drives real growth. Lauren's approach is not complicated. It is disciplined, and that discipline is what took Juliet from a survey in a group chat to over 500 retail doors in two and a half years.
Episode Breakdown:
00:00 Why Community Matters for Women Startup Founders Developing Company Messaging
06:00 Lauren’s Career Journey Before Juliet Wine
07:06 The Spark Behind a Sustainable Wine Brand
08:47 From Idea to Product: Early Decisions and Setbacks
13:04 Redesigning Boxed Wine with Packaging Innovation
15:02 Bootstrapping and Raising Over $6 Million
20:10 Managing Teams: Hiring Independent Talent Over Big Agencies
25:32 Customer Feedback as a Growth Engine
31:02 Go-to-Market Strategy: Direct to Consumer and Wholesale
38:48 Influencer Marketing Without Paying for Posts
43:46 What’s Next for Juliet Wine
Connect with Lauren De Niro Pipher:
http://www.instagram.com/iamldp
Get on the Marketing Made Simple Waitlist: https://lindsaypinchuk.myflodesk.com/waitlist
Dear FoundHer Forum: https://www.dearfoundher.com/dear-foundher-forum
Don't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchuk
Follow Dear FoundHer on Instagram: http://www.instagram.com/dearfoundher
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Transcript
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| 0:00.0 | Hi, guys, it's me, Lindsay Pinchuk, host of dear founder. Building a strong community around |
| 0:05.9 | your brand is so important for growth and success, but so too is building a strong community |
| 0:11.2 | around you as a founder and a business owner. In just a few minutes, you're going to hear today's |
| 0:16.8 | guest, Lauren De Niro Pfeiffer, talk about how she and her co-founder used their own network |
| 0:22.5 | and communities when formulating not only their product, but also their branding. Part of why I |
| 0:28.2 | love this story so much is because the way that Lauren and Allison built Juliette Wine is |
| 0:34.1 | very similar to how I built my first company, Bump Club and Beyond, and how I continue |
| 0:38.2 | to build Dear Fountain right here every day. I'm constantly utilizing my own network for the best |
| 0:45.2 | resources, information, and opportunities. And I'm consistently asking you the community surrounding |
| 0:51.0 | my brand for feedback, participation, and content, and to share what we |
| 0:55.2 | put out into the world with your own networks if you believe in it or if it resonates with you. |
| 1:01.0 | Community is everything, which is why late last year I launched the Dear Founder Forum to provide |
| 1:07.4 | you with an official place of support, advice, resources, and mentorship just for you. |
| 1:12.2 | It's all inside our online group without the gatekeeping and without the overwhelm. |
| 1:17.7 | Someone asked me last week how the forum was different than other groups, and I'll tell you. |
| 1:23.0 | It's because the relationships inside the Deer Founder Forum are real. |
| 1:27.3 | They're not just about business. |
| 1:29.2 | When one of our members lost her house in the LA fires, we all rallied around her, |
| 1:34.7 | donating to and sharing her GoFundMe. |
| 1:37.2 | When another one of our members was diagnosed with breast cancer, |
| 1:41.2 | women inside the forum started a Facebook group for support, |
| 1:44.0 | and now they're |
... |
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