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How to Build a DTC Brand? Testing Demand Before Risk
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Jaya Iyer shares how a search for better STEAM clothing for her daughter evolved into Swaha USA, and what founders can learn about testing ideas, building with customers, and growing without losing flexibility.
About this Episode
Jaya Iyer did not start her entrepreneurial journey as a founder. She built her expertise across manufacturing, retail buying, consumer behavior research, and academia before launching Swaha USA, a mission-driven apparel brand creating themed clothing for kids and adults.
What began as a simple search for better STEAM-inspired clothing for her daughter became a movement around representation, curiosity, and self-expression.
In this episode, Jaya shares how she validated demand using Kickstarter, why listening to customers became her growth engine, how she built a lean but effective team, and what balancing entrepreneurship and motherhood really looks like.
Topics Covered
- Kickstarter
- DTC Growth
- Customer Research
- Apparel Entrepreneurship
- Consumer Behavior
- AI in Commerce
- Team Building
- Founder Mindset
- STEAM Apparel
- Omnichannel Retail
Key Moments
00:00 | Meet Jaya Iyer
From fashion academia to building a mission-led apparel brand.
03:11 | The moment Swaha began
Turning a personal frustration into a business opportunity.
04:18 | Fear, failure, and taking the leap
Lessons from early business experiments and why testing matters.
06:42 | Using Kickstarter to validate demand
How Swaha launched with minimal investment and maximum learning.
10:49 | Building the first million dollars
Growing organically by listening to customers.
14:57 | How customers discovered Swaha
The power of PR, movements, influencers, and word of mouth.
18:33 | Running a lean team at scale
Delegation, automation, and building trust.
22:00 | AI in fashion and commerce
Using AI for customer conversations and marketing planning.
24:47 | Apps as a loyalty channel
Why reminders and repeat engagement matter.
27:17 | Balancing business and family
Building a company around flexibility and intentional time.
29:36 | Advice for new founders
Try, adapt, and stay open to changing direction.
30:04 | Navigating uncertainty and growth
How Swaha responded during difficult market conditions.
32:18 | Brands and founders worth learning from
The creators and companies shaping inspiration.
34:20 | Advice for SaaS builders
Why understanding business pain points matters more than shipping features.
Standout Quotes
"If you believe you have an idea people want, you have to give it a try."
"The fear cannot become the reason you never start."
"Listening to customers and giving them what they ask for changed everything."
"Just because I want something doesn't mean everybody else wants it. That's why you test."
"You cannot be a founder and not do the heavy lifting."
"The ability to pivot is one of the most important skills in business."
Brewed is Appbrew’s podcast featuring honest conversations with DTC founders and operators on scaling Shopify brands.
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