On She Built It®, Alexandra Samit, Founder & CEO of Alexandra Beth Fine Jewelry, shares how she transformed a teenage jewelry hobby into a thriving fine jewelry brand in New York City’s competitive diamond district.

From selling handmade necklaces at 15 to pivoting during COVID into bespoke engagement rings and heirloom redesigns, Alexandra opens up about navigating business pivots, building credibility in the diamond industry, and scaling a direct-to-consumer luxury brand. She discusses earning her GIA certification, breaking into 47th Street, managing emotional client milestones, hiring when you’re the bottleneck, and maintaining trust in high-ticket sales.

If you’re building a luxury brand, pivoting your business model, or curious about lab-grown vs. natural diamonds, this episode is a masterclass in modern entrepreneurship, craftsmanship, and reinvention.

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On She Built It®, Florence Baras, Co-Founder of Sockerbit, shares how she and her husband transformed a beloved Swedish tradition, lördagsgodis (Saturday candy), into a thriving U.S. retail and e-commerce brand.

From navigating FDA regulations and import logistics to launching vibrant storefronts in New York and Los Angeles, Florence reveals what it really takes to build a profitable retail company from scratch. She opens up about sourcing only from Europe’s top candy factories, protecting margins despite rising import costs, surviving COVID with young children at home, and scaling nationwide through partnerships with Target and specialty retailers.

If you’re building a retail brand, growing an e-commerce business, or scaling through major retail partnerships, this episode is a masterclass in community-driven growth, operational discipline, and long-term brand building.

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Sockerbit Website

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Sockerbit X

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On She Built It®, Braelinn Frank shares how she transformed press-on nails from a side project into Rave Nailz, a brand redefining the beauty industry. What began as hand-painted designs evolved into a scalable, founder-led company now available on Amazon Prime.

Braelinn breaks down how she balanced artistry with manufacturing, why quality control mattered more than rapid growth, and how she positioned press-on nails as a serious alternative to salon manicures. She also reveals the surprising bestseller that shaped her product strategy and why protecting creative integrity is the key to long-term brand success.

If you're building a beauty brand, scaling a product business, or curious about the rise of reusable press-on nails, this conversation offers real insight into founder-led growth, product innovation, and cultural timing.

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Braelinn Frank Website

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Rave Nailz Website

Rave Nailz Amazon Prime

Rave Nailz LinkedIn

Rave Nailz Instagram

Rave Nailz TikTok

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She Built It® CEO, Melanie Barr Instagram

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