Uploaded January 2026 | Updated September 2026, 2 weeks ago
Lia Georgantis took over a multi-brand fashion boutique with no business experience, lost most of her suppliers overnight, then rebuilt it into one of Australia’s most recognisable fashion brands by posting relentlessly on social media.
In this interview, the founder of Girls With Gems breaks down how raw, unfiltered content, six to nine posts per day, and authentic storytelling helped her scale through Covid, build a cult-like community, and launch a private label brand that now drives half the company’s revenue.
What you’ll learn in this interview:
• How posting 6–9 times per day built a loyal ecommerce community
• Why relatable content outperformed polished fashion campaigns
• How Girls With Gems scaled through Covid while others stalled
• The exact mindset shift that unlocked sustainable social growth
• Why Lia refuses to participate in Black Friday promotions
• How Sneaky Link grew into 50% of total revenue
• The risks and rewards of launching a private label brand
• How to manage burnout while scaling a fast-growing business
• Why authenticity compounds faster than performance marketing
• How to build brand narratives without oversharing online
By the end of this episode, you’ll understand how to grow an ecommerce brand through storytelling, community, and relentless execution without copying competitors or waiting for the perfect strategy.
SAVE 50% ON OMNISEND FOR 3 MONTHS
Get 50% off your first 3 months of email and SMS marketing with Omnisend using the code FOUNDR50. Start here → your.omnisend.com/foundr
HOW WE CAN HELP YOU SCALE YOUR BUSINESS FASTER
Learn directly from 7, 8 and 9-figure founders inside Foundr+
Start your $1 trial → foundr.com/startdollartrial
PREFER A CUSTOM ROADMAP AND 1-ON-1 COACHING?
Starting from scratch? Apply here → foundr.com/pages/coaching-start-application
Already have a store? Apply here → foundr.com/pages/coaching-growth-application
CONNECT WITH NATHAN CHAN
Instagram → instagram.com/nathanchan
LinkedIn → linkedin.com/in/nathanhchan
CONNECT WITH LIA GEORGANTIS
Instagram → instagram.com/liagirlswithgems
GWG Instagram → instagram.com/girlswithgems
Website→ girlswithgems.com
00:00 – From Law School to Fashion Founder: Taking Over Girls With Gems
02:12 – Inheriting a Retail Crisis & Rebuilding During COVID
05:01 – Relatable Content, High Volume Posting & Explosive Growth
09:03 – Viral Campaigns, Trend Cycles & When to Kill What’s Working
12:46 – Burnout, Identity Pressure & Learning to Focus
16:23 – Launching Sneaky Link & Creating a Second Revenue Engine
21:13 – Brand Discipline: No Black Friday, No Discount Culture
26:49 – Manufacturing Without Experience & Finding Product-Market Fit
31:15 – Near-Death Moments: Due Diligence Chaos & Risk Management
33:36 – Scaling an Australian Fashion Brand Without Rushing Expansion
40:59 – Standing Out in a Saturated Market & Beating Copycats
44:30 – What’s Next & Lia’s Advice for First-Time Founders
FOLLOW FOUNDR FOR MORE BUSINESS GROWTH STRATEGIES
YouTube → bit.ly/2uyvzdt
Website → foundr.com
Instagram → instagram.com/foundr
Facebook → facebook.com/foundr
Twitter → twitter.com/foundr
LinkedIn → linkedin.com/company/foundr
Podcast → foundr.com/podcast
Lia Georgantis took over a multi-brand fashion boutique with no business experience, lost most of her suppliers overnight, then rebuilt it into one of Australia’s most recognisable fashion brands by posting relentlessly on social media.
In this interview, the founder of Girls With Gems breaks down how raw, unfiltered content, six to nine posts per day, and authentic storytelling helped her scale through Covid, build a cult-like community, and launch a private label brand that now drives half the company’s revenue.
What you’ll learn in this interview:
• How posting 6–9 times per day built a loyal ecommerce community
• Why relatable content outperformed polished fashion campaigns
• How Girls With Gems scaled through Covid while others stalled
• The exact mindset shift that unlocked sustainable social growth
• Why Lia refuses to participate in Black Friday promotions
• How Sneaky Link grew into 50% of total revenue
• The risks and rewards of launching a private label brand
• How to manage burnout while scaling a fast-growing business
• Why authenticity compounds faster than performance marketing
• How to build brand narratives without oversharing online
By the end of this episode, you’ll understand how to grow an ecommerce brand through storytelling, community, and relentless execution without copying competitors or waiting for the perfect strategy.
SAVE 50% ON OMNISEND FOR 3 MONTHS
Get 50% off your first 3 months of email and SMS marketing with Omnisend using the code FOUNDR50. Start here → your.omnisend.com/foundr
HOW WE CAN HELP YOU SCALE YOUR BUSINESS FASTER
Learn directly from 7, 8 and 9-figure founders inside Foundr+
Start your $1 trial → foundr.com/startdollartrial
PREFER A CUSTOM ROADMAP AND 1-ON-1 COACHING?
Starting from scratch? Apply here → foundr.com/pages/coaching-start-application
Already have a store? Apply here → foundr.com/pages/coaching-growth-application
CONNECT WITH NATHAN CHAN
Instagram → instagram.com/nathanchan
LinkedIn → linkedin.com/in/nathanhchan
CONNECT WITH LIA GEORGANTIS
Instagram → instagram.com/liagirlswithgems
GWG Instagram → instagram.com/girlswithgems
Website→ girlswithgems.com
00:00 – From Law School to Fashion Founder: Taking Over Girls With Gems
02:12 – Inheriting a Retail Crisis & Rebuilding During COVID
05:01 – Relatable Content, High Volume Posting & Explosive Growth
09:03 – Viral Campaigns, Trend Cycles & When to Kill What’s Working
12:46 – Burnout, Identity Pressure & Learning to Focus
16:23 – Launching Sneaky Link & Creating a Second Revenue Engine
21:13 – Brand Discipline: No Black Friday, No Discount Culture
26:49 – Manufacturing Without Experience & Finding Product-Market Fit
31:15 – Near-Death Moments: Due Diligence Chaos & Risk Management
33:36 – Scaling an Australian Fashion Brand Without Rushing Expansion
40:59 – Standing Out in a Saturated Market & Beating Copycats
44:30 – What’s Next & Lia’s Advice for First-Time Founders
FOLLOW FOUNDR FOR MORE BUSINESS GROWTH STRATEGIES
YouTube → bit.ly/2uyvzdt
Website → foundr.com
Instagram → instagram.com/foundr
Facebook → facebook.com/foundr
Twitter → twitter.com/foundr
LinkedIn → linkedin.com/company/foundr
Podcast → foundr.com/podcast
