Turning Brand Values Into Growth Strategy | Julie De Angulo | Bajio Sunglasses
On this episode of Honest Ecommerce, we have Julie De Angulo. She is the VP of Ecommerce and Digital at Bajio Sunglasses, a premium polarized fishing eyewear brand built for anglers who live on the water. With 19 years of experience across home goods, pet supplements, fashion, and accessories, Julie specializes in building full-funnel strategies that scale Ecommerce brands from the ground up. We talk about launching a DTC channel with zero digital presence, mapping the full customer lifecycle from acquisition to loyalty, translating lens tech into stories that convert, and so much more!
Honest Ecommerce · Chase Clymer with Julie De Angulo
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Show Notes
Julie De Angulo is the VP of Ecommerce and Digital at Bajio Sunglasses, a premium polarized fishing eyewear brand purpose-built for serious anglers, from saltwater flats to bass tournaments. Bajio combines Patent Pending LAPIS lens technology with hyper-targeted storytelling to serve one of the most gear-obsessed subcultures in outdoor retail. Julie leads the charge in turning that product obsession into a scalable digital channel, anchored in retention, merchandising, and cultural fluency.
Before joining Bajio, Julie spent nearly two decades in Ecommerce and digital marketing, scaling brands across home goods, pet supplements, fashion, and accessories. Her background in mass communications gave her a sharp instinct for message-market fit, one she’s since sharpened into a full-funnel skillset spanning email, SMS, SEO, and paid acquisition. At Bajio, she joined when the brand had little to no Ecommerce presence, and has since built a high-performing revenue channel from the ground up.
Whether breaking down how to tell product stories that resonate with niche audiences, mapping customer journeys from first click to long-term loyalty, or translating brand values into conversion-focused creative, Julie brings a tactical yet brand-led perspective to Ecommerce strategy. She shares what it takes to grow when you're starting from zero, why not all anglers are created equal, and how to build sustainable foundations that scale with authenticity.
In This Conversation We Discuss:
- [00:38] Intro
- [00:49] Focusing on a passionate niche audience
- [02:19] Building a scalable foundation for growth
- [04:31] Learning early that data drives everything
- [06:32] Repositioning a brand beyond wholesale
- [07:54] Tailoring messages to regional fishing niches
- [10:00] Hiring guides instead of paid influencers
- [11:18] Separating community from ad creative
- [12:37] Electric Eye, Social Snowball, Portless, Reach & Zamp
- [18:59] Contributing to a mission-led product story
- [20:53] Scaling small brands with real impact
- [22:23] Balancing SKU simplicity with flexibility
- [25:03] Responding to viral demand with local supply
- [25:53] Forecasting smarter with predictive analytics
Resources:
- Subscribe to Honest Ecommerce on Youtube
- Florida-based polarized sunglasses for fishing https://bajiosunglasses.com/
- Follow Julie De Angulo https://www.linkedin.com/in/julianadeangulo
- Schedule an intro call with one of our experts electriceye.io/connect
- Drive revenue through affiliates & referrals socialsnowball.io/honest
- Revolutionize your inventory and fulfillment process portless.com/
- Level up your global sales withreach.com/honest
- Fully managed sales tax solution for Ecommerce brands zamp.com/honest
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