She stopped posting on social media and landed Urban Outfitters — Cassie Dagostino, Jubi Rugs
The Jo Show · Jo McKee
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Show Notes
Cassie Dagostino built a rug empire from a Brooklyn apartment during COVID — now she's in Urban Outfitters and nobody found her through Instagram.
We get into why social media was a dead end, how SEO actually moves product, and what happens when you stop performing for the algorithm and start building for the customer who's ready to buy.
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CONTACT JO:
Feedback → give feedback to Jo: [email protected]
Apply to be a guest on The Jo Show → https://mckeecreative.store/the-jo-show-guest-application/
CONNECT WITH CASSIE
LinkedIn → https://www.linkedin.com/in/cassiedagostino/
Website → https://shop-jubi.com/
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SHOW SPONSOR
Get done-for-you, profitable marketing systems from Jo's business, McKee Creative → https://mckeecreative.store
Jo McKee is a marketing strategist and founder of McKee Creative
Jo works with small business owners and ecommerce brands to bring them solid, compounding revenue growth.
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TIMESTAMPS
00:00 I sold my first 8-foot rug
00:33 Starting a rug business as a COVID hobby with zero plan
02:29 Making rugs in a tiny Brooklyn apartment
03:46 The first Etsy sale that changed everything
04:18 How did this person find me I can't believe they trust me
05:44 Why social media was the wrong move and what worked instead
06:50 Finding where your customers actually are not where you assume
07:42 I had to learn I was not even my target audience
08:38 From handmade hobby to stocked in Urban Outfitters
10:36 Is partnering with big retail actually worth it
11:47 Should the founder be the face of the brand
14:12 What ethical production means when it is not just a label
16:07 The hardest moment building Jubi
18:55 Managing the mental load of running a product business
20:42 Using AI to take the emotion out of difficult customer emails
21:42 Advice if you are 3 months in and wondering if it is worth it
22:55 Quick fire worst advice the $500 restart and what grandma thinks
26:49 Watch next