Sometimes the real magic behind building a standout brand isn’t the product at all — but the women it brings together.
For Charis Jones, founder + CEO of Sassy Jones, community has always been the secret ingredient. What started as a side hustle selling wholesale jewelry while working at GEICO has evolved into a bold, multi-million-dollar fashion brand — and an even bolder movement of women who gather, travel, celebrate, and grow together both online AND off.
In this episode of REWARD: The Podcast of The Trust, our founder Ali Brown sits down with Charis for a vibrant, behind-the-scenes look at how Sassy Jones was built through intuition, proximity, and unapologetic connection. From driving cross-country in her minivan to meet customers face-to-face, to hosting unforgettable community experiences (including a trip to Egypt), Charis breaks down what it *really* takes to turn customers into a devoted community.
This conversation is a powerful reminder that in an increasingly digital world, the brands that win are the ones brave enough to go deeper — and offline.
On this episode of the #REWARDPodcast, you’ll hear:
How Charis transitioned from corporate life to founding Sassy Jones — without a master plan
Why personal storytelling and meaningful details are essential to building a brand that lasts
The underestimated power of offline connection in creating trust and loyalty (trade shows, road trips, real conversations)
How a single challenging customer moment unlocked Charis’s creative direction and design instinct (this was our favorite!)
Ali’s insight on why human connection is the ultimate differentiator in today’s digital-first marketplace
If you’re building a brand and wondering how to create deeper loyalty, richer relationships, and real resonance — this episode is your invitation to think beyond the product and back into community.
And, learn more about The Trust and Charis!
Connect with us on social using the hashtag #RewardPodcast and share your key takeaways from this episode!
