Peony Li built Jude by serving the customer that almost everyone else in women's health overlooks: older women.
She and Adam talk through how she built around them, from imagery that shows older women with dignity to a 30,000-strong community that now shapes the brand and gave Jude its first-ever employee.
The conversation covers growing a brand when ad platforms restrict the words you need to reach people, and why genuine care for a customer is the one thing a competitor cannot copy.
Peony is the founder and CEO of Jude, the women's health brand now stocked in around 2,000 UK stores. Before launching it, she spent 3 years investing at Founders Factory.
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