What if building a multimillion-dollar brand didn’t require raising capital, running ads, or selling your soul to scale?
In this heartfelt episode, Lisa sits down with Tiny Tags Founder Melissa Clayton to unpack how she turned a necklace made on her kitchen counter into a multi-million dollar brand sold in Target stores across the US.
Melissa opens up about bootstrapping the business while raising three boys, the early moments that shaped her brand voice, and how she leveraged organic content and community to grow without outside funding. She also shares the truth behind sustainable success, redefining ambition, and building a brand that makes meaning – not just money.
From DMs that changed her life to the power of knowing your “why,” Melissa’s story will inspire you to dream bigger, act bolder, and build a business that truly matters.
From CPA to Creator: Building a Brand by Accident
Melissa’s background as a CPA didn’t exactly scream creative founder, but a chance conversation on a plane turned her curiosity into a business idea. A stranger shared the missing link – how to blacken hand-stamped letters – and just like that, the first Tiny Tag was born.
Melissa never set out to build a brand. At the time, she was a stay-at-home mum just trying to cover the grocery bill. Her first revenue goal? $250 a day. What followed was slow, organic growth with deep emotional roots.
“I remember laying in bed with my husband and saying, could you imagine if I could make $250 a day, like how that would change our lives? Because at that time, my goal was to be able to pay for the groceries for the week.”
Ditching the Noise and Finding Her Why
The turning point came when Melissa got clear: she didn’t want to make jewellery for everyone – just mothers. Guided by a mission to celebrate motherhood (and shaped by her own complicated story with her mum), Melissa doubled down.
She deleted anything on the website that wasn’t mother-focused. She turned down bridal expos and said “no” to distractions. That clarity created space for community – and the stories that pour in daily still bring her team to tears.
The Target Deal That Almost Didn’t Happen
Target first approached Melissa in 2017. She said no. It wasn’t the right time – cash flow, brand risk, and capacity were real concerns.
Fast forward to 2022, and Tiny Tags launched in 200 stores. That turned into 400… then 800… and now over 1,600 stores. But it hasn’t been without tradeoffs. Managing retail while keeping DTC strong takes major resource balancing – and some honest conversations about brand protection.
“Target reached out to me in 2017. The buyer happened to follow me on social media. And we had a great chat and I said, I just don’t think I can handle Target right now, to be honest.”
Celebrity Moments, Organic PR, and Guerrilla-Style Growth
No fancy PR agencies. No media budget. Just DM after DM and a whole lot of belief. Melissa shares how she landed her jewellery on Meryl Streep, Selma Blair, Oprah and more – just by reaching out and showing up.
The result? National press, loyal fans, and major retail partnerships built on the back of storytelling and sincerity. She also reminds us that you can’t just get press – you have to leverage it, amplify it, and share the emotion behind it.
“We made Meryl Streep a gorgeous 14 karat gold necklace. And she literally put it right on. And that was definitely a run around the kitchen moment for sure.”
What You’ll Learn in This Episode:
✨Why Melissa turned down Target in 2017…and why she said yes five years later
✨How she scaled Tiny Tags without debt, funding, or paid ads
✨Why community-first businesses win – and what that actually looks like
✨The magic of press, persistence, and DMing like a boss
✨How to stay in your lane, know your speed, and define your own success
If you’ve ever doubted your dream because it wasn’t “big enough,” Melissa’s story is your reminder that slow, meaningful, and purpose-led growth isn’t just possible – it might be the best path of all.
