Episode 71: How to Build a Premium Retail Brand

In this episode of Marketing Moves, we are joined by Jackie Wachter, Co-Founder of luxury leather goods brand, FOUNT. In an energizing conversation with Madison Riddell, Jackie shares how a simple Christmas gift idea sparked an omnichannel business rooted in craftsmanship, sustainability, and community. From making each bag by hand alongside her business partner and husband, Phillip, to launching several brick-and-mortar locations and an eCommerce store, the FOUNT story is equal parts heart and hustle. Jackie and Madison dive into the brand’s go-to marketing tactics—like creating hype around “color drops” and launching viral giveaways—and how their retail storefronts create an immersive brand experience. Jackie also unpacks FOUNT's sustainable approach, commitment to repair over replace, and their exciting roadmap for product growth. This episode is full of gems for any brand-builder looking to dominate in premium retail.

FOUNT's journey began as a personal project between Jackie Wachter and her husband, centered around bespoke leather items intended as Christmas gifts. This initial venture soon evolved into a full-fledged brand focused on creating heirloom-quality leather items. The Wachters combined their skills in traditional leather-making techniques and film production to establish FOUNT, emphasizing premium leather products that stand the test of time.

One of the key strategies that set FOUNT apart in the luxury leather craftsmanship arena is its innovative color drops. These exclusive releases, developed in collaboration with a tannery in Italy, showcase unique leather designs and vegetable-tanned leather that appeal to discerning customers. The meticulous planning involved in these drops reflects FOUNT's dedication to small-batch leather production and maintaining a robust artisanal leather workshop ethos.

Jackie emphasizes the importance of the art of pivoting in business. Her insights into how flexibility and adaptability can lead to growth are invaluable for anyone in the leather artisan community. Whether it's adjusting to market demands or leveraging feedback from a business mentor, FOUNT exemplifies how strategic pivots can enhance brand resilience.

FOUNT's commitment to sustainability is evident through its introduction of the Patina Shop, a buyback program designed to keep products in circulation. This initiative underscores the brand's dedication to eco-friendly leather alternatives and ethically sourced leather. By offering services like leather care and maintenance, Fount ensures that its products remain durable and cherished over time.

The role of mentorship in FOUNT's journey cannot be overstated. Jackie credits a former CEO of major retail brands for providing strategic insights that have guided FOUNT's retail expansion. This mentorship highlights the importance of leveraging industry expertise to navigate challenges and capitalize on opportunities in the heritage leather craftsmanship sector.

FOUNT's story is a testament to the power of combining artisanal leather finishes with sustainable practices and innovative marketing strategies. For those in the handcrafted leather accessories industry, Fount offers a blueprint for success through its unique approach to brand development and customer engagement. As you explore the world of artisan leather goods, consider how these insights can inform your strategic direction and enhance your market position.