Brandfathers The Anti-DTC Brand: How Marcus Milione built a cult following by documenting, not marketing
Apr 29, 2025
Marcus Milione, founder of Minted New York and a trailblazer in documenting brand journeys, shares his insights on building a community through authenticity. He discusses transforming fitness content into a thriving jewelry brand, highlighting the power of storytelling over traditional marketing. Marcus reveals how pop-up events foster brand loyalty and community engagement, and explores personal wellness routines like cold plunges. He emphasizes the importance of passion and emotional intelligence in marketing, encouraging others to trust their instincts in business.
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From Finance to Jewelry Business
- Marcus left a stable finance job during COVID after creatively making jewelry to meet demand from his growing social media audience.
- He turned a hobby into a business by listening to requests for specific 18-inch chains and making them himself.
Consistency Beats Virality Early
- Posting three videos daily on TikTok was an arbitrary goal that helped Marcus build content discipline during COVID.
- Early content often received little engagement, but consistency helped grow a committed audience.
Every Day Has a Story
- Every mundane moment of business holds a story worth telling if packaged well.
- Authentic, well-told daily brand journeys attract an audience who connects deeply over time.