Shopify Masters From Zero to 1 Million Orders—Dossier’s Blueprint for Democratizing Luxury
Jul 3, 2025
Sergio Tache, the founder of Dossier, shares his inspiring journey from banking to launching a million-order fragrance empire. He discusses the changing preferences of younger consumers and highlights the importance of mentorship and strategic pivots in entrepreneurship. Sergio delves into innovative marketing strategies, emphasizing quality and influencer partnerships while navigating the complexities of manufacturing. He also reveals his approach to scaling his team and fostering a positive company culture as Dossier grows.
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Wardrobe of Perfumes over Signature Scent
- The concept of having a single signature scent is fading among younger generations.
- They prefer to explore and own a wardrobe of different perfumes to suit various occasions.
Mentorship Helped Sergio Transition
- Sergio left banking amid a tough sector to pursue entrepreneurship in e-commerce beauty.
- A mentor's guidance was crucial in helping him navigate starting his own company.
Fail Fast When Needed
- Evaluate what's clearly not working and what is worth testing to decide to quit or persevere.
- It's okay to fail fast rather than continue a project that isn't progressing.