Imagine spending weeks, months—maybe even years—dreaming, planning, and building your vision.

Now, the moment has arrived. It’s time to share it with the world.

There are a million ways to launch a new brand, each with its own strategy and approach.

For The Virgin Organic (the new olive oil brand I’ve been working on for several months), we’ve opted to ease into things with a soft-launch.

In fact, you're the first to hear that we're officially live 🤫

But why launch in secret?

Because a quiet, behind-the-scenes launch lets us:

1. Ensure everything works – Before sending a bunch of traffic to the site, we can verify that strangers can in-fact find products, check out, and complete their orders without any hiccups.
2. Gather early feedback – Real customers can explore the site, and if anything needs fixing or improving, we can catch it early on.
3. Build organically – Rather than forcing hype, we let word-of-mouth and real demand shape the momentum.

And to be quite honest, we don't have a ton of inventory at the moment, so we figured it'd be good to test the waters before going all-in on ads / influencers / etc.

But of course, my own dad wasted no time becoming the first official paying customer from the new site last night 😅

If you happen to browse TVO and place an order — please let me know how the experience was for you.

From here, we learn, we iterate, and we improve.

Have a great weekend! 🫒

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P.S. We're only shipping in the US for now... but if you're abroad and you’d like to check it out, reply here and I'll see what I can do!