The Founder's Atelier: Self Guided Business Growth Course
Build a Brand That Actually Grows
The practical roadmap for product based founders ready to stop guessing and start scaling.
I created this self guided business course after eight years of building my own jewellery brand from starting point into a 5× award-winning British brand, with features in Forbes, British Vogue, Tatler, Stylist and The Telegraph.
And I didn't build it with a huge investment, a big team or a magic formula.
I built it through trial and error, strategic decisions, plenty of mistakes, and a lot of figuring things out the hard way.
That's exactly why I created this course FOR YOU.
No fluff. No generic business theory. Just what actually works.
There is a lot of business advice online. The problem is that much of it is either too generic, too complicated or completely disconnected from what it's actually like to run a product-based business. This course is different.
Every lesson, framework and exercise has been created from real-world experience building a product business - including the things that worked, the things that didn't, and the mistakes I wish I'd avoided.
My goal is to give you the roadmap I wish I'd had when I started.
Instead of constantly wondering:
What should I focus on next?
Why aren't my sales growing?
Should I be doing wholesale?
How do I get press?
Am I charging enough?
How do I actually scale this without doing everything myself?
You'll have a clear framework for answering those questions.
This Course Is For You If...
You are a product-based founder who is ready to move from survival mode into strategic growth- you're building a physical product business and you're ready to stop reacting to whatever feels urgent and start making intentional decisions about where your business is going.
You're a female founder building a bootstrapped or sustainable brand. You don't have unlimited resources - and you don't need them. You need to know where to focus your time, money and energy to create the biggest impact.
You want practical guidance, not vague inspiration. You'll get clear frameworks, exercises, checklists and actions you can implement immediately.
You're ready to think beyond the side hustle. Whether you're preparing to take your business to the next level or already generating consistent sales, this course will help you build the foundations for sustainable, long-term growth.
What You'll Walk Away With
By the end of the six modules and over 20 hours worth of content, including worksheets, you won't simply have more knowledge. You'll have a plan.
You'll have:
✓ A personalised growth roadmap
A clear understanding of where your business is now, where you want it to go and what needs to happen next.
✓ A commercially sound product & pricing strategy
You'll understand your numbers, your positioning and how to build a product range that actually makes commercial sense.
✓ A stronger brand position
You'll know how to communicate what makes your brand different and position yourself for the customer and market you want to attract.
✓ A PR strategy
You'll understand how to identify relevant publications, create press-worthy stories and pitch journalists professionally.
✓ A wholesale strategy
You'll learn how to become wholesale-ready, create your trade pack, approach buyers and build relationships that lead to repeat orders.
✓ Systems that allow you to scale
You'll start getting the business out of your head and into documented processes, so you aren't the bottleneck for everything.
✓ A digital sales foundation
You'll understand the role of your website, email marketing, SEO and paid advertising - and where to focus first.
Most importantly, you'll know what to do next.
How to use the course
Don't rush through it. Each module contains lessons, practical frameworks, reflection prompts and exercises designed to help you apply what you're learning directly to your own business. I recommend working through one module at a time, completing the exercises before moving on to the next.
You don't need to finish the course in a weekend. In fact, you shouldn't. Give yourself the space to stop, think, look at your numbers, make decisions and actually implement the work.
This isn't a course you simply watch. It's a blueprint you work through and by the end, you should have something far more valuable than a notebook full of ideas. You'll have a clear strategy for where your business goes next.
Your Business has potential. Now give it a plan.
Module 1:
The Foundation - Build Your Business From the Inside Out
The Founder Behind the Brand
Brand Positioning: What Do You Actually Stand For?
Setting Commercial Goals That Are Actually Useful
Your 90-Day Revenue Milestone
Diagnosing What Is Holding You Back
Building Your Growth Roadmap
Module 2:
Product & Pricing - Design for Profit, Not Just Sales
Auditing Your Product Range
Pricing for Profit: The Numbers You Cannot Ignore
Building a Product Mix That Works Across Price Points
Wholesale Pricing Without Destroying Your Margin
Standard Wholesale Discount Structures
Knowing When to Evolve Your Range
Archive Sale Strategy: Clearing old stock without damaging your brand
Module 3:
Brand Positioning & Storytelling - Stand Out in a Crowded Market
The Anatomy of a Brand That Works
The three things that actually create luxury feel in a product brand:
Your Brand Story: The Asset No Competitor Can Copy
Visual Identity: Creating a Brand That Looks the Part
Creating a Brand Style Guide
Brand Voice: Sounding Like Yourself at Scale
Brand Voice Worksheet
Positioning Your Brand for the Market You Want
Module 4:
Visibility & PR - Get Your Product Seen and Celebrated
Understanding How Press Actually Works
Choosing the Right Publications
The Two Main Types of PR Pitch
Building Your Press Assets
How to create a Press Folder
Awards: How to Apply and Win
A list of awards to apply for
How to leverage Coverage Once You Have It
Module 5:
Wholesale & Stockists - Grow Beyond Direct-to-Consumer
Are You Wholesale Ready?
Your 10-Question Wholesale Readiness Checklist
Finding the Right Stockists
Building Your Wholesale Brochure
Managing Wholesale Relationships Professionally
Module 6:
Scaling Systems - Build a Business That Grows Without Burning You Out
Diagnosing Your Scaling Bottleneck
Building Systems Before You Scale
Digital Infrastructure: Building a Sales Engine That Works While You Sleep
The Anatomy of a High-Converting Product Website
The Four Email Automations Every Product Brand Needs
Meta Ads
Google Ads
Search Engine Optimisation
SEO action plan
Planning for Sustainable Growth: Your 12-Month Scale Plan
Available Plans
This is the course I wish had existed when I started Dainty London with absolutely no idea what I was doing. Six fully-built modules covering everything that actually moves a product business forward - brand foundations, pricing for real profit, building a brand that stands out, getting press, landing stockists, and scaling without burning out. No fluff. No recycled theory. Just the frameworks, tools, and exercises I have used and refined across eight years
Everything in the self-guided course - all six modules, every exercise, lifetime access - plus a private, one-hour 1:1 coaching session with me, Jade. This session is yours entirely. We use it however you need it most. Some founders come with a specific challenge they want to work through - pricing, a wholesale pitch, a rebrand, a production decision. Others bring their completed course exercises and want a second pair of expert eyes on what they have built before they go and act on it.
Your Questions, Answered
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No.
You can take the course whether you're at the beginning of your journey or already generating consistent revenue.
However, the more established your business is, the more data and information you'll have to work with during the exercises, particularly around pricing, profitability, customers and sales channels.
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The course has been specifically created for product-based businesses, so the majority of the frameworks focus on physical products, product pricing, manufacturing, stock, wholesale, retail and product-led growth.
Some of the principles will apply to service businesses, but the course is not designed specifically for them.
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No. This is a self-guided programme, which means you can work through the lessons at your own pace.
There are no fixed class times or deadlines. You can fit the course around your business and your life.
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You'll have access to the course so you can work through the modules at a pace that suits you.
I don't want you to rush through it. The aim is for you to actually implement the strategies rather than simply consume the content.
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No.
This course has been designed to be practical and actionable.
You'll get frameworks, checklists, exercises, examples and specific actions to take within your own business.
I don't want you finishing the course with pages of notes but no idea what to actually do next.
The goal is that you finish with a clear, personalised growth roadmap.
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You'll find plenty of individual pieces of business advice online.
What you're paying for here is the structure, strategy and real experience behind it.
I've taken eight years of building a product business and condensed the lessons, mistakes, strategies and systems I've learned into one structured programme specifically for product-based founders.
Instead of spending months jumping between podcasts, Instagram posts, YouTube videos and conflicting advice, you have one clear roadmap to work through.
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No - and I wouldn't promise that.
There shouldn’t be a course, strategy or marketing tactic that can guarantee a particular revenue result- that is false marketing.
What I can give you is the framework, knowledge and practical tools to make better commercial decisions and create a much clearer growth strategy.
Your results will depend on your efforts, your business, products, market, implementation and consistency.
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That's completely fine.
You don't need to start from zero.
The course is designed to help you identify where the gaps are in your existing business and where your biggest opportunities lie.
You may find that some areas are already strong while others need significant work. That's exactly what the audit and exercises are designed to uncover.
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Yes.
You'll learn how to assess whether your business is wholesale-ready, create your trade pack, identify potential stockists, approach buyers, follow up professionally and build relationships that can lead to repeat orders.
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No.
The digital marketing section is designed to help product founders understand the fundamentals without needing to become an SEO or advertising specialist.
You'll learn the foundations of website conversion, email marketing, SEO, Google Shopping and Meta advertising, including where to start and what to prioritise.
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If you're a product-based founder who feels like you're working hard but aren't always sure what you should be focusing on next, this course was created for you.
You don't need to have everything figured out before you start.
You just need to be ready to take your business seriously and put the work in.
You bring the business. I'll give you the roadmap.