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In this episode, we sit down with Tina, the founder of XXL Scrunchie & Co, a brand that began with a handmade gift and has since grown into a global small business with a loyal customer base. Tina shares how a thoughtful Christmas present sparked the idea, how she juggles her creative passions, and how email and video content have powered her success.
It All Started With a Christmas Present
In 2019, Tina—then pursuing a career painting murals—crafted an oversized scrunchie from one of her mum’s old shirts as a gift for her cousin. Her cousin immediately saw the potential and encouraged her to start a business. Tina initially declined but changed her mind two weeks later. The rest is scrunchie history.
Dropping Out and Building Up
Tina’s path wasn’t traditional. After years of studying psychology and then graphic design, she left college to pursue creative work full-time. Her background in psychology has proved invaluable, especially when it comes to customer service and understanding buyer behaviour.
Word of Mouth to Viral Moments
The business initially grew through grassroots support. Her cousin sold Tina’s scrunchies in her salon, and past mural clients also stocked them. A pivotal moment came when Global News Canada featured XXL Scrunchie on Canada Day thanks to a tip-off from a customer. Then, a viral TikTok (created by a fan using Tina’s image without tagging her!) resulted in a massive wave of international orders.
Balancing Murals and Scrunchies
Although scrunchies have taken centre stage, Tina still accepts occasional mural projects. Juggling both creative outlets has been challenging, particularly when deadlines are vague and the to-do list is overflowing. She tries to find moments in between running XXL Scrunchie to stay connected to her art.
Building a Business From the Ground Up
From working out of her parents’ basement to sitting in her own warehouse today, Tina’s journey has been driven by authenticity. She’s found that showing the real side of the business—scrunchies made by hand in a family living room—resonates far more than glossy, overly polished content.
YouTube: The Unexpected Growth Channel
Tina initially turned to YouTube to share behind-the-scenes stories that couldn’t fit into short Instagram or TikTok clips. Her first video—giving a tour of their new basement workspace—took off. Weekly vlogs became a staple, allowing customers to feel connected to the brand and its makers.
Email Marketing: The Unsung Hero
Social media brings visibility, but email is where the sales happen. Tina now sees up to 80% of launch day sales come from her email list. Her strategy includes sneak peeks, countdowns, giveaways, and exclusive early access for subscribers. Without email, she estimates her launches would perform 75% worse.
Canva + Siguno = Email Efficiency
Using Siguno’s Canva Connect, Tina can easily design and drop graphics into her emails, saving time and keeping brand visuals consistent. It's ideal for small businesses with a DIY design approach.
The Power of Product Reviews
Tina encourages reviews by including handwritten thank-you cards with discount incentives. Customers are prompted to leave a review via automation, with bigger rewards for photos and videos. These reviews—now displayed under each product—play a key role in building trust and converting new shoppers.
What’s Next? Planning Ahead for Holidays
After a last-minute advent calendar drop sold out in one day last year, Tina is planning much earlier this time. Her 2025 goal: launch in October with plenty of stock ready. Forward planning, she says, is key to keeping momentum and managing demand.
Check out the full podcast episode here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital.
