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In this episode of the Winning with Shopify podcast, we speak with Isabel, founder of Akalia - a fashion brand that went from a $50 storage unit and DIY fulfilment to securing partnerships with major retailers like Macy’s. Here’s how she did it and the key lessons from her journey.
From College Side Hustle to Fashion Entrepreneur
Isabel started her first business selling bikinis with a friend while still in college. This hands-on experience taught her the basics of product sourcing, wholesaling, and fulfilment. After a brief break, she launched Akalia at the end of 2020, right in the middle of the pandemic, using savings and credit lines to get started. She began by cold-calling small stores and renting a tiny storage space for inventory. Unable to fulfil orders herself, she even recruited an Uber driver to help pack and ship twice a week - her first unofficial employee.
Bootstrapping the Brand
Rather than taking investment early on, Isabel bootstrapped the business, resisting offers of help - even from family. Inspired by her father’s work ethic and hustle mentality, she kept pushing forward. Eventually, her persistence led to Akalia being stocked in Macy’s and, later, Saks.
What Sets Akalia Apart
Akalia is rooted in strong principles. The brand prioritises craftsmanship and product quality over marketing hype, ensuring every item stands the test of time. Its limited-edition collections create a sense of exclusivity and help reduce waste. Each purchase also supports meaningful causes through charity partnerships. In addition, Akalia offers waterproof fashion jewellery - pieces that are both stylish and practical.
The Power of Design & Product Focus
While Isabel isn’t a designer herself, she works closely with her in-house team. Rather than chasing fleeting trends, Akalia focuses on timeless styles like blazers and dresses. Isabel strikes a careful balance between aesthetic appeal and commercial viability, ensuring collections reflect the brand’s DNA while appealing to customers.
Bypassing Traditional Marketing Channels
Instead of relying heavily on expensive Facebook ads, Isabel built wholesale relationships by attending trade shows and contacting retailers directly. This approach gave Akalia the volume and cash flow it needed in its early stages. Today, the brand is focusing more on direct-to-consumer sales to take full control of the customer experience.
Social Media & Influencer Strategy
Instagram played a key role in Akalia’s growth, but as the influencer space became saturated, Isabel shifted her focus to micro-influencers. These creators often have more engaged audiences and drive better conversions. She also embraced affiliate marketing, where influencers share tracked links and earn commission on each sale. This ensures a mutually beneficial partnership.
Community & Brand Belonging
From charitable collaborations to custom product tags explaining the cause behind each purchase, Akalia fosters a strong sense of community. Customers feel they’re part of something bigger when they shop from the brand, which boosts loyalty and word-of-mouth.
Smart Returns Management
Returns can be a major issue in fashion retail, but Akalia keeps them in check with a few smart strategies. Garments include a highly visible return tag that can’t be hidden or removed without making the item unreturnable. AI tools also help monitor return patterns among customers. The brand maintains a flexible but clearly defined return policy, balancing customer service with business sustainability.
What’s Next for Akalia?
Looking ahead, Isabel is planning a new product line for January 2026 and is actively exploring international expansion, with Dubai set to be one of the first new markets. Through it all, she remains focused on growing sustainably while staying true to the values that set Akalia apart.
Check out the full podcast episode here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital.
