Crafting Stories That Sell: How Rustic & Main Built a Story-Driven Jewelry Brand | EP. 200

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How do you scale a brand when your product is often a once-in-a-lifetime purchase? On this 200th episode of The E-Comm Show, Andrew Maff sits down with Mike Yarborough, founder of Rustic & Main, the handcrafted jewelry brand turning history and personal stories into wedding bands and engagement rings.

What started with Mike drilling a hole through a block of wood in his garage quickly scaled into a multi-million-dollar brand with a retail store, 35 employees, and customers flying in from across the country.

Mike shares how Rustic & Main grew by leaning into storytelling, sourcing historic materials like battleship teak and WWI rifle stocks, and creating deeply personal, customizable products. We also dig into the marketing challenges of high-consideration, one-time-purchase products—and how Rustic & Main is evolving with retail, engagement rings, and an experiential approach to brick-and-mortar. If you’ve ever wondered how to scale a passion project into a lasting brand while keeping your story front and center, this one’s a must-listen.

Chapters:
0:00 Intro
4:30 From Garage Project to Rustic & Main
8:55 Storytelling vs. Features in High-Consideration Products
13:20 Scaling One-Time-Purchase Products
17:10 Experiential Retail & Brick-and-Mortar Growth
20:45 Balancing Handcrafted Production with Marketing Efficiency
23:10 Customer-Submitted Materials & Building Loyalty
25:05 Closing Thoughts & Takeaways

What You’ll Learn
- Why storytelling beats features when marketing high-consideration products
- How Rustic & Main scaled from one ring to a multi-million-dollar brand in just a few years
- The challenges of CAC for one-time-purchase products (and how to make the numbers work)
- Why retail must be experiential to justify brick-and-mortar in 2025
- How to balance handcrafted production with digital marketing efficiency
- Why customer-submitted materials create unbeatable loyalty and shareable stories


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