From Facebook Group to Fierce Brand Loyalty – How Community Wins in 2025 eCom

In this episode of the eCom Collab Club™️ podcast, Pete and Adam sit down with Emma Burke, founder of LACEEZE, to unpack what it really means to build a brand with community baked in, not bolted on.

From finding product-market fit via Facebook Groups to turning hyper-specific problems into fiercely loyal customers, Emma shares how she’s built a brand that goes far beyond transactions.

Because real community isn’t a tactic. It’s the difference between a product people like and a brand they swear by.

Episode Summary
This chat covers:
• How Emma turned a personal pain point into a product
• The moment she knew LACEEZE had a real audience
• What “community-first” really looks like
• Using feedback loops to improve product and CX
• The difference between a buyer and a believer
• Why Emma does things that don’t scale – and won’t stop
• The role of education in growing a mission-led brand
• How to balance founder-led marketing with growth
• Building a business that gives people something to talk about

Timestamps
00:00 Intro – Holiday FOMO, running the pod solo & awkward brand name chat
01:55 Meet Emma Burke – Founder of LACEEZE
04:20 The real story behind the product idea
07:30 Finding validation in a Facebook group
10:05 How community became the foundation, not the afterthought
13:20 Feedback loops: what Emma listens for and why
16:45 Doing things that don’t scale (on purpose)
20:15 Brand trust vs. brand noise
24:30 Balancing education, advocacy and conversion
28:05 Founder marketing when the product’s personal
31:40 What community has taught Emma about brand-building
35:20 Quickfire: big wins, bad advice & building something that lasts

Resources & Links
• LACEEZE → https://laceeze.com
• Omnisend email & SMS → https://www.omnisend.com/ecc/ (use code ECC30 for 30% off)
• Join the eCom Collab Club community → https://ecomcollabclub.com/community
• Need CRO help? Blend Commerce → https://blendcommerce.com

#ecommerce #brandcommunity #dtcmarketing #customerloyalty #founderstories #retentionstrategy #laceeze #ecomgrowth #missionledbrands #ecomcollabclub