From Handmade Headbands to Nordstrom Shelves
In this episode of The DTC Insider, Brian Roisentul sits down with Summer Harris, co-founder of Baby Bling, to discuss how handmade headbands for her daughter became a brand sold at Nordstrom, Von Maur, and hundreds of specialty stores across the U.S.
Summer shares how the business grew from a local children’s boutique into a nationwide retail presence, how sales representatives helped open doors to major department stores, and why the brand continues to manufacture locally. She also discusses the challenges of competing with lower-priced copies, communicating the value of quality and ethical production, and making difficult decisions about staffing and operating costs.
They dive into Baby Bling’s TikTok live selling strategy, from product demonstrations and six-hour livestreams to auctions, mystery bags, and limited-edition releases. Summer explains how these experiences are helping customers become collectors again, why a consistent livestream schedule matters, and how direct conversations create a more personal connection with the brand.
Plus, they explore how Baby Bling connects Shopify and TikTok Shop, why the brand turned off Meta ads while continuing to run Google ads, and the challenges of managing inventory across both platforms. Summer also shares how the team compensates live sellers, why she sees live selling as a growing career opportunity, and what building the business has taught her about trusting her instincts, preparing for leaner times, and staying committed to product quality and customer relationships.
Here’s a glimpse of what you’ll learn:
• How Summer turned handmade headbands for her daughter into a brand sold at Nordstrom and hundreds of specialty stores.
• How sales representatives helped Baby Bling expand beyond local boutiques and build relationships with major retailers.
• Why local manufacturing and U.S.-made materials remain central to the brand.
• How Baby Bling communicates quality and ethical production when competing with lower-priced copies on Amazon.
• How a strong B2B foundation helped the business navigate difficult periods.
• What Summer learned about reducing costs, protecting cash reserves, and preparing for leaner times.
• Why staffing decisions require understanding each role’s contribution beyond its salary.
• How making better use of existing systems can help a business operate with a smaller team.
• How TikTok live selling is helping Baby Bling reach a younger audience and reconnect with customers.
• Why live product demonstrations and real-time conversations create a more personal shopping experience.
• How consistent livestream schedules and longer sessions support the brand’s live selling strategy.
• How Baby Bling approaches six-hour livestreams and rotates presenters.
• Why auctions are working for leftover products and small quantities of materials.
• How local manufacturing allows the team to create small batches and exclusive product variations.
• How limited editions and new releases are encouraging customers to become collectors again.
• How mystery bags and coordinated outfit auctions add variety to livestreams.
• How the team broadcasts from its warehouse using a phone and simple lighting.
• How Baby Bling pays live sellers through hourly rates and commission arrangements.
• Why Summer believes TikTok live selling could become the next big social media career.
• How the brand launches collections on Shopify before offering remaining inventory on TikTok.
• Why Baby Bling turned off Meta ads while continuing to run Google ads.
• Why managing inventory across Shopify and TikTok Shop remains a challenge.
• Why trusting your instincts, maintaining product quality, and treating customers well remain Summer’s guiding principles.
Resources mentioned in this episode:
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