NEOM founder Nicola Elliott built a global wellness brand organized entirely around four core wellbeing needs: Sleep, De-stress, Energy and Mood Boost. Starting with a single candle and a £15,000 bet, the company used essential oils to create a global business. Nicola shares how centering customer emotions shaped NEOM’s product line, retail strategy, and expansion into the US.

Primitive Skateboarding Founder Paul Rodriguez on Building a Brand That Outlasts You

Ready to build your business, but not sure where to start? Shopify Masters gives you the real stories and strategies behind successful entrepreneurship. Each week, we talk with founders and e-commerce experts who have launched, grown, and scaled real businesses. Learn how to turn your first idea into a product, run ads that actually work, and find suppliers you can trust. Our guests share lessons learned so you can avoid common mistakes and move faster.