Greg Shugar owns Beau Ties of Vermont, a made-in-America neckwear brand that manufactures everything itself. After 2 flat years, the business is up over 40% year over year, and the reason is not what most people expect. Greg breaks down the SEO work behind the lift, the merchandising decision that pinned 8 formal ties permanently to the top of the collection page, why he shows every new product inside the email rather than teasing it, and why a low click-through rate is not a problem if sales rise. A grounded conversation about niche ecommerce.