Jules Vertrees, co-founder of Verve Culture, explains how building a brand around culture and craftsmanship creates both growth and complexity. From scaling artisan supply chains to balancing wholesale, DTC, and marketplaces, this episode breaks down what it takes to turn storytelling into revenue. We also explore why experiential products are growing, how COVID reshaped buying behaviour, and the real challenge behind strong traffic but lower purchase conversion. If you’re building a brand rooted in story, not just product, this episode shows what works - and where it gets difficult.