Summary: Metta Murdaya is the CEO and co-founder of JUARA Skincare. Juara uses the Indonesian philosophy of Jamu by using ingredients found in traditional herbal medicine to create formulations that work for all skin types. Founded in 2005, JUARA initially followed a traditional retail model but after they successfully faring the recession, Metta realized she lacked a connection with the people buying her products. She pulled out of retail completely and went to a direct-to-consumer model so she could ensure the story behind JUARA accompanied the products. She does this through education and a direct selling strategy that allows her evangelist customers the opportunity to become JUARA Guides and share their love for their products with friends and family. Metta’s investment in her brand’s story paid off and she’s since successfully scaled her e-commerce presence. Brian and Metta discuss the power of direct selling, LTV:CAC and the role email can play in moving those numbers, and how vital it is to build community and know your customer first hand. Metta’s commitment to the community that’s supported her brand to grow and evolve over the past +10 years is something all entrepreneurs can find inspiration in.
