As the CEO and co-founder of BelliWelli, I transformed an idea for a gut-healthy snack bar into a gut health brand, challenging conventions and redefining success in the industry. After years of suffering from gastrointestinal (GI) issues, I discovered the immediate benefits of daily probiotics and fiber. I began working with my husband, Nick Wilson, to develop premium, science-based products. Below are a few lessons the two of us learned along our entrepreneurial journey. 

Lesson 1: Ask for what you want.

The idea to create BelliWelli came to me when I was working at Nordstrom. I cold emailed the CEO of Nordstrom to tell him about our plans for a convenient, gut-healthy snack bar made with clean ingredients. Three years after the brand’s launch, this cold email and my persistence turned into a partnership with the iconic department store, leading BelliWelli into Nordstrom’s Ebars — the in-store coffee and restaurant chain — across the country. This audacious move not only secured a response but propelled BelliWelli into an entirely new retail channel through its partnership with Nordstrom. 

Lesson 2: Take risks.

The brand’s iconic advertising campaigns, including national “Hot Girls Have IBS” billboards, transcended into a cultural phenomenon, making hundreds of millions of women with gut issues feel genuinely acknowledged and heard. In just two weeks, BelliWelli’s billboards resulted in a 40 percent increase in sales and over 1 million impressions to its site. The hashtag #hotgirlshaveibs skyrocketed on social media with millions sharing videos of their struggles and relatability to the brand. In fact, Stephen Colbert recently mentioned that #hotgirlshaveIBS on the “Late Show” here.

The use of nontraditional marketing tactics has led BelliWelli to double-digit growth since its launch in 2021. The food industry can lack innovation, as shelf space is limited and “Big Food” can monopolize innovation due to how expensive and difficult it is to optimize supply chain, customer acquisition and more. Everything at BelliWelli is done to innovate both the space where snack foods meet wellness and the conversation surrounding gut health and IBS.

Lesson 3: Be hands on.

To celebrate BelliWelli’s recent expansion into Target, I’ve gone to store locations to personally hand out snack bars and have nurtured BelliWelli’s community at multiple activations at stores nationwide. We’ve traveled across the country to increase brand awareness, engaging fans in “city girl walks” to New York City Target locations. We even had BelliWelli’s branded hot pink trucks pop up in Target parking lots for sampling moments, giving myself a direct connection to consumers. I value consumer feedback, and use social media to engage consumers for their opinions on product packaging and gut issues they’re having. Furthermore, I address customer service requests with honest and direct responses. 

I hope my journey with BelliWelli serves as an inspirational guide for aspiring entrepreneurs, showcasing the power of asking, the rewards of taking risks, and the significance of being hands-on in building a successful and innovative brand.