La Matera’s Road to $4M: Growth, Founder-Led Content, and eCommerce Lessons (episode 553)
Jon-Mark Craddock is the CEO and owner of La Matera, a belt brand focused on creating artisanal products that last. Founded in 2012 they now sell via their Shopify site and wholesale channels are on track for $4 million this year. Jon-Mark’s experience goes much further back though, as he was the first employee at Chubbies, including a key role in developing the returns system that became the first version of Loop Returns!
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Dive in:
[04:25] “Relocated Business: Spicewood, Texas”
[08:41] “SBA Loan Benefits and Process”
[11:21] Strategic Business Planning & Marketing
[13:46] Reflection on Business Experience
[18:51] Balancing Focus and New Projects
[21:22] Listen to Jon-Mark’s Top Tips!
Great Businesses Can Be Bought, Not Just Built
Jon-Mark didn’t start La Matera—he bought it. He found it listed on a business brokerage site and knew it had potential. The brand had strong fundamentals, but wasn’t being run to its full potential. Buying a business with solid bones can be faster and less risky than building one from scratch. For eCommerce owners thinking about their next move, acquisition might be a smarter path than starting over.
SBA Loans Are a Real Path to Ownership
Jon-Mark used an SBA loan to buy La Matera—and he says more founders should consider it. The process isn’t easy, with layers of due diligence and paperwork, but it opens doors for first-time buyers. It allowed him to acquire a thriving brand without raising outside investment. If you’ve got the vision and operational chops, this is a powerful (and underused) financing route. It’s a reminder that ownership isn’t just for VC-backed startups.
Improve What’s Already Working
When Jon-Mark bought La Matera, he didn’t overhaul everything. He kept what was working and improved around the edges—better margins, more efficient ads, clearer brand voice. Small upgrades added up to major gains. You don’t need a total rebrand to grow fast. Often, doing a few things 10% better is more impactful than doing one thing 100% differently.
Lean, Founder-Led Content Outperforms Polished Campaigns
One of Jon-Mark’s biggest growth levers is simple: just talk about the product. He’s seen iPhone videos of himself explaining a new belt outperform $10,000 studio shoots. Customers respond to realness, especially from the founder. You don’t always need flashy creative—just authenticity and confidence in your product. For DTC brands, your face and your voice can be your most effective ads.
Product Expansion Should Be Intentional, Not Just Opportunistic
La Matera started with belts, and Jon-Mark knows it could stay a belt brand forever. But he still explores new product lines, like blazers—only when they fit the brand’s core values of quality and authenticity. He’s not chasing every trend or SKU idea. Instead, he’s thoughtful about what strengthens customer loyalty. This is a reminder that great product expansion starts with brand clarity, not impulse.
eCommerce Book Top Tip
- Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara
- Play Nice But Win: A CEO’s Journey from Founder to Leader by Michael Dell
- Don’t Tell Me I Can’t: An Ambitious Homeschooler’s Journey by Cole Summers
eCommerce Traffic Top Tip
- Founder-led video content beats everything else. Authentic iPhone videos drive 10x better results than polished ad shoots.
Tool Top Tip
Carbon Top Tip
- Focus on product longevity. La Matera belts are built to last and backed by a lifetime guarantee, reducing the need for replacements and lowering overall waste.
Interview links
Related Episodes
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- Acquisition Advantage: How Scandiborn Supercharged The Kid Collective with Laura Davies (episode 538)
- Acquire & Accelerate: The Best Backyard’s Tom White Shares Tips for 10x Growth in 12 Months (episode 539)
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