From Market Stall to 7-Figure Brand: How Mademoiselle Macaron Made eCommerce Work (episode 542)
Rachel Hanretty is the founder and CEO of Mademoiselle Macaron, handmade luxury French macarons sellers. Rachel’s grown the business from a market stall in 2013 to a 7-figure business. They now sell via their Shopify store to both DTC and B2B customers, via marketplaces like Not on the High Street, and about 40% of turnover is B2B sales.
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Dive in:
[03:51] Shift from Storefront to Online Sales
[07:54] Customizable Macaron Packaging Options
[12:48] Consolidating Services Led to Conflict
[16:19] Testing Separate Agency Strategies
[20:09] Embracing French Roots in Business
[21:55] Listen to Rachel’s Top Tips!
Go Where the Growth Is
Rachel started her business with a physical shop. But high rent and limited scalability pushed her online. The move opened new doors and made the business more flexible. Selling online allowed her to reach more customers with less overhead. Sometimes, the market tells you when it’s time to pivot.
Build Smart, Not Just Beautiful
Mademoiselle Macaron built a custom website on Shopify. It looked great but wasn’t easy to manage or scale. They couldn’t track which macaron flavors were selling best. The lack of SKUs made inventory a guessing game. Rachel says that smart systems beat clever designs when it comes to growth.
Don’t Rely Only on Organic Growth
For years, Rachel’s team waited for wholesale clients to come to them. But growth hit a ceiling. She realized they needed to take action and go find the right customers. Now, they’re exploring outbound sales and hiring help. This shift from reactive to proactive is key for long-term success.
Treat Agency Relationships Like Partnerships
Rachel had a tough breakup with a web agency. Misaligned goals and poor communication led to the fallout. She learned that agencies need to feel like part of the team, not just service providers. Now, she tests small projects before signing big retainers. Clear expectations and mutual respect are a must.
Lean Into Your Unique Story
Rachel’s love for France and her training in Paris inspired her brand. But that story wasn’t clear on the website. Now she’s planning content that shares her French roots and love for culture. It’s not just about macarons—it’s about the lifestyle. This authentic storytelling sets her brand apart.
eCommerce Book Top Tip
- Traction: Get a Grip on Your Business by Gino Wickman
eCommerce Traffic Top Tip
- Offline marketing
Tool Top Tip
- Asana and Gorgias
Carbon Top Tip
- Rachel’s top tip is using biodegradable packing pellets that dissolve in water. She’s also exploring a refill and return scheme for their boxes but wants to ensure it reduces the carbon footprint before launching it.
Interview links
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- How PR Marketing Helped Scale a Drinks Brand with Laura Riches, co-founder at Laylo (episode 424)
- Ditching the Store: How Preston Zly Built a Thriving Online Luxury Brand with Johanna Preston (episode 541)
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