What Kate Stewart Taught Us About Building a Product-Based Business
Recently, Women for Women (W4W) had the opportunity to hear from Kate Stewart, founder of Bauble Stockings and a recent Shark Tank success story. While her business may be known for beautifully personalized Christmas stockings, the lessons she shared apply to almost any product-based business—and honestly, many service-based businesses too.
What made Kate's presentation so refreshing was that it wasn't filled with complicated business jargon or overnight success stories. Instead, it was practical advice earned through years of showing up, learning, adjusting, and staying in the game.
Here are some of the biggest takeaways.
Start Before You're Ready
Kate's philosophy can be summed up in three words: Ready. Fire. Aim.
Many of us spend so much time planning, researching, and perfecting that we never actually begin. Kate encouraged us to take action first and adjust as we go.
The truth is, many of the details won't become clear until you're in motion. Waiting for everything to be perfect often means waiting forever.
If you have an idea, product, or business you've been thinking about, this may be your sign to take the next step.
Organization Is a Competitive Advantage
One of the most practical pieces of advice Kate shared was her email management system.
She recommends creating three folders:
NOW
Pending
Follow-Up
Anything requiring immediate action goes into NOW. Items waiting on someone else move to Pending. Conversations and opportunities that need attention later go into Follow-Up.
Then, every Friday or every other Friday, review those folders.
Simple? Yes.
Effective? Absolutely.
Many opportunities are lost not because we aren't talented enough, but because we forgot to follow up.
Ask for Help and Opportunities
One theme appeared throughout Kate's presentation: don't be afraid to ask.
Ask questions.
Ask for introductions.
Ask for opportunities.
Ask for advice.
Most people are more willing to help than we imagine, especially when they see genuine effort and enthusiasm.
And when someone does take the time to help you, be sure to follow up and thank them.
Know Your One Thing
When talking about elevator pitches, Kate emphasized the importance of clarity.
People don't need your entire life story.
They need your main point.
What makes your business different?
What problem do you solve?
What makes your product memorable?
Lead with that.
If people want to know more, they'll ask.
A "No" Is Often Just a "Not Right Now"
This may have been one of the most encouraging lessons of the day.
Kate shared that some of her most disappointing rejections eventually became some of her biggest opportunities.
A buyer who says no today may say yes next year.
A retailer who passes now may come back later.
A connection that seems unimportant today may become valuable in the future.
The key is to maintain relationships and think long-term.
Don't burn bridges.
Don't take rejection personally.
And don't remove people from your contact list simply because they weren't ready when you were.
The Customer Experience Matters
Kate reminded us that customers don't just buy products—they experience them.
Think about every touchpoint:
Your photography
Your website
Your packaging
Your emails
Your thank-you notes
Your social media
How does someone feel when they interact with your brand?
How does it feel when they open your package?
How easy is it to understand what you're offering?
Small details make a big difference.
One handwritten note may create more loyalty than a hundred marketing messages.
Build Your Email List
If there was one business asset Kate urged everyone to protect, it was their email list.
Social media platforms come and go. Algorithms change.
Your email list belongs to you.
Whether you're at a market, workshop, pop-up, or networking event, always be collecting email addresses and building direct relationships with your audience.
The people on your email list have already raised their hands and said they want to hear from you.
That is incredibly valuable.
Follow-Up Is Where Sales Happen
Kate called follow-up the most important part of making sales.
Not the first conversation.
Not the first email.
Not the first meeting.
The follow-up.
Many people stop after the initial contact. Successful business owners continue the conversation.
A simple follow-up email can open doors that seemed closed.
A quick check-in can revive an opportunity that felt lost.
Don't drop the ball.
Stop Comparing Your Business to Someone Else's
One of the most important reminders from the day was that business is never apples to apples.
You don't know someone else's expenses.
You don't know their overhead.
You don't know their profit margins.
You don't know what sacrifices they're making behind the scenes.
Someone may appear to be growing faster, but that doesn't mean they're building a healthier business.
Keep your eyes forward, not sideways.
Focus on your own growth.
The Shark Tank Lesson: Keep Putting Your Name in the Hat
Perhaps the most inspiring part of Kate's story was hearing how long it took to reach Shark Tank.
She applied in 2019.
Again in 2020.
Again in 2021.
Again in 2022.
Again in 2023.
Again in 2024.
And finally, in 2025, it worked.
Most people would have quit long before then.
Kate didn't.
She kept putting her name in the hat.
And that's the lesson.
You cannot win if you do not play.
You cannot get selected if you never apply.
You cannot get the opportunity if you never raise your hand.
Whether you're pitching a retailer, applying for a show, introducing yourself to a potential partner, or launching a new product, sometimes the biggest difference between success and failure is simply staying in the game long enough.
Final Thoughts
Kate's advice wasn't flashy. It wasn't complicated.
It was something better: practical.
Start before you're ready.
Stay organized.
Ask for help.
Follow up.
Build relationships.
Invest in your customer experience.
Keep collecting email addresses.
Stop comparing yourself to everyone else.
And most importantly, keep putting your name in the hat.
Because as Kate reminded us: You can't win if you don't play.
