OPERATORS
· with Cassandra Thurswell and Jeremy Thurswell
· March 3, 2026
· 96 min
Summary
Discover how Kitsch, a beauty brand now valued at over $500M, was built from scratch by a married couple. This episode reveals the raw realities of entrepreneurship, from surviving eight failed ventures to navigating intellectual property theft and a massive pivot during the pandemic, all bootstrapped from a living room.
Key takeaways
Scarcity can breed innovation and focus; Kitsch's bootstrapped beginnings forced creative solutions and discipline.
Protecting intellectual property is crucial. Implement robust measures and be vigilant, especially with international manufacturers, as evidenced by Kitsch's experience with IP theft in China.
Strategic pivots, even terrifying ones, can be essential for survival and growth. Kitsch's shift to manufacturing face masks during the pandemic saved the company.
Co-founder relationships, especially with a spouse, require intentional strategies to protect both the business and the personal relationship. Establish clear boundaries and communication channels.
Embrace servant leadership to scale effectively, fostering a culture of grace and support within the organization.
How did a married couple with $30k in savings and no business plan build one of the biggest beauty and accessories brands in America? Cassandra Thurswell (Founder & CEO of Kitsch) and Jeremy Thurswell (COO), join hosts Mike Beckham and Matt Bertulli for their first-ever joint podcast interview. Together, they unpack the full story of building a bootstrapped empire from a living room apartment to over 30,000 retail doors and more than 10 million ecommerce orders. Cassandra and Jeremy open up about eight failed businesses before Kitsch, catching their manufacturer stealing IP on their “honeymoon” in China, and navigating a terrifying pivot that led to 70 million face masks. They share how they’ve protected their marriage while running a company together, the reality of balancing motherhood with being a CEO, and why scarcity — not funding — created the focus that made Kitsch unstoppable. Learn more about Latinas in Beauty, where Cassandra serves on the Advisory Board: https://latinasinbeauty.org Operators Titans is brought to you by AppLovin. Get access to the our channel expansion playbook, online masterclass, and up to $5k in ad credits here: https://9ops.co/channels
Scarcity can breed innovation and focus; Kitsch's bootstrapped beginnings forced creative solutions and discipline.
What does this episode say about brand building?
Protecting intellectual property is crucial. Implement robust measures and be vigilant, especially with international manufacturers, as evidenced by Kitsch's experience with IP theft in China.
What does this episode say about entrepreneurship?
Strategic pivots, even terrifying ones, can be essential for survival and growth. Kitsch's shift to manufacturing face masks during the pandemic saved the company.
What does this episode say about resilience?
Co-founder relationships, especially with a spouse, require intentional strategies to protect both the business and the personal relationship. Establish clear boundaries and communication channels.
What does this episode say about bootstrapping?
Embrace servant leadership to scale effectively, fostering a culture of grace and support within the organization.
