How The Woobles Built a Cult Brand: Product, Not Marketing
OPERATORS · with Justine and Adrian · March 26, 2026 · 87 min
Summary
The Woobles, founded by Justine and Adrian, defies traditional e-commerce wisdom by building a multi-million dollar brand around crochet kits. This episode dives into their unconventional journey, emphasizing product-led growth over aggressive marketing. It highlights how focusing on customer delight and a unique product experience fueled their success, leading to appearances on Shark Tank and a Super Bowl commercial, all while staying true to their core values.
Key takeaways
Focus on building a truly exceptional product and customer experience, as this can be a more sustainable growth engine than solely relying on marketing.
Identify and lean into the 'Fiero' — the joy of discovery and triumph — that your product provides to create a passionate customer base.
Entrepreneurship doesn't always have to stem from a problem to be solved; sometimes, a deep passion for a niche hobby can be the foundation for a successful business.
Be prepared for a long and challenging journey from initial idea to a functioning business, embracing experimentation and learning from failures along the way.
Operators Titans is brought to you by AppLovin. Get access to the Operators channel expansion playbook, online masterclass, and up to $5k in ad credits here: https://www.9operators.com/paid-growth Or, skip the waitlist and launch your AppLovin ads today with our Operators-exclusive link: https://axon.ai/en/9operators Can you build a beloved consumer brand around the joy of making something with your hands? Matt Bertulli and Mike Beckham sit down with Justine Tiu and Adrian Zhang, Co-Founders of The Woobles — a crochet kit brand born from a personal journey through burnout, self-discovery, and a Brooklyn apartment full of hand-stamped packaging. What started as a side hobby became a business with Super Bowl airtime, a McDonald’s Monopoly partnership, and a spot on Shark Tank … where they walked away from every deal. The conversation covers the concept of “fiero” — the feeling of doing something you once thought was impossible — and why that idea sits at the core of everything The Woobles makes. Justine and Adrian discuss the brutal lessons of being listed as Joann Fabrics’ largest unsecured creditor, how iOS 14 forced them to rethink channel strategy, why product obsession beats marketing strategy, and what it’s like to build a company, a marriage, and a family all at the same time.
What does this episode say about product & merchandising?
Focus on building a truly exceptional product and customer experience, as this can be a more sustainable growth engine than solely relying on marketing.
What does this episode say about brand & content?
Identify and lean into the 'Fiero' — the joy of discovery and triumph — that your product provides to create a passionate customer base.
What does this episode say about founder & leadership?
Entrepreneurship doesn't always have to stem from a problem to be solved; sometimes, a deep passion for a niche hobby can be the foundation for a successful business.
What does this episode say about product & merchandising?
Be prepared for a long and challenging journey from initial idea to a functioning business, embracing experimentation and learning from failures along the way.
