– Commercial –
As a part of the Morning Lazziness sequence highlighting empowering girls who’re making a exceptional impression with their concepts, I had the pleasure of interviewing Hala Shamas.
Hala Shamas is a dynamic entrepreneur and enterprise strategist with a confirmed observe report of launching, scaling, and reworking companies throughout tech, media, and e-commerce. Over the course of her profession, she has constructed corporations from the bottom up, developed high-performing groups, and applied methods which have pushed revenues of as much as $50 million yearly.
In 2019, Hala co-founded Sipsy, an modern alcohol e-commerce service, bringing comfort and curated experiences to customers. A proud double Trojan, she holds each a Bachelor’s diploma and an MBA from the College of Southern California.
With deep experience in development acceleration, strategic planning, operations administration, and rising markets, Hala excels at turning formidable visions into scalable, worthwhile realities.
On this interview, she delves into the challenges, successes, and knowledge she has gained from over a decade of reworking on-line companies.
What impressed you to begin your enterprise, and what drawback had been you captivated with fixing?
I began Sipsy as a result of there wasn’t a single platform providing inexpensive, accessible alcohol supply on to customers. Most companies relied on third-party retailers, which brought about charges to skyrocket, making supply unaffordable for the typical particular person. My aim was to create a direct-to-consumer answer that made celebrating with the drinks you’re keen on straightforward, accessible, and fairly priced for on a regular basis People.
How has your enterprise advanced since its launch, and what key selections helped drive that development?
We’ve advanced from a hyperlocal supply service right into a content-forward, community-driven model with nationwide attain. Certainly one of our smartest strikes was investing early in instructional content material—particularly round tequila and mezcal—which positioned us as a trusted voice in an area that usually feels intimidating or unique.
What makes your model or providing stand out in a crowded market?
Our edge is our obsession with curation and our customer-first strategy. Whereas most platforms deal with pace, we put simply as a lot care into what we provide—and why. We speak to our clients every day to know what they love, dislike, or need extra of. Their suggestions straight informs our purchasing selections. We’ve additionally constructed micro-communities round area of interest pursuits like additive-free tequila and pure wine, creating not only a product catalog, however a spot for discovery and connection.
What has been your only advertising and marketing technique to date, and why do you assume it labored so effectively?
Brief-form social video has been a game-changer. We use it to interrupt down spirit information in a approach that’s informal, instructional, and enjoyable. It really works as a result of we present up as ourselves—sharing what we love, what we’re studying, and even what we don’t like. Staying genuine and fascinating is core to our model.
How do you keep related to your splendid viewers and perceive their wants or behaviors?
We join via every day interactions—feedback, DMs, and in-person chats at our brick-and-mortar areas. Folks always inform us what they need, typically with out realizing it, so we’ve discovered to hear for patterns and adapt rapidly. Each staff member is empowered to floor buyer insights, making suggestions a company-wide asset.
What’s one branding transfer or marketing campaign that helped elevate your enterprise to the following stage?
Launching curated, Sipsy-branded cocktail reward units throughout the pandemic was a serious turning level. It blended comfort with that means—excellent for birthdays, digital blissful hours, or shopper gifting. It additionally launched our model to new audiences who could not have found us in any other case.
What does success seem like for you, not simply in numbers, however in goal or impression?
Success is realizing we helped somebody have fun—whether or not that’s a milestone birthday or an off-the-cuff Tuesday evening toast. The numbers matter, however it’s much more fulfilling to know we’re a part of the moments that deliver folks collectively.
Are you able to share a problem or setback that in the end grew to become a turning level on your model?
Competing with huge, well-funded platforms was intimidating. We couldn’t outspend them on adverts, so we leaned into storytelling and training, sharing behind-the-scenes content material and constructing belief via transparency. That pivot helped us develop organically and construct a loyal, engaged viewers.
What every day habits or rituals preserve you targeted, artistic, and grounded as a pacesetter?
Each morning begins with a quiet stroll with my canine—no telephone, no distractions. It helps me clear my thoughts. After that, I jot down any concepts or themes that got here to me. It’s a easy behavior, however it retains me aligned creatively and mentally.
How do you strategy innovation and threat in your enterprise technique?
I imagine in small experiments with fast suggestions loops. Whether or not it’s a brand new product line or advertising and marketing angle, we take a look at earlier than scaling. Innovation doesn’t must be daring—it simply must be helpful and intentional.
What recommendation would you give to somebody beginning a enterprise in right now’s fast-changing digital world?
Simply launch—issues are altering too quick to attend for excellent timing. Get your product on the market and begin participating with actual clients instantly. Irrespective of how a lot analysis you do, your clients will show you improper in the perfect methods. Hear carefully, keep versatile, and be able to pivot rapidly primarily based on what you be taught. That’s the way you construct one thing that truly works.
The place can our viewers join with you and be taught extra about your work or choices?
You’ll find us at Sipsy or observe us on Instagram and TikTok. That’s the place we share new product drops, tequila training, gifting inspo, and a behind-the-scenes take a look at constructing the model.
– Commercial –
