In today’s fast-moving e-commerce space, building solid personal and professional connections plays a major role in helping founders grow their businesses. With online platforms and social media making it easier than ever to connect, the basics of networking are more available — but still require effort, focus, and trust. Lasting relationships can open doors, lead to partnerships, and move a business forward. As Dirah Hellena shares, “having people around you that inspire you and that you can bounce ideas off” is vital to making progress. This article looks into the experiences of five e-commerce entrepreneurs and how networking has shaped their growth, including the steps they take to build and keep strong networks.

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Joanna Cave Jewellery
Joanna Cave

Spending her early life on a quiet island in the Cyclades, surrounded by artistic Greek makers, sparked a lifelong love for jewellery. As Joanna Cave puts it, “I’ve been in the jewellery world all my life.” These early experiences helped shape her path into design and led her to create her namesake business.

Background and Inspiration

After studying jewellery design at Middlesex University, Joanna developed a passion for giving new life to old jewellery. “The way that you could take something and transform it into something else” became a key idea in her work. This focus on reuse and creative renewal remains a signature feature of the brand.

More about the Business

The company focuses on producing jewellery from reused metals, offering an option that avoids traditional mining. As Joanna says, “nothing had been taken from the Earth,” emphasizing the brand’s eco-conscious approach. Customers drawn to responsible production methods have responded positively to this model.

Key Challenges

While she sees the value in building a network, Joanna admits she hasn’t clearly outlined how to approach it. “Not sure to be honest,” she says, suggesting there’s still room to build in this area. Even so, the brand has grown steadily through referrals and client loyalty, showing how natural relationships can still make an impact.

Successful Highlights

The business’s handmade and thoughtful designs have helped create a devoted following. Joanna says, “people just loved and trusted my pieces,” which has played a key part in driving repeat sales and building a strong brand name.

Bone Club
Guy Haslam

Coming from an unusual mix of careers — dentistry, web design, and even performing magic — the founder’s story behind Bone Club is far from ordinary. “I have found Bone Club is my final career,” he reflects, underlining the sense of purpose and satisfaction he’s found in his current venture.

Background and Inspiration

His love of backgammon and the goal to make beautifully crafted boards led to the start of Bone Club. “I started a backgammon club about 17 years ago,” he explains, “and from there, the business evolved.” That personal interest turned into a business that values both looks and function.

More about the Business

Each board is made with visual harmony in mind, inspired by mathematical balance and design history. “We use amazing colour palettes and rare timbers from around the world,” Guy says. This high level of attention to design has helped Bone Club carve out a distinct position in the market.

Key Challenges

Guy recognizes how essential it is to be part of the wider backgammon world. “The more I network with backgammon enthusiasts, the more I learn about what people desire from a board,” he says. This kind of feedback directly influences how the business continues to evolve.

Successful Highlights

By regularly meeting players and attending events, Guy has built valuable contacts that bring new business. “I run backgammon evenings in private members clubs in London, and I often meet people who are hugely integral to the success of the business,” he shares — proof that building real-world connections can have a lasting effect.

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Black Magick Dirah LTD
Dirah Hellena

With a past shaped by fashion and psychology, Dirah’s route into running Black Magick Dirah LTD was unexpected. “This profession was something that found me rather than something that I sought out,” she says — highlighting how some paths open naturally rather than through planning.

Background and Inspiration

Dirah’s love for mysticism and her aim to build a business rooted in truth and passion pushed her to focus on tarot, spellwork, and spiritual education. “I believe wholeheartedly that you should do what you love and love what you do,” she says. That mindset guides how she shapes and delivers her work.

More about the Business

Black Magick Dirah LTD provides custom services — from readings to rituals — all aimed at offering helpful and supportive insights. “I am honest about the extent of my ability to be of service,” Dirah says, showing her dedication to staying transparent and sincere in how she operates.

Key Challenges

She acknowledges how crucial trusted relationships are in her space. “I have a small but valuable circle of other occultists I trust and work with,” she says. These connections not only bring ideas and knowledge but also help keep her grounded and focused.

Successful Highlights

Through building her network with care, Dirah has met new clients and key collaborators. “I met my fiance at the beginning of 2024, and we met through networking,” she adds — a personal example of how building connections can shape both career and life.

Astilbe & Rose
Kayleigh & Katy Sanderson

With roots in social work and management, this founder stepped into e-commerce to explore creativity and reduce environmental impact. “I started the business with fresh flowers, but as time went on, I needed more and wanted to create less waste,” they share, pointing to the early goals that still guide their work.

Background and Inspiration

Driven by a love for dried flowers, the founder wanted to offer something personal, beautiful, and sustainable. “I am obsessed with dried flowers, and I have created a community that are just as obsessed as I am,” they say. That strong shared interest has helped grow an audience that cares about more than just a product.

More about the Business

Astilbe & Rose creates custom arrangements using dried flowers and ships them in eco-friendly packaging. “We are so different to many of our competitors,” they say, pointing to their distinctive design style and values-driven approach.

Key Challenges

The founder openly shares the difficulties that come with navigating the fast-changing world of digital promotion. “Our main strategy is social media, but if I am honest, I still feel like I don't know what I am doing,” they say. Despite that uncertainty, they’ve built a strong presence by staying consistent and authentic.

Successful Highlights

Thanks to a growing online community and regular interaction, the brand keeps attracting customers who stick around. “I wouldn't say there are specific moments, because they impact us every single day,” they reflect, showing how daily connections make a difference.

Henry Hate Fine Art
Henry Hate

This founder’s mission in building Henry Hate Fine Art is to leave a mark — not by following trends, but by creating something bold and different. “I help companies with special projects by making an impact and tying in some street cred, all while promoting the project/product to stand out and hopefully make a difference through my art,” he says, summing up his artistic drive.

Background and Inspiration

A deep connection to painting and visual storytelling forms the base of the business. “I tell a visual story based on my research and the product,” Henry shares. Each project is tailored, bold, and tied to a bigger story — bringing art into business in a fresh way.

More about the Business

Alongside commissioned artwork, Henry Hate Fine Art also offers talks and creative support for brands. “My goal isn't only to make a difference through art, but to help bring change and make a difference from my competition,” he says, aiming to deliver more than surface-level visuals.

Key Challenges

Henry stresses how important it is to connect deeply with clients and collaborators. “The key is to listen and engage,” he says — showing how curiosity and focus are just as important as creativity when growing a brand.

Successful Highlights

By forming strong ties with clients and staying open to collaboration, Henry has built a network that has taken his work to new places. “Well, ever since a 5-time Grammy-winning singer walked into my life, doors somehow opened for me,” he recalls — a clear moment where a single connection changed everything.

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Final Remarks

These five founders show how vital relationships are in e-commerce. Through staying connected, seeking advice, and building support systems, each of them has moved their business forward. As Dirah Hellena advises, “do not try to do everything by yourself, you will need help,” — a reminder that asking for support is a strength. Henry Hate also speaks to this with, “not all money is good money,” and “your gut instinct is one of the best barometers you can have in doing business.” Their stories prove that connection builds community — and community builds results. As Kayleigh & Katy Sanderson put it, “building a community is so important, and I feel like I didn't understand that in the beginning of my business, but now, it is my everything.” Entrepreneurs who embrace this thinking can create businesses that last and lead with meaning.

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