Dear FoundHer · Episode 331 · February 10, 2026 · 39 min

How Growing an Audience Centered on Integrity and Community Built This Female Founded, Family-Owned Brand

Building a breakout brand in the baby space usually looks slower and messier than people expect. It means facing real scaling challenges, making patient decisions, and staying committed to the product even when it would be easier to rush. In this episode of Dear FoundHer, host Lindsay Pinchuk talks with female founder, Andrea Faulkner Williams, of Tubby Todd, about what it really took to build a brand parents trust. Andrea shares how Tubby Todd began with a personal family need and a hard reset most founders would avoid. After spending years developing their first product, they chose to start over when it did not work for their own child. That decision shaped everything that followed, including how they focused on quality, earned trust, and started growing an audience through real word of mouth instead of shortcuts or paid hype. Community, consistency, and listening closely to customers became the backbone of the business. That foundation made the next stage possible. Andrea walks through how Tubby Todd expanded beyond direct-to-consumer, first onto Amazon and eventually into Target, without losing what made the brand work. Instead of relying on retail to create demand, they brought an already loyal audience with them. If you are a woman business owner, wrestling with scaling challenges or trying to grow an audience before taking a bigger leap, this episode gives a refreshingly honest look at what steady growth really takes. Episode Breakdown: 00:00 How Tubby Todd Grew Without Paid Ads 03:00 Two Years of Product Development and Starting Over 04:00 Word of Mouth Strategy for Growing an Audience 07:00 “Be a Good Friend” Marketing Philosophy 14:00 Community Building Offline Through Play Dates 19:30 Scaling Challenges: Amazon to Target Retail Expansion 25:00 Founder Challenges: Confidence, Relationships, and Boundaries 30:00 A Simple Founder Framework: Why, One Goal, Quarterly Focus Connect with Andrea Faulkner Williams: Follow Andrea of Instagram Follow Tubby Todd on Instagram FoundHer Faves: Keep Mahjing On Foundation PR Maelove Dryness Treatment Kit Womaness Let’s Neck Serum Roller Kendra Scott 5 Link Match Band Subscribe to The FoundHer Files  Follow Dear FoundHer... on Instagram Podcast production and show notes provided by HiveCast.fm Hosted on Acast. See acast.com/privacy for more information.