How Moon Phase Studios Scaled to £1M with Email Marketing & Seasonal Strategy, with Hayley Jones

Moon Phase Studios founder Hayley Jones shares strategies for scaling a seasonal, niche eCommerce business from zero to over £1 million in annual revenue. The business model centers on lunar-themed products, specifically calendars and a proprietary 13-moon journal, which require annual redesigns and drive high customer retention. To manage extreme seasonality, the company utilizes a summer pre-order model to secure early cash flow and distribute dispatch workloads. Moving fulfillment in-house has significantly increased profitability and operational control, allowing for greater agility in product bundling and customer service. While Facebook ads initially fueled growth, email marketing has emerged as the primary driver, boasting high open rates through direct, conversational communication. Data-driven tools like Triple Whale provide essential attribution insights, helping the team optimize marketing spend and maintain a lean, efficient operation.