eCom Sessions

Scaling Luxury eCom, Building Brand Love & Scaling Internationally with Diego from Jaded London 🎧✨

How do you grow a fashion brand with fans while balancing luxury, exclusivity, and international expansion? Diego Fria, Commercial Director at Jaded London, joins Ecom Sessions to break it all down. From his experience at Stüssy, Toteme, and Jaded, he shares unfiltered insights on scaling a brand globally, why Korea is the new China for fashion, and the delicate balance between paid marketing and organic brand-building.

🔹 Why the best eCom brands sell their brand, not just products
🔹 Building your own reputation so you don't need a CV anymore
🔹 What makes Korea the next big luxury fashion market
🔹 Paid vs. organic—why over-investing in paid is a dangerous trap
🔹 How to approach international expansion the right way (and common pitfalls to avoid!)
🔹 AI in fashion: Overhyped or a real game-changer?

This episode is packed with real-world eCommerce insights, career lessons, and Diego’s take on what makes a great brand truly stand out.

🎙 Listen now and don’t forget to subscribe for more expert interviews → Subscribe here

Welcome to eCom Sessions. A podcast created for marketing leaders working in eCommerce.

Today is a focus session. We’ll share some of the interesting Digital marketing headlines we’ve seen over the past few weeks.

Our focus this week will be on Google’s new Shopping launch in the US and, most importantly, what we think you should do about it.

Today's focus’/deep dives:

• The New Google Shopping, what to expect
  • what it is + changes to expect
  • impact on search
  • Screenshots in the accompanying blog post here: https://thisisnovos.com/blog/7-takeaways-about-the-new-google-shopping/

part 2

• ChatGPT search launches: is it ready to be part of an eCom strategy?
• An interesting Global payment trend (Apple Pay + discounts to NOT use it)
• Pop-ups on iPhones: New iPhone updates to remove pop ups and cookies video
• Amazon releases AI bot Rufus
• Promos and affiliate codes are now shown in Chrome

Sign up for the accompanying newsletter here: https://newsletter.thisisnovos.com/subscribe

Marketing in the luxury Diamond Industry with Ben Stinson: We cover Seasonality, Managing up to Founders vs. Directors, tracking showroom performance, and much more.

You'll struggle to find someone with more eCom Marketing experience in the Diamond Industry than Ben Stinson > https://www.linkedin.com/in/benstinson2/

We discuss:
- How Ben approaches seasonality marketing
- What's the difference when managing up to Founders vs Directors
- Wtf is going on with Hatton Gardens
- The impact of showrooms on eCommerce and how to approach tracking
- When it comes to diamonds and a traditional male-female relationship - Are you marketing to males or females? And how this has changed over the years to same-gender marriage and less stereotypical roles in relationships.
- How do you approach marketing in a niche that is so luxurious and high-end, yet there's no need for a real significant brand presence in comparison to fashion
- How did he approach moving from marketing high-end Diamonds to something incredibly functional like Underfloor Heating
- How does Ben approach helping his team to manage up and get buy-in from senior directors and founders
- We also discuss Ben's advice for scaling and growing in the Australian market (he's an Aussie)

Episode Description

In this episode of Ecom Sessions, hosts Sam and Jake sit down with Ben Stinson, a veteran eCommerce marketer who’s spent over six years growing diamond jewelry brands—and even took a detour into underfloor heating. Ben reveals how he balances luxury brand marketing with high-intent buyers, why Hatton Garden is its own world of haggling and diamonds, and the ROI of showrooms for boosting both online and offline sales.

You’ll also hear Ben’s approach to managing up—from dealing with founders in lean startups to reporting numbers in large, private equity–backed organizations. Plus, he shares tips on using CRM and loyalty programs to drive repeat business, tackling seasonality marketing, and navigating Australian eCommerce expansion. If you’re curious how to future-proof a niche eCom brand, juggle profit vs. growth, or optimize a custom Magento build, this conversation is a must-listen.

Tune in for practical insights on scaling luxury eCommerce, leveraging content and brand presence, and keeping the customer experience at the heart of every decision.