Sergio Tache built Dossier, a perfume brand making luxury-quality scents accessible to everyone. From a small online shop to being sold in Walmart, Target, and internationally, Sergio proves that focusing on product quality, smart basics, and incremental growth can create massive impact.
🎯 The Growth Driver: Basics First
Dossier scaled by:
Launching a functional website and focusing on a great product first
Using influencer marketing strategically to explain and showcase perfumes
Iterating collections based on real customer behavior and preferences
"You got to focus on a great product and scale it day by day," says Sergio.
🔁 From Side Hustle to Eight-Figure Brand
To grow from zero to millions, Sergio recommends:
Starting small: test product-market fit with minimal budget
Doubling down on what works while continually improving visuals, ads, and user experience
Exploring new channels strategically: website first, then Amazon, TikTok shop, and wholesale partners
"Some people think you’re going to invest a ton of money and it’s going to be a miracle. That’s not how I feel you should be building a brand," Sergio explains.
🚨 Sergio’s Advice for Early-Stage Founders
✔ Focus on the basics before chasing shiny objects
✔ Understand your unit economics and price strategically
✔ Engage deeply with your team
✔ Introduce new products only when you’ve proven your core offerings
"I like to be in the weeds as much as I humanly can because I feel that’s where mistakes are made and the devil’s in the details," he says.
🎧 Hear Sergio’s full growth strategy
👉 Watch on YouTube
👉 Spotify
👉 Amazon
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