Alicia Liu (Part Two) on Patience, Funding, and Building a Luxury Vegan Ice Cream Brand

In Part Two of this conversation, Trinity Rose, Brand, Marketing + Business Strategist, continues her dialogue with Alicia Liu — founder of Lavender & Truffles — to explore the realities of launching and growing a luxury vegan ice cream brand.Alicia shares what it meant to start her company during COVID after being furloughed, and how timing, age, and experience shaped her approach to entrepreneurship. The conversation moves into luxury branding, strategic distribution, fundraising models, and the discipline required to grow a product-based business without compromising financial integrity or brand positioning.They also discuss patience, scarcity psychology in luxury marketing, and the importance of aligning with partners who support long-term vision over short-term acceleration.Timestamps / Chapters00:00 Guest Clip00:21 Podcast Intro00:57 Episode Intro02:13 Starting a Business in Your 50s09:30 Timing and Opportunity10:59 Luxury Branding in the Ice Cream Category12:28 Patience and Strategic Growth15:10 Scarcity Psychology in Luxury Marketing15:58 Navigating Fundraising While Protecting Vision20:11 Debt-Driven Fundraising Models25:57 The Evolution of Growth Strategy32:44 Challenges in Raising Capital36:49 Entrepreneurship and Personal Growth37:04 OutroGuest InfoAlicia Liu — founder of Lavender & Truffles, a luxury vegan ice cream and wellness brand rooted in clean ingredients and intentional growth.Website: lavenderandtruffles.com Instagram: @lavenderandtruffles Host InfoTrinity Rose — Integrative Business Strategist and Advisor to early-stage foundersWebsite: illumeconsultingstudio.comInstagram: @illumeconsultingstudioProduced ByExecutive Produced by Alicia LuiSponsored ByLavender & Truffleshttps://lavenderandtruffles.comUse code SUCCESS20 for 20% off your order.