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

from eCommerce MasterPlan · host Chloë Thomas

Hayley Jones is the Artist and Founder at Moon Phase Studios. The studio exists to empower its customers to become more attuned to the moon through art, books, and rituals. It was founded in November 2020 when they went from zero to £200k in 8 just weeks! Now they sell via their Shopify store & Etsy store doing over £1million a year. In this episode, Hayley shares how the business has evolved from a fast-growing startup into a mature, highly seasonal brand with a loyal customer base. She breaks down the strategies behind their success today—from email-first marketing and pre-orders to finding a breakout product and building a business that thrives despite its “peaky” nature. Hit PLAY to hear: How Moon Phase Studios grew from £0 to £1M+ (and what they’d do differently) 🚀 Why email marketing now beats Facebook ads for their revenue 📧 The 13 Moon Journal that changed everything (and why it sells so well) 🌙 How pre-orders bring in cash months early (and reduce peak stress) 💸 The truth about running a “peaky” seasonal business—and making it work 📈 Why they brought fulfilment back in-house (and boosted profits) 📦 Key timestamps to dive straight in: [05:14] Launching the 13 Moon Journal [09:36] Pre-order strategy and benefits [11:52] Building the Initial Team [14:59] Challenges with US fulfillment centers [18:31] Exciting 2026 customer-driven projects [22:34] Listen to Hayley’s Top Tips! Full episode notes here: https://ecmp.info/595--- Download our ebook... https://ecmp.info/ebook 500 Tips to Increase Your Profits Get all the links and resources we mention and join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode QandA on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsorAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

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This episode is 29 minutes long.

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This episode was published on May 18, 2026.

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