627: How Lia Georgantis Built an Iconic Aussie Fashion Brand in Just 5 Years - Total Greatness with Sam Barry | Interviewing World Class Guests in Health, Wealth & Spirituality Recap

Podcast: Total Greatness with Sam Barry | Interviewing World Class Guests in Health, Wealth & Spirituality

Published: 2026-01-29

Duration: 58 minutes

Guests: Lia Georgantis

Summary

Lia Georgantis transformed a struggling fashion boutique into a renowned Australian brand by leveraging social media and authentic storytelling. Her strategic use of relatable content and the launch of a private label brand, Sneaky Link, have driven significant growth, capturing 50% of the company's revenue.

What Happened

Lia Georgantis, founder of Girls With Gems, took over her mother's struggling fashion boutique with no prior business experience and faced immediate challenges, including losing most suppliers overnight. She turned to social media, posting six to nine times daily, to rebuild the brand and create a loyal community. The shift to raw, unfiltered content resonated more with audiences than polished campaigns, helping the brand thrive even through the challenges of COVID-19.

During the pandemic, Lia pivoted towards loungewear and activewear, capitalizing on the shift in consumer preferences and driving year-on-year growth of 50%, eventually reaching 100-200%. Her decision to avoid Black Friday promotions and focus on full-price sales further distinguished her brand, maintaining its premium positioning.

Lia's private label brand, Sneaky Link, which contributes 50% of the business's revenue, was launched using existing resources from Girls With Gems. The brand focuses on high-quality basics designed to flatter women's bodies, with Sneaky Link blazers priced at $359, made in the same factories as much more expensive brands.

Despite her success, Lia experienced burnout multiple times, leading her to find better work-life balance and structure in her business, notably after her husband joined to help with strategic planning. She emphasizes the importance of hiring the right people and not fearing change if employees aren't contributing effectively.

Girls With Gems has expanded its reach internationally, preparing for further growth by moving to a larger warehouse. Lia's storytelling approach in content creation, without oversharing, has helped build a strong brand narrative and community.

Lia's commitment to authenticity in marketing has proven to be more effective than traditional performance marketing. She encourages founders to take action themselves, leveraging spontaneous moments for content creation, and to avoid worrying about competitors or copying existing brands.

Key Insights