From Bondi Markets to 13 Stores: Arms of Eve's eCommerce & Retail Growth Playbook

<p>If you&#39;re building a Shopify store, a DTC label, or an omnichannel ecommerce brand in Australia, this episode is your blueprint.</p><p>From selling jewellery at Bondi markets to 13 stores and a booming ecommerce business, Arms of Eve co-founders Kerryn and Aaron Langer show how an Australian DTC brand scales retail without losing its ecommerce edge. </p><p>Kerryn and Aaron Langer turned a market stall and a pile of leftover merino wool offcuts into Arms of Eve, now a nine-store (soon to be 13) Australian jewellery and lifestyle brand that&#39;s scaled past $20 million in revenue on the back of a genuinely direct-to-consumer ecommerce model. </p><p>In this episode of eCommerce Australia, Ryan Martin sits down with the husband-and-wife founders to unpack how they walked away from the traditional wholesale/indent model, why The Iconic marketplace became their unlikely proving ground, and how COVID-era demand for jewellery (turns out that&#39;s the only accessory that shows up on a Zoom call) turned a side category into 80% of the business.</p><p>For Shopify merchants and ecommerce operators thinking about opening a physical store, this conversation is a masterclass in getting the sequencing right. </p><p>Aaron was convinced retail was dead, until their &quot;little experiment&quot; Bondi Beach store proved the opposite, creating a measurable halo effect that lifts online sales in a 10km radius around every new location. They talk candidly about the tech stack behind a fast-scaling DTC ecommerce brand (Starshipit for fulfilment, Okendo for reviews, Profit Peak for profitability data, and an in-house team now &quot;vibe coding&quot; their own dashboards), how they balance agency support with in-house performance marketing, and why their content strategy has swung from polished campaign shoots to raw, iPhone-shot, Tolstoy-powered video that converts better than the highly produced stuff ever did.</p><p>There&#39;s also a genuinely useful nugget for anyone running ecommerce SEO or content strategy: Kerryn and Aaron explain how customer questions from their retail staff (about materials, tarnish, sizing, warranty) are becoming the seed for on-site content designed to capture organic search traffic, a simple but underused move for any Shopify or ecommerce brand trying to turn support questions into search-optimised product and FAQ pages that rank. </p><p>Add in an unfiltered take on celebrity gifting (Margot Robbie, Hailey Bieber and Dua Lipa have all been photographed in Arms of Eve pieces, without a single paid placement), a calculated US relaunch planned for June 2027, and hard-won lessons on hiring, culture and staying &quot;even&quot; as leaders, and this is one of the most tactical founder conversations on ecommerce, retail expansion and DTC brand-building we&#39;ve featured on the show</p><p><br></p><p><strong>About Arms of Eve:</strong>Arms of Eve is an Australian jewellery, accessories and resortwear brand founded by Kerryn and Aaron Langer. Starting out selling at local markets, the brand has grown into a multi-channel ecommerce and retail business with nine stores nationwide (growing to 13 by the end of 2026), a wholesale presence in boutiques across Australia, and a fast-growing direct-to-consumer online store.</p><ul><li>Website: https://armsofeve.com/</li><li>Instagram: <a href="https://www.instagram.com/armsofeve/" target="_blank" rel="ugc noopener noreferrer">@armsofeve</a></li></ul><p><strong>Resources &amp; tools mentioned:</strong></p><ul><li><a href="https://starshipit.com" target="_blank" rel="ugc noopener noreferrer">Starshipit</a>: ecommerce shipping and fulfilment platform</li><li>Okendo: customer reviews platform</li><li><a href="https://profitpeak.io/" target="_blank" rel="ugc noopener noreferrer">Profit Peak</a>: ecommerce profitability analytics</li><li>Tolstoy: shoppable, native video for ecommerce sites</li><li>The Iconic: Australian fashion marketplace</li></ul><p><br></p><p><strong>Follow eCommerc