What do fingerprints, paws and 12 hours of sleep have in common?
Rosie Collins, of course. She’s the Founder of Deja Marc, the personalised jewellery brand turning life’s most sentimental moments into luxury keepsakes: fingerprints, handwriting, even paw prints, all etched into precious metals. But behind the emotion is a founder who’s all about smart systems, strong margins and non-negotiable nap time (she’s clocking 12 hours a night while pregnant with baby number two, by the way).
In this Checkout episode, we go behind the scenes with Rosie to uncover the quirks, tools and philosophies that shape how she’s building a business with both heart and head.
The Founder Instagram Can’t Find
For someone running a high-growth DTC brand, Rosie has a rare confession: she’s never been served an Instagram ad. Not one. While most of us are being targeted for mushroom gummies and Nordic furniture, Rosie’s somehow managed to stay invisible to the algorithm. No blockers. No fake profiles. Just… nothing.
And, honestly, that says a lot about how she leads. Rosie’s not chasing trends for the sake of it. She’s strategic, considered, and focused on what’s real, not just what’s shiny. And clearly, she’s not easily distracted.
Mecca Over Margin
Already having mentioned Peanut as the app she’s currently obsessed with, when asked which retailers are inspiring her, Rosie gave a shout-out to Mecca and Oroton, two brands that have completely redefined their customer experience through community and in-store magic. But she’s not blinded by brand theatre. Rosie’s view is crystal: make sure the experience still makes business sense.She loves a retention play, but not at the expense of healthy margins. Her approach is more like high-frequency, low-cost moments that put the customer at the centre. Think Mum Walks, not launch parties.
Shopify (Of Course), but Smarter
Yes, Shopify is her tech essential (duh). But Rosie’s not stopping there. Right now, she’s experimenting with advanced personalisation tools to improve strike rates in email marketing and beyond. She’s thinking in terms of resonance, or how to connect deeper, not just louder.
It’s a peek behind the curtain at how she thinks: if she can automate or optimise a part of the journey, she will. That way, she and her team can spend more time creating meaning, not just fixing leaky funnels.
Tea, Sleep and a Walk by the Water
Rosie’s recharge recipe is simple: a coastal walk with a podcast, a good night’s sleep, and a proper cup of tea. No surprises she’s not the hustle-and-crash type. Even her downtime has structure. And that structure helps her stay consistent across a high-emotion, high-touch business.
That clarity of mind comes through in how she leads. She’s not chasing volume for the sake of it. She’s building with intention, while making space for real life in the process. And in that journey, the biggest challenge isn’t scaling or competitors: it’s the juggle. Making sure work doesn’t bleed into everything else. She knows the signs of burnout (been there, done that), and she’s built her business around avoiding it. That includes spotting the cracks early, setting non-negotiables, and protecting energy like it’s inventory.
Hot take: Apparently you can build a business that respects people’s limits as much as it celebrates their milestones.
Leading Trough Meaning
Rosie’s Checkout shows us a founder who’s deeply tuned in, to her customers, her team, and herself. She’s thoughtful without over-engineering, driven without running herself into the ground. Whether she’s fine-tuning a tech stack or kicking off community walks, Rosie is proof that you can scale a sentimental brand with sharp systems and a full heart.
🎧 Want more from Rosie? Listen to her full Checkout Episode for more behind-the-scenes quirks, and don’t miss the main Add To Cart chat where we go deep on how she’s scaling Deja Marc without losing sleep (or soul).
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