Keep it simple:
I keep Woodies products simple. We sell sunglasses, watches, and a few other items, but they all fit into a certain theme. I could have added dozens of different styles and colors, but it would have sunk me by now (#pun) I keep Woodies super simple because I want to spend more time at the beach and not in front of my laptop!
Focus on customer service:
I have to admit, in the first 2 years of Woodies, the customer service left a lot to be desired. Imagine me cooped up in a hostel in Thailand, answering customer service emails, while the waves crashed within earshot. I do some things well, I have some strengths, but this wasn't one of them. Lucky for me, my mom stepped up and took over that department and is CRUSHING it. I haven't had a single negative review with her in office!