# Advice Line with Mei Xu of Chesapeake Bay Candle and Blueme

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2025-08-07
- Length: 41m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2025-08-07-advice-line-with-mei-xu-of-chesapeake-bay-candle-and-blueme

## Summary

Mei Xu, founder of Chesapeake Bay Candle and Bloom, joins Guy Raz to advise early-stage founders on scaling physical product businesses. She discusses the transition from novelty items to fragrance-driven sales for Chesapeake Bay Candle and the wellness-focused positioning of her new brand, Bloom. Xu advises Sasha Milstein of Aunt Ethel's Pot Pies on finding operational co-founders rather than equity partners, and suggests Dry Dolly's Tara pursue both D2C and wholesale channels while protecting IP. Finally, she addresses Math Medic's Lindsay Gallas on navigating the systemic barriers of school district procurement.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-08-07-advice-line-with-mei-xu-of-chesapeake-bay-candle-and-blueme#t=0) Introduction: Mei Xu and the Advice Line Format
- [2:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-08-07-advice-line-with-mei-xu-of-chesapeake-bay-candle-and-blueme#t=126) Mei Xu on Chesapeake Bay Candle and Bloom
- [6:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-08-07-advice-line-with-mei-xu-of-chesapeake-bay-candle-and-blueme#t=371) Sasha Milstein of Aunt Ethel's Pot Pies: Finding a Co-founder
- [19:50](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-08-07-advice-line-with-mei-xu-of-chesapeake-bay-candle-and-blueme#t=1190) Tara of Dry Dolly: D2C vs. Wholesale Strategy
- [29:07](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-08-07-advice-line-with-mei-xu-of-chesapeake-bay-candle-and-blueme#t=1747) Lindsay Gallas of Math Medic: Breaking into School Districts

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Chesapeake Bay Candle (product)
- Bloom (product)
- Aunt Ethel's Pot Pies (product)
- Dry Dolly (product)
- Math Medic (product)
- Yankee Candle (company)
- Newo brands (company)
- QVC (product)
- Y Combinator (company)
- Goldman Sachs (company)

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- [#258 - How Dossier Disrupted the Fragrance Industry](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-07-21-258-how-dossier-disrupted-the-fragrance-industry) (The Startup CPG Podcast)
- [210: Using Ad Funnels for D2C Product Sales](https://hardwarepodcasts.com/podcast/product-startup/2024-01-19-210-using-ad-funnels-for-d2c-product-sales) (Product Startup)
- [079: How To Start Selling Your Product Then Scale](https://hardwarepodcasts.com/podcast/product-startup/2021-06-09-079-how-to-start-selling-your-product-then-scale) (Product Startup)
- [#66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-10-25-66-sharing-is-caring-how-alison-cayne-havens-kitchen-share-cooking-confidence-an) (The Startup CPG Podcast)

## Citing this page

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