Ian Jindal

Leadership and transformation in multichannel retail and eCommerce

RetailCraft Podcast #47 – ”3am Brew” – in conversation with Georgie Janion-Shaw, Founder, SISTIR

SISTIR is a coffee-originated gifting brand, that grew from a sisterly conversation (SIS) about coffee (Stirred) around the ideal ‘3am blend’ to power parents through that mid-night wake-up moment for a crying baby.

SISTIR’s founder, Georgie Janion-Shaw, joins us in the studio and we hare about the brand’s beginnings and how the combination of branding savvy, punning and the availability of a gifting channel in NotOnTheHighStreet allowed them to start. Over time – and through experimentation, optimisation, product development efforts – the product range and channels grew. Georgie share with us her journey and learning with a level of humour and wordplay!

We get a chance to reflect upon the mindset of the growth entrepreneur as well as hearing about the extension into sweets and pets.

See below for the AI-generated show-notes: summary, takeaways and timestamps – pretty impressive and created by Riverside.fm…


Run time: 33 minutes


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SISTIR: https://sistir.com/

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Georgie Janion-Shaw: https://www.linkedin.com/in/georgiejanionshaw/

Georgia Scott: https://www.linkedin.com/in/georgiajones1/

Ian Jindal: www.linkedin.com/in/ianjindal/   and www.twitter.com/ianjindal 

[ 🎙️📷 ]Recorded and engineered at Spiritland Studios, UK.

Episode photo credit: Ian Jindal ( www.instagram.com/ianjindal )

Here’s the AI summary…



Georgie, the founder of Novello, shares the story of her coffee brand Sistir and how it started with a concept for a business. She discusses the importance of branding and packaging in creating a unique proposition for consumers. Georgie also talks about launching on Not on the High Street and tailoring product listings for different platforms. She emphasizes the importance of supporting women growers in the coffee industry and how Novello is working towards female empowerment. Georgie shares her experience working at Disney and Hasbro and how it has influenced her approach to product development. She also discusses the mindset of a successful entrepreneur and the challenges of starting a business. Finally, Georgie talks about her plans for the future, including expanding into other product categories and exploring retail opportunities.


  • Branding and packaging are important in creating a unique proposition for consumers.
  • Tailoring product listings to different platforms can enhance the consumer experience.
  • Supporting women growers in the coffee industry is a priority for Novello.
  • The mindset of a successful entrepreneur involves optimism and a willingness to try new things.


00:00. Introduction and Background

01:19. The Story of Sistir

03:13. Starting a Coffee Business

04:34. Launching on Not on the High Street

07:25. Analyzing and Tailoring Product Listings

09:31. Supporting Women Growers in the Supply Chain

12:20. Lessons from Working at Disney and Hasbro

15:20. Becoming an Expert in Coffee

17:36. The Path of Purpose in Retail

18:32. Overcoming Challenges as an Entrepreneur

19:29. The Mindset of a Successful Entrepreneur

20:56. Expanding into Other Product Categories

24:09. Lessons Learned from Global Corporate Roles

25:53. Maintaining Consistency and Flexibility

28:42. Knowing When to Take the Next Step

30:37. Future Plans and Expansion