In this episode of The Orita Podcast, Aaron Schwartz sits down with Sergio Tache, CEO at Dossier. Sergio shut down a skincare company, nearly deleted an email from Walmart, and built Dossier into the number one perfume brand there anyway. His advice: boring works, basics work, and if you don't make money it's a hobby.

• Why Sergio went from banking to hair extensions to a failed skincare brand before landing on fragrance, and what the quick failure taught him about knowing when to stop

• How a $45 AOV almost killed Dossier and why a buy-more-save-more test that moved it to $75 saved the company

• The Walmart email that almost got deleted and every wholesale mistake a DTC brand can make, including packaging that does nothing on a shelf

• Why selling fragrance online is really a question of trust, not smell, and what a 30-day no-questions return policy did for early conversion

• The difference between individual AI and enterprise AI, and why your output is still your output no matter what generated it

• Why Sergio opens his bank account every single day and thinks cash management is 80% of a CEO's job

👥 Meet the guest

Sergio Tache, CEO at Dossier

🎙 Hosted by

Aaron Schwartz, Co-Founder and Co-CEO at Orita.ai

🎧 Chapters

[00:00] From Banking to Beauty: How Sergio Got Into Entrepreneurship

[02:46] The Skincare Failure and How to Know When to Stop

[06:34] The Aha Moment: Why Fragrance Made Sense

[09:06] Launching Fast vs. Launching Perfect

[11:13] How Dossier Kept Speed as It Scaled

[13:56] The Basics That Still Work: Unit Economics and AOV

[16:59] Price Testing Was the Unlock Nobody Talks About

[20:04] Same Bottle, 150 Perfumes: The COGS Logic Behind the Decision

[21:33] The Walmart Email That Almost Got Deleted

[23:06] Every Wholesale Mistake a DTC Brand Can Make

[27:05] DTC vs. Wholesale: Where the Channels Reinforce Each Other

[29:56] Selling Scent Online: Trust Over Smell

[34:32] How Dossier Handles Complex Customer Questions at Scale

[39:17] Individual AI vs. Enterprise AI: A Framework That Actually Holds Up

[46:35] Cash Is Not a Finance Team Problem. Its a CEO Problem.

🌐 Check out Orita.ai for more episodes of The Orita Podcast, where we sit down with the most interesting operators, marketers, and founders in e-commerce to talk about what’s working right now. Hosted by the Orita team. Orita uses machine learning to help brands send smarter, more profitable marketing, by figuring out who actually wants to hear from you and when.

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