In just 5 months, this small item sold 100,000 products and earned $8.5 million, proving the saying that a great product accounts for at least 60% success. 
  • Founder: Justin Schmidt
  • Site: Yappy Bracelet
  • Product: “speak” christian bracelet
  • Sales revenue: Over $1.5 million in 5 months
  • Firm Size: Startup Business

The success of this startup didn’t come easily. Early failures made Justin question whether to continue as he faced unstable supply chains, product innovations, and issues with product copying. It’s inspiring that they overcame these challenges and ultimately achieved a successful business model.
Now let me tell you this story from the first person perspective.

How do I innovate products?

The idea came from noticing that many standard bracelets feature just one message, which eventually fades into the background like “white noise.” We wanted to create something that sparks a daily dose of inspiration—a fresh message to greet you each day.

Additionally, after researching the characteristics of existing products, we found that some are not waterproof, some lack elasticity, and many don’t include Bible verses, more like decorative wristbands.

bracelet with same bible verse
with the same bible verse
not waterproof bracelet
not waterproof material

This led us to develop our own concept, resulting in a bracelet that combines all these features—waterproof, with NFC functionality that enables it to “speak,” and more.

What are the struggles in sourcing factories?

Our first batch came back wrong, and we lost $7,000 on it. It made us question whether we should keep going. Communicating with China suppliers turned out to be quite tricky. I invested a lot of time discussing the product and creating samples, but in the end, I received the wrong items.

wrong bulk products
wrong bulk products
the proper products
the proper products

Jing: This is a common issue in e-commerce and manufacturing. Even after confirming the samples were correct, it’s easy to end up with the wrong bulk products. This kind of mix-up can be a major headache; fixing it often means waiting months for a new order. Plus, if communication breaks down, you’re left without a product and out of pocket. That’s why we can help many startups land their businesses on the ground.

How we build inventory?

We took it one step at first, starting with a test. We launched 7,000 bracelets on TikTok, and they sold out in just two weeks. This showed us there was a real demand in the market. We began to restock and paid close attention to user feedback.
We gathered user feedback to identify new needs, which helped us conduct market research and expand our product range. This approach allowed us to better understand what our customers were truly looking for. For example, we introduced new colors and styles, and even some non-Christians expressed interest in our “speak” bracelets.

How do I promote my products?

Leveraging the power of social media

As a startup, I’ve been using social media to promote my product—daily Bible verses. Video is the perfect way to show what I offer and grab attention. I tested various platforms like TikTok, Instagram, YouTube, but TikTok really stood out with the best traffic! So, I started focusing on creating fun, engaging short videos tailored for TikTok, and some of them really took off.

yappy tk ins account

Scenario-based product display

I’ll display the product in various scenarios that highlight its features, like hiking to a waterfall or immersing it in the ocean to test its waterproof capabilities. I’ll also show the cleaning process before and after use to illustrate how easily it can be cleaned and reused.
bracelet waterproof test
waterproof test under waterfall
before and after contrast
before and after contrast

Always engaging with viewers’ comments

I’ll also pay close attention with viewer’s comments and create reply videos to answer questions and boost exposure. For example, I’ll cut one open to reveal the material inside and record the packaging process to build authenticity and trust.

cut bracelet open
cut it open to show inside
bracelet package
package vedio

Justin’s challenges and insights for startups

Justin said he didn’t expect his product to be copied. After his bracelet became popular, many people copy it. He decided to fight back by making a comparison video.

We truly understand Justin’s struggles. Simple and easy-to-make products are a favorite for competitors, as they’re cheap to copy. So, what are some effective strategies?

  • Apply for a product design patent early
  • Continuously upgrading new products
  • Strengthen your branding
  • Optimize your supply chain to outcompete others with lower costs
Cross-border deals can be risky and complicated, especially for the first time. Issues like Justin receiving the wrong bulk goods, communication challenges, MOQ limits, and unexpected costs can easily derail plans.
That’s why in the beginning, price isn’t the most important factor. The key is finding a supplier who can work with you to bring your product to life. If the first attempt fails, don’t worry—just move on to the next supplier. Alternatively, hiring a reliable China sourcing agent is a smart move.
Lastly, Justin is truly skilled at observing and understanding his audience. Targeting a niche market with specialized products was a brilliant strategy.

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