Luna Aziz started Legendairy Milk with $750, a newborn, and a problem she was trying to solve for herself.

After struggling with low milk supply and realizing that many of the lactation products available contained ingredients she didn’t want to use, Luna started researching alternatives. What began as a personal solution quickly turned into something much bigger.

In this episode, we break down how Luna went from researching lactation support as a new mom to building Legendairy Milk into a major women’s wellness brand.

We talk about the early Facebook post that helped the business take off, figuring out manufacturing, bringing her husband into the company, building a brand mothers actually trusted, and growing the business while raising a family.

We also get into the part of the story we care about most at FIDI: what did she actually do, and what can the rest of us learn from it?

In this case study, we cover:

• Why Luna started with just $750
• How solving her own breastfeeding problem became a business
• The Facebook post that helped validate the idea
• Why Legendairy Milk differentiated itself with fenugreek-free products
• How she moved from making products herself to outsourced manufacturing
• When her husband joined the business
• How the company grew while Luna was also raising her family
• Why hiring women and mothers became part of the way she built the company
• The decisions that helped turn a very small beginning into a much bigger brand
• What another mother building something from scratch can take from her story

Luna’s story is a reminder that the beginning of a business does not always look like a business.

Sometimes it looks like a newborn, a problem you can’t stop thinking about, a few hundred dollars, and deciding to try something.

Find Luna + Legendairy Milk

Legendairy Milk:
https://www.legendairymilk.com

Legendairy Milk on Instagram:
https://www.instagram.com/legendairymilk/

Luna on Instagram:
https://www.instagram.com/itslunaaziz/

Luna on LinkedIn:
https://www.linkedin.com/in/lunaaziz

Legendairy Milk on LinkedIn:
https://www.linkedin.com/company/legendairy-milk

Find Fine, I’ll Do It

Website:
https://www.wearefidi.com

The FIDI Library:
https://wearefidi.app.clientclub.net/communities/groups/fidi-groupchat/home

Instagram:
https://www.instagram.com/wearefidi/

Want to go deeper?

The episode is the story. The FIDI Library is where we keep the homework.

Find the research sources, deeper case study, key takeaways, and additional resources from Luna’s story inside The FIDI Library.

Fine, I’ll Do It helps mothers build businesses by learning from mothers who already have.

Support the show

Find us at @WeAreFIDI

Episode every other week

Show Notes — Tori Gerbig, Pink Lily

Tori Gerbig started Pink Lily in 2011 selling random items on eBay with her husband Chris — both working corporate jobs, a newborn at home, and about $65K in student loan debt, plus a mortgage, plus car payments – they were trying to dig out from under. She launched the actual boutique out of their living room with just $300 in investment. Today Pink Lily is a $140M+ brand, and they didn't leave the living room until 2015.

In this episode, Faith and Jenn dig into how a side hustle that started on eBay turned into a real company — the slow, unglamorous build before any of it looked like a "brand," what changed when they finally outgrew the house, and what it actually took to get there while raising a family.

We talk about:

• Why they started selling on eBay in the first place (hint: it wasn't a big vision, it was $65K in student loans)
• What "starting with $300" really looked like day to day
• The moment the living room wasn't enough anymore
• Building a company with your spouse — and what that actually requires
• Growing from a side hustle to Inc. 5000 without losing the plot

This one's a good gut-check for anyone who thinks they need a big idea (or a big budget) before they're allowed to start.

Resources Mentioned in This Episode
Pink Lily — https://pinklily.com
Follow us on instagram @WeAreFIDI

Sign up for access to our Library on our website for access to the blueprint of how each mom founder built her business. We did HOURS of research so you can steal it and copy.
Get Tori's BluePrint on how she built Pink Lily.

Support the show

Find us at @WeAreFIDI

Episode every other week

Erika Ayers Badan is best known as the former CEO of Barstool Sports, but her story is about far more than one company or one massive exit.

In 2016, Erika stepped into a 12-person operation valued at roughly $15 million and became Barstool Sports’ first CEO. During her time there, the company grew into one of the most recognizable media brands in the country and was eventually acquired in a deal valued at approximately $550 million.

But this episode is not a step-by-step breakdown of how Barstool scaled.

It is the story of the woman who agreed to lead it.

In Season 1, Episode 5 of Fine, I’ll Do It, Faith and Jenn explore Erika Ayers Badan’s career, her leadership style, her experience as a working mother, the lessons from her book Nobody Cares About Your Career, and her next chapter at Food52.

We talk about:

• Why Erika accepted a job almost everyone warned her not to take
• What her years at Barstool Sports reveal about leadership, risk and resilience
• How she handled criticism, failure and working in a highly public role
• The career lessons behind Nobody Cares About Your Career
• How ambition and motherhood shaped her decisions
• Why leaving a successful chapter can be just as important as building one
• What we can learn from her move from Barstool Sports to Food52
• The takeaways mothers, founders and women in business can apply to their own careers

Erika’s story is a reminder that your career will rarely follow a clean, predictable path. Sometimes the biggest opportunities are the ones that make the least sense on paper.

This episode is about betting on yourself, doing the uncomfortable work, learning as you go and taking ownership of the career you want to build.

Fine, I’ll Do It studies the real stories of successful mothers in business—the risks, decisions, failures and lessons behind what they built.

Listen to Season 1, Episode 5 wherever you get your podcasts.Resources Mentioned in This Episode

Read Nobody Cares About Your Career by Erika Ayers Badan
Erika’s book is an honest, practical guide to navigating work, failure, difficult bosses, unexpected opportunities and the reality that no one will take greater ownership of your career than you.

https://www.erikaayersbadan.com/book

Subscribe to Erika’s Substack, Mule Media
Read Erika’s thoughts on work, leadership, motherhood, career changes and building a life that works for you.

https://erikaayersbadan.substack.com/

Join Work Like a Girl
Work Like a Girl is Erika’s community for professional women who want to connect, learn from one another and create value for each other at work.

https://www.worklikeagirl.com/

Support Fine, I’ll Do It

Enjoying the podcast? You can support Fine, I’ll Do It through Buzzsprout. Your support helps us continue researching, recording and producing in-depth business stories for mothers.

https://www.buzzsprout.com/2614319/support

The Platform We Use to Build FIDI

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We recommend GoHighLevel for business owners who are tired of piecing together separate tools for their website, email marketing, customer management, funnels, courses and community. Having everything connected in one place makes it easier to follow up with your audience, automate repetitive tasks and build a more organized customer journey.

Learn more and try GoHighLevel here:

https://www.gohighlevel.com/?fp_ref=vineyard-village-12

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Stay Connected with Fine, I’ll Do It

Join The Group Chat for private mini episodes, practical business resources, AI tips and behind-the-scenes conversations for mothers building businesses.

https://www.wearefidi.com

Support the show

Find us at @WeAreFIDI

Episode every other week