In this episode of the Luca Ecommerce Leader Series, Bryan Kinghorn and Eric Bidinger sit down with Jennifer Van Wart, Founder & CEO of Twigs, to explore one of the biggest questions facing founder-led businesses today:

Can AI help you scale without hiring an army of people?

Jennifer's journey began far from fashion.

After a successful career as a money trader at Citibank, she left Wall Street following 9/11, returned to the Midwest, and built Twigs into one of Wisconsin's most respected luxury fashion retailers.

Now, after 25 years of growth, she's preparing for the next chapter—expanding both physical stores and ecommerce while embracing AI across the business.

This conversation goes beyond the usual AI headlines.

Jennifer shares the real operational challenges behind running a modern fashion retailer—from buying thousands of SKUs and forecasting demand to managing inventory, digital marketing, customer acquisition, and protecting the curated experience that customers love.

One of the most thought-provoking moments comes when Jennifer explains why she's increasingly placing more trust in AI-driven insights than expensive retail consultants.

For founder-led businesses, AI isn't just reducing costs.

It's becoming a trusted decision-making partner.

You'll learn:

• Jennifer's journey from Wall Street to building a 25-year retail brand
• Why fashion buying is one of retail's most complex operational challenges
• Using AI to improve inventory planning, merchandising, and forecasting
• How AI can optimise marketing spend and customer acquisition
• Why Generative Engine Optimisation (GEO) could become the next evolution of SEO
• Scaling a founder-led business without dramatically increasing headcount
• Maintaining brand taste and customer experience while embracing AI
• Preparing a retail business for long-term growth and eventual exit

The Luca Ecommerce Leader Series features conversations with founders and operators building the future of commerce. Each episode explores how AI, technology, and changing consumer behaviour are reshaping business—and how today's leaders are making smarter decisions to stay ahead.

Connect with Jennifer Van Wart

LinkedIn: https://www.linkedin.com/in/jennifer-van-wart-31423735/

Learn more about Twigs

https://shoptwigs.com/

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