Rebecca and Emma dig into the messy, emotional, and often overlooked side of entrepreneurship — the pre-launch hustle. Emma opens up about the year and a half she spent designing and developing Allover before launch, surviving without a paycheck, and the gut-wrenching decision to turn down a cushy tech sales job to go all in on her dream.

From finding the right designer and navigating the steep learning curve of manufacturing, to building community in a tiny Colorado town and figuring out how to market in a digital-first world, Emma shares the wins, struggles, and very real doubts that shaped Allover. You’ll hear about shipping delays, bootstrapping strategy, why events remain a key driver, and how she’s learning to show up authentically as a content creator and founder.

It’s a raw, inspiring conversation about resilience, risk, and what it really means to bet on yourself.

Spotify

Apple

✨ Quotables

• Emma Rosse: “Every other day there may have been some tears — just overcome with doubt. But I chose to do the hard thing and pursue Allover. Scariest thing ever. Best decision ever.”

• Emma Rosse: “I’m a believer you can learn anything if you’re persistent and passionate — but manufacturing? Holy crap, that’s a steep curve.”

• Rebecca Babicz: “It’s worth the wait. People believe in this product enough to wait months for it.”

• Emma Rosse: “Small towns don’t let you get lost in the mix. People know your business, know you, and want to see it succeed.”

• Emma Rosse: “Consumers want an emotional connection. They want to know this isn’t just another spin-off brand, but a real person bootstrapping and building.”

• Emma Rosse: “For someone like me, focusing on one thing is hard — but going all in on Allover has been the best thing of my life.”

📚 What You’ll Learn

• The unglamorous truth about the pre-launch grind and why it tests every founder.

• How Emma navigated design, sourcing, and production without prior experience.

• Why small-town community support can be a massive business advantage.

• The strategy behind balancing events, wholesale, and e-commerce growth.

• How founder-led storytelling and authentic content can fuel brand connection.

• The importance of time management and why entrepreneurs should practice it early.

💡 Key Takeaways from This Episode

1. Hard choices define you. Turning down security for risk can be the moment that makes your brand real.

2. Find the right guide. Having an experienced designer or mentor can make the steepest learning curves survivable.

3. Community is power. Small towns rally behind entrepreneurs in a way big cities can’t always replicate.

4. Events are revenue drivers — for now. But long-term success means shifting focus to wholesale and digital.

5. Authenticity sells. Consumers buy into founders and stories, not just products.

6. Time management is a muscle. Build it early, because wearing every hat only gets harder as you scale.

👥 People and Resources Mentioned in This Episode

• Allover Apparel – Emma’s outdoor lifestyle brand built around versatile overalls.

• Monica Welker – Designer who helped bring Allover from sketches to production.

• Basecamp Outdoor Job Board – Where Emma connected with her designer.

• Title Nine – Retailer Emma is pitching to as part of her wholesale growth.

• Book: Making Money Is Killing Your Business by Chuck Blakeman (mentioned as inspiration)

• HikerKind – Brand founded by Chelsea, admired by Emma for its unique outdoor aesthetic.

Connect with Emma

• Linkedin

• Instagram

Connect with Becca

• Podcast email: podcast@falllinedigital.com