Rebecca and Emma dive into the heart of entrepreneurship — the passionate, purpose-driven journey that happens before the spotlight hits. Emma shares how she spent a year and a half bringing Allover to life, designing, developing, and believing in her vision even when it meant saying no to comfort and yes to her calling.

From finding the perfect designer and mastering the art of manufacturing, to building a loyal community in a small Colorado town and learning to market with heart in a digital world, Emma walks us through the pivotal moments that defined her path. You’ll hear how she navigated challenges with creativity, stayed scrappy while bootstrapping, and discovered the power of showing up authentically — both as a founder and a creator.

This is a conversation about resilience, courage, and trusting the process — a reminder that betting on yourself is the most rewarding risk you’ll ever take.

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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