Sitting down with Suze Dowling was like talking to someone who's seen the full arc of modern brand building and still manages to approach it with curiosity, humility, and a sense of humor. From her early days at Gin Lane to co-founding Pattern, Suze has helped shape some of the most recognizable names in DTC. But what struck me most was her clarity about what makes a great brand and what kind of work matters.
We kicked off our conversation with her path to Gin Lane, which, like many great origin stories, was anything but linear. Suze's journey from Australia to New York, and from operations to strategy, was built on saying yes before she had it all figured out. That mindset carried her through launching brands like Hims, Harry's, and Smile Direct Club, long before they became the household names they are today.
One of the things that made Gin Lane special, Suze explained, was its ability to create brands that felt deeply human. She introduced an idea that's stayed with me since: great brand experiences create tension. Not chaos, but intentional contrast. When your visuals and your voice seem like they shouldn't work together but somehow do, that's when emotional connection happens. It's a principle she carried with her to Pattern, and one I think a lot of brands could benefit from exploring more consciously.
But moving from an agency model to running a portfolio of brands is no easy shift. At Gin Lane, perfection was expected: pixel-perfect, world-class creative on a carefully controlled timeline. At Pattern, it's the opposite. Suze talked openly about how she had to unlearn polish in favor of speed. Perfection, in an operating business, is a luxury most can't afford. What matters more is pace, feedback loops, and the ability to co-create with your customer.
That's where her reframe came in: not DTC but DWC: Direct With Consumer. It's not about blasting your message from the mountaintop. It's about learning alongside your customer in real time. Suze made a compelling case that in today's landscape, the brands that succeed are the ones that don't just market to consumers but build with them.
We also talked about the inner workings of Pattern: how they approach acquisitions, what they look for in brands, and why culture and emotional resonance still matter more than spreadsheets. Pattern isn't a traditional holding company. It's a platform designed to breathe new life into brands without stripping away what made them special. Suze emphasized the importance of respecting legacy while introducing operational excellence, a balance that's harder than it sounds.
From there, our conversation flowed into hiring. Suze said something simple but powerful: curiosity is the unlock. In her experience, the best team members aren't always the ones with the most technical skill. They're the ones who are energized by not knowing something and willing to chase answers until they do. In a world moving this fast, that trait is worth more than any resumé.
We wrapped up with a conversation about balance: how she manages her energy, what her daily routines look like (spoiler: there's a lot of walking and matcha), and how the "Clarity Check-In" helps her stay aligned with what matters most. It's a framework she uses to step back, evaluate, and make decisions with intention. And in a career that's spanned explosive growth and high-stakes pivots, that kind of grounding is no small thing.
What I appreciated most about this episode was Suze's blend of realism and optimism. She doesn't sugarcoat the challenges of building or scaling a brand. But she also believes, deeply, that there's a way to do it with care, creativity, and a whole lot of listening.
For anyone building in the modern landscape, whether you're rethinking your strategy, scaling a team, or just trying to stay sane, this conversation is worth your time.