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E-Commerce Business Profile: Defender Ring

defender ring business story

In This Post...


Welcome to this e-commerce business success story! In this profile, we interviewed Defender Ring, a very interesting brand that created a hybrid jewelry / self-defense tool for women! Our hope is that you find this interview to be enlightening and inspiring as you seek to start and grow your very own online brand!

Interview with Defender Ring

Thank you for joining us for this e-commerce business success story! We’d like to start by getting an understanding of your backstory. How did you come to own your business?

Defender Ring was started by Ryan Lee, a social entrepreneur and martial arts student, who used his problem-solving skills to create a practical self defense tool for women in the form of jewelry. The idea for a self defense ring was sparked by the deaths of two women who were attacked in broad daylight while out running. Today, Defender Ring has protected and empowered women and men in 31 countries across the world.

Terrific! Now, this article is about profiling successful e-commerce businesses. So – can you share your top 3 keys to running a successful online brand?

  1. Stay lean. Many companies are focused on growth and investors when they should be focused on their users and profit margins.
  2. Fail fast. Get your product or idea out to the market as fast as possible to test its viability before spending years and years developing a product that the public may not even want.
  3. Focus on the big picture. All businesses experience failures or setbacks. If you understand and build these setbacks into the path of your business, then you won’t let them derail you from the end goal.

Excellent. Now, I’m sure it hasn’t always been that easy. Can you tell a story about one challenge, setback, or mistake that you’ve had to overcome on the road to success? How can others learn from your mistakes?

Without getting into specifics, our first and original product was a massive flop due to a huge oversight. We promised all of our customers that received this first product that we would resolve this issue and get a much better and more optimized product into their hands as fast as possible. We worked with our manufacturer to quickly product the improved second iteration of our product which resolved the first issue.

Thanks for that. Now – we want to know what’s next! What new initiatives are you rolling out at your business and what results are you hoping to see? 

We have partnered with a non-profit organization that provides counseling services to survivors of sex trafficking by providing our products and resources to their clients to help them on their recovery journeys. We also partnered with a streaming television show that is going to feature our rings at the beginning of 2023. We also have several new products in the pipeline that have been requested by customers.

Sounds exciting! Any final words of advice for our readers?

Do research and due diligence to learn about your product, customer base, and market before starting a business.

Brilliant! We want to thank you for participating in today’s interview. Hopefully our readers agree that there is a lot to be learned from your brand’s story. What links can our readers use to follow along with your journey?



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