Jonathan Cheshner, founder of Amuse, shared the full story behind building a multi-million dollar fashion business, losing millions through a failed inventory deal, watching partnerships fall apart, and carrying the weight of debt while trying to keep the company alive. After years of setbacks, Amuse rebuilt its model, shifted fully to Instagram, and grew into a profitable operation, reaching $18.6 million in sales last year.
In the interview, Cheshner also speaks openly about the realities of modern business, from reliance on social media to the impact of new U.S. tariffs and global logistics challenges. It’s a rare, honest look at resilience, adaptation, and what it actually takes to rebuild something bigger after everything breaks.
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