“Don’t start a business unless you are obsessed with the “why” behind it”: 10 lessons from Jennifer Baum-Minkus, Founder & CEO at gitti

The E-commerce Berlin Expo celebrated its 10th anniversary in 2026. To mark this milestone, we interviewed some of the world’s most influential leaders about the future of online retail, asking them to share their 10 valuable lessons in e-commerce. Their insights were featured in our special album, showcasing the most powerful voices in online retail, which we decided to share with you on E-commerce Germany News.

This time, we’re featuring an exclusive interview with Jennifer Baum-Minkus, Founder & CEO at gitti. See what e-commerce lessons she shared with us below!

Real success means finding focus

What first drew you to this industry?

JENNIFER: It wasn’t glamour that pulled me into beauty, but a deeply frustrating question: “Why was nail polish still treated as an afterthought?”. I realised that while we care about food and skincare, nail beauty was a blind spot that almost no one was challenging. Coming from a corporate background, I saw a massive gap between conscious consumer needs and what the market actually offered. The desire to disrupt a stagnant category and prove you don’t have to compromise performance for peace of mind was irresistible.

Which early failure taught you something that still guides you today?

JENNIFER: We initially underestimated the complexity of our formulas, leading to frustrating delays. It taught me that true innovation can’t be rushed – and that speed without substance is just noise. It shifted my mindset from “move fast” to “move smart”, ensuring we never greenlight a product until it meets our high standards.

When you think of the past decade of e-commerce, what do you miss – and what are you glad we left behind?

JENNIFER: I miss the simplicity of early social media, where organic storytelling thrived without the pressure of “pay-to-play” algorithms. It was easier to build a community based on shared values rather than fighting for visibility in a crowded feed. However, I am incredibly glad we left behind the era of “perfect” beauty standards. The shift towards more realness and honest ingredient lists is a massive change that moves us from fear-based marketing to empowerment.

Quote / Jennifer Baum-Minkus, Founder & CEO at gitti

Sometimes, the smartest growth strategy is to do fewer things, but do them perfectly.

What is the single most important business lesson you have learned throughout your career?

JENNIFER: The most vital lesson is that your community is your best R&D department. I learned that building with people rather than just selling to them creates advocates, not just customers. Ignoring that direct feedback loop is the fastest way to become irrelevant.

How would you define success in e-commerce today, and how has your view of it changed over time?

JENNIFER: I used to define success by the speed of our growth, trying to win in every category. But a wide footprint is useless without a deep foundation. Real success meant finding focus. It meant reinforcing our unit economics so they could actually support our ambition. I also look at brand equity. If our customers are advocating for us when we aren’t in the room, that is the ultimate metric of a healthy brand.

What do you see as the biggest opportunity in e-commerce today? 

JENNIFER: The biggest opportunity is the dissolution of the barrier between online community and offline experience. We see a future where e-commerce facilitates real-world connection: pop-ups, retail and salon experiences. It is not enough to just ship a box; brands need to create spaces where their values can be experienced physically. The winners will be those who can make their digital community feel just as vibrant and personal as a local shop.

Integrity comes before sales

What’s the most counterintuitive or unconventional thing your company does today that actually works?

JENNIFER: We apply a “less is more” philosophy not just to our customers’ routines, but to our own business strategy. We tried expanding into skincare, but quickly realised it distracted from our true competence. Trying to be everything to everyone diluted our brand power. By stripping away the distractions, we regained our operational agility and clarified our message. Sometimes, the smartest growth strategy is to do fewer things, but do them perfectly. 

Quote / Jennifer Baum-Minkus, Founder & CEO at gitti

Don't start a business unless you are obsessed with the "why" behind it. The world doesn't need more products; it needs real value.

What guiding principle do you personally refuse to compromise on, no matter the trend or pressure? 

JENNIFER: I refuse to lower our quality standards just to make production easier. If a formula doesn’t meet our criteria, it doesn’t launch. Integrity comes before sales.

Looking ahead, what will define the next decade of e-commerce, and how does thinking about the future make you feel – optimistic, excited, concerned, or something else?

JENNIFER: I believe we are moving past the era of ‘frictionless’ commerce into an era of “joyful” commerce. We have mastered efficiency and logistics; now, the opportunity lies in bringing the sensory, playful nature of beauty back to the digital screen. This shift makes me feel optimistic because it prioritises emotion over data. People don’t just want a product delivered fast; they want a moment of self-care and colour that sparks joy in their day. The future isn’t about better bots; it’s about using digital spaces to inspire creativity and make people smile.

If you could leave a message for future e-commerce leaders, what would it be?

JENNIFER: Don’t start a business unless you are obsessed with the “why” behind it. The world doesn’t need more products; it needs real value. Once you have that vision, surround yourself with people who challenge your assumptions and elevate your thinking. Your team is your only true competitive advantage, so actively seek out those who possess strengths you lack. Finally, never let your ego get in the way; stay humble enough to learn, adjust, and change direction when the reality of the business demands it.

Jennifer Baum-Minkus’s bio

Jennifer Baum-Minkus is the founder and CEO of Berlin-based beauty brand gitti. Coming from a corporate background, she set out to challenge an overlooked category and redefine nail beauty through clean, high-performance formulas. Today, she is known for building brands that put integrity, community, and long-term value over short-term growth.

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