# @pimsnewyork8333 on YouTube

- **Type:** Video
- **Original URL:** https://youtube.com/watch?v=fm1oUDYYlS8
- **Gondola URL:** https://gondola.cc/posts/64187763-pimsnewyork8333-youtube
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/f388314256.jpg
- **Posted:** 2026-04-02T15:42:32.000+00:00
- **Account Owner:** PIMS (@pimsnewyork) — https://gondola.cc/pimsnewyork

## Caption

Shelly Socol built 1r Agency, by hiring experts and then letting them lead. Sixteen years later, that philosophy defines everything about how the agency operates.

"If you don't lean into all the people that you've hired and the talents that they bring, you're doing yourself a disservice."

Shelly joins Mike for a candid conversation about what happens when you actually trust the experts you hire to be experts. She spotted white space in fashion DTC 16 years ago and built an agency that married her expertise and team-centric brand of leadership.

When her new VP of client services came on board, Shelly told her to spend 45 days just observing. What's working, what's not working. The VP came back with 45 days of real observations layered on top of years of experience. The team brought their own. They combined what they each did best and built something bigger together. That's what trust looks like at 1r.

Shelly gets into surviving COVID as an agency owner (laying off 16 people, finding six of them jobs, and a landlord who tore up a 10-year lease), the shift from pure site builds to a full 360 growth model, and her take on TikTok Shop, Amazon, and doing channels right.

About the Guest
Shelly Socol is the CEO and Co-founder of 1r Agency, a Global Full Service Agency that partners with innovators and creators to power commerce. Experienced in creative, strategy, growth and technical solutions for beauty, skincare, cosmetics, lifestyle, CPG's, Fashion, Home, Real Estate Developments, and Accessories. Beauty & Wellness

🔗 Learn more about Shelly Socol: https://www.linkedin.com/in/shelly-socol-79b8457/
🔗 Learn more about 1r Agency: https://1r.agency
🔗 Learn more about PIMS: https://www.pimsinc.com

Chapters
0:00 - Hire experts, then let them lead
2:53 - Meet Shelly Socol of 1r Agency
3:43 - Growing up between Barneys and art
5:51 - From NOW to a Nobel laureate's team
10:39 - Cutting teeth at Theory
12:19 - Spotting DTC white space in fashion
18:32 - Confidence as a selling point
20:09 - The VP who brought a fresh perspective
24:46 - Building a 360 growth model
29:43 - Surviving COVID as an agency
43:56 - Media visibility vs. confidentiality
48:27 - TikTok, Amazon, doing channels right

ABOUT MINUTES WITH MIKE
Minutes with Mike is the podcast where PIMS Chief Networking Officer Mike Ryan sits down with the leaders, founders, and innovators shaping the beauty and personal care industry.
SUBSCRIBE for weekly conversations with the leaders, founders, and innovators shaping beauty and CPG.

Hashtags
#MinutesWithMike #BeautyIndustry #DTC #ShopifyPlus #AgencyLeadership

## Stats

- **Views:** 35
- **Likes:** 2
- **Shares:** 0
- **Comments:** 0

## Tags

dtc, agencyleadership, beautyindustry, minuteswithmike, shopifyplus

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