The Inspiring Journey of Gretta van Riel: From $24 to Multi-Millionaire

At just 22 years old, Gretta van Riel, a Melbourne-based entrepreneur, embarked on a remarkable business venture with only $24 in her bank account. By leveraging social media and her innate drive, she turned her first business, SkinnyMe Tea, into a global success. Her approach to finding niche markets, solving real-world problems, and leveraging digital platforms is a testament to the potential of contemporary entrepreneurship.
Today, Gretta is a renowned mentor, investor, and speaker, helping aspiring entrepreneurs achieve remarkable success – and her story offers insights and actionable advice for those ready to take their first steps.
The First Venture That Changed It All
Launching SkinnyMe Tea
Gretta started SkinnyMe Tea with a single vision—creating a health-focused product that addressed a specific pain point. Using Instagram, then an emerging platform in 2012, she implemented creative techniques such as follow-unfollow strategies, giveaways, and tag-to-win contests. These methods helped her amass a considerable following quickly, all without significant marketing costs.
Initially a one-woman show, Gretta mixed teas and wrote addresses for shipments by hand while also holding a full-time job. Once the business began generating $600,000 monthly within six months, she left her job behind to focus entirely on SkinnyMe Tea. This leap turned out to be life-changing both professionally and personally.
Lessons From the Early Days
The early phase of SkinnyMe Tea taught Gretta three critical lessons:
- Resilience matters – The lack of systems and operational support pushed her to adapt quickly.
- Audience-first approach – Focusing on the audience before the product drove loyalty.
- Speed over perfection – Acting on ideas immediately helped build momentum without succumbing to overthinking.
Beyond SkinnyMe Tea – Building More Global Brands
Finding Opportunities in Niche Markets
Building on SkinnyMe Tea’s success, Gretta identified further gaps in consumer markets and launched four additional ventures. Notable examples include:
- The 5th Watches – A luxury watch brand designed with exclusivity by offering limited-time collections.
- Drop Bottle – A premium water bottle brand aimed at environmentally conscious consumers that gained recognition on Oprah’s favourites list.
Each new business leveraged the ‘social-first strategy’—viewing Instagram and influencer marketing as the foundation of brand connection and sales. The 5th Watches alone achieved $1 million in sales within a single day using this model.
The Power of Influencer Marketing
One of Gretta’s standout marketing achievements was partnering with influencers. Early on, she sent products to influencers to showcase on their platforms. By doing so, she tapped into audiences far beyond her own and maximised conversions.
Her campaigns included:
- Using micro-influencers and nano-influencers to engage niche communities affordably.
- Tracking conversions with tailored discount codes and cost-per-click analyses.
- Launching significant campaigns, like generating $1 million via Twitch streamers who promoted skincare-related products.
The results were staggering and demonstrated the importance of choosing the right talent. For those planning influencer campaigns, Gretta advises brands to negotiate deliverables for budget optimisation and focus on building authentic relationships with creatives.
Using Mistakes as Fuel
Gretta is transparent about her failures along the way, explaining how missteps such as scaling too fast or neglecting sustainable systems taught her invaluable lessons. By reframing each challenge as a stepping stone, she refined her approach to building lasting businesses.
Empowering the Next Generation of Entrepreneurs
Gretta’s focus now extends beyond her ventures. Through platforms like Shopify, Later, and Foundr’s Start & Scale programme, she’s educated over 25,000 students worldwide, offering actionable techniques on eCommerce, product ideation, and marketing.
One key takeaway from her teachings is the emphasis on solving real-world issues. Entrepreneurs are encouraged to deeply understand their target audience, creating solutions that fit seamlessly into their lives.
Gretta’s ability to simplify complex strategies has made her a trusted resource among emerging business leaders. Whether it’s about mastering Instagram algorithms or aligning product benefits with audience needs, her insights resonate widely.
Gretta’s Principles for Entrepreneurial Success
If you’re dreaming of starting your own venture, Gretta van Riel’s principles are a great place to begin:
- Identify a clear niche – Avoid broad markets; instead, solve specific problems.
- Leverage social media – Platforms like Instagram are powerful tools for building a community and culture around your brand.
- Act swiftly – Waiting for perfection can kill momentum. Take action and refine as you go.
- Learn from setbacks – Every mistake is an opportunity for growth.
- Scale mindfully – Build systems as you grow instead of trying to play catch-up after attaining business success.
Beyond eCommerce – Investing and Inspiring Change
Gretta’s entrepreneurial spirit shines through not just in her brands but also in her contributions to innovation. She’s an active investor and advisor in companies such as Eucalyptus and served as a board member for Hydralyte North America, furthering health and wellness innovation.
She’s also a sought-after global speaker, delivering expertise in marketing psychology, social media strategies, and other growth tactics. By sharing her personal story, Gretta continues to empower aspiring entrepreneurs to overcome their doubts and leverage their unique skills for success.
How Gretta Can Inspire You
Gretta van Riel’s multi-million-dollar ventures prove that with grit, creativity, and the proper use of digital resources, anyone can turn a simple idea into a thriving business. From starting with $24 to mentoring thousands of students today, Gretta embodies the entrepreneurial spirit that transcends industries and borders.
Whether you’re looking to start an eCommerce business or refine your existing strategy, take inspiration from Gretta’s audience-first approach, rapid execution, and innovative thinking. Success awaits those willing to take that leap.
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