She applied this lesson to Prim, deliberately growing slowly. Launching the brand with a budget of $3,000, she formulated and mixed all the products herself. Visiting friends thought her apartment was closer to a lab and factory floor than residential quarters. She printed product labels at the neighborhood Fedex office and manually cut and pasted them on each bottle. To help with a big, early order of 10,000 units, she bribed a group of friends to make a production line. Another photographer friend came through with free photos she could use on Instagram. She constructed her own website using free templates, and in the first year of business, she purposefully stayed away from wholesale orders in order to get to know her retail customers well.