Brilliant Minds’ first investment: How Bridget Johns is shaping the future of e-commerce.
In the fast-paced world of startups, it's not just about finding the next big idea—it's about backing the right minds to bring that idea to life. My first investment through Brilliant Minds is in Bridget Johns, a seasoned retail powerhouse turned visionary entrepreneur who’s redefining the e-commerce landscape.
With a career that spans decades in retail, where she held pivotal roles at top companies like Tiffany & Co, Lancôme and RetailNext, Bridget has always been driven by the thrill of creating something out of nothing.
Now, she’s leveraging her deep expertise and the power of AI to transform how we experience online shopping through her latest venture, To&From. This innovative platform is not just about gifting; it’s about reimagining the entire e-commerce experience to be more intuitive, personalized, and joyful.
Here’s a straightforward look into the mind of a true innovator:
What was the turning point in your career that led you to become an entrepreneur?
Bridget: Entrepreneurship has always been in my blood. My very first "business" was a corn stand that I ran with my siblings on our family farm. From a young age, the idea of building something from the ground up intrigued me. Throughout my career, I often found myself gravitating towards roles that were a bit off the beaten path—whether it was pioneering new projects or entering untapped markets. The thrill of creating something out of nothing has always driven me. The true turning point, though, came during the pandemic. I had been ideating some startup ideas around gifting for some time and as technology was rapidly improving many aspects of online shopping, the gifting experience remained stagnant. I kept coming back to this notion that gifting shouldn’t be so hard - my husband ultimately gave me the nudge I needed, asking, "If not now, when?"
“I know the right people, and I get things done—fast.”
What is your biggest strength as an experienced founder?
Bridget: The one that stands out the most as I build To&From is my extensive network. I have former colleagues, teammates, and friends across the retail landscape and I am able to credibly and quickly team up partnerships and customer conversations because I know the senior most people in the organizations I am targeting. In my past roles, I've worked on partnerships with everyone from American Express to Meta and these relationships have helped me tremendously as I build our go to market organization at To&From. I know the right people, and I get things done—fast.
What’s the one truth you’ve learned that would have saved you years of trying to fit into the wrong mold?
Bridget: The most valuable lesson I’ve learned is the power of bringing your authentic self to your career. Early on, I used to downplay or even hide my "farm girl" background, thinking it wasn't relevant or somehow diminished me as a leader. But I've come to realize that when I fully share my story, it resonates with people on a deeper level. Success doesn’t require a sanitized version of ourselves; it thrives on authenticity.
What’s a bold prediction you have for the future of retail?
Bridget: I boldly predict that with the help of AI, shopping will once again become a source of joy. Remember the thrill of discovering something unexpected while shopping? That sense of surprise and delight will soon be everywhere. Consumer experiences will increasingly be tailored to individuals, putting the power firmly back in the hands of the shoppers themselves.
What’s one business “truth” that’s actually a total myth?
Bridget: One common belief I challenge is the notion that candidates need an exact match in experience to be the right fit for a role. In reality, many life skills are transferable to business, and it’s often those unconventional experiences that make a candidate truly stand out. This is especially true for women (or men) who take time off to raise children—too often, they doubt their relevance or feel outdated. Yet skills like project management, creativity, and communication often flourish during these career gaps, and can significantly enhance one’s career when they return to the workforce.
What’s a piece of unconventional wisdom you’ve embraced that others might find surprising?
Bridget: I always advise new hires that the clearest sign of their success will be how they tackle problems in their first few weeks—whether or not those problems are directly related to their role. In a startup, problem-solving is critical because there’s so much to be done. I’m thrilled when new hires take initiative, whether it’s improving documentation, streamlining processes, or simply brings forward a fresh idea to boost efficiency.
With such a demanding career, what passions keep you grounded outside the chaos of work?
Bridget: Balancing a startup with family life doesn’t leave much free time, but I make it a priority to stay engaged with my community. I serve on a couple of boards—one for a school foundation, which is incredibly rewarding, and another for my son’s hockey association, which lets me contribute to something he loves. My true passion, though, is travel. It’s my favorite way to keep my ideas fresh and relevant, whether I’m exploring how people live, shop, and socialize in different countries or even just different parts of the U.S.
What’s your secret to staying ahead of the curve in a rapidly changing industry?
Bridget: Travel is my secret weapon. There’s nothing like immersing yourself in different cultures and environments to spark new ideas and perspectives. Whether it's observing shopping habits in a foreign market or simply soaking in a new atmosphere, travel is my go-to source of inspiration.