Lillie’s of Charleston — From Family Recipe to National Amazon Success

A Customer Evidence Story for Amazon’s Black Business Accelerator

Lillie’s of Charleston is a family‑owned specialty food company rooted in Gullah culture and known for award‑winning hot sauces, mustard BBQ sauces, and spice blends. Their motto — “May you never feel unwanted, unloved, or hungry” — comes from Aunt Lillie herself, whose kitchen embodied Southern hospitality and inspired the brand’s identity. Today, Lillie’s products are sold nationwide on Amazon.com, where they’ve become a standout success story recognized internally by Amazon teams.

Amazon’s Marketing team partnered with Watts Media to capture this journey through a documentary‑style Customer Evidence film — a story of heritage, hustle, and the power of e‑commerce to take a regional brand national.

The Challenge

Show how Amazon helps small, culturally rooted brands scale beyond their region

Lillie’s of Charleston began in 2001, but their recipes date back to the family’s original restaurant, The Rib Shack, where their father perfected the mustard‑based BBQ sauces that South Carolina is famous for. As demand grew, siblings Tracy and Kelly worked with Jamal — whose chemistry background helped scale the recipes for bottling — to turn family tradition into a thriving specialty food business.

But like many small, Black‑owned brands, Lillie’s needed a platform that could help them:

  • Reach customers beyond the Southeast

  • Launch new products strategically

  • Navigate e‑commerce growth

  • Build visibility in a crowded category

Amazon’s Black Business Accelerator (BBA) team saw their potential — and wanted to help amplify it.

Our Approach

Documentary‑style storytelling rooted in family, culture, and real customer impact

Watts Media traveled to Charleston to meet the Lillie’s team, film in their community, and capture the authentic spirit behind the brand. The story was built around three pillars:

1. A Family Legacy Told in Their Own Words

We interviewed founders Tracy and Jamal in their home environment, surrounded by the flavors, memories, and traditions that shaped the company. Their storytelling revealed:

The origins of their recipes at The Rib Shack

  • How family gatherings became R&D sessions

  • Their commitment to personal relationships with local retailers

  • Their belief that food is an expression of love and culture

This grounded the film in authenticity — the heart of Customer Evidence.

2. Amazon’s Role in Helping Lillie’s Scale Nationally

Amazon’s Senior Account Manager Kenneth shared how he supported Lillie’s growth:

  • Strategic guidance on product launches

  • Marketing and sales support

  • Hands‑on partnership rooted in trust

  • A platform for visibility and national reach

His relationship with the founders — strengthened by care packages, shared meals, and genuine connection — became a central emotional thread.

3. Real Proof of Impact: From Charleston to Alaska and Hawaii

Through Amazon, Lillie’s could see their sauces reaching customers across the country — even in Alaska and Hawaii. This moment of realization became a powerful narrative beat:

“When we first saw that people in Alaska were getting our sauce… we were like, ‘You’re kidding!’”

It demonstrated exactly what Customer Evidence is meant to show: real customers, real reach, real business growth.

Production Execution

A two‑day, on‑location shoot capturing culture, craft, and community

Watts handled full production, including:

  • On‑site interviews with founders and Amazon’s BBA team

  • Documentary‑style filming in Charleston

  • B‑roll of sauce making, local retail interactions, and community scenes

  • Natural‑light cinematography to preserve the warmth of Southern hospitality

The result was a film that feels lived‑in, intimate, and true to the Lillie’s brand.

The Outcome

A powerful Customer Evidence story that showcases Amazon’s impact on small businesses

The final film highlights:

  • How Amazon helps Black‑owned businesses grow

  • How Lillie’s scaled from regional to national distribution

  • How the Black Business Accelerator Program provided hands‑on support

  • How cultural heritage and family tradition can thrive on a global platform

For Amazon, the video became a compelling proof point for the BBA program. For Lillie’s, it became a celebration of their journey - and an invitation for new customers to join the family.

Why It Matters

Lillie’s of Charleston is more than a sauce company - it’s a cultural legacy. Amazon helped that legacy reach kitchens across the country.

This Customer Evidence story demonstrates how e‑commerce can empower small businesses, elevate underrepresented founders, and bring authentic regional flavors to a national audience.