In this exclusive interview, we sit down with Jake Special, the visionary behind the Jake Special group, a network of niche-focused e-commerce websites. Known for his unique approach to business and his background as a PhD in mathematics, Jake shares his journey, the challenges he faced, and his vision for the future. Join us as we explore what drives this passionate entrepreneur and how he’s redefining e-commerce, one niche at a time.

Clyde (Head of Communication, JS Group): Hello Jake, thank you for taking the time for this interview! You’re at the helm of several websites, each focused on very specific niches. Today, many see you as a key player in the e-commerce world. To start off, what has been your main drive to create so many websites?

Jake Special: The key driver has been passion—a genuine passion for all these niches—and, I’ll admit, a certain hyperactivity. I have this need to juggle multiple things at once, but only when they truly excite me. It’s also been about reconciling a technical challenge with marketing, which was a bit foreign to me initially, given my background as a math PhD. I’m much more of a scientist than a salesman.

Clyde: Passion and hyperactivity, I love that combination! But with your background as a math PhD, how did you transition into embracing the challenges of e-commerce? That’s not the most common trajectory, is it?

Jake Special: You’re absolutely right, it’s not a typical path. But mathematics has helped me tremendously. When you do research, you learn to tackle complex problems, work with models, and maintain an extreme level of rigor. Those skills translate perfectly to e-commerce, whether it’s optimizing technical platforms or analyzing customer data.

At the same time, I wanted to develop a more human side. Marketing was entirely new to me—understanding people’s needs, telling a story around a product, and creating experiences that connect. E-commerce drew me in because it merges these two worlds: scientific logic and human creativity.

Clyde: And it’s clearly working! Today, you manage about thirty websites, each targeting a specific niche. Why did you choose this strategy of diversification?

Jake Special: Well, because I believe there can only be one Amazon, really. Trying to create one giant website that caters to every niche would mean going head-to-head with the giants, and honestly, that’s not feasible for us.

With Marwa, who shares my life and my projects, we work hard, but we’re still a small team. Building one massive site would have put us in direct competition with the behemoths, which isn’t a realistic strategy. What we can do, and what we do very well, is focus on specific niches, creating specialized universes where every customer feels seen and understood.

Clyde: And this focus on niches seems to be paying off. You’re often cited as a success story in specialization. But how do you decide which niche to dive into?

Jake Special: It simply comes from my passions. Jake Special and the Jake Special group—that’s who I am. Every niche we focus on reflects something that fascinated or inspired me at some point in my life.

Each site represents a part of me. For example, the site on retro gaming consoles? That’s because I grew up with those consoles and spent countless hours playing on them. A site like NoteSpecial? That comes from my love of writing and organization. It’s my way of turning personal interests into something concrete that can benefit others.

Clyde: That’s a very personal and authentic vision, and I think that’s what resonates with your customers. But tell me, how do you reconcile this passion-driven approach with the sometimes very pragmatic realities of running a business?

Jake Special: That’s a great question. Honestly, it hasn’t been easy. The business world often requires making decisions that aren’t entirely rational. And as you can imagine, with my background, I’m someone deeply rooted in logic and rationality.

It took a profound reevaluation of my mindset and my approach. I had to learn to let go of this constant pursuit of mathematical perfection and embrace a world that’s more unpredictable and human, where intuition and emotion play a crucial role.

It’s still challenging, but it’s a challenge that has paid off. I can now see how balancing rigor with creativity has allowed our sites to connect with their audience and stand out in a crowded marketplace.

Clyde: That balance you’ve found is impressive. What advice would you give to someone who wants to dive into e-commerce, especially if they come from a completely different field like you?

Jake Special: I’ll be honest—it’s incredibly hard. What made the difference for me was having a major advantage: my technical expertise. I really believe I’m at the cutting edge of what’s being done in terms of systems that simplify and optimize operations.

I don’t think I could have succeeded without that edge. Having a solid grasp of the technical side allowed me to build tools that automate tasks, streamline processes, and free up time for strategy.

But beyond that, it’s about perseverance. Each of us has to find that unique strength that sets us apart. For me, it was my technical skills. For someone else, it might be exceptional creativity, marketing intuition, or an incredible ability to connect with people.

Clyde: That’s great advice, and very insightful. One last question, Jake: where do you see the Jake Special group in five years?

Jake Special: I firmly believe that the only barriers and limits we face are the ones we place on ourselves. So honestly, I see a very bright future. A very bright future.

In five years, I see us continuing to innovate, pushing boundaries, and becoming even more attuned to our customers’ needs. We have so many ideas and projects waiting to be developed, and I’m confident that with our passion and adaptability, we can go very far.

The goal isn’t just to grow for the sake of growth, but to stay true to what drives us: creating unique, passionate worlds that resonate with equally passionate people.

Clyde: An inspiring message to end on! Thank you so much, Jake, for this conversation. It’s clear that the Jake Special adventure is only just beginning.

Jake Special: Thank you, Clyde. And thanks to everyone who supports us. The adventure continues, and it’s all the more rewarding thanks to you.