You are one impressive entrepreneur who found a major gap in the market and came up with a solution that we all love dearly. Tell us about your entrepreneurial journey.
Before launching Parachute, I spent a decade working in advertising and brand development in New York. I was also a huge design enthusiast – I had an interior design blog, and I frequently helped my friends and family decorate their homes.
I was a super consumer of home goods, and when it came to bedding, I couldn’t find a single brand that was high quality, affordable or easy to buy. I also realized that no one had an association with brands when they bought their sheets. As someone who built brands in advertising, I recognized a true business opportunity – there was a serious void in the market. This is when I had my “aha” moment.
What were some of the biggest roadblocks you faced while getting Parachute off the ground? How did you overcome it?
When I started talking to investors, I received feedback that the way I talked about Parachute was too relaxed and my overall energy was too chill. While I’m a laid-back, potential investors were mistaking this as a lack of enthusiasm for what I was working on.
I shifted my pitch to show my hustle, drive and unrelenting passion. I learned to channel the intensity and excitement I felt. Every time I spoke to a potential investor, I made sure they didn’t leave the room without feeling my intensity and excitement, too. I was determined, and although starting a brand is extremely challenging, they needed to know I was never going to give up.
What’s something you’re most proud of since starting this company?
Creating something that people care about and has impact are my favorite parts of being an entrepreneur.
Our customers are at the center of everything we do, from developing new products that help them start and end their days feeling their very best, to creating unique and engaging shopping experiences right in their neighborhoods. Thinking of the looks on our customers faces when they touch or feel our products for the first time, or find the exact inspiration they are looking for in one of our stores is extremely rewarding.
What’s the best advice you’ve ever received, either professionally or personally?
The best advice I’ve received is to always put the customer first. We’re always striving to learn more about our community through testing, research and focus groups. I strongly advise budding entrepreneurs to truly listen to customer feedback and use those takeaways to implement changes when appropriate.
I also like to remind myself to not sweat the small stuff. Staying positive is key!
What advice would you give to someone feeling stuck in the career?
Trust your instincts, because when you’re doing something you love, you can’t imagine doing anything else.
What keeps your hustle going every day? What motivates you?
My team of dreamers at Parachute always keep me motivated, interested and eager to do more. Plus, my daughter Lou is a constant reminder to keep going. I want her to see how hard I work and to grow up as part of the Parachute family.
You are a new mama to sweet Lou! How has motherhood changed you?
To be honest, I haven’t figured out how to properly explain the ways that motherhood has changed me. I do know that it has changed me completely. Having a baby has opened my eyes and made me see the world with an entirely new perspective. She has expanded my heart in ways I didn’t know possible – she shows me how to love completely and fearlessly. The past nine months have been the hardest and the happiest of my entire life. Lou is pure joy, her curiosity has no bounds, her soul is wise and she is no doubt my greatest teacher of all.
What are your thoughts on work-life balance — especially now as a mother? Do you think it’s attainable?
Work/life balance is an ongoing learning experience and challenge. When I started Parachute, I committed to making work my number one priority. I quickly learned that a balance is critical to not burn out. Plus, there’s so much more to life, especially with my daughter! I think being self- aware is key – acknowledge when you need to step away and recharge. The big moments with family and friends are hard to get back so I’m making more of an effort to be present.
What are five things you can’t live without right now?
What’s next for Parachute?
We’re always dreaming big at the office! I look forward to continuing to expand our retail footprint – we want to be where all our customers are. I am also excited to launch new product categories that extend our assortment into new rooms of the home.