S11E2: Branding, Bedding, and Wellness Innovation with Ariel Kaye, Founder of Parachute

In this episode of The Room Podcast, we sit down with Ariel Kaye, the founder of Parachute, a brand known for elevating the home essentials industry with a focus on comfort and wellness. Ariel shares her journey from a creative upbringing to her path through advertising, where she discovered her passion for building brands, eventually leading to the founding of Parachute. Join us as we dive into how Parachute taps into the wellness movement by focusing on the importance of sleep and home comfort. We explore the company's core product—bedding— and why it resonated with consumers looking for better home essentials. Ariel also shares insights on creating a brand from scratch while disrupting a market, the importance of consumer insights and communication in building a business, and the ups and downs of running a business while raising a family.  For The Room Podcast in your inbox every week, subscribe to our newsletter. Follow us on Instagram  Follow us on TikTok  Check out our guide to podcasting here!  Don't forget to subscribe to our channel on YouTube, Spotify, and Apple Music! 4:50 - Where did Ariel grow up and how did that shape her view of the world? 6:09 - Did Ariel ever think she would become a founder? 7:35 - How did Ariel’s experience at NYU lead her to found Parachute? 11:27 - What was the “aha moment” that encouraged the founding of Parachute? 15:11 - Why did Ariel think online sales would be best? 18:29 - What encouraged Ariel to take Parachute to brick and mortar? 21:01 - When did Ariel realize it was time to raise capital? 23:34 - What advice would Ariel give to other DTC founders? 27:32 - What was a moment in Parachute’s life cycle when things didn’t go as planned? 30:37 - What advice would Ariel give to founders facing uncertainties? 32:24 - How does Ariel think the role of digital vs physical sales will change in the near future? 35:05 - How does Ariel know when it’s time to launch a new product? 37:20 - How does Ariel balance what she likes as a product vs what’s best for the business? 39:06 - What advice does Ariel have for managing career and family balance? 42:10 - Who is a woman in Ariel’s life that had a profound impact on her and her career? Brought to you by Perkins Coie and Mercury.* *Mercury is a financial technology company, not a bank. Banking services provided by Choice Financial Group and Evolve Bank & Trust; Members FDIC. WX Productions