Building a Brand and Balancing Life

In 2012, Ariel Kaye saw a tantalizing opportunity, but wasn’t sure she was the one to seize it. She’d never started a brand and didn’t think of herself as an entrepreneur, until she noticed how frustrating it was to buy bed linens in a big box store. Taking inspiration from Warby Parker and Everlane, Ariel quit her day job to launch a brand of DTC luxury sheets, made in Europe but exuding a California vibe, with photos of models lounging in semi-rumpled beds. As a solo founder, Ariel had to figure out everything herself, from manufacturing to supply chains to how to get through to investors. Today, Parachute Home offers a wide range of home goods and has expanded beyond its website to 26 physical stores across the U.S. 

This episode was produced by Chris Maccini with music by Ramtin Arablouei.

Edited by Neva Grant, with research from Katherine Sypher.

Our engineer was Josephine Nyounai.

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