Social Currency with Sammi Cohen Ariel Kaye (Parachute) on Getting D2C Right, Building Customer Trust and Selling Out of Product Without Becoming a Sellout
Aug 5, 2025
In this engaging conversation, Ariel Kaye, founder of Parachute, shares her journey of launching a successful direct-to-consumer home essentials brand. She reveals the challenges of early growth and the importance of customer trust, especially during chaotic times like COVID. Ariel discusses her unique approach to product development through consumer insights and the strategic transition from online to brick-and-mortar retail. She also touches on the emotional aspects of solo entrepreneurship and emphasizes the need for authentic decision-making and community support.
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Power of Optionality in Business
- A healthy business provides options and control over its future, avoiding desperation moves.
- Optionality is a founder's true power, allowing choice in growth, investment, or exit strategies.
Birth of Parachute’s Vision
- Ariel Kaye was inspired by early digital direct-to-consumer brands and frustrated by low-quality bedding.
- She became obsessed with improving bedding aesthetics and quality based on personal experience and market gaps.
Ignorance as a Founder’s Superpower
- Not knowing industry conventions became Ariel's advantage, fueling confidence to innovate.
- Passion for consumer insights offset lack of formal business or technical background.