Decoding the Success Story of Ariel Kaye, Founder of Parachute

    Successful entrepreneurs succeed in their entrepreneurial ventures by blending their expertise and passion in equal measures. The most glaring example is Ariel Kaye, Founder of Parachute, a modern lifestyle home company. Unlike some other entrepreneurs who set up their own company right from the beginning of their career, Kaye later made a foray into entrepreneurship. She started her career as an advertising professional and worked for an advertising company. But Kaye had a penchant for interior design and loved redecorating homes for her friends. In 2014, she spotted an opportunity in the home bedding space and quit her job to pursue her interest in home design and decor full-time. Kaye started her own company, Parachute, in Los Angeles. She established the brand successfully that evolved into a home-style life brand that offered products in different categories.

    The Parachute Spreads its Wings. 

    The company has made great strides in the past seven years. What began as a digitally native company is now a multi-brand home business that expanded beyond its core business of quality bedding. Today, the company sells many more valuable and necessary items for all the rooms beyond the bedroom. The opening of 12 retail stores bears testimony about the company spreading its wings. Plans are afoot to open 30 stores during 2022 as the company demonstrates a social responsibility and wellness business culture.


    What Prompted Kaye to Take the Plunge?

    It is never easy to give up a full-time corporate job and start an entrepreneurial journey filled with challenges and uncertainties. But Kay did just that when she spotted a gap in the market to reach consumers directly with high-quality bedding. She was confident about blending her expertise in brand building and consumer research with her passion for home and interior design and did not hesitate to take the leap of faith. She convinced an investor about forming her company and within a few months quit her job to start her tour of factories in Europe.

    The Journey Begins

    The beginning was challenging as it happens startups, and Kaye had her shares of doubts and fear. But she was prepared to tackle it efficiently and move forward by believing in her abilities. She knew clearly that entrepreneurs’ success depends on their problem-solving skills and converting problems into opportunities she had in plenty. Her process was to start by taking baby steps and never rushing. She was aware of what could happen if she bit more than she could chew. She took one day at a time and the move paid well as the parachute company gradually hit milestones. 

    Orders were coming in at a good pace, but the most notable achievement was that most of these were from people beyond the known circle of friends and relatives. It was a clear sign of people taking a genuine interest in the brand. The other high point was that the company sold its inventory faster than expected. It was a sure sign of heightened consumer interest in the brand that she could leverage to rope in more investors. Kaye realized it was time to step up the gas as the company had the capital to keep it going. It made her confident about scaling up the business at the opportune moment.

    Sowing the Seeds of Expansion

    Entrepreneurs start a venture with some vision, and on accomplishing it, they expand their vision to tap into new areas to take their business to new heights. They focus beyond just growing its revenue and are keen to fulfill their passion for other things closely related to the business. Kaye is passionate about investing in something that leads to a happier and healthier lifestyle. She stresses how sleep is vital in our daily lives for better health, happiness, and productivity. She has set new goals to offer products that help people sleep by creating a better sleeping environment. The company now offers new products like loungewear, bath towels, rugs, furniture, and décor, having the same quality and aesthetics that define the company.

    For Parachute, quality is an all-encompassing concept that goes well beyond the products and fuses with the company’s culture to provide a superior customer experience. Honest and transparent communication builds customer trust that puts the company on a firm footing and helps to expand the customer base.

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