Behind Her Empire: How Ariel Kaye Launched Parachute With Zero Experience

Yasmin Nouri

Yasmin is the host of the "Behind Her Empire" podcast, focused on highlighting self-made women leaders and entrepreneurs and how they tackle their career, money, family and life.

Each episode covers their unique hero's journey and what it really takes to build an empire with key lessons learned along the way. The goal of the series is to empower you to see what's possible & inspire you to create financial freedom in your own life.

Ariel Kaye

On this episode of the Behind Her Empire, Ariel Kaye discusses how she went from leaving her successful career to launching her own brand with zero experience.

Today, Kaye is the founder and CEO of Parachute, a direct-to-consumer home essentials brand.

Kaye says that after spending a decade in advertising and brand development, she was yearning to do something more. She always considered herself a home and interior design enthusiast, describing herself as a super consumer of home goods, but she struggled to find a single brand that was affordable, high quality and easy to shop.

That's when she saw a gap in the market and knew she had the perfect skills to create the company she was looking for.

She took some money out of her savings and booked a one-way ticket to Europe in search of a factory. After reviewing 15 factories, she learned about craftsmanship when it came to bedding and sheets, got pricing, and came back home, ready to take on the industry.

"Being good at searching is a real superpower," she said. "Searching and follow up, follow up, follow up."

Kaye says she spent around a year developing the brand, raising small amounts from friends and family, and then launched Parachute in January 2014.

"As a sole founder, I really did feel like I had the weight of the world on my shoulders, there was so much pressure, and it was really hard to not have someone that was in the thick of it with me."

In this episode of the Behind Her Empire podcast, Kaye talks about the "aha" moment when she realized she had to leave her successful career to start her company, the benefits that come with being a first-time entrepreneur in an industry where you have zero experience, how she built a strong foundation with her customers and brand from day one, and so much more.

Kaye also talks about the initial steps she took to launch Parachute — finding a factory and learning about supply chains, as well as using loans from friends and family to fund her business — and why she became a big proponent of taking breaks from work.

dot.LA Audience Engagement Editor Luis Gomez contributed to this post.

Want to hear more of the Behind Her Empire podcast? Subscribe on Stitcher, Apple Podcasts, Spotify, iHeart Radio or wherever you get your podcasts.

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Rivian Issues R1T Electric Truck Recall for Faulty Airbag Sensors

David Shultz

David Shultz is a freelance writer who lives in Santa Barbara, California. His writing has appeared in The Atlantic, Outside and Nautilus, among other publications.

Rivian Issues R1T Electric Truck Recall for Faulty Airbag Sensors
Courtesy of Rivian.
Rivian Automotive has issued a recall for 502 of its R1T electric trucks due to a potential problem with the front passenger airbag sensors. The recall affects vehicles built between Sept. 21, 2021 and April 12, 2022. The issue stems from a problem with the sensors in the seat, which are designed to detect whether a passenger is present and whether to deploy the airbag in the event of a crash.
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Keerthi Vedantam

Keerthi Vedantam is a bioscience reporter at dot.LA. She cut her teeth covering everything from cloud computing to 5G in San Francisco and Seattle. Before she covered tech, Keerthi reported on tribal lands and congressional policy in Washington, D.C. Connect with her on Twitter, Clubhouse (@keerthivedantam) or Signal at 408-470-0776.

Venture Deals in LA Are Slowing Down, And Other Takeaways From Our Quarterly VC Survey

It looks like venture deals are stagnating in Los Angeles.

That’s according to dot.LA’s most recent quarterly VC sentiment survey, in which we asked L.A.-based venture capitalists for their take on the current state of the market. This time, roughly 83% of respondents reported that the number of deals they made in L.A. either stayed the same or declined in the first quarter of 2022 (58% said they stayed the same compared to the fourth quarter of 2021, while 25% said they decreased).

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