Ariel Kaye
Founder, Parachute Home. On 1 show, 2 appearances. The Shows tab opens the full record on each.
founderexecutiveauthor@Arielkaye ↗parachutehome.com ↗
In 2014, Ariel Kaye launched Parachute Home as a direct-to-consumer bedding and home essentials brand, subsequently expanding it into a multi-category lifestyle retailer with brick-and-mortar stores across the United States. She is also the author of the home design book How to Make a House a Home and writes on Substack.
1shows
2appearances
18statements
5resolved
5supported
0contradicted
100%fully supported
Everything Ariel Kaye said on any show that made the record, most notable first. Each card names its show and opens the statement there.
Kaye: The venture and startup ecosystem ignores financial discipline
“Today, one of my biggest issues with the startup venture private equity world is that no one gives credit for financial discipline.”
Kaye: Founders can take non-strategic capital and hire distribution talent
“You could take capital that's less strategic and hire someone who is incredible at distribution and hire two or three people to fill those roles that could help you, whether it's on the marketing front, thinking about D to C, how to get to consumers, you know,…”
Kaye: Approximately 40% of people do not use a top sheet
“One of the things that I learned is that about 40% of people do not use a top sheet.”
Kaye: Early DTC brands scaled with minimal marketing spend in 2014
“Being first to market, launching in 2014, you know, the market was not nearly as saturated as it was today. I mean, you could get to decent scale spending relatively little marketing dollars.”
Kaye: Parachute Scaled Back Furniture Category Over Logistics and Margins
“We gave it a go for about a year and we still do sell some bed frames. But it quickly just became clear that, you know, the supply chain, the logistics, the White glove delivery that brought strangers into the homes of our customers. I mean, there was a lot go…”
Kaye: Media publications now require affiliate commissions for gift guide inclusion
“I do think that for gift guides in specific, affiliate is sort of king these days. You know, a lot of these publications are leveraging the affiliate commissions in order to just as like a bare requirement for inclusion.”
Kaye: Monthly co-marketing giveaways were Parachute's fastest early audience growth channel
“There was a period of time where we tried to do those every month because it was the quickest and easiest way for us to grow our follower count, whether it was on social media or our email list.”
Kaye: Building a custom CMS before Shopify was a $40,000 mistake
“And we actually quickly had to move on to Shopify, and it was about a almost 40,000 dollar mistake.”
Kaye: Parachute raised nearly $1 million in 2014
“I was able to close some additional investors there, and all of a sudden, I had raised almost a million dollars.”
Kaye: A short Wall Street Journal blurb sold out Parachute's initial inventory
“We had this blurb in the Wall Street Journal that really put us on the map. I mean, it was maybe three sentences in a larger story, and we sold out of everything.”
Kaye: Parachute was the first podcast advertiser on Pod Save America
“We were actually the first podcast advertiser on Pod Save America, and that changed our business.”
Kaye: 90% of home textile purchases were offline when Parachute launched
“This is a category where historically, 90% of purchases were made offline when I started this brand.”
Kaye signed a Parachute term sheet during her 2018 wedding weekend
“On my way to my rehearsal dinner, I signed a term sheet, and two weeks later, I opened a store in New York City, and a week later, I found out I was pregnant. May 2018 was a busy month.”
Kaye stepped down as Parachute CEO in 2023 for creative focus
“Also at the beginning of this year, I actually stepped down as CEO, and I passed the baton to our former COO, and It's also allowed me to get back to the parts of the business that I love which is the creative side of everything”
Kaye: VCs initially rejected Parachute's pitch for a billion-dollar bedding brand
“I would say you spend a third of your life in bed. There is no brand in this category. I'm going to start with sheets, but I'm going to build a massive brand. We're going to be a billion dollar business, and there is no one doing this. This is like, this is sp…”
Kaye pitched Bitcoin at Digitas when it traded at five cents
“I famously love to remind myself that I worked on American Express in the membership rewards program, and I was in charge of sharing a project about alternative currencies as we were thinking about how to talk about membership rewards as a real value propositi…”
Kaye: The bedding market was a $30 billion unbranded industry in 2012
“Oh my gosh, this is a thirty billion dollar market with these products that had no name. There was marketing gimmicks like thread count, which have no indication of quality whatsoever.”
One line per show, most statements first. The link opens Ariel's full record on that show: the calibration, argument clarity, speaking style and every statement made there.
| Show | Role there | Eps | Statements | Record | |
|---|---|---|---|---|---|
 HOW I BUILT THISLEDGER | Founder, Parachute Home | 2 | 18 | 100% 5/5 | full record on How I Built This → |