"We wanted to strip away a lot of the concepts around wellness that tend to involve guilt."Author:Stephanie SaltzmanPublish date:Apr 25, 2019Updated onApr 25, 2019There are plenty of things that make Brooklyn-based wellness and beauty startup Golde unique. First of all, unlike the many indie brands in the space that are bringing on massive investment capital to grow at a breakneck pace, it remains entirely self-funded two years in.
It came from my own interest in looking at the wellness space and wanting to make it a little bit more fresh and approachable and inclusive and all that good stuff. I grew up in upstate New York and was raised by a single parent that had an autoimmune disease — my mom has rheumatoid arthritis. She eventually started taking a more holistically minded approach to treatment and noticed a massive improvement.
We launched on our website, which we designed ourselves on Squarespace. At the time, I was helping out Chillhouse with their opening. When I first interviewed with [Chillhouse founder] Cyndi [Ramirez-Fulton], the product wasn't even live yet, but I had a bag to give her, and she loved it. She also got us into our first stockist, which was The Elk in the West Village.
For most of 2018, I was aggressively having conversations with investors, trying to figure out how much I should raise. It took a long time to understand what I wanted out of the business. These investors started reaching out, talking about $100-million-plus acquisitions, suddenly I was wondering whoa, maybe that's what I should be after.
We're two years old — in startup terms, you're already a dinosaur, but to me, we're babies. I'm mostly focused on where we're going end up over the next two years. I don't think that in the next two years we're going to see an acquisition — I mean, that could be cool I guess, if things moved ahead quickly.
I would love to see more approachable solutions in general — more things priced under $50, more founders of color. I'm excited that we're starting to see a little bit of that, more brands that are popping up in this category with a lower price point. I hope that being there will encourage more people to engage with wellness and understand that it doesn't have to be about working out too hard and only drinking smoothies; it's about finding a way to feel good.
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