The Heart-led Brand Podcast

Resist is a low sugar, vegan protein bar company. Their story started when Drew Lederman was diagnosed with polycystic ovarian syndrome and insulin resistance at 18. Although there are many “healthy” protein bars out there, she couldn’t find one with clean ingredients that didn't trigger her hormonal symptoms or give her a fast blood sugar spike. So she teamed up with her co-founder, Emily, and a board of medical advisors to create Resist and start offering delicious, doctor-recommended vegan bars with a clinically-backed stable blood sugar response. In the episode, Abbey talks with Drew about: You can follow Resist on IG and Tiktok or go shop their products at eatresist.com! And use the code "HEARTLED15" to get 15% off your order 🎉 –– You can find the full episode show notes and more heart-led brand building advice at ⁠⁠⁠⁠⁠⁠⁠⁠wayfarerdesignstudio.com/blog⁠⁠⁠⁠⁠⁠⁠⁠. 🎁 Or check out our free resources to help you build your own heart-led business at ⁠⁠⁠⁠⁠wayfarerdesignstudio.com/resources⁠

Sabah always knew that she wanted to start her own business one day, but never expected it to be in beauty. She started her career journey in the fashion world, working at Alexander McQueen, Tom Ford Beauty and Harrods. But as you’ll hear in this interview, life took a turn and led her to launch Calling – a clean beauty brand that puts community first. They officially launched in 2023 with their hero product, Face Fog, and have already been featured in British Vogue and named Best New Beauty Brand by Pure Beauty Magazine. In the episode, Abbey talks with Sabah about: You can follow Calling on ⁠Instagram⁠, ⁠TikTok⁠ or go shop their products on callingbeauty.com –– You can find the full episode show notes and more heart-led brand building advice at ⁠⁠⁠⁠⁠⁠⁠wayfarerdesignstudio.com/blog⁠⁠⁠⁠⁠⁠⁠. 🎁 Or check out our free resources to help you build your own heart-led business at ⁠⁠⁠⁠wayfarerdesignstudio.com/resources

Shreya Aggarwal is a former Dermstore Fragrance Buyer turned wellness founder. She has always been a lover of fragrance and the important role it plays in our lives. Many of her earliest childhood memories are linked back to specific fragrance notes. But it wasn't until she found herself dealing with mental health issues and insomnia that she really began to view fragrance as not just an indulgence, but a powerful tool to improve her wellbeing. That’s what led her to start Caftari – a fragrance brand that uses neuroscents to activate different areas of the brain and support your wellness journey. Since launching in November of 2023, Caftari has already been featured in places like Oprah Daily, Beauty Independent, W Magazine and mindbodygreen. (P.S. Shreya is also a Wayfarer client! We designed Caftari’s brand identity, product packaging and Shopify website. You can view the full case study here.) In the episode, Abbey talks with Shreya about: actually You can follow them on Instagram, TikTok or go shop their products on caftari.com! –– You can find the full episode show notes and more heart-led brand building advice at ⁠⁠⁠⁠⁠⁠wayfarerdesignstudio.com/blog⁠⁠⁠⁠⁠⁠. 🎁 Or check out our free resources to help you build your own heart-led business at ⁠⁠⁠wayfarerdesignstudio.com/resources

Stephanie is a former PR executive, a wife, mother of two kids, a game show winner and now the founder of Finer Liner. After years working in the PR and product development world with brands like Crate & Barrel and Ralph Lauren, Stephanie discovered a common household problem that nobody seemed to be addressing. Using those tacky grocery store bags to line your small trash bins, which never work well and always leave you with icky items stuck to the bottom of the bin. So Stephanie decide to create a solution and launched the Finer Liner dispenser kit, which is a sleek refillable source of trash bin liners that attaches to the bottom of your trash bin. Think of it like a beautiful tissue box, but for trash bags. You just pull up the first liner, wait til it’s full of trash, then rip it off a the bottom and pull up a fresh one right from the dispenser. It’s genius and beautifully designed. In this episode, Abbey chats with Stephanie about: Follow Finer Liner on ⁠Instagram⁠ and ⁠TikTok⁠ Shop their trash bin liners at www.shopfinerliner.com! –– You can find the full episode show notes and more heart-led brand building advice at ⁠⁠⁠⁠⁠wayfarerdesignstudio.com/blog⁠⁠⁠⁠⁠. 🎁 Or check out our free resources to help you build your own heart-led business at ⁠⁠wayfarerdesignstudio.com/resources

Hella Awkward is a card game for the awkward conversations you’ve been meaning to have. Each card serves as a deep conversation starter to spark unforgettable experiences of connection, laughter and fun, one awkward conversation at a time. Since launching, Hella Awkward has been featured in Essence, Buzzfeed and Health Magazine. And their card games are now available through Target, Walmart, Amazon & Urban Outfitters! In this episode, Abbey chats with co-founder Brittane Rowe about: Follow Hella Awkward on Instagram and TikTok Shop their card games at hellawkward.com! –– You can find the full episode show notes and more heart-led brand building advice at ⁠⁠⁠⁠wayfarerdesignstudio.com/blog⁠⁠⁠⁠. 🎁 Or check out our free resources to help you build your own heart-led business at ⁠wayfarerdesignstudio.com/resources

It all started when Lila Joy Baumgardner was working as COO at Bank of America and searching for a natural energy solution to fight burnout and heal from years of stress. After discovering the power of naturally-derived energy, she created JoyShot, a functional beverage company bringing powerful energy complexes and convenience to those at their busiest. JoyShot's ready-to-drink, all-natural energy shots feature vitamins and adaptogenic extracts and provide sustained, all-day energy for those on the go. In the episode, Abbey chats with founder Lila Joy about: Follow JoyShot on ⁠Instagram⁠ Shop their energy shots at drinkjoyshot.com and use the code "WAYFARER20" to get 20% off your purchase! –– You can find the full episode show notes and more heart-led brand building advice at ⁠⁠⁠wayfarerdesignstudio.com/blog⁠⁠⁠. 🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources

Rebekah Jaramillo is the jeweler & metalsmith behind Rebekah J Designs, as well as a mother & wife based out of Seattle, Wa. where she produces jewelry & objects with the intention to hold space for all that you are, all the places you are going, and all the important pieces of who you are. Our design studio, Wayfarer, also had the ultimate pleasure of working with Rebekah in 2023 on her big rebrand! We’ve been fans of her work for years and are so thrilled to have her on the podcast to share her founder story. In the episode, Abbey chats with founder Rebekah about: Follow Rebekah J on Instagram Shop her jewelry at rebekahjdesigns.com –– You can find the full episode show notes and more heart-led brand building advice at ⁠⁠https://wayfarerdesignstudio.com/blog⁠⁠.

Before starting ⁠onewith⁠, Hayley Segar, like many women, didn’t really enjoy shopping for swimwear. Nothing seemed to fit well and squeezed her skin, even the suits that were advertised to be “figure flattering”. One day while hopelessly trying to find a swimsuit to take on a beach trip, she thought to herself “Why can’t bathing suits be more like my favorite seamless underwear that actually fits my body and makes me feel good?” That lightbulb moment led her to design her own patent-pending swimwear that’s dig-free, elastic-free and edgeless. In the episode, Abbey chats with founder Hayley about: Follow onewith on Instagram or Tiktok Shop their products on onewithswim.com –– You can find the full episode show notes and more heart-led brand building advice at ⁠https://wayfarerdesignstudio.com/blog⁠.

Let's be honest, there are A LOT of opinions in the world right now when in comes to skincare. And it can be difficult to find resources that you can trust (and aren't getting some kind of incentive to push certain products). That's where Protea hopes to change the industry through their revolutionary esthetician-match service, connecting you with vetted skincare professionals based on your unique skin’s needs and their specialities. In this episode, Abbey chats with founder Mackenzie Jorns about: Follow Protea on ⁠⁠Instagram⁠⁠ and ⁠⁠Tiktok⁠⁠ Website: https://bookprotea.com/ –– You can find the full episode show notes and more heart-led brand building advice at ⁠⁠https://wayfarerdesignstudio.com/blog⁠⁠.

For many women, it can feel impossible to find a bra that really fits. Wherewithal is on a mission to change that and revolutionize bra sizing for women in the 21st century. Their patented bra design allows women to personalize their bra size at any moment, making Wherewithal the most size inclusive bra company to-date, with less than 2 years in-market. In this episode, Abbey chats with founder Danielle Rushton about: Follow Wherewithal on ⁠Instagram⁠ and ⁠Tiktok⁠ Shop their bras: ⁠shopwherewithal.com/⁠ –– You can find the full episode show notes and more heart-led brand building advice at ⁠https://wayfarerdesignstudio.com/blog⁠.

You might have heard that cranberry juice can help with UTIs (and have probably felt a little shame trying to sneak out of the store with your giant bottle of Ocean Spray). Cranel is on a mission to help women not just prevent UTIs, but really understand how their body works and improve their vaginal health. Their One Stop Shots are packed with 3,000 cranberries and no added sugar, making it super effective at preventing UTIs and balancing vaginal pH. In this episode, Abbey chats with founders Christine Jurzenski and Erica Schultz about: Follow Cranel on Instagram and Tiktok Shop their cranberry shots: cranel.co –– You can find the full episode show notes and more heart-led brand building advice at https://wayfarerdesignstudio.com/blog.

5to9 Wine is an innovative alcohol/wellness company that makes wine out of herbs and botanicals – a technique that dates back as far as ancient Rome, Greece, China and Egypt. In this episode, Abbey chats with founder Nana Meriwether about: Follow 5to9 Wine on Instagram and Tiktok Shop their herbal wines: 5to9wine.com –– You can find the full episode show notes and more heart-led brand building advice at https://wayfarerdesignstudio.com/blog.

North 24th Home is a brand of safe, nontoxic household cleaning products on a mission to help families care for their homes, care for their well being, and care for one another. In this episode, Abbey chats with founder Toria Edmonds-Howell about: Follow North 24th Home on Instagram Shop their products: north24home.com ✨ Use the code HEARTLED15 to get 15% off your purchase!) ✨ –– You can find the full episode show notes and more heart-led brand building advice at https://wayfarerdesignstudio.com/blog.

Bare Hands is here to change the way we think and feel about nail care. With their hero product, The Dry Gloss Manicure, they have created a truly natural and sustainable alternative to the tools and ingredients of traditional salon manicures. Giving us the methods to embrace a natural nail look that’s shiny and nourished with the same ingredients you would find in high-end organic skincare. In this episode, Abbey chats with founder Suzanne Shade about: the one Follow Bare Hands on Instagram and Tiktok Shop their Dry Gloss Manicure Kit: barehands.com –– You can find the full episode show notes and more heart-led brand building advice at https://wayfarerdesignstudio.com/blog.

drenchbar started with a dream to reinvent body care by creating the first-ever solid lotion bar that is activated with water. While conventional body lotions can contain 75% water, drenchbar found a way to make a lotion bar that’s waterless. This allows them to make a product that is more concentrated with effective ingredients AND reduce waste. In this episode, Abbey chats with founder Leah Smolensky about: Follow drenchbar on Instagram and Tiktok Shop their in-shower lotion bars: https://www.drenchbar.com/ –– You can find the full episode show notes and more e-commerce advice at https://wayfarerdesignstudio.com/blog.

augustnoa is a backpack brand that merges style, comfort and sustainability. Each of their backpacks are made from plastic recycled bottles, inside and out. They are also outfitted with YKK zippers, custom oversized hardware, vegan leather interior trim and padded back and shoulder straps. Since launching, augustnoa has been featured on Good Morning America, Who What Wear, ABC and more. In this episode, Abbey chats with founder Ally Lei about: Follow augustnoa on Instagram and Tiktok Shop their sustainable backpacks: https://augustnoa.com/ –– You can find the full episode show notes and more ecommerce advice at https://wayfarerdesignstudio.com/blog.

twenty/twenty beauty is a collection of products designed by a board-certified ophthalmologist to help enhance the natural beauty of your eyes while keeping them healthy. Their founder, Dr. Diane Hilal-Campo, was tired of seeing people struggle with their eyes as a result of their beauty routines. She set out to create her own line of eye-safe beauty products that can be used on even the most sensitive eyes. Each product, from the innovative hygiene spray to the effective, nutrient-rich (and hormone-free!) lash and brow serum, has undergone rigorous clinical testing to ensure they don’t disrupt, but rather support, the delicate ecosystem of the eye. Since launching in 2021, twenty/twenty has been featured in places like Vogue, InStyle, Well + Good and more. In this episode, Abbey chats with Dr. Diane Hilal-Campo about: Follow twenty/twenty on Instagram: @trytwentytwenty Tiktok: https://www.tiktok.com/@trytwentytwenty Shop their products: https://trytwentytwenty.com/ –– You can find the full episode show notes and more e-commerce advice at ⁠https://wayfarerdesignstudio.com/blog⁠.

Sotela is an ethical, inclusive, and sustainable fashion line designed for all humans. Since launching in 2016, they’ve deepened their commitment to inclusivity for all body types and genders by expanding their size range and offering custom sizing. All Sotela pieces are designed, cut and sewn at their LA studio where they are able to ensure a sustainable supply system leaves a minimal footprint and pays fair, living wage to all of their employees. In this episode, Abbey chats with founder Hanna Baror-Padilla about: Follow Sotela on Instagram: @sotelaco Shop their latest collection: https://sotela.co/ –– You can find the full episode show notes and more ecommerce advice at https://wayfarerdesignstudio.com/blog.

chelle body is a no-fuss, simple ingredient body care brand created to make everyone feel great in their own skin. chelle body launched in 2022 and is growing rapidly. The team has been featured in publications like GirlBoss, The Quality Edit, Vitadaily and more! They're on a mission to create unique body care products that make an impact on your body after the first application. In this episode, Abbey chats with founders Rashel Hariri and Gloria Chik about: Follow chelle on Instagram: @chellebody Shop their Deep Exfoliation Kit: https://www.chellebody.com/ –– You can find the full episode show notes and more ecommerce advice at https://wayfarerdesignstudio.com/blog.

So what is The Heart-led Brand, anyways?? Abbey talks through her vision for this podcast, what you can expect and the meaning behind the name. –– If you'd like to submit yourself or an e-commerce founder that you admire to be a guest on this podcast, you can do so at https://wayfarerdesignstudio.com/podcast.