We’re Getting Married. Kind of. Here’s Why. 💍

This week reminded me why we started: to shake things up, not play it safe

Jun 15, 2025

A sunny and 20C day in Vancouver, and thrilled to be back. It is the kind of morning here where every is just…happy. I feel like we wait all winter in Vancouver for the sun, so when it is finally here you know I am out. The plan today after writing this is heading to the north shore for a quick pre-dinner hike and then a patio dinner with my aunt and uncle.

The flight home…insane. Glad I opened the window cover lol.

Here we go 🔴

This week I realized something big: we’ve been operating in a way that feels a little... expected. Not in our vision, but in how we’ve been showing up. Between tariffs, backorders, 3PL onboarding, and retailer integrations, we’ve been deep in the weeds. And while that work matters, it’s the creative energy that brings this brand to life 💫

Sleep or Die was never meant to colour inside the lines. We’re here to disrupt how people think about sleep. And this week reminded me what it feels like when we lead with creativity, not just logistics 📦

The Ideas That Make Us Cackle 💒

I had one of the best creative brainstorms of my life this week. My brand designer and I were bouncing around ideas for our next affiliate push, one that includes literal marriage certificates as part of our campaign kits. I left the samples out at the warehouse, and the team thought I was officiating weddings. Not kidding. It made me laugh, and also realize this is exactly what our brand needs more of.

Let’s get hitched.

We’re bringing that same energy into everything we touch: packaging, partnerships, community. The kind of work that stops you mid-scroll and makes you feel like you're part of something bigger.

Operations That Strengthen Us 🚨

We’ve been heads down preparing to launch with a new retailer, and the backend setup has taken real time and focus. Setting up new logistics flows, streamlining UPS coordination, and getting every piece retail ready has been its own kind of training ground. I didn’t anticipate how detailed this would be, but it’s made our systems sharper, our forecasting stronger, and our decisions faster.

Small space = every item has to have a purpose + impact

What I’ve learned? Infrastructure should support creative work, not stifle it. And if you build with that in mind, you create space for boldness to come through.

Talking to the People Who Matter Most 👑

I’ve been in conversation with our earliest customers, those who reordered and those who didn’t. Their feedback has been eye-opening. It’s shaping our retention work, our product roadmap, and the way we talk about habit formation. Hearing what makes people stick with a sleep routine, and what stops them, has been gold.

Pen-pals here we come

This work isn’t always loud, but it’s everything. It’s the stuff that helps us earn a permanent spot on the nightstand, not just a trial run.

Also: what brands do you think we should partner with? I’m thinking beyond the obvious. Weird wellness corners, sexual health, bold beauty disruptors, send me your wildest recs.

Founder to Founder: FLAUS & Big Energy 👄

I had a long overdue call with Sam from 🚨FLAUS🚨 this week, the founder behind one of the most innovative oral care brands I’ve seen in a while. Her product is clever, sleek, and bold. But more than that, Sam is intentional. We talked about what it means to build something category defining, how to stay true to your brand when things get complicated, and how to protect your energy when the pressure ramps up.

Her perspective on building at scale while still keeping things personal left a huge impression on me. It reminded me that the best founders aren’t just great at growth, they’re great at staying grounded while doing it.

What’s Ahead 🗺️

We’re will receive our physical mockups for Launch 002 (!!!) and finalizing timelines for the rollout. The affiliate strategy is about to hit the ground. And I’m building in more time to think and create, not just execute. Want to get a chance to be part of the deeeeeper mistakes + vote on whats to come? Read more here: