ARIEL: I’ve long been inspired by both design and architecture. From the day I moved into my first apartment, I realized I was happiest hosting and creating intentional spaces. My “aha moment” was a series of moments that started with me dabbling in interior design projects for myself and for friends and family. I then launched a blog to share many of my design projects and reached a point in my career in advertising where I found myself less interested in the corporate ladder and more interested in entrepreneurship.
In 2012, while shopping at a big box retailer for sheets, all of the moments aligned and created this idea for the first direct-to-consumer brand selling premium bedding that actually connected with the millennial consumer. I realized that 90% of purchases were being made offline, no one could tell me what brand of sheets they had on their bed, and there were a lot of silly marketing gimmicks—like threadcount—that were driving purchase decisions. It seemed like the perfect category, space, and moment to create something new and different that could impact something as important as sleep while also creating elevated and beautiful spaces with fabrics and texture. I launched the business in January 2014 with the vision to become a multi-category home brand.
ARIEL: I’ve long been inspired by both design and architecture. From the day I moved into my first apartment, I realized I was happiest hosting and creating intentional spaces. My “aha moment” was a series of moments that started with me dabbling in interior design projects for myself and for friends and family. I then launched a blog to share many of my design projects and reached a point in my career in advertising where I found myself less interested in the corporate ladder and more interested in entrepreneurship.
In 2012, while shopping at a big box retailer for sheets, all of the moments aligned and created this idea for the first direct-to-consumer brand selling premium bedding that actually connected with the millennial consumer. I realized that 90% of purchases were being made offline, no one could tell me what brand of sheets they had on their bed, and there were a lot of silly marketing gimmicks—like threadcount—that were driving purchase decisions. It seemed like the perfect category, space, and moment to create something new and different that could impact something as important as sleep while also creating elevated and beautiful spaces with fabrics and texture. I launched the business in January 2014 with the vision to become a multi-category home brand.
ARIEL: I was approached by an editor to write a “how to” style book about the home. Writing a book was always on my bucket list, but certainly something I didn’t think I would have time or space to prioritize while building a brand. As we started discussing the book project, it evolved into a much longer and bigger concept which was super exciting. I spent about 18 months working on it—usually after a long day at the office—and learned on the go that writing a book is truly a full-time job! The book is a series of personal stories paired with different learnings and ideas about how to create purposeful space and live with intention. There are so many high-impact but easy ways you can adjust a room to make it make more sense and evolve with your needs. It was a labor of love, and I hope to write another book soon!
ARIEL: I was approached by an editor to write a “how to” style book about the home. Writing a book was always on my bucket list, but certainly something I didn’t think I would have time or space to prioritize while building a brand. As we started discussing the book project, it evolved into a much longer and bigger concept which was super exciting. I spent about 18 months working on it—usually after a long day at the office—and learned on the go that writing a book is truly a full-time job! The book is a series of personal stories paired with different learnings and ideas about how to create purposeful space and live with intention. There are so many high-impact but easy ways you can adjust a room to make it make more sense and evolve with your needs. It was a labor of love, and I hope to write another book soon!
Ariel is photographed wearing our Montecito Classic Pullover Sweater in White and our Wicklow Italian Chino in Cement.
F&E: Our homes, just like our clothing, are expressions of who we are. Are there any similarities in the way you approach designing your home and the way you approach dressing?
ARIEL: I think the home, much like our clothing, is a deeply personal experience and can be such a fun way to express yourself. I tend to gravitate towards a mix of classic design choices with eclectic pops to make each space feel unique. Trends come and go both in design and fashion, and it’s so easy to get caught up in styles that are “of the moment.” I love when both design and fashion surprise and delight and feel like a true reflection of who you are. That to me is the best recipe for confidence and comfort.
F&E: How would you describe your personal style? What are some of your most cherished pieces you reach for again and again?
ARIEL: I definitely gravitate towards comfortable and effortless style. I love a good style uniform; it takes the guesswork out of the every day and also helps me feel good. I love living in Los Angeles as it is generally a more casual vibe. As a founder and a mom, my daily outfits usually take me through many different types of moments and events—from school drop-off to meetings to dinner, etc. I’d say my most worn outfit is a great pair of denim pants and some variation of a button-up, t-shirt, or sweater (like the Montecito!) with loafers.
Ariel is photographed wearing our Montecito Classic Pullover Sweater in White and our Wicklow Italian Chino in Cement.
ARIEL: I live for our mattress. It’s such a game-changer. When it comes to bedding, I usually sleep with our heirloom linen sheets and duvet cover, and I love to have either our linen box quilt or vintage linen bed blanket thrown down by the foot of the bed. I love our robes. I am in a robe at some point every day—usually the waffle or cloud cotton. And the soft-ribbed towels are my all-time favorite towels, I won’t stop talking about them!
ARIEL: I live for our mattress. It’s such a game-changer. When it comes to bedding, I usually sleep with our heirloom linen sheets and duvet cover, and I love to have either our linen box quilt or vintage linen bed blanket thrown down by the foot of the bed. I love our robes. I am in a robe at some point every day—usually the waffle or cloud cotton. And the soft-ribbed towels are my all-time favorite towels, I won’t stop talking about them!
ARIEL: A house full of my favorite people! Soft lighting. Cozy blankets. Music playing. Candles burning. Lots of laughter.
ARIEL: A house full of my favorite people! Soft lighting. Cozy blankets. Music playing. Candles burning. Lots of laughter.
Ariel is photographed wearing our Victoria Italian Tuxedo Shirt with the Derry Signature Jean in our 2001 wash.
F&E: As a founder and mother of two, what are some rituals or routines that keep you grounded and inspired?
ARIEL: My kids are still quite little—4 and 6 years old—and we start most mornings with some cuddle time which is truly the best. I like to write, so finding time to jot down my ideas or whatever is on my mind is always helpful. I also love to exercise: hot yoga, pilates, long walks, strength training. I make sure physical activities are built into my day. I’m endlessly inspired by travel and getting out of the routine so I make sure trips—both big and small—are frequent.
F&E: What are some exciting things you’re dreaming up for the future of Parachute?
ARIEL: There are so many exciting things on the horizon with Parachute. From big collaborations to more events and opportunities to connect with our customers and community. New products which just keep getting better and better. I also have ambitious dreams of opening a hotel one day— I will keep working on manifesting that!
Thanks for cozying up for 'a cuppa with' Ariel!
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