Ariel Kaye credits her parents – two entrepreneurs – for showing her that “climbing the corporate ladder was not the only way to achieve success.” After attending New York University’s Gallatin School and receiving a master’s in Media Studies from The New School, Ariel started her career in advertising where she gained insight into consumer behavior and purchasing decisions. After ten years in the industry, as a design enthusiast who also understood the needs of consumers, she began realizing how few options there were for homeware space (particularly bedding) that actually connected to people. This gap became her opportunity.

In 2014, Ariel Kaye launched Parachute, an online direct-to-consumer home brand that’s both high quality and accessible. In 2018, the brand raised $30 million dollars and has continuously expanded its product line over the years, now outfitting every room in the house with 12 retail stores across the US. As a solo founder, Ariel has a lot to be proud of, but to her, one of the proudest moments has always been building a team of people who are excited to come to work each day.

Who were you at twenty?

At twenty I was a student. I was working hard and playing hard. I wasn’t too concerned about the future or my career path at this time. I was focused on the present and not taking life too seriously.  

On school building a foundation

I got my undergraduate degree at NYU’s Gallatin School - my concentration was centered around Media, Power, and Persuasion. I was able to integrate a lot of internships into my school work which allowed me to explore many different opportunities. I went on to receive my master’s in Media Studies from The New School largely because I was so inspired by Marshall McLuhan’s book, The Medium is the Message – and also because I realized I wasn’t sure what I wanted to do professionally. Going back to school helped guide my career path. Media continues to be a big part of my job today and my studies provided me with a good foundation. 

How have you evolved since?

Wow, there have been so many changes. I am now a mom of two young kids and oversee a team of 120+ employees! The level of responsibility has definitely shifted since I was 20. Now I am more confident in my decisions and how I spend my time. However, I’m always learning and changing and I’m excited to see what is next.   

On starting her career in advertising 

Ten years of experience in brand building and advertising yielded invaluable insights into purchase behavior – what motivates, inspires, and connects with consumers. I also witnessed the public’s growing interest in quality, authenticity, and social responsibility – now tenets of the Parachute brand.

On launching Parachute out of a personal need

Beyond my work in advertising, I was also a huge design enthusiast – I had an interior design blog, and I frequently helped my friends and family decorate their homes. 

I was a super consumer of home goods, and when it came to bedding, I couldn’t find a single brand that was high quality, affordable, or easy to buy. I also realized that no one had an association with brands when they bought their sheets. As someone who built brands in advertising, I recognized a true business opportunity – there was a serious void in the market. This is when I had my “aha” moment. 

In 2014, I launched Parachute as an online-only, direct-to-consumer company focused on creating impeccable bedding products. We’ve since expanded our product offerings beyond the bedroom into many areas of the home, including bath, tabletop, nursery, gifts, and decor. 

Starting a company is full of highs and lows, but overall it has been an amazing experience. I love that our team is creating something that directly impacts people’s everyday lives.

What advice would you give to yourself at twenty?

I would remind myself that I don’t need to have everything figured out. The twenties are a time to take chances and explore. I would encourage my younger self to embrace the uncertainty.

What would you say to a twenty-something-year-old about finding her place in the world?

I would encourage people to take advantage of every opportunity and learn from experiences in order to find the right fit. This extends to work, friendships, relationships, etc. Also, as I said before you don’t have to have it all figured out. We can all continuously grow and evolve. Take a leap, embrace big risks, change and don’t take yourself too seriously. Having fun should be as much of a priority as anything else.