Getting out of bed is always the hardest part of the day, especially when you have cozy sheets. Quality bedding is essential; investing in it makes all the difference. Ariel Kaye, CEO and founder of Parachute, shares this belief and emphasizes comfort in her morning routine.
Since its inception, Parachute has become a popular lifestyle brand, known for helping people create beautiful and inviting homes. Featured in The New York Times and Vogue, Kaye published her first book, How to Make a House a Home, in spring 2020. (Grab a copy for inspiration!)
This enthusiastic response has fueled the brand's growth and motivates Kaye every day. Read on to learn how she ventured into the bedding industry and what her daily life entails. Spoiler: No two days are alike.
Let’s explore your career journey.
What inspired you to create Parachute?
I have a common founder story. While helping friends decorate their NYC apartments, I struggled to find a brand that offered both quality and affordability. The shopping experience was frustrating, and friends couldn't recall the brands of the sheets they owned. This sparked a light bulb moment for me. I saw a gap in the market and decided to combine my passion for design with a customer-focused approach. In 2014, I launched Parachute as an online-only brand dedicated to creating cozy, high-quality bedding.
We started with two fabrics and three colors, and I was learning as I went.
You’ve built Parachute with elegance and skill. What’s a key lesson you’ve learned?
I began working on Parachute in January 2013, spending a year building it solo. We launched in January 2014, and I juggled investor meetings, packing orders, and customer service. I barely had time to sleep!
Shortly after launching, I made my first hire—someone eager to embrace the risks of a startup. Reflecting on this, I realized I should have hired sooner. Many individuals want to be part of the early stages and can provide invaluable support.
Don’t hesitate to build your team and collaborate with others.
It’s crucial to understand your strengths and recognize your weaknesses. Asking for help is important. The sooner you do, the quicker you can implement effective changes. Hiring talented, trustworthy individuals who can lead the brand forward has been vital. I’m fortunate to have a fantastic executive team that’s passionate about our mission. Surround yourself with positive, can-do people who share your vision.
Covid has posed challenges for many. What’s your takeaway?
It will take time to fully understand how this period has shaped our lives personally and professionally. The transition to remote work since March 2020 has been significant. In the early days of COVID, we had to make swift, bold decisions.
Fortunately, the pandemic encouraged customers to invest in their homes, making them more comfortable. With stores closed for several months, we saw a boom in e-commerce, which positioned us for success. I appreciate our ability to adapt and make quick choices.
Your morning routine.
What does a typical day entail?
I wake up with my kids, usually between 5:30 and 6:30 a.m. It’s all about family time until around 8 a.m. when our nanny arrives, and I take my older child to preschool. After that, I dive into work mode, filled with Zoom calls—though I’m feeling the fatigue lately.
I aim for a workout during lunch or at the end of the day. I used to prefer morning workouts, but my kids have different plans. By the end of the day, I’m so tired that I try to sleep by 10 or 10:30 p.m.
What’s the first thing you do upon waking?
If I’m lucky, I quickly make my bed. It’s a small effort that boosts happiness and creates a sense of accomplishment, making climbing into bed at night feel even better.
What does your pre-work morning routine look like?
We often make breakfast together and enjoy morning walks as a family.
Describe your morning beauty routine.
I keep it straightforward. I shower using Nécessaire body wash and exfoliant. My skincare routine begins with Biologique Recherche Lait VIP O2, followed by a hydrating product that I switch up based on my mood. Right now, I’m using Violette FR Boum-Boum Milk, Osea’s Essential Hydrating Oil, and an all-time favorite, Embroyolisse Lait-Creme Concentre. Finally, I apply EltaMD sunscreen.
I usually stick to skincare and keep makeup minimal. When I do wear makeup, I opt for products that enhance my appearance without taking much time.
Ariel’s Top Morning Beauty Picks
Saie Slip Tint Tinted Moisturizer
Saie Slip Tint Tinted Moisturizer, $35
Shop NowNars Radiant Creamy Concealer, $30
Shop NowNars Bronzing Powder in Laguna
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Shop NowShop NowILIA Limitless Lash Mascara, $28
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What do you usually have for breakfast?
I’m not a big breakfast eater, but my toddler loves it, so I often eat what she has. She usually starts with an Abe’s blueberry muffin. I also make oatmeal, eggs, avocado toast, or coconut yogurt berry parfaits. Recently, we’ve been trying baby burritos. She often snacks on whatever I’m preparing for her lunch, including mini sushi rolls.
What are your morning media habits?
I aim to avoid my phone and social media until after 8 a.m., but I often check my email first thing to address urgent matters. After that, I quickly scan the news headlines.
When we're in the kitchen, we like to play NPR Up First while settling in, and my daughter chooses the music, which currently features many Halloween songs.
What are some of your favorite books?
Some recent favorites include Untamed, My Year of Rest and Relaxation, Educated, Shoe Dog, Becoming, Such a Fun Age, The Vanishing Half, Between Two Kingdoms, and Stray: A Memoir.
What do you keep on your nightstand for a smooth morning?
I always have a glass of water to kick-start my hydration routine.
What’s your go-to getting-ready playlist?
It varies with my mood, but I always sing along.
What does your daily outfit consist of? How has it evolved during quarantine?
During the early quarantine phase, I embraced the idea that “robes are the new blazers.” Moving to Venice shifted my style, and I traded heels for Birkenstocks. Motherhood also influenced my wardrobe; comfort became key while still looking polished.
Now, I often wear a comfy dress or a pair of Levi's with a basic white tee, button-up, or lightweight sweater. I’ve shifted to buying fewer items, focusing on timeless pieces that last. Moving during quarantine helped me reevaluate my wardrobe, and I’m slowly adding new items while exploring various brands.
If you had an extra hour each morning, how would you spend it?
I’d enjoy a long solo walk on the beach.
What are a couple of things you do daily to cultivate joy?
I check in with my close friends who uplift me, and I make a short gratitude list.
If you had to attribute your success to one thing, what would it be?
I lack an MBA and extensive financial knowledge; I’m a creative CEO. I believe business skills can be acquired. My strength lies in understanding the consumer mindset and storytelling, paired with a vision full of potential.
Sentence Finishers:
I never leave the house without… sunscreen.
If I had more hours in the day, I would… spend more time alone.
Healthiest morning habit… not checking your phone.
Worst morning habit… checking Instagram before getting out of bed.
One thing I want to be known for is… leading with integrity.
What I fear most is… failure.
When that fear arises… I acknowledge it, remind myself it's okay, and treat myself kindly.
The book I recommend most often is… my own book, How to Make a House a Home.
Three traits necessary for success are… integrity, resilience, and kindness.
Bath or shower? What’s your favorite product? I prefer hot showers but enjoy baths with Epsom salt and a face mask. My go-to shower product is our new Osea for Parachute Shower Mist in Calm.
The biggest sacrifice for my career has been… not taking maternity leave with either of my kids.
