Co-founder and CEO, Blume
Age 34
What career highlight are you most proud of?
Blume is on a mission to redefine the wellness category, introducing consumers to kinder rituals made with superfoods. Blume has scaled to be an eight-figure brand sold in over 4,000 doors across the U.S. and Canada, including Indigo, Whole Foods, Sprouts, Loblaws and many more.
What has been your toughest business or professional decision to date?
One of the most challenging decisions we made was to pivot the business to omni-channel, away from direct-to-consumer. It required a complete rethinking of our operations, price structure, packaging and marketing pillars, and truly redefined the business. But it has ended up being one of our strengths as we navigate challenges and headwinds facing small businesses, and in consumer packaged goods, specifically.
How do you lead?
I hope that I lead with a growth mindset. I constantly have more to learn and don’t have all the answers. I am not afraid to get my hands dirty and do the work, I try not to ask people to do things I am not willing to do myself. Leadership to me stems from trust, and my mission is to build trust amongst the team and unite them behind a common vision.
What is the biggest lesson you’ve learned in business?
That you should strive to be a little better everyday. A mentality of continuous small improvements builds incredible momentum over time and is more achievable than trying to make huge swings. I also think I have let go of the idea of perfection. Not all the choices we make in business are going to be 100 per cent right. There are many failures along the way. It is what we do when we are down that will really define us.
Best piece of advice ever received?
It is a cliché for a reason—startups are marathons not sprints. Find your zone of genius and the thing you are really passionate about to sustain you. Don’t race to a finish line but focus on building a business with strong fundamentals. It is often a slow arduous process to build new categories, stand up startups, build out teams, but you learn so much in that process. I have learned to not rush past milestones and take time to celebrate the wins.
What is your definition of success?
Loving what I do everyday and helping others find what they love. Blume was started as a passion project for me, and if it can be a vessel for others to find and do what they love or inspire our community, it is a success.
What are you most passionate about outside of work?
My husband and I live in North Vancouver and after living in other parts of the world, we are extremely proud and grateful to call B.C. our home. We spend most of our free time on trails or in lakes with our dog Charlie.
What’s left to accomplish?
We are just beginning our journey. Blume has the opportunity to become a leader in the wellness space with a fresh and accessible perspective on health. I’m excited to continue to expand what I think is possible for this business and myself.
Is there anyone you would like to thank or acknowledge?
I have been extremely lucky to have my husband Michael Sitter and my parents Britt and San be the most steadfast support system during my startup journey. There were highs but also lows, and without having them in my corner, I surely wouldn’t be where I am today.
A personal motto, favourite phrase or saying that resonates with you?
Work hard and be nice to people
A philanthropic, charitable or community cause or organization you support?
Blume is certified plastic-neutral with CleanHub—we offset 100 per cent of our plastic consumption through our partners in Southern India
What do you do to unwind, relax or de-stress?
Hiking, cooking, swimming and HIIT
Favourite place in the province?
Powell River
Favourite restaurant(s)?
Pepinos, Savio Volpe, Fat Mao, Harvest Community Foods, The Federal Store, Ahn and Chi
A book or podcast you would recommend?
Today, Explained (podcast) or ReThinking (podcast)
What is your best habit?
Blume SuperBelly hydration in the afternoon—strawberry hibiscus is my favourite
A B.C. business leader you admire?
Dionne Baker, Deebee’s Organics
Tell us one surprising or little-known fact about yourself.
I love to garden
