Shreya Aggarwal is a former Dermstore Fragrance Buyer turned wellness founder. She has always been a lover of fragrance and the important role it plays in our lives. Many of her earliest childhood memories are linked back to specific fragrance notes. But it wasn't until she found herself dealing with mental health issues and insomnia that she really began to view fragrance as not just an indulgence, but a powerful tool to improve her wellbeing. That’s what led her to start Caftari – a fragrance brand that uses neuroscents to activate different areas of the brain and support your wellness journey.

Since launching in November of 2023, Caftari has already been featured in places like Oprah Daily, Beauty Independent, W Magazine and mindbodygreen.

(P.S. Shreya is also a Wayfarer client! We designed Caftari’s brand identity, product packaging and Shopify website. You can view the full case study here.)

In the episode, Abbey talks with Shreya about:

You can follow them on Instagram, TikTok or go shop their products on caftari.com!

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You can find the full episode show notes and more heart-led brand building advice at ⁠⁠⁠⁠⁠⁠wayfarerdesignstudio.com/blog⁠⁠⁠⁠⁠⁠.

🎁 Or check out our free resources to help you build your own heart-led business at ⁠⁠⁠wayfarerdesignstudio.com/resources

Stephanie is a former PR executive, a wife, mother of two kids, a game show winner and now the founder of Finer Liner. After years working in the PR and product development world with brands like Crate & Barrel and Ralph Lauren, Stephanie discovered a common household problem that nobody seemed to be addressing. Using those tacky grocery store bags to line your small trash bins, which never work well and always leave you with icky items stuck to the bottom of the bin.

So Stephanie decide to create a solution and launched the Finer Liner dispenser kit, which is a sleek refillable source of trash bin liners that attaches to the bottom of your trash bin. Think of it like a beautiful tissue box, but for trash bags. You just pull up the first liner, wait til it’s full of trash, then rip it off a the bottom and pull up a fresh one right from the dispenser. It’s genius and beautifully designed.

In this episode, Abbey chats with Stephanie about:

Follow Finer Liner on ⁠Instagram⁠ and ⁠TikTok⁠

Shop their trash bin liners at www.shopfinerliner.com!

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You can find the full episode show notes and more heart-led brand building advice at ⁠⁠⁠⁠⁠wayfarerdesignstudio.com/blog⁠⁠⁠⁠⁠.

🎁 Or check out our free resources to help you build your own heart-led business at ⁠⁠wayfarerdesignstudio.com/resources

Hella Awkward is a card game for the awkward conversations you’ve been meaning to have. Each card serves as a deep conversation starter to spark unforgettable experiences of connection, laughter and fun, one awkward conversation at a time. Since launching, Hella Awkward has been featured in Essence, Buzzfeed and Health Magazine. And their card games are now available through Target, Walmart, Amazon & Urban Outfitters!

In this episode, Abbey chats with co-founder Brittane Rowe about:

Follow Hella Awkward on Instagram and TikTok

Shop their card games at hellawkward.com!

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You can find the full episode show notes and more heart-led brand building advice at ⁠⁠⁠⁠wayfarerdesignstudio.com/blog⁠⁠⁠⁠.

🎁 Or check out our free resources to help you build your own heart-led business at ⁠wayfarerdesignstudio.com/resources

It all started when Lila Joy Baumgardner was working as COO at Bank of America and searching for a natural energy solution to fight burnout and heal from years of stress. After discovering the power of naturally-derived energy, she created JoyShot, a functional beverage company bringing powerful energy complexes and convenience to those at their busiest. JoyShot's ready-to-drink, all-natural energy shots feature vitamins and adaptogenic extracts and provide sustained, all-day energy for those on the go.

In the episode, Abbey chats with founder Lila Joy about:

Follow JoyShot on ⁠Instagram⁠

Shop their energy shots at drinkjoyshot.com and use the code "WAYFARER20" to get 20% off your purchase!

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You can find the full episode show notes and more heart-led brand building advice at ⁠⁠⁠wayfarerdesignstudio.com/blog⁠⁠⁠.

🎁 Or check out our free resources to help you build your own heart-led business at wayfarerdesignstudio.com/resources

Rebekah Jaramillo is the jeweler & metalsmith behind Rebekah J Designs, as well as a mother & wife based out of Seattle, Wa. where she produces jewelry & objects with the intention to hold space for all that you are, all the places you are going, and all the important pieces of who you are. Our design studio, Wayfarer, also had the ultimate pleasure of working with Rebekah in 2023 on her big rebrand! We’ve been fans of her work for years and are so thrilled to have her on the podcast to share her founder story.

In the episode, Abbey chats with founder Rebekah about:

Follow Rebekah J on Instagram

Shop her jewelry at rebekahjdesigns.com

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You can find the full episode show notes and more heart-led brand building advice at ⁠⁠https://wayfarerdesignstudio.com/blog⁠⁠.

Before starting ⁠onewith⁠, Hayley Segar, like many women, didn’t really enjoy shopping for swimwear. Nothing seemed to fit well and squeezed her skin, even the suits that were advertised to be “figure flattering”. One day while hopelessly trying to find a swimsuit to take on a beach trip, she thought to herself “Why can’t bathing suits be more like my favorite seamless underwear that actually fits my body and makes me feel good?” That lightbulb moment led her to design her own patent-pending swimwear that’s dig-free, elastic-free and edgeless.

In the episode, Abbey chats with founder Hayley about:

Follow onewith on Instagram or Tiktok

Shop their products on onewithswim.com

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You can find the full episode show notes and more heart-led brand building advice at ⁠https://wayfarerdesignstudio.com/blog⁠.

Let's be honest, there are A LOT of opinions in the world right now when in comes to skincare. And it can be difficult to find resources that you can trust (and aren't getting some kind of incentive to push certain products). That's where Protea hopes to change the industry through their revolutionary esthetician-match service, connecting you with vetted skincare professionals based on your unique skin’s needs and their specialities.

In this episode, Abbey chats with founder Mackenzie Jorns about:

Follow Protea on ⁠⁠Instagram⁠⁠ and ⁠⁠Tiktok⁠⁠

Website: https://bookprotea.com/

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You can find the full episode show notes and more heart-led brand building advice at ⁠⁠https://wayfarerdesignstudio.com/blog⁠⁠.

For many women, it can feel impossible to find a bra that really fits. Wherewithal is on a mission to change that and revolutionize bra sizing for women in the 21st century. Their patented bra design allows women to personalize their bra size at any moment, making Wherewithal the most size inclusive bra company to-date, with less than 2 years in-market.

In this episode, Abbey chats with founder Danielle Rushton about:

Follow Wherewithal on ⁠Instagram⁠ and ⁠Tiktok⁠

Shop their bras: ⁠shopwherewithal.com/⁠

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You can find the full episode show notes and more heart-led brand building advice at ⁠https://wayfarerdesignstudio.com/blog⁠.

You might have heard that cranberry juice can help with UTIs (and have probably felt a little shame trying to sneak out of the store with your giant bottle of Ocean Spray). Cranel is on a mission to help women not just prevent UTIs, but really understand how their body works and improve their vaginal health. Their One Stop Shots are packed with 3,000 cranberries and no added sugar, making it super effective at preventing UTIs and balancing vaginal pH.

In this episode, Abbey chats with founders Christine Jurzenski and Erica Schultz about:

Follow Cranel on Instagram and Tiktok

Shop their cranberry shots: cranel.co

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You can find the full episode show notes and more heart-led brand building advice at https://wayfarerdesignstudio.com/blog.

5to9 Wine is an innovative alcohol/wellness company that makes wine out of herbs and botanicals – a technique that dates back as far as ancient Rome, Greece, China and Egypt.

In this episode, Abbey chats with founder Nana Meriwether about:

Follow 5to9 Wine on Instagram and Tiktok

Shop their herbal wines: 5to9wine.com

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You can find the full episode show notes and more heart-led brand building advice at https://wayfarerdesignstudio.com/blog.