The Rectified Podcast

In this first episode of 2026, we’re diving deep into Fashion for Entrepreneurs and the "Invisible Tax" you might be paying if your personal branding isn't on point. 

Joining us is fashion entrepreneur Sarah Khatib to break down exactly how your professional grooming—including your outfits, hair, and makeup—directly impacts your ability to land promotions and close high-ticket deals.

Most entrepreneurs focus entirely on their product, but in 2026, you are the brand asset. We discuss the ROI of style and why "dressing for success" is no longer a cliché. It’s a measurable business strategy.

🚀 What you’ll learn in this episode:

• Why the business world decide your worth before you even open your mouth.

• How subtle changes in grooming can speed up your career trajectory.

• How to align your hair and makeup with your business values to build trust.

• 2026 Fashion Trends: What high-performance entrepreneurs are wearing this year to command authority.

  
  

⚡️Join the waitlist to be notified about our monthly workshops ➡️ https://learn.rectified.co/2026-workshop-waitlist

⚡️Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Sarah on Instagram: https://www.instagram.com/thesarahkhatib/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

Chapters: 

00:00 Introduction and welcome to the podcast

05:12 Sarah Khatib's journey in the fashion industry

12:45 The impact of grooming on career growth

24:38 Structuring your business wardrobe

35:20 Wardrobe investments that pay off

Dragons’ Den startup founder Joseph Karam shares how Bello built a smart water dispenser and scaled a product-based hardware business.

From Dragons’ Den to market, this episode breaks down the real challenges of building and scaling a startup.

In this episode of The Rectified Podcast, host Sandy Dedeian sits down with Joseph Karam, co-founder of Bello, a Dragons’ Den–backed startup reinventing hydration with a smart countertop water dispenser.

Joseph shares what really happens after Dragons’ Den, why deals aren’t always binding, and how Bello went from a 3D-printed prototype to a fully manufactured product now scaling in the market. This is an honest conversation about building a product-based startup, managing inventory, running paid ads, and avoiding the mistakes that kill hardware businesses.

In this episode, we cover:

• What happens after Dragons’ Den (behind the scenes)
• How Bello built a smart water dispenser startup
• The real challenges of hardware startups
• Scaling a product-based business with paid ads
• Paid ads vs organic marketing for startups
• Selling out inventory and managing cash flow
• Working with family in business and investor pressure
• Why hydration is a billion-dollar opportunity
• The future of functional drinks and personalized health
  

This episode is ideal for startup founders, entrepreneurs, and product-based business owners who want practical insights into scaling physical products, running ads profitably, and building a brand that lasts.

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Belllo’s Website: https://origenseawater.com/
Bello on Instagram: https://www.instagram.com/biainilinyc/

Find me here:
Instagram: https://www.instagram.com/sandydedeian/
TikTok: https://www.tiktok.com/@sandydedeian
LinkedIn: https://www.linkedin.com/in/sandydedeian/
⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

Chapters:
00:00 Introduction and Guest Welcome
00:19 Introducing Bello: The Innovative Water Dispenser
02:23 The Origin Story: From Dragons' Den to Market
03:07 Joining the Family Business
07:43 Challenges and Strategies in Hardware Startups
08:24 Marketing and Sales Tactics
12:04 Balancing Inventory and Demand
16:29 Working with Family: The Dynamics and Lessons
21:36 Balancing Growth and Quality
22:05 Identifying Market Potential
23:52 Expanding Beyond Quebec
25:44 Innovations in Filtration
27:24 Future Plans and Inventory
29:15 Outcome-Based Capsules
36:31 Marketing Strategies and Trends
40:49 Recommended Reads and Podcasts

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

In this episode of The Rectified Podcast, Sandy reconnects with Lorie Dishoyan — founder of Maison Branding Marketing Agency — for a deep, honest conversation about what’s actually working in marketing today.

Lorie walks us through her journey from PR to launching Maison Branding, and breaks down how social media has evolved from curated perfection to the era of authentic, organic content. We talk about why micro-influencers are winning, how AI is reshaping content creation, and what brands must focus on to grow in 2025 and beyond.

Whether you're a founder, marketer, or content creator, this episode is packed with actionable insights you can start using right away.

✨ In this episode, we cover:

• How Lorie transitioned from PR to building a successful marketing agency

• Why organic, real content is outperforming polished brand campaigns

• The rise of micro-influencers (and how to work with them effectively)

• How AI is changing marketing workflows and brand strategies

• What small & medium businesses should focus on to grow through content

• Practical tips for staying relevant in an oversaturated digital landscape

Maison Branding’s Website: https://origenseawater.com/Maison Branding on Instagram: https://www.instagram.com/biainilinyc/

Canada Luggage Depot: https://www.canadaluggagedepot.ca/Nanor: https://nanorcollection.ca/

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

Chapters:

00:00 Welcome to Rectified Podcast

00:31 Meet Lorie Dishoyan: Founder of Maison Branding

02:15 The Shift to Organic Content in Social Media

06:57 The Role of Micro-Influencers

08:34 Challenges and Misconceptions in Influencer Marketing

16:41 The Rise of AI in Marketing

18:45 AI's Impact on Visual Content

20:15 The Cost of Quality AI Content22:16 Rapid Fire Questions

23:38 Underrated Social Media Strategies

27:04 Going Viral: Risks and Rewards

30:15 Favorite Creator Brands

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Use code RECTIFIED 20 for 25% ➡️ 

In this episode of The Rectified Podcast, we sit down with Serge Maghalian and Michael Rockwell, the innovative founders of Origen Seawater. They share the fascinating journey behind their product— an organically sourced seawater electrolyte drink packed with over 92 minerals for optimal hydration and performance. 

Learn how Origen Seawater stands out in the market with its direct-from-France, highly bioavailable mineral content, and how the founders pivoted their business strategy from direct-to-consumer to retail success. Tune in to discover their insights on wellness, customer engagement, and future expansion plans.

Origen’s Website: https://origenseawater.com/Origen on Instagram: https://www.instagram.com/biainilinyc/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

Chapters:

00:00 Introduction and Guest Welcome

00:44 What is Origin Seawater?

01:31 Product Composition and Source

03:09 Usage and Convenience

05:48 Morning Routine and Personal Preferences

08:24 Founders' Journey and Product Development

14:27 Marketing and Community Building

22:15 Contaminated Salts and Health Trends

23:26 Building a Product-Based Brand

23:49 Montreal as a Test Market

24:32 Positive Feedback from Users

25:23 The Unique Benefits of Origin Electrolytes

26:42 The Science and Marketing of Origin

28:45 Introducing the Prototype Water

33:09 Future Plans and Expansion

35:00 The Importance of Water Security

39:09 Staying Inspired and Grounded as Founders

41:23 Proudest Moments and Community Support

46:14 Where to Find Origin Products

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Use code THANKYOUSANDY for 25% ➡️ https://www.biainili.com/

In this episode of the Rectified Podcast, Sandy is having a discussion with Victoria Arakelyan, and Astrid Sarkissian to discuss their entrepreneurial journeys, focusing on their respective brands. 

They explore the importance of collaboration, the challenges of running a business, and the cultural inspirations behind their products. The conversation highlights their shared Armenian heritage and how it influences their work, as well as their strategies for growth and market presence.

Chapters

00:00 Introduction to Founders and Their Brands

02:02 Victoria's Journey with Bia Nili

05:59 Astrid's Artistic Ventures

09:56 The Collaboration Story

11:59 Navigating the Business Landscape

16:02 Product Development and Future Goals

19:59 Challenges and Opportunities in Business

23:57 Sales Strategies and Market Presence

28:01 Closing Thoughts and Future Plans

Bianilii’s Website: https://www.biainili.com/

Biainili on Instagram: https://www.instagram.com/biainilinyc/

Astrid’s website: https://shop.astridsarkissian.com/

Astrid on Instagram: https://www.instagram.com/astridsarkissian/

Find me here: 

Instagram: https://www.instagram.com/sandydedeian/ 

TikTok: https://www.tiktok.com/@sandydedeian 

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Use code RECTIFIED for 15% of Torshi ➡️ https://torshi.com/

In this episode of the Rectified Podcast, Sandy Dedeian interviews Metin Mugadam, the general manager of Torshi Foods. They discuss the origins of Torshi, a Persian-style pickle, and how the brand was developed to cater to the Canadian market. 

Metin shares insights on branding, marketing strategies, and the challenges of logistics in the food industry. He emphasizes the importance of starting small, testing products at farmers' markets, and the balance between product quality and branding. 

The conversation also touches on the significance of customer feedback and the realities of running a food-based business.

Chapters

00:00 Introduction to Torshi Foods

02:09 The Origin Story of Torshi Foods

05:28 Branding and Positioning as a Premium Product

11:41 Marketing Strategies and Customer Engagement

19:54 Influencer Partnerships and Lessons Learned

20:23 Influencer Marketing: Lessons Learned

28:12 Logistics and Production Challenges

36:10 Testing Products at Farmers Markets

Torshi’s Website: https://www.saydejabra.com/

Torshi on Instagram: https://www.instagram.com/saydejabraphotography/

Find me here: 

Instagram: https://www.instagram.com/sandydedeian/ 

TikTok: https://www.tiktok.com/@sandydedeian 

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

In this episode of the Rectified podcast, host Sandy welcomes Sayde Jabra, a renowned photographer known for her work with top brands in Lebanon and Montreal. 

Sayde shares her inspiring journey of transitioning from Lebanon to Canada with her family just before the COVID-19 pandemic. She talks about her challenges, how she re-established her career in a new country, and the importance of perseverance and passion in her work. 

The conversation also dives into practical advice for product photography, the impact of AI on the profession, and how smaller brands can create effective visual content. Tune in to hear valuable insights on branding, photography, and maintaining authenticity in your business.

Sayde’s Website: https://www.saydejabra.com/Sayde on Instagram: https://www.instagram.com/saydejabraphotography/

Lights recommended by Sayde: https://amzn.to/4o8NtIX

Find me here: Instagram: https://www.instagram.com/sandydedeian/ TikTok: https://www.tiktok.com/@sandydedeian LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

00:00 Introduction and Guest Welcome

00:43 Sayde's Journey from Lebanon to Montreal

03:01 Overcoming Challenges and Building Connections

06:28 Photography Tips for Brands and Products

13:30 Practical Advice for DIY Photography

16:23 Neutral Filters for Photography

17:18 Lighting Tips for Dark Environments

18:55 The Impact of AI on Photography

20:26 The Human Touch in Photography

23:35 Audience Questions and AI in Fashion

28:58 Final Advice for Brands

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

In this episode of the Rectified podcast, I’m having a conversation with Edmond Matar, a former commercial banker with over 20 years of experience who now helps small businesses secure financing and scale their operations. 

Covering everything from evaluating business plans and securing various types of loans to the importance of good credit and the resilience required for entrepreneurial success, this episode is a treasure trove of advice for product-based business founders. Edmond shares insightful stories about businesses that have successfully scaled and offers practical tips for navigating the financial landscape to grow your brand effectively.

Rainwater Capital: https://www.linkedin.com/company/rainwatercapital/Edmond on LinkedIn: https://www.linkedin.com/in/edmondmatar/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

00:00 Welcome to Rectified Podcast

00:37 Meet Edmond Matar: Helping Brands Scale

00:44 Understanding Business Financing

02:37 The Importance of Diversified Clients

03:48 Join the Scale Partner Community

04:14 What Banks Look for in Businesses

07:19 Financing for Startups

13:16 Good Debt vs. Bad Debt in Business

16:47 Success Stories and Long-Term Growth

20:20 The Reality of Entrepreneurship

20:43 A Startup Story: The Collapse of a Partner

21:24 The Hard Work Behind Success

22:22 The Importance of Community and Support

23:08 Resilience and Discipline in Business

25:13 Navigating Banking and Finance

29:21 The Role of a Financial Consultant

37:32 Final Advice for Entrepreneurs

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

Use code RECTIFIED for 15% off Encircled 

In this episode of Rectified Podcast, we’re having a conversation with Kristi Soomer, founder of the Canadian brand Encircled. We delve into the challenges her business faces due to recent changes in US tariff laws impacting Canadian businesses. 

Kristi discusses the significant impact of the tariff policy changes on her sales. The conversation also covers strategies to mitigate these challenges, including increased focus on Canadian sales and exploring US warehousing. Kristi shares insights into the complexities small businesses encounter and the importance of community support during difficult times. 

00:00 Introduction and Special Episode Announcement

00:23 Meet Kristi Soomer: Founder of Encircled

01:37 The Story Behind Encircled

03:11 From Management Consulting to Entrepreneurship

05:38 Challenges Facing Canadian Businesses

06:33 Impact of Tariff Changes on Encircled

08:51 Navigating Compliance and Tariffs

15:34 Strategies for Overcoming Business Hurdles

17:43 Future Plans and Hopes for Encircled

23:09 Support Canadian Businesses This Holiday Season

Encircled’s Website: https://www.encircled.ca/

Encircled on Instagram: https://www.instagram.com/encircled_/

Find me here:

Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

In this special episode of the Rectified podcast, recorded in Beirut, Lebanon, I sit down with Cynthia Bouchakjian, founder of C by Cynthia. 

Cynthia shares the inspiring story of how she turned her passion for designing accessories and bags into a thriving business. She discusses the craftsmanship behind her products, all of which are produced locally in Lebanon using materials sourced from Italy. 

She also discusses the challenges and rewards of running a business in Lebanon, her approach to marketing through social media, and the importance of authenticity. Finally, she shares insights into her design process, the evolution of her business, and advice for aspiring entrepreneurs.

C by Cynthia’s Website: https://cbycynthia.com/

C by Cynthia on Instagram: https://www.instagram.com/cbycynthia

Find me here: Instagram: https://www.instagram.com/sandydedeian/

TikTok: https://www.tiktok.com/@sandydedeian

LinkedIn: https://www.linkedin.com/in/sandydedeian/

⚡️ Join the Scale Partner Community, a FREE space where founders connect, exchange ideas, and support each other ➡️ community.rectified.co/scalepartner

⚡️Subscribe to our Substack and receive the podcast in your inbox ➡️ https://sandydedeian.substack.com/

00:00 Introduction and Guest Announcement

00:41 The Origin of C by Cynthia

01:21 Production and Supervision in Beirut

03:08 Challenges and Resilience in Lebanon

07:33 Marketing Strategies and Customer Engagement

13:29 Client Rebranding Insights

14:05 Design Inspirations and Practicality

15:45 Venturing into Footwear

16:18 Audience Reactions and Market Strategy

17:59 Navigating Competition and Originality

22:46 Production and Financial Management

25:12 Global Reach and Future Expansion

26:27 Conclusion and Contact Information