Angela Arena – When necessity brings an invention

Feeling under-appreciated as an employee, a nonexistent work-life balance, financial struggles, getting out of bad relationships – these are the most common triggers that push women to become entrepreneurs. Tell us about your trigger?

Sexism in the workplace wasn’t a new concept for me. But watching a friend — a kind woman who put her heart and soul into her work — get treated so poorly was my watershed moment. I thought about the characteristics of women who tended to be targeted and saw my daughter.

She’s a kind, free spirit growing up in a world likely to take that away from her. I started Kind Lab to build a company that would do right for girls and women, with the aspiration of making a better world for us all.

How did you come up with your business idea?

The old adage is true: necessity is the mother of invention. Stressed out beyond belief, I had gone through all the socially acceptable routes to find a solution to my insomnia. When nothing worked, a friend finally convinced me to try some other alternative.

I wondered why more people weren’t talking about it, and then I remembered what we were told about the people who were “those people.” Well, “those people” were right. It’s an incredible plant that could offer so many people natural relief if it were more accessible. Now, happy to say that I am an advocate for making plant-based wellness solutions alongside the conventional methods.

Have you had support from someone, even if just encouragement? Who was that and how did it help you?

Family, then friends, then customers. I started making hemp-infused products for myself in my kitchen to solve problems that I experienced, only to discover that many of my family had the same issues. And so did my friends. And so did their family and friends.

Now, I’m fortunate to have so much support from people who tell me how my products have helped them or someone they love. When I’m tired or overwhelmed, I find motivation through those messages and recall the stories, which helps me stay focused.

Female entrepreneurs are often underestimated and overlooked. Have you ever felt at a disadvantage?

I was told to make my brand more relatable to men so they’d be more likely to invest. And men control most of the money. There are two tactics when you play this game: follow the rules and hope to enact change from within, or start acting by the rules you want. I choose the latter, which sometimes feels harder but is more accurate to me and my mission.

Some say it’s hard work, others say it’s talent and resourcefulness that play a crucial role for success in entrepreneurship? Which traits have been instrumental for your success so far? And why?

” Jack of all trades” sometimes has a negative connotation, “but master of none.” Having a broad range of skills — from operations to graphic design — has helped me save a lot of money and time. The flip side is knowing where your knowledge ends so you don’t become dangerous with the information you have. That’s something I’m always worried about: not knowing what I don’t know.

You’ve got a high stake investment opportunity. Pitch your business in 150 words.

Women, we see you. We know your health and wellness goals change over time, and sometimes your left to figure it out on your own. Kind Lab exists to bring you potent and powerful plant-based solutions to help you embrace your body, evolve with nature, and excel at life.

Our customer — 40+ women — represents the wealthiest generation that isn’t being marketed to, and our messaging speaks directly to them.

Developed over two years with and from direct customer feedback, our products are intentionally designed to provide these women the energy, rest, recovery, nourishment, and comfort she needs to feel her best.

While the common ingredient across is CBD-rich hemp, we’ve added other powerful plant-based ingredients — such as arnica, magnesium, and evening primrose oil — that work with and for a woman’s body to create unique, multi-functional solutions.

No fluff, no bullshit. Just real talk, pure ingredients, and natural solutions.

At Kind Lab, we get you because we are you.

What excites you the most about being an entrepreneur?

The ability to create something that can help both my customers as well as current and future employees. I can create a company culture that is what I wanted to have in my previous jobs and set the bar higher for how a company can treat its female employees right and lower for tolerance they may carry forward in future jobs where they face sexism.

Share with us some of the worst business advice you’ve ever received?

The worst business advice I ever received is “wait”. Don’t wait — start today. You can start small, and you don’t have to have everything perfectly figured out first. The sooner you start getting feedback on your idea, the faster it will evolve and the better it will be.

What’s the best piece of advice you’d give to inspire aspiring entrepreneurs?

There’s a saying in tech: if you’re proud of your product, you waited too long to launch. I’m coming up on my 3rd brand redesign, and with each evolution of my brand and product line, they get that much stronger and more compelling. Don’t wait until the time is perfect — the perfect time is now.

What are your goals for the upcoming year?

This is a big year for Kind Lab. I closed our brick-and-mortar in September 2020 after seeing most of my sales move online. With the cycles that opened up and an incredible CPG incubator called BeyondSKU that I participated in, I fine-tuned my strategy. This year, I am starting to build the foundation of a national brand.

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