PiperWai Cofounder Sarah Ribner: How I Survived Shark Tank And Built A Product I Believe In

WHO I AM

My name is... Sarah Ribner.

My company is… PiperWai, an all-natural charcoal-based créme deodorant line my cofounder Jess Edelstein and I launched in March 2014 as a way to stay dry and odor free without harmful ingredients like parabens, aluminum, and synthetic fragrances. We started in Philadelphia and now we’re a completely self-funded, cash flow positive company with seven employees between our two offices in Philly and New York. We’re sold in more than 250 boutique and chain retailers across the US and Canada, including GNC and Whole Foods.

Before I started I… I worked on the equity sales team of a New York City real estate investment bank. After a few years, I decided to apply for business school to explore my passion for wellness, skincare, and entrepreneurship. I entered Columbia Business School in 2014 while focusing on growing PiperWai.

My first career aspiration was… to be a fashion designer. I started designing at age 10! My favorite hobby was creating my own sewing patterns and making the looks from scratch, ranging from chiffon dresses to handbags and costume designs.

I made my very first dollar… with a lemonade stand Jess and I partnered on when we were 9 years old and in elementary school together.

My ideal day is… when I'm awake early (yet well-rested); the sun is shining; I'm accomplishing everything on my to-do list for the day; and, at day’s end, I’ve made it through the unpredictable roller coaster that is entrepreneurship unscathed and ready to take on a new day.

My typical day includes… a fairly unpredictable schedule. As other startup founders can attest, a typical day on the job requires wearing multiple hats. I usually switch between marketing, advertising, creative direction, wholesale, business development, exhibiting, HR, product development, and legal at PiperWai. Whew!

Right when I wake up… I check my email (though I consciously avoid responding to emails in a half-asleep error-prone state), Slack, and social. Then I grab a big cup of tea and a full breakfast.

Right before I go to bed… I turn my phone on airplane mode so I'm not tempted to go through my social or emails and can feel completely disconnected and ready for a good night's sleep. I'm a huge tea drinker, so I also have my favorite lavender rooiboos tea blend to relax before getting in bed.

MY PLAYBOOK

It brings out my best… when I follow my intuition. Often new information, emotions, and others’ opinions will sway my decisions. But my intuition has rarely failed me.

I’m motivated by… strangers from across the world telling us that our product (which Jess and I spent our first 16 months in business handcrafting in a community kitchen off of a $2,000 loan) is transforming their lives and their confidence.

My career heroes are... My parents (they even met through their careers!), but especially my mom. My mom began working towards her career goals in high school, eventually becoming a lawyer and, later, a state appeals court judge. Growing up, I always had a strong woman showing me that my race and gender didn’t have to hold me back.

I’m worst at... disconnecting. There is no such thing as a full vacation right now ( … and honestly, I’m okay with that).

I’m currently excited about… the future of PiperWai. After three years in business, we’ve only skimmed the surface of our potential. Last year, PiperWai was in survival mode after undergoing rapid 6,000 percent growth; this year, we’ve been able to enter planning mode. I couldn’t be more excited to see the results of our team’s hard work.

MY PATH

My biggest entrepreneurial leap of faith was… clicking on a link to apply for Shark Tank casting and subsequently putting my life on hold for several months for the opportunity to pitch PiperWai to a panel of Sharks and more than 10 million Americans.

My rock-bottom moment... was hearing our manufacturing partner tell us he would not help us fulfill the flood of post-Shark Tank orders because he didn’t believe in the company or its market enough to prioritize our business. We worked through almost 50,000 customer complaints over the course of our six-month backorder. Well, half a million customers and 1.5 years later, we’ve proved him wrong.

My biggest triumph was... turning a $2,000 loan into an internationally recognized brand. Jess and I started PiperWai as a passion project and a desire to lead healthier lifestyles. When things get tough, we read our customers’ messages to feel a renewed sense of purpose and gratitude for what we do every day. I’m also proud of how, every quarter, PiperWai partners with organizations that align with our mission and the values that are important to us and our customers. On top of donating our product, we’ve raised more than $25,000 for organizations including Twist Out Cancer, Back On My Feet, Young Entrepreneurs Academy of Philadelphia, etc.

The biggest question I haven’t yet answered is... why are women and other minority entrepreneurs receiving such a small portion of the funding pie? Especially Black women, who comprise the fastest-growing group of entrepreneurs in the U.S. I’m excited for the day when these stats are a thing of the past.

I define success as… mastering communication, achieving financial freedom, and creating a career out of a passion while benefiting society in the process.

MY WISDOM

If you’re thinking about starting your own company, I dare you to remember… what you’re passionate about. There’s a lot of uncertainty when starting your own company. If you’ll be hustling and working 24/7, you might as well do it for a concept you absolutely love – something you can focus every waking hour into making a reality. Entrepreneurs that are truly passionate about their ideas will do everything possible to turn their vision into a reality.

I dare you to forget… any pain or challenges from your past that are thwarting your aspirations in the present.

My best advice is… If you’re not occasionally uncomfortable, you’re not growing. If you’re not failing, you’re not learning. Finally, if you choose the more challenging path when it makes sense, you’re likely choosing the best path.

Images courtesy of Avi Loren Fox