Joining me on today’s episode is Cyndi Ramirez-Fulton, Founder of Chillhouse.
Chillhouse is an experiential flagship in Soho which offers a suite of spa services and in addition to their physical space, they have a line of products ranging from press-on chill tips to candles and Chill Wear. The Chill Times is the media arm of Chillhouse that covers beauty, health, fitness, and wellness topics.
Born and raised in New York City, Cyndi has been dubbed “The Queen of Chill” through her creation of Chillhouse. The idea was sparked when she and her husband realised the city didn’t offer something that was aspirational and affordable, and their desire to create a place with something for everyone led to the creation of Chillhouse -- which is now the authority of modern self-care.
In this episode we’re talking through bringing this vision into reality, how a cult product can be used as a major discovery tool and how the ultimate Girlboss of entrepreneurs got involved with Chillhouse in the beginning, getting Cyndi to think and dream bigger.
Don’t Get Too Attached – Learn to Let Go
One of the hardest truths in business is not to let yourself get too emotionally tied to an idea. It’s natural to put your heart into something, but if you cling too tightly, failure can hit even harder. Go into ventures knowing they might not blow up right away—and that’s okay. Testing new ideas, putting yourself out there, and even failing at times are just part of the process. As Chillhouse’s founder says, “Test whatever you think is going to work, and if it doesn’t land…then now you know!”
Be Authentic: Why Your Brand’s Voice Matters
In a world overflowing with brands, it’s more important than ever to stay true to your voice. For Chillhouse, that voice is fun, transparent, and approachable. It’s not just about selling products—it’s about being there for your customers and building a lifestyle that resonates. Authenticity isn’t just a buzzword; it’s the difference between being another name on the shelf and creating a lasting connection. So, show who you are, and don’t shy away from your brand’s personality. “We are fun, we don’t take ourselves too seriously,” the founder emphasizes. And honestly, doesn’t that sound like a brand you’d want to be friends with?
The Value of Gifting: Giving Without Expectations
When it comes to growth, Chillhouse has leaned into a strategy that’s simple yet effective: gifting. They’ve kept the practice alive, even throughout challenging times like COVID, without expecting anything in return. It’s a word-of-mouth marketing approach that works wonders for building buzz and winning loyal customers. Sometimes, it’s the small thoughtful gestures that keep your brand top-of-mind for consumers, and when people feel special, they’ll spread the word.
Stop Second-Guessing Yourself – Trust Your Gut
One thing that holds so many of us back is overthinking and doubting ourselves. The founder shared an observation: “Men just do, while women often talk a lot, seek feedback, and get advice.” What if we didn’t second-guess ourselves as much and just went for it? If an idea feels brilliant to you, chances are it’ll resonate with others, too. It’s time we learned to trust our instincts and let our gut guide us forward.
Why It’s OK to Fail: Just Test and Learn
Chillhouse’s approach to failure is refreshing: it’s not a big deal if something doesn’t work out. It’s all about testing the waters and learning from every step you take. The founder’s outlook is simple: “I look at failure as in, ah, we tried it. It’s fine. We tested it.” There’s something powerful about being able to move on quickly and focus on the next opportunity. After all, entrepreneurship is about being vulnerable and resilient—showing up, falling down, and then getting back up again.
Building a Supportive Community and Leveraging Networks
Starting a business doesn’t mean you have to do it alone. The founder highlighted the importance of working with people within your community and tapping into your network. When you collaborate with the right partners, who can amplify your product or share your story, magic happens. Even when times get tough, always look to the people who believe in you to help get you back on your feet.
Funding 101: The Friends and Family Approach
When it came to early financing, Chillhouse took a familiar route by raising funds through friends, family, and angel investors. They did their homework first—researching the market, scouting locations, and crunching the numbers to understand margins and pricing. It wasn’t about securing big institutional capital right away but about taking the support from those who truly believed in the vision. And guess what? That supportive community became the foundation for the brand’s success.
Launch Strategy: From Secretive Teasers to Major Press
The buzz around Chillhouse didn’t happen by accident. Their secretive launch strategy involved teasing Instagram followers with related shots months before the big reveal. They brought in digital influencers to help spread the word, and the concept practically sold itself. They also invested in a solid PR strategy, making sure major outlets knew about the launch. Lesson learned? Sometimes, the quiet build-up is more powerful than a loud announcement.
Create the Life You Want—and Let It Inspire Others
Ultimately, Chillhouse’s founder built the brand with a personal goal in mind: creating a better lifestyle for herself. And when you design a lifestyle that works for you, you’re also building something that will resonate with others. Her approach is about more than just products; it’s about crafting experiences and fostering a community that shares in that vision.
So if you’re an aspiring entrepreneur or just someone who loves a good story about making things happen, take these lessons to heart. Be true to your brand, learn from your failures, and, most importantly, trust yourself. There are no limits to where your ideas can take you—so go ahead and make that leap.
