Unless you’ve been living on a desert island, chances are you’ve heard about modern home essentials brand Parachute. The California-based, direct-to-consumer brainchild of Founder and CEO Ariel Kaye has amassed a devoted following since its 2014 launch, which is no surprise given their focus on high quality and brilliant 90-day trial guarantee. Prior to relocating to Venice Beach to start Parachute, Kaye spent 10 years in New York working in brand development and advertising where she led product development, content, digital campaigns, and user experience in consumer goods and luxury realms. Those experiences helped hone her skills and understanding of the consumer’s mindset, intention, and motivation, a perfect trio of knowledge to bring to Parachute. Now, Kaye shares five favorites, including a restaurant, a mantra, and a beneficial daily habit, in this Friday Five.
Dinner at Gjusta is L.A.’s best kept secret. There are no lines later in the day and it has a neighborhood vibe. I love gathering a small group for dinner on their patio. They offer amazing evening specials and their smoked fish should not be missed.
2. You Belong Here
The neon sign is a bespoke piece. I attended Art Basel in 2012 and became obsessed with the neon art displayed there that year. When I got home (I was living in NYC at the time), I located a neon shop and worked with them to design the piece. The message, “You belong here,” has become a mantra for me. I even had the sign recreated to be displayed at my wedding.
3. Midland Shop
Midland is an inspiring shop in nearby Culver City. It’s stocked with beautiful women’s clothing, accessories and lifestyle goods – perfect for gifting others (or myself)! It’s important to support nearby businesses, and I admire their thoughtful approach to design.
4. Making My Bed
I can’t leave the house without making my bed. It’s proven to make you happier and gives a sense of accomplishment. Most importantly, though, making your bed in the morning and getting between the sheets at night becomes a special ritual to bookend your day.
5. Casa Luis Barragan
I visited his home and studio in Mexico City recently. I was incredibly inspired by the colors, gardens and mix of modern and traditional architecture.