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Muse No 16 : Kelly from Deew

by Melody Lim |

In this week's #MuseSeries we chat with Kelly, the founder of Vancouver Based skincare company Deew Beauty. Taking its name from the backwards spelling of "weed," Deew celebrates the benefits of cannabis without the stigma with our curated collection of beauty, wellness, and lifestyle products.


What is your story? 

I grew up in Ottawa, but went to college in Toronto to study social work. After graduating I discovered that I didn’t want to pursue that career path. I went on to study advertising & graphic design. I landed a job working for a magazine (which I loved btw), and started to build a design business on the side — which ultimately led me to quit my job at the magazine to focus on building the brand full-time.  


What inspired you to start your business? How did you get started?

I’ve always had an entrepreneurial spirit, and loved starting up new businesses. As mentioned my first business was a graphic design agency, Caribou Design Boutique. As I continued to build that brand, I founded Fall For Local Markets, a marketplace for indie brands & micro-entrepreneurs. I was inspired by all the other makers who built their product based businesses, that I wanted to give it a shot. That is when I realized that there was a need for approachable cannabis brands, and Deew was born.


Why is sustainability important to you? 

I’m a new mom. It's extremely important to me to ensure his future on planet earth is good. All of our products are made locally in Vancouver, BC with vegan ingredients. Making products locally reduces the cost and carbon footprint of shipping, and using vegan ingredients avoids the impact of animal farming. 

When it comes to packaging, we’re all about reusing and recycling. All of our direct to consumer packaging (the box your order ships in!) is reusable and recyclable. We don’t use any plastic foam or bubble wrap, only recycled paper.


What does a typical day look like?

At the moment I am juggling a baby and running a business, it’s long days and little sleep. To be honest it was the same before he came along. I was just juggling more businesses. Now I’m solely focusing on Deew. 


Favourite part of your job? 

The freedom and flexibility.


Most challenging part about running your own business?

I often think, everyone wants to be an entrepreneur until it gets tough! I’ve had to make personal, and financial sacrifices to ensure my business didn’t flop. There’s a lot of tough things about running a business including the emotional side to it, and the pressure of not failing. No rest for the wicked either; running your own biz is a 24/7 around the clock job. With that said, I wouldn't change it for the world! 


If you weren’t running your business, what would you be doing?

Probably running someone else's business. 

What has been one of the most rewarding experiences being in your line of work so far?

Having flexibility and creative control. Also knowing that Deew is delivering a no-bs product that is sustainable, vegan and made with clean ingredients. Knowing this gives me peace of mind, knowing that my customers are in good hands.  

Best piece of advice to others that are wanting to start their own business?

Start. Ideas are cheap; execution is expensive. You never know what might happen if you just start something. But it’s also okay to give up or take a break if it’s no longer serving you. You’ll be surprised if you just S-T-A-R-T. 


Life motto you live by?

Carpe Diem! Life is short. Enjoy it, go ahead and eat that piece of cake. 


What’s next for you and Deew?!

We are excited to launch new items for the Holidays and 2021! Be sure to follow us on Instagram @youdeewyou for updates.