Emily Gerhardstein

One truth about being a founder that no one truly prepares you for is that everyone is figuring it out as they go.

No matter how much experience you have or how many books you read, the journey of building a company is filled with unexpected challenges, and the landscape is constantly shifting. You have to adapt, evolve, and trust yourself to make decisions in the face of uncertainty.

For me, my journey as a founder has been deeply personal. Inspired by my father's experience with aphasia, I set out to create solutions that empower people with limited dexterity. While my previous experiences in high-growth startups gave me a foundation, nothing could fully prepare me for the weight of being the ultimate decision-maker.

I've learned that mistakes are inevitable, but they're also invaluable. The key is to embrace them early, learn quickly, and move forward with greater clarity.

What's been most rewarding is the opportunity to lean into my intuition and experience while building something meaningful. Being in the driver's seat has taught me resilience, humility, and the importance of giving myself grace when things don't go as planned. It's a journey of growth, and every step, no matter how challenging, has been worth it.

Bootstrapping is all about making tough decisions. A few years ago, I had been saving for a house renovation, but when I decided to launch my startup, I redirected those savings to build the business instead. I also made the difficult choice to liquidate my portfolio (not something I recommend, but I was financially fit and carefully evaluated multiple scenarios). It was a deeply personal decision, but one I felt strongly about because of the mission behind my company.

My life partner and I had also made a conscious decision to buy a more affordable home, even though we were tempted by something more expensive. We prioritized financial flexibility, ensuring that if something happened, my partner could handle the mortgage on his own. That decision turned out to be one of the best we've made—it gave us the space to live comfortably without financial strain, and I was able to create a home studio for my work. The biggest sacrifice has been cutting back on travel, which I love, but I've learned to focus on the bigger picture.

Bootstrapping forces you to be resourceful and intentional with every dollar. It's not easy, but it's incredibly rewarding to see your sacrifices directly fuel your company's growth and impact.

For me, it's a constant reminder that building something meaningful often requires short-term trade-offs for long-term success.

Our edge lies in authenticity and purpose.

This company was born out of my lived experience as a caregiver for my parents, particularly my dad, who struggles with aphasia and limited dexterity. Watching him face daily challenges with something as fundamental as dressing himself inspired me to create a solution that would make life easier, not just for him, but for anyone facing similar challenges.

Our designs are universally intuitive, requiring no instructions or extra steps. In fact, we remove unnecessary steps to make dressing faster, easier, and more dignified. My dad has been my guiding light throughout this journey, and his experience has shaped every decision we've made.

What also sets us apart is our grassroots approach.

While many competitors are VC-backed, I've chosen to build this company differently. I want to be deeply embedded in the community by working with advocates, non-profits, healthcare professionals, and everyday people who need these solutions the most. This isn't just about selling products; it's about creating small, meaningful wins for people every single day.

Early validation came when respected leaders in health and science recognized our potential. One of our biggest supporters, Craig Scharton, invited us to tour Wexford Labs at The Pearl in Charlotte, and when my co-founder asked if he saw us having a place in health and science, his immediate "yes" was a pivotal moment. It wasn't just validation for me—it helped my co-founder fully see the vision I've been building. Moments like that, combined with the belief of our community, have shown me that we're on the right path.

At the heart of it all, I'm driven by resilience, curiosity, and authenticity. Growing up in Detroit taught me to hustle harder, NYC instilled grit, and my retail experience gave me the tools to navigate this space.

By constantly learning, networking, and staying true to our mission, we stand out. That will keep us moving forward.

One of the earliest challenges we faced was realizing that our original tagline was far too similar to a competitor's. I pride myself on being thorough when it comes to research and vetting, but somehow, this one slipped through the cracks. It felt like a failure because it wasn't just about the tagline, it made me question whether I was truly differentiating our brand in a crowded market.

But instead of dwelling on the mistake, I used it as an opportunity to dig deeper into what makes us unique.

I reflected on my lived experience as a caregiver and the countless one-on-one discovery calls I'd had with individuals with disabilities, aging, and limited dexterity. I listened to their challenges and thought critically about how we could show up for them in a way that no one else could. This process helped me refine not just our tagline, but our entire approach to how we communicate our mission and values.

That moment taught me the importance of staying true to our purpose and listening to the people we're trying to serve.

It wasn't just about fixing a tagline, it was about ensuring that every aspect of our brand reflects the impact we want to make. In the end, that failure became a turning point that strengthened our identity and deepened our connection to the community we're building for.

This journey has been a full-circle moment for me. Coming from the retail industry and having been a founding member at a high-growth, VC-backed startup in magnetic technology, I felt prepared to step into this space as a first-time founder. But as an Asian female bootstrapping my own company, I've faced my fair share of challenges through unbiased comments, unsolicited feedback, and, of course, the occasional mansplaining.

What's kept me grounded is shifting my mindset. I've never looked at starting this company as a possibility of failure. Instead, I see it as an investment in myself.

Even if things don't go as planned (though I firmly believe they will), I know I'll come out of this with more experience, knowledge, and resilience than when I started. That perspective removes the fear of failure and replaces it with confidence in my growth. It's on my own terms.

I also owe so much to my incredible support system. My life partner, Hisham, keeps me grounded by feeding me, making sure I get enough rest, and being an amazing thought partner when I need to bounce ideas around. My small but mighty tribe of supporters reminds me that I'm not alone in this journey. They've been my anchor, helping me stay focused on the bigger picture and the impact I want to create.