The Observatory
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The Founder Files with Sienna Belle: What CHOPIT’s Viral Moment Revealed About Building A Brand
Sienna Belle went viral to 13 million people within weeks of launching CHOPIT. Here's what that moment revealed about building a brand that's more than just a beautiful product.
The Founder Files with Rach Tucker from Smooch Drinks: Before You Have a Product, You Are the Product
Meet Rach Tucker — strategy director by day, founder by night. In our first Founder Files interview, she shares how she's building a community around Smooch Drinks, Australia's first arousal-enhancing functional beverage, before a single can hits the shelf.
5 Female-Led Brands Making Waves In 2025
From cult condiments to game-changing podcast platforms, the female-founded brands we’re spotlighting are building real momentum, backed by powerful, unique ideas and authentic stories.