It’s always such a joy when you meet someone for the first time and there’s an instant click. That was the case when I connected with Erin Kleinberg a few months ago. I’ve been admiring her work from a distance for years! Not sure why it took so long for us to finally get acquainted. After all, we’re both based in Toronto and share a distinct passion for all things retail and consumer. But as they say, better late than never.
Since our introductory meeting, I’ve really enjoyed getting to hear Erin’s story from the woman herself. So much so that I knew I needed to share it here on Fire Ant. For those of you who haven’t heard of Erin before, she’s a serial entrepreneur who has always had her fingers on the pulse of the latest consumer trends. She co-founded COVETEUR — an aspirational lifestyle site — before going on to launch two new ventures of her own: Métier Creative (an award-winning creative advertising and branding agency) and SIDIA (a lifestyle brand with effortless wardrobe staples).
As reported by Forbes, COVETEUR has evolved into a daily habit for the style conscious — covering luxury fashion and lifestyle trends, and the people behind them. Erin was just 24 years old when she started the company. And she convinced the likes of Drake to back her vision. Not hard to believe — her energy is contagious. COVETEUR has over a million followers on Instagram now, which reflects its relevance as a curator of content at the intersection of style and pop culture.
Erin’s agency business, Métier Creative, is no less impressive. The firm has advised everyone from established luxury houses to Instagram-famous start-ups on how to navigate the finicky millennial consumer group. If you need to build a millennial brand, you call Erin Kleinberg.
Finally, SIDIA — Erin’s most recent venture — is a direct-to-consumer modern-day heritage brand, featuring a collection of caftans and matching sets. The focus of our conversation is centred around how she has been building her newest company (while remaining based in Canada), her reflections on her entrepreneurial journey to date, and what we can do more of to support the next generation of founders in the consumer industry.
Now, on to the good stuff.
You’re a serial entrepreneur with several successful ventures under your belt. When did you realize that you’re a founder at heart?
Such a great question that not too many people ask. And also the one I am most passionate about answering, in fact.
When I was a young kid, I was always crafting and creating bead jewelry and selling it to my friends and family. More distinctly, all of this really started to happen and pick up while I was in university. I started making tops out of scarves and people wanted to purchase them. Something eventually clicked in my mind that I could make a go at creating things and sharing them with the world in this way.
Ever since that first moment of selling garments out of my dorm room, it has felt very natural to me that my calling is to build and share. It’s truly my passion! I also think leaving university and not being able to source many jobs in the fashion space in Toronto helped me carve the path out of necessity, because it was almost the only choice at the time I was graduating.
While I was studying at Western I also directed a large charity fashion show, and led the team there. The experience forced me to figure out fundraising, sourcing, creating, and showing my designs. Funny to think back to having my uber large navy BlackBerry phone to orchestrate everything. The whole experience was an instrumental lesson in self-taught entrepreneurship.
How have you managed to build so many different types of companies over the course of your career? Is there a common thread that ties your experiences with building a consumer tech company, a creative agency, and a luxury lifestyle brand?
Endless passion. The founder of Danier once said to me, “Erin, you have a fire inside your belly!”. I am blessed with a very strong sense of ambition, creativity, and drive.
It’s interesting you ask what the common thread is that ties my experiences together. In my mind my companies are not that different from each other. I’d say there are two main threads that tie them together: Storytelling and Community. Each business has awarded me the opportunity to create content and texture that people were eager for, and they have allowed me to connect with people in a deeper way.
My whole career has also been based on a big group of people around me who have supported me along the way. That has definitely been another constant thread. It really takes a village to do the things that I’ve done. I also think because my parents never really knew what I’d do in this less than traditional path, they never really put pressure on me because I think they were a bit confused. Ha! So my own internal ambition has always guided me in its purest form.
Tell me about your newest company SIDIA. I know the name has a very special meaning.
SIDIA is my most personal project yet. It’s the culmination of all of my career lives intertwining with my personal life.
In March 2020 the matriarch of our family — Sidia, who was a holocaust survivor and immigrant to this country — passed away from cancer. I decided to build this gorgeous brand in her honor. It’s meant to really celebrate the matriarchs that came before us and the lessons and wisdom that travel through generations. We shared a joint passion for fashion, beauty, and self-care. In a way building this brand has been a way to channel my grief into positivity.
Our mission at SIDIA is to create beautifully designed and functional items for the new culture of comfort. Apparel is our first focus, but as we roll into 2022 and beyond, newness is on the horizon for major category expansion. My grandmother was always embarrassed by her name and my dream is to put her name in lights in our global boutiques around the world one day.
We’ve previously talked about there being a lack of luxury fashion brands being built and scaled here in Canada, despite our country having all the necessary resources to not have that be the case. Why do you think now is the time for SIDIA to fill this gap in the market?
Something Sidia taught me constantly was to believe in your gut instinct and intuition. This is something that guides me daily in life and in business.
It’s more about the timing for me to create Canada’s next great brand. This is my fourth go at it, and I believe my time is now.
I do think that the entire playbook of brand, consumer, and targeting the next generation is totally flipped on its head in this post-pandemic world. I believe the time is now to create more inclusive, modern day brands of tomorrow.
You previously founded The Coveteur, an aspirational lifestyle website. I used to gorge on the content and particularly loved the coverage on celebrity closets. What was the best part about building that company? Any hard lessons or regrets?
The list is endless. Starting a now globally recognized publication at the age of 25, raising funds from Drake and other notable angels, learning how to (and not to) lead a team, to exploring 500 of the world’s most fascinating tastemakers such as Khloe Kardashian and Karl Lagerfeld, was truly a priceless experience. Watching a company I created live on after me, get acquired, and living in the space is also a really unique experience.
I regret not having more business coaching and advisors at the time. But becoming a great leader is an ongoing journey and I was really just beginning mine then. It’s still something I must work very hard at and I love seeing my own evolution.
Over the years, you’ve managed to work with some of the most culturally relevant people in the world. As you just noted, some of them have even invested in your companies. What’s the secret to getting these big names to work with you, and having them believe in your vision during the early days?
I’d say making people feel comfortable along the way is a big core value of mine. And it’s very Canadian! Inviting people to be a part of the process is huge. Listening to feedback, insights, and being highly collaborative are all guiding pillars of mine.
I also think the number one element of entrepreneurship is authenticity. If you are distinctly you — meaning you know your product / business and why you are different and actualize that daily — then people will respect you and want to join your journey. Believe your vision wholeheartedly and be determined.
What advice would you give to other founders who are looking to raise capital for their business? I know you’ve gone through the fundraising process a few times for your various startups.
It can get extremely lonely. If you are a sole founder, start stoking relationships with fellow founders in your same scenario. You need that sounding board or else your head will pop off. Some of the conversations you will have will be wild and otherworldly — especially if this is a new endeavour for you. So you want to have that village around you to share and swap war stories!
Also get prepared to have the door slammed in your face multiple times. This happens to everyone, and it’s normal and healthy. If you don’t win, you learn.
Who is your biggest design inspiration and why? I have to ask given your impeccably well-rounded taste.
I really think I got an education in interiors and design from my time building Coveteur. I went into homes all over the world and got to see a mashup of design styles channeled through the individual tastes of highly creative people. I was able to study how they create ambiance and a sense of family and community at home. It was fascinating. The pandemic has given new meaning to the expression that the home is the most sacred place, considering that we are spending so much time indoors now.
One of the biggest takeaways during my Coveteur days was actually the importance of scent in the home. I started to discover my love of fancy French candles, and how different notes of scent can layer to create the perfect mood and feeling in different rooms and homes.
Given my passion for the home and interiors, it should come as no surprise then that we at SIDIA have spent the last nine months developing our clean candle range, which will be ready for the holidays. We’ve also been leading a major category expansion into home and bath in time for 2022.
I’d have to say that I’m also very influenced by Scandinavian and Japanese design. I love when spaces are oasis-like and feel like they create the perfect space and canvas for the insanity going on in my brain. It’s calming when the background is filled with clean lines and natural light.
Style wise, Pharrell Williams is my style icon for life. Along with Hugh Hefner and his pyjama dressing, who I had the chance to Coveteur at his home back in the day.
What can we do more of as Canadians to support local consumer tech startups and brands? What would you say we need to invest more in to have the world recognize the talent we’re nurturing and exporting globally?
To answer the first question: fund them, network them, coach them, and support them!
To answer the second question: invest in founders who have a truly unique vision for something that has never been done before.
As a parting gift, what’s one video, book or other resource that you’d like to leave our readers with that will make them smarter?
Fire Ant, naturally! I’m a big fan of newsletters and I’ve started to keep a couple close to home.
Lean Luxe is brilliant for keeping a close eye on the world of e-commerce and all things DTC. For The Love is another great one by a Toronto brand strategist who tells it like it is and probes in a way that’s unexpected. After School is another immensely helpful newsletter that covers important Gen-Z trends.
I’d say I have become significantly more educated on the industry from reading these and others.
This interview was edited for clarity.
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