Founders are Artists: Lily Geiger on Creating Figlia, Navigating Loss, Working with Friends and Finding Identity Beyond Your Brand
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Founders are Artists: Lily Geiger on Creating Figlia, Navigating Loss, Working with Friends and Finding Identity Beyond Your Brand
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This week's episode is with someone who I would 10000% put in the bucket of a founder who is also an artist. Someone who has and is actively alchemizing her pain and grief into both her purpose and her brand while creating beauty and connection in all that she does. We have Lily Geiger on the show today who is the founder of Figlia - an inclusive non-alcoholic aperitivo alternative that was born out of her desire to serve both humans who actively struggle with alcohol addiction by creating a non-alc product that did not taste like alcoholic beverages that we know as well as humans who are simply not wanting to drink as much but want to have a delicious alternative that feels special to drink out or at home. I fall in that second camp of people who simply feel better drinking way less and am so grateful for brands like Figlia that are meeting us where we're at, creating products we are proud to drink/be seen with, and just make it cool and acceptable to choose products that are better for you.
In this episode we get into Lily's story living with a parent who struggled and lost his battle with alcohol addiction - what that's taught her, the grieving process, leaning on family, alchemizing pain into purpose and now this product, how it's changed her outlook on life and why she created Figlia. We also get into making sure we have a strong sense of our identity outside of the brands we are building and how that separation has helped keep her grounded and on path.
From a branding/launching perspective we're getting into who exactly she's serving, how she bootstrapped to start and has built this business with her best friends, what marketing channels have worked, where she comes alive the most and of course - her process of remembering and returning to her child-like Self.
If you want to try Figlia, here is their store locator: https://drinkfiglia.com/pages/stockists
Link to YouTube: https://www.youtube.com/@sophieiweill
Link to Sophie's IG: https://www.instagram.com/sophieiweill
Link to Active Ingredient's IG for clips: https://www.instagram.com/activeingredient
Link to Figlia: https://drinkfiglia.com/
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