If you’ve ever tiptoed around calling yourself a founder because your business “just kind of happened,” this episode is for you.

Elisheva Manekin, the industrial designer turned founder of Loop Living, didn’t set out to build a plantware empire. She just wanted to make better plant hooks. But over the past 11 years, that blurry idea grew into a thriving, sustainable business—and in this conversation, she takes us behind the serene Instagram feed to share what it really took to get there.

We talk about letting go of bestsellers that didn’t feel aligned (yes, even when they were profitable), how niching down unlocked her brand identity, and what it’s like to finally say, “I have a company”—with pride, not a question mark.

And if you’ve been dancing with burnout while trying to do All The Things™, Elisheva’s take on control, perfectionism, and letting Shabbat be a built-in digital detox might just shift something in you.