WTF Moments, Delusional Optimism, Failing Publicly and Going DTC with Sara Cullen (Founder/CEO, GEM)

Sara Cullen is the founder and CEO of GEM, a pioneering brand creating the first real food vitamins. Sparked by her own health challenges and a frustrating experience in the supplement aisle, Sara took a hands-on approach to nutritional science. Before launching Gem, she was part of the Venture for America Fellowship and previously started Plant Water, a CBD beverage brand.

In this episode, Sara shares how her upbringing on a farm shaped her maker mindset, lessons learned from a failed first startup, and why she believes true founders must be “delusionallyvely optimistic.” She talks candidly about navigating solo entrepreneurship, fundraising over $22M, hiring effectively, and the realities of building a company while raising a newborn.

For a deeper dive into the episode, check out Carly's Substack: https://carlymalatskey.substack.com/

Where to find She Leads:
Apple Podcasts: https://podcasts.apple.com/us/podcast...
Website: https://www.sheleadspod.com/
Spotify: https://open.spotify.com/show/7HUGYuu...
YouTube:    / @sheleadsshow  
Instagram:   / sheleads.show  

Where to find Carly:
LinkedIn:   / carlymalatskey  

Where to find Celine:
LinkedIn: linkedin.com/in/celinehh/

Where to find GEM:
Instagram:   / daily_gem  
GEM website: https://dailygem.com/

Referenced:
Sara Blakely:   / sarablakely27  
Venture for America:   / venture-for-america  

In this episode, we cover:
(1:22) Growing up on a farm and childhood influences
(5:09) Pivoting majors at Cornell
(6:28) Being practical vs. the dreamer
(9:14) Joining Venture for America
(12:33) The lessons from founding Plant Water
(16:25) The health crisis that inspired GEM
(19:28) Finding the conviction to launch
(22:57) Balancing taste with nutritional function
(25:23) Operating as a DTC brand
(26:27) The greatest challenges working on GEM
(28:49) Remote work challenges and culture trade-offs
(33:35) Advice for CPG founders on venture capital
(39:36) Juggling motherhood and leadership
(41:34) Redefining success