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6 THINGS WITH ERIN KLEINBERG

6 Things with Erin Kleinberg Founder of SIDIA

Based in Toronto, Erin Kleinberg is the founder of SIDIA, CEO and owner of Métier Creative, an award-winning advertising and branding agency. Previously, Erin co-founded Coveteur - the lifestyle media site in 2011. Erin was inspired to launch SIDIA in 2020, after the passing of her late grandmother. The real life Sidia's enduring style, humor, resilience, grit, and inherent grace left a legacy that serves as the brand's blueprint today; rooted in comfort, intention, and inviting women to live unfettered and free from restriction.

1. What started it all for you?

After being ever-inspired by the Coveteur experience, my husband and I embarked on building our home from scratch in 2015 which really allowed me to bring in so many of the elements I adored from my time in those ~500 homes. High ceilings, tons of bright light, jusssssst the right hues for lighting ambiance in different rooms, vaulted ceilings and most notably, my bathroom oasis. Coming from the Cov my architect wanted to build me a crazy-ass closet, but I was like NO - the bathroom is my place of oasis. This is where the impetus for SIDIA is born from; finding the time to come home to ourselves, finding that place of zen, and enjoying time with self in those special moments. Whether that's a billion-step skincare ritual, or drawing a bath with a joint, SIDIA will be there with you in those times, elevating the experience whether it's our luxe candles BRALESS and WIRED, our plush Cloud Nine Headband / Towel Wrap, or our new signature hand care system. More to come! We are on a mission to own your bathroom!

2. What drives your creative spark?

I feel as though I was born with a creative spark that is always burning inside of me. I don’t have to push too hard to get inspired. I see inspiration everywhere - in nature, in my kids, old magazines, in my team, my matriarchs, travel, music, honestly anything! It can be the smallest weirdest thing that creates ideas of grandeur in my mind! I love seeing the world through my kids eyes as they experience colors, textures, tastes, and smell for the first time. Mostly though I think my heart bursts when I get to birth a product that people LOVE. That has always been part of my MO. Nothing makes me happier than seeing people enjoying what we create!

3. Most treasured home decor item?

Lastly - my pride and joy are the SIDIA candles and handcare that are found throughout the house. I love that we created products that can light a candle to the greats like Byredo and Diptyque, and all in the name of our brand blueprint, SIDIA.

4. What’s the best advice you've ever received?

Trust your gut and intuition. Let your instincts guide you always. From my bubby, Sidia.

5. It's 5 o'clock at home. What would you be pouring?

I’m a bourbon sour girl through and through! Anything citrus-y and spa-esque gets me every time. I’m addicted to the feeling of being refreshed!

6. What are your favorite 6 accounts that you follow for inspiration?

@sidiathebrand
@les.collection
@claudehome
@alternatepools
@sophiepinet
@oshsdesign

SHOP ERIN'S 6 HOME PICKS

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"I feel as though I was born with a creative spark that is always burning inside of me. I don’t have to push too hard to get inspired. I see inspiration everywhere - in nature, in my kids, old magazines, in my team, my matriarchs, travel, music, honestly anything! It can be the smallest weirdest thing that creates ideas of grandeur in my mind!" -Erin Kleinberg

PHOTOGRAPHY BY NORMAN WONG