How Amy Welsman Built Paume by Ignoring Hustle Culture

Everyone wants fast success. Amy built something designed to last.In this episode of ICONIC, Jennifer Leigh is joined by Amy Welsman, founder and CEO of Paume, a premium hand care brand redefining everyday essentials through thoughtful design, sustainability, and innovation.After helping scale Knix into one of Canada's most recognizable consumer brands, Amy took everything she learned about branding, retail, and entrepreneurship to create Paume, a company rooted in purpose instead of pressure.Together, Jennifer and Amy explore what it really takes to build a product-based business, navigate retail partnerships, and create a brand that stands the test of time. This conversation isn't about chasing overnight success. It's about building something meaningful enough to last.In this conversation, Amy shares:• Why playing the long game leads to stronger businesses• How her experience at Knix shaped the way she built Paume• What founders should know before launching a product-based business• Why thoughtful branding, partnerships, and patience are essential for sustainable growthIf this episode resonates with you, follow ICONIC and leave a review.Connect with Amy• Instagram: @mypaume• Website: mypaume.ca Connect with Jen:• Read Iconic Magazine®: becomingiconic.co/magazine• Join House of Her, our exclusive membership community: becomingiconic.co/houseofher• Watch on YouTube: @theICONICmagazine• Follow on Instagram: @iconicmagazine__