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Clara Sieg shared thisThe day I quit my job, I took my daughter to Whole Foods to manifest. She wasn't walking yet, Loonen was mostly an idea, and I'm generally not a woo-woo person. But I pushed her around the store dreaming that one day a bottle I was still imagining might be on those shelves. Today, it is. Loonen is now available nationally at Whole Foods Market. Whole Foods has meant something to me for a long time. I grew up in a household that ate organic before USDA organic certification existed. In the 80s and 90s, that meant little co-ops that smelled like nutritional yeast and being the kid at lunch with fruit leathers (aptly named) instead of gushers. Then Whole Foods opened in Pittsburgh. The thrill of shelves and shelves of cereal my mom actually approved of! Whole Foods helped change what people expected from a grocery store by setting standards, including for what they wouldn't sell. That's a lot of how we're trying to build Loonen. We only bottle in glass. We won't compromise on source quality, even when that means finding a new one. We obsess over minerality. We hold ourselves accountable through comprehensive third-party testing and NSF certification. None of it is the easy version, and most of it comes down to saying no when yes would be cheaper. We're a tiny team, very much at the beginning, with many, many shelves left to earn. But this one feels particularly meaningful. It's the first time my parents can buy Loonen at a grocery store, and it means we're now within reach of a lot more households across the country. And Fiona (who can't read and hasn't yet begun developing her professional network on LinkedIn), manifesting with you works my baby!!! Drink good water. Eat whole foods. And if you spot us on shelf, be a pal and grab a bottle (or 7) and send me a picture.
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Clara Sieg reposted thisClara Sieg reposted thisLoonen is bottling better-for-you H2O. Born from a mission to avoid toxins in drinking water, the company’s ultra-filtered, glass-bottled spring water emphasizes purity and transparency, rigorously tested for microplastics and PFAS. In this episode, co-founder & CEO Clara Sieg discusses how water quality can influence health outcomes and why Loonen is part of the solution. The conversation covers: + The aging US water infrastructure + National distribution and single-serve launch + Building a heritage American beverage brand 🎧 Listen to the full conversation: https://lnkd.in/ebfDBxRM 💪 Presented by EGYM
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Clara Sieg shared thisA few weeks ago, a bottle of water I help to make ended up in The Wall Street Journal. I read the story a few hundred times. I'm still a little stunned and hugely grateful, but it also gave me pause. It called Loonen "the summer's status symbol, a $3.99 glass bottle of water," and a status symbol is not the thing I set out to build. So I wrote about it: what I actually think about the bottled water category and where we take our inspiration. It's on our substack. You can roll your eyes now (I turned 40 and am in my era of oh wells). I don't post often. I care a lot about writing, and fiercely believe the world doesn't need more AI slop, so it takes me a very long time. I'm obsessive about it the same way we're obsessive about our water. I hope you'll read it. Tell me what you think, good and bad, and tell me when I make grammatical errors. Comma splices are fun, water is important, good water is best.
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Clara Sieg shared thisThis is a different kind of launch post for me. Not about someone else’s company and why I invested, but about my own company and why I’ve stayed so stubbornly committed to it. The big news: Loonen is available nationwide on Amazon and in retailers across California. It took longer than planned, cost more than expected, and stripped me of a very specific pride, the kind that once kept me from sending a fourth follow-up email. Pregnancy sent me down a water rabbit hole I have yet to climb out of. I wanted something very simple that didn’t seem to exist: water with nothing harmful, everything essential, bottled in a vessel that doesn’t leach plastics or chemicals, and proven through comprehensive third-party testing. As we started building, a clear structural tradeoff emerged in bottled water. Under FDA labeling rules, what you call the water dictates how it can be treated. Brands that pursue purification don’t get credit for their source and typically start with municipal tap water, while “natural” waters like spring water or artesian are limited in treatment and their quality varies with rainfall, geology, and surrounding land use. Filtration is powerful, but not perfect. Even the best systems have limits depending on conditions and contaminants, which is why both the quality of the source and the quality of the filtration matter. Our work has focused on bringing the best of both worlds together: marrying a high-quality source with equally high-quality filtration, mineralization, and bottling practices. How? Loonen starts with mountain spring water, naturally filtered by the earth. We use physical membrane filtration, never chemical disinfectants, to further purify it through an exclusively stainless steel system. The water is balanced with lab-tested natural minerals, like Celtic sea salt instead of refined table salt. We bottle exclusively in glass. No plastic. No plastic-lined aluminum. No plastic-lined cardboard. And then we test. We screen for microplastics, forever chemicals, and hundreds of other contaminants, followed by third-party certification. Results are public and accessible via QR code on every bottle. It’s a harder, more expensive way of doing things, but we think it’s the right one. I’m deeply grateful to the many people who have encouraged us, politely nodded through my increasingly detailed plastic rants, and joined the Loonen family. I truly believe it’s the best water there is, which is why I’m comfortable asking for your support. If you’re in California, go find us on a shelf and then another shelf and then ask your favorite retailer why we’re not on their shelf. And if you’re not in California, we hope to be where you are soon, but in the meantime, give us a try here: loonen.com/clara We have a big vision: to bring more transparency and trust to the beverage industry, starting with water, the base of it all. Am I crazy? Probably. But that’s why we named the company after a loon.
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Clara Sieg reposted thisClara Sieg reposted thisWe’re heading to Expo West! Booth #N1437, North Hall, Floor 2. Come by for a glass of perfectly pure water, to meet the Loons, and to get a sneak peak at a product we'll be launching in April. Loonen is setting a new standard in bottled water. Sourced from deep mountain springs and refined with physical membrane, non-chemical filtration, our water is independently tested for microplastics, forever chemicals, and hundreds of contaminants. It is third-party certified and bottled exclusively in glass with clean, non leaching caps to protect purity and eliminate plastic exposure. Every bottle includes a QR code with lab results, so you can see exactly what is in your water and what is not.
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Clara Sieg reposted thisClara Sieg reposted thisThis week on Emerging Brands Podcast®, I���m exploring how to bridge the gap between big-picture vision and the community-driven moments that make a brand feel human 🎧 New episodes this week: 🍹 Salsi founder, Diana Nino, shares her love letter to Miami. We discuss how she’s blending high energy with deep intention to create a tequila seltzer that respects your body and your time, keeping you ready for tonight y mañana. Listen here: https://lnkd.in/eX8FvV_C 💧Loonen, founder, Clara Sieg, former General Partner at Revolution Ventures, explains why she traded her investing seat to fix our water infrastructure. We dive into the science of third-party-verified, microplastic-free hydration for the modern family. Listen here: https://lnkd.in/euyUhQgw 🍕 Expo West Sneak Peek: In this solo episode, I’m breaking down my Anaheim itinerary! Get the details on the Pitch Slam and the return of the Ladies Lounge, the ultimate women in CPG pizza party that I am co-hosting with Danielle Calabrese, La Rossi Pizza & Sarah Maguire PR. Listen here: https://lnkd.in/e_GjD-ar Big thank you to our sponsor who made these episodes possible! 💸 Glimpse — the AI-powered deduction management tool helping CPG brands recover lost revenue from invalid retail deductions. With in-house experts and custom-built AI, Glimpse saves founders time, money, and countless hours so they can focus on scaling. Try it free for 30 days: https://lnkd.in/epXQmug8
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Clara Sieg shared thisI generally cringe when people post about personal things, but a core part of my journey from investor to founder has been embracing embarrassment. Consider this my contribution to the genre. For me, getting pregnant and staying pregnant was a long road that eventually led to IVF. I now have a daughter I’m wildly in love with, who feels the same way about bananas. Along the way, I started researching, changing habits, and learning. I learned to be more mindful of what I put in and on my body. I learned fertility is deeply impacted by the growing presence of hormone-disrupting substances. And I learned just how pervasive plastics and the broader classes of endocrine-disrupting chemicals are in our daily lives, and that it’s not just a pregnancy issue. Now, as a mother, I’m determined. I may be 90% plastic at this point, but my daughter is not. I made changes and found cleaner alternatives across nearly every consumer category from food to beauty to cleaning. But when it came to water, things got murky. Water is what our bodies are made of. It’s what we mix our babies’ bottles with. It should be the most trustworthy thing we consume. Yet nearly half of US tap water contains PFAS. Over 50% tests positive for lead. There are no federal standards for microplastics in tap or bottled water. Bottled water is less regulated than tap. THIS IS INSANE became a refrain. Building on the journey from investor to founder, I’ve tried to channel the pattern recognition I built over the years. The best founders know what they don’t know and surround themselves with people who do. For me, that person was David Kimmell. David and I have known each other for years. He was on the founding team of Spindrift where he led all operations and R&D for a decade. He’s spent his career building and fixing CPG supply chains. When the idea clicked for him and he signed on as my co-founder, I knew we had something worth betting our careers on. Conviction builds slowly and then feels like an imperative. What started as a self-protective obsession became an urgency to create a solution. That’s how Loonen was born. We’re working to bring you the purest, most transparent bottled water on the market. It’s spring sourced, filtered for contaminants, and tastefully mineralized. Every batch is third-party tested & certified, with results always shared, and we only bottle in glass. There’s a reason this doesn’t exist yet: it’s hard. The industry is hyper competitive and capital intensive. Modern contaminants are insidious. Plastic is everywhere. That’s the gap we’re here to close. We launch in a few weeks. It feels a little crazy, but that’s what our namesake, the loon, is known for. Loons are loyal to the same lake for life, unless that lake becomes polluted. Then they stop showing up. I hope you’ll stop showing up for bad water, too. It’s time for a standard we can trust. Follow on social @loonenwater (turns out retailers care!) & sign-up www.loonen.com (our emails are fun!)
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Clara Sieg posted thisSharing the news that I’m transitioning out of a full-time role at Revolution to build something of my own. I’m unspeakably grateful for the past 15 years and pumped for what’s ahead. When you’re pregnant and then a new parent (belated update: I had a baby, she’s one), many well-intentioned people hand out many foreboding “just waits” – until the baby comes, until the baby grows, until the baby talks, until the baby isn’t a baby. In those just waits, I’ve found my super powers: less fear about doing hard things, less anxiety from messing those hard things up, and more creativity in accomplishing them all. I know now that I can do anything, but I can’t do everything. The context switching that venture involves can be stimulating and inspiring, but it’s also somewhat maddening. The singularity of maternity leave stood in stark contrast for me. In many ways, it mirrors company building – depths of the unknown, sleep deprivation, someone else being dependent upon you, the desire to do better, and the necessity of a narrow focus. Becoming a mother helped me recognize what my next chapter should and will be. I’ve been obsessing over one problem in the consumer space for a very long time. I’ve finally arrived at the precipice of that obsession, with an idea of how to fix it, and a partner with deep sector expertise and a similar passion. I’ll give more color on what exactly we’re doing soon, but for now I’m happy to share that I’m transitioning into an Operating Partner role at Revolution – which means supporting existing portfolio companies, but no longer leading new investments – and shifting my focus to building. In every little step forward, I’ve stayed close to the felt sense that there’s always more to learn, and I’ll be sharing parts of the new journey along the way. I hope you’ll follow along. I hope you’ll push back on ideas and perspectives that don’t make sense. And I hope you’ll keep me focused and accountable with loads of unanticipated just waits.
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Clara Sieg liked thisClara Sieg liked thisAfter the best 9.5 years of my professional life, and with a heart bursting with gratitude, I'm spinning out of FJ Labs to start my own firm. There is no place in the world like FJ. Fabrice Grinda and Jose Marin helped pioneer super-angel investing, a collaborative, network-driven model that still sounds unfathomable when I describe it. I had the privilege of working on almost 500 investments and raising capital from LPs in 20+ countries. For the rest of my life I'll remember the late-night debates, the thesis-building (and debauchery) at offsites, and working with a group of colleagues who became extremely close friends. Fabrice and Jose - thank you for taking a chance on a junior IR associate and trusting me with your firm. From hunting in Spain to kitesurfing at Fabrice's villa in Turks and Caicos, fundraising from Riyadh to Bangkok, raising a SPAC (oops!), and Halloween in Shanghai: what a ride. Arne H. Halleraker, my Nordic brother from another mother - you were the best partner I could ask for. You bring an engineer's rigor to investing, and taught me so much about management, science, technology and strange Norwegian traditions :) I'm convinced you can go down as an all-time great frontier tech investor. The team is in the best hands possible. Matthew S., the title COO doesn't do you justice. Ariel Lebowits, I hope to never negotiate against you :) William in Guillouard, the funny Frenchman and king of IT. Lauren Lee, Danny Browne and Mehul K., the young guns who keep me honest on AI. Ryan Geary, Owen McCarthy, CPA, Morgan Spar, Gloria Rodriguez- the best ops team in the game. My FJ teammates, both former and current- thank you for everything. I consider you close personal friends and always will. To my founder and investor friends (too many to list here, but you know who you are!!) - while my day-to-day at FJ is ending, I'm staying in the family as a Senior Advisor (think venture partner on steroids), helping with the portfolio, and will work closely with the FJ Labs team on secondary opportunities. As for what's next- if you know me, you know I'm an obsessive distance runner. An ekiden (eh-kee-den) is a long-distance relay race that started in Japan more than a century ago. Each runner carries a sash called the tasuki for one leg, then hands it to the next teammate. As I wrote in Venture's Nifty Fifty Moment, great companies now stay private longer than the funds that backed them were even built to last. Venture has quietly turned into a race with no finish line. I like to say that one of the polite lies of venture capital is the 10-year fund life. Plenty of early investors, employees and LPs have run their leg, and they're still waiting for someone to take the sash. Announcing Ekiden Capital. If you're looking for the next leg in the venture relay race, my inbox is open.
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Clara Sieg liked thisClara Sieg liked thisBig week for Meta Glasses! The Meta Glasses by Lisa collection is live, Kylie dropped another gorgeous SKU, we broadened the portfolio with new styles, colors and price points and we brought Meta Glasses everywhere from the Vogue World runway in Milan to billboards across Shibuya, Gangnam Square, NYC and a surprise pop-up for fans in LA. Since the early days, we knew that to create and scale this category the glasses had to be both stunning and genuinely useful in everyday life. For this launch, that also meant signing off on a plan whose most important stakeholders had paws. 🐾 I'm honored to lead this team of talented, deeply caring, occasionally unhinged-in-the-best-way marketers. And especially grateful that Lisa trusted us with her L-Family. 🐈⬛ 🐕 Paige Bennett, Sarah Kirchner, Emma B. Shannon, Cleo Monrose, Stephen Manning, Peter Williams cc: Dave Kaufman Eshan Ponnadurai Uncommon Creative Studio
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Clara Sieg reacted on thisClara Sieg reacted on thisWe joked that the Coffee Maker launch was going to break the internet. LinkedIn apparently took us a little too literally. My account actually got suspended because we drove so much activity on launch day they thought I was spam. 😂 And somehow that isn’t even the craziest part of the last weeks Coffee Maker launch. I’m honestly still a little speechless by the response. In less than a week:️ 📈 It became our best-selling product 🤑 We sold through our first batch 📱 The Coffee Maker went viral across social 📰 500M+ press impressions across 30+ features, by far our biggest launch ever 🏆 Parade loved it so much they delayed their Household Awards so they could name it 'Best Coffee Maker' in the 2026 Household Superstar Awards. The energy across our team, our community and the brand has been unlike anything I’ve felt in our seven years building Caraway Home. And then New York showed up in a way I never expected. People were lining up before sunrise to experience the Coffee Maker in person at our pop-up. More on that soon. This launch feels like incredible validation for where Caraway is going next ➡️ category by category, room by room. That’s how we build the first generation of non-toxic homes. To everyone in the Caraway community who made the last week happen: YOU ABSOLUTELY CRUSHED IT. VIBES are high. Caffeine levels are higher. 🚀 Cheers, grab a mug ☕ P.S. Still not affiliated with Big Cookware. The shirts were just a subtle reminder. 😅
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