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Haylee Jordan did not plan to become a CPG founder. She built her career running brand studios, shaping stories for other companies, and saying she would never touch consumer packaged goods. Then Fabric happened. Now she is a cofounder of a Colorado beverage brand crafting nonalcoholic beverages and hemp derived THC options designed for sober curious consumers who still want to belong. Fabric is a mission driven business and a public benefit corporation that gives back to mental health initiatives while navigating one of the most regulated categories in the market.
Her journey matters because it reflects what so many founders experience. A fast leap into unfamiliar territory, the reality of THC infused beverages and state by state regulations, and the pressure of building a CPG startup with too few people and too many responsibilities. Haylee’s story blends founder mindset, mental health awareness, and practical go to market decisions like focusing on Colorado first instead of chasing scale everywhere. What she has learned about focus, overload, and getting out of your own way offers grounded lessons entrepreneurs and business owners can apply immediately as they build through the messy middle
Key Takeaways:
1️⃣ Go deep before you go wide
Trying to be everywhere at once spreads founders thin and kills momentum. Haylee’s approach with Fabric was to anchor in Colorado first, learn the market, and earn real traction before expanding. Focus creates signal, not noise, especially in complex and regulated businesses.
2️⃣ You are not disorganized, you are overloaded|
Startup chaos is rarely a character flaw. When three people are doing the work of twenty five, things will slip. The fix is not perfection, it is communication, prioritization, and giving yourself the same grace you would give a teammate.
3️⃣ Get out of your own way
Most founders are blocked by mindset, not capability. Haylee’s biggest realization was that no one has the secrets and everyone is figuring it out in real time. Progress comes faster when you stop waiting for permission and start trusting your ability to learn as you go.
Want to follow Haylee’s journey as Fabric continues to grow and evolve. You can connect with her directly and learn more about Fabric below.