Deirdre Horan wants to know: What company makes your umbrella? “Nearly everyone owns at least one umbrella, yet the industry doesn’t have any enormous brands like Nike or Adidas – it’s an anonymous industry,” Horan notes. The Pittsfield, Massachusetts, entrepreneur has also long been alarmed by the amount of plastic that is dumped into the oceans, and had wanted to find a way to both intercept the plastics clogging our waterways and upcycle those recovered materials. In 2023, Horan launched Dri to that aim, making umbrellas made out of ocean-bound plastics sourced from fairly paid workers in the nations most impacted by such pollution. Horan is now focused on what’s ahead, excited to grow her dual mission of cleaning our oceans and selling a durable, reliable necessity.
Editor’s Note: Dri has been named to The Story Exchange’s 2024 list of 10 Brilliant Business Ideas.
How is your business different from others in your industry?
Most of today’s umbrellas are made from unreliable materials that bend, snap or break – sometimes after a single use. Dri umbrellas, in comparison, are made from sustainable materials in a more durable fashion.
Tell us about your biggest success so far.
Outdoor retailer REI reached out to me directly to ask if they could carry our product in their store. That was a “pinch me” moment! My definition of success is living an entirely fulfilled life.
What is your top challenge and how have you addressed it?
I worked on Dri umbrellas for over a year before finally receiving our first prototype. After at last receiving it, my husband and I went for a walk in the rain – only to find out that the umbrella wasn’t waterproof. It was devastating at the time, but I ultimately look back and smile at that moment, because the idea of throwing in the towel didn’t cross my mind once.
Have you experienced any significant personal situations that have affected your business decisions?
I care deeply about environmental conservation and fighting climate change. I firmly believe in protecting our oceans – the entity that absorbs the vast majority of carbon dioxide in our atmosphere – and fighting plastic pollution, which is killing wildlife and poisoning human bodies.
What is your biggest tip for other startup entrepreneurs?
Take your time deciding exactly what you want your business to look like, and what you want your life to look like outside of that business – financial success is extremely important, but a balanced life will always matter more. Motivation will come in waves, but don’t stop, even if it comes in tiny actions like writing an email, re-posting an Instagram story, or jotting down a to-do list.
How do you find inspiration on your darkest days?
I’ve decorated my home office with items that remind me of the hard work I’ve put into my business so far – newspaper articles featuring Dri, copy order sheets from trade shows where store owners bought our product, the first check Dri received from wholesalers, etc. When I’m having a dark day, I look closely at these tokens to reignite my self-belief. When that’s in place, I can brush off obstacles with ease.
What is your go-to song to get motivated on tough days?
“HBIC” by Gin Wigmore.
Who is your most important role model?
My mother. Before a very well-earned retirement, she was both a residential nurse and a real estate entrepreneur. She kept her full-time nursing job in order to keep food on the table for me and siblings, then bought and flipped houses on the side, putting that money toward our college educations. She never let either career interfere with being a present and loving mother. ◼
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