Founder Feature: Daniele Orellana of MITTS

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In this episode of the Startup CPG Podcast, our Editor, Caitlin Bricker, is joined by Daniele Orellana, co-founder of MITTS, a design-forward brand who's rethinking the everyday kitchen sponge. Daniele shares how MITTS was born out of a practical need to care for delicate glassware—specifically high-end wine glasses that were constantly breaking during handwashing. What started as a solution for wine enthusiasts has since evolved into a versatile, aesthetically pleasing tool for anyone seeking a better way to clean non-dishwasher-safe items.

Throughout the conversation, Daniele discusses the challenges and triumphs of building a consumer product brand while maintaining a full-time medical career. She offers insight into the manufacturing decisions behind MITTS, including the difficulties of sourcing production domestically, and the advantages of a non-perishable product. As a first-generation founder, Daniele reflects on the values of risk-taking and resilience passed down from her immigrant parents, and how that mindset fuels her entrepreneurial journey.

Also, hear about how she and her husband balance their professional lives with growing the brand, the importance of customer feedback, and the role of community—especially Startup CPG—in guiding their progress. With practical advice, personal stories, and a clear passion for thoughtful design, this episode is a must listen!

Listen in as they share about:

• Product Evolution and Use Cases
• Manufacturing Challenges
• Shelf Life and Durability
• Community & Mentorship
• Advice to Other Founders

Episode Links:

Website: https://mitts.store/
LinkedIn: https://www.linkedin.com/in/daniele-orellana-258366157/ 

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• Episode music by Super Fantastics
  
  

Creators and Guests

Host

Caitlin Bricker

Editor @ Startup CPG

What is The Startup CPG Podcast?

The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.

Daniele Orellana
We were tasting a lot of wine and I was essentially his buddy and doing the tastings with him, which meant a lot more wine glasses. And he has these really beautiful Josephine Ut glasses. They're incredibly beautiful and great for aeration, but they're also razor thin. And I broke at least four to five just during that level three exam period trying to hand wash them at the sink because you're trying to shove the sponge in and they break really just with that bit of pressure.

00:41
Caitlin Bricker
Hey everybody, this is Caitlin Bricker, editor at Startup cpg.

00:45
Caitlin Bricker
We are back with another founder feature.

00:48
Caitlin Bricker
Today I'm talking with Danielle Orellana, co founder of Mitts. Danielle and her husband Lee are transforming everyday kitchen sponges into something beautiful and functional, with Mitts creating sleek, non abrasive sponges for delicate glassware and fine kitchen tools. Danielle balances this entrepreneurial venture with her career as a full time pediatric dentist in Brooklyn. As a daughter of immigrants who arrived in the US in the late 80s, Danielle brings that scrappy, fearless energy to her business. She handles everything from marketing to partnerships for myths. Despite having zero industry experience before taking this leap, we talk about what it's like being a first time entrepreneur. How the idea for Mitts kind of first started as a joke, how versatility is on their side, and how being a first timer in the CPG space.

01:37
Caitlin Bricker
Has felt to them.

01:38
Caitlin Bricker
Their starter kit fits like a mitt with a tidy base that keeps it dry and doubles as a ring dish, bringing both utility and style to your sink. And if you ask me, they are doing something that no sponge brand has ever done before. They're making them sexy. I had a lot of fun chatting with Danielle and if you enjoy this conversation as much as I did, let me know.

02:00
Caitlin Bricker
Enjoy. Hey everybody. Welcome back to the Startup CPG podcast. This is Caitlin and today I'm here with Danielle Orellana, co founder of mits. Danielle, welcome to the show.

02:14
Daniele Orellana
Hi Caitlin. Thank you for having me.

02:16
Caitlin Bricker
It's great to see you. I would love for you to introduce Mitts to our listeners. Can you tell us what MITS is?

02:23
Daniele Orellana
So Mitts at its very essence is a sponge for delicate glassware and fine kitchen tools, but it's actually evolved to be so much more than that. We started off as a brand trying to solve a problem that we frequently ran across whenever we would try to wash our really high end glassware and since then have actually found that Mitts is a secondhand for your sink. You can use it to wash anything that doesn't go in the dishwasher. So wooden spoons, your fancy chef's knives, your LA knives, anything ceramic. But isn't dishwasher safe? I even use it to wash my Le Creset.

02:59
Caitlin Bricker
And can you tell us, like, describe to our listeners what the sponge looks like and why it's different from a typical household sponge?

03:07
Daniele Orellana
Totally. So Mitts is, as its name suggests, similar to the shape of a mitt. It has two finger slots, and you can insert them in whatever way feels more comfortable for you. And the idea is that because it fits your hand similarly to a mitt, you can get inside all the nooks and crannies, and you just have a lot more dexterity as you're cleaning things, versus with a square sponge, you're restricted to that shape, and you can't really get into anything that is circular or maybe needs to bent.

03:37
Caitlin Bricker
And it looks nice, too. So my favorite feature about it is that it's aesthetically pleasing, and it comes with its own little dish that, correct me if I'm wrong, also doubles as a ring dish, too. So if you want to take your wedd bands off and put it on there, you're not going to lose them.

03:53
Daniele Orellana
Totally. So were designing it. My husband, he kind of came up with the idea of needing it for the wine glass. And then as we started prototyping, I was like, you know, I really hate that. Whatever, Especially for me. I have more than one on my finger. I have to take it off. I've almost lost both my wedding ring and wedding band multiple times. And I just. There's actually side note, funny story. I came all the way back home from work once because I could not be sure that I took it off at the kitchen counter when I washing stuff that morning. And I was so scared.

04:28
Daniele Orellana
We were just recently engaged, so that's when I was like, okay, what if we create a thing that just holds it, makes sure it's dry and doesn't get gross and moldy, but also hangs onto your rings and whatever else while you're at the kitchen sink.

04:44
Caitlin Bricker
I love that. So it's definitely solving an issue, and it's just a major bonus that it looks good. So, of course, there's a frustration with the rings and not losing them, but what was going on in your lives at the time where Mitts became an idea for you?

05:01
Daniele Orellana
So right around the pandemic, my husband, Lee, he was studying for his first and second WSET exam, and then once he had passed them, wset, for those of you that don't know, is one of the More well known own exams you take on the path to become a sommelier. So he loves wine. He's always been passionate about it. Level three is a little bit more involved. They send you tastings and you have to write down different notes and you're being more thoughtful about the structure of the wine, which meant were tasting a lot of wine and I was essentially his buddy and doing the tastings with him, which meant a lot more wine glasses. And he has these really beautiful Josephine Ut glasses. They're incredibly beautiful and great for aeration, but they're also razor thin.

05:49
Daniele Orellana
And I broke at least four to five just during that level three exam period, trying to hand wash them at the sink. Cause you're trying to shove the sponge in and they break really, just with that bit of pressure. And so as a gag gift when he passed, I bought him a brand new set of the Josephine Ooh glasses, which are like, expensive. They're like close to $100 a glass. And so that's kind of where we started thinking, okay, it's crazy that we have all these incredibly luxurious and nice glasses, but there's nothing specifically made to take care of them. Like everything else that you have that is nice, even your glasses, right? Like, there's special lens, glass, cleaning fluid, there's special lens cloths that you don't scratch them. But there just wasn't anything really like that for wine glasses, which is so interesting.

06:38
Caitlin Bricker
You would think in a market that isn't going away, it seems that there would be a solution. But I guess we just needed mitts.

06:47
Daniele Orellana
I think at the time too, we had gone online and tried to do like preliminarily before even we considered creating mitts, just to see, like, well, is there something? And we're just missing it. And the only thing we found was something that was like a bottle brush, more generalized, but again, it was large, bulky, has the wand attached to it. And I personally was like, I don't want that out on my counter and I don't want to have to worry about where to shove it in my Manhattan apartment. So then I was like, okay, there has to be a better idea. Like, this cannot be that difficult. We're living in 2023, guys. Like, we need to come up with something. But yeah, there just wasn't much, which again, was super surprising.

07:26
Caitlin Bricker
So how has mitts evolved from the inception of your idea today? Has there been an evolution of myths?

07:34
Daniele Orellana
Totally. We started, and again, both my husband and I are not from this world or this industry. We have no marketing creative or financial background. We're totally from health care. So we started off thinking this will be super niche. It will just be for the wine people. They will love it and that's all it will be. And as I started using it, as time started evolving, I was like, oh, I actually use this for my knives because again it's shaped like this and I can just swipe down, easy peasy. It doesn't dull the blade. That's why you can't put it in the dishwasher. I started using it for my Le Creset pan because again, it's like this, so really nice. And then we started getting more into like the houseware and home cleaning and realizing that it's much more than just for wine glasses.

08:25
Daniele Orellana
We've had customers write back emails to us and tell us they actually use it for their baby bottles, which is another need apparently that people either like to or prefer to hand wash them. And there I guess is not or not anything as comfortable as Mitts. So it's evolved quite a bit since we first started.

08:43
Caitlin Bricker
I can speak to that because I have an 18 month old and I have never put her bottles in the dishwasher. I just don't trust the high heat so I prefer to hand wash everything. So that's a really interesting use case past that point now, but I could totally see myself using it for that.

09:01
Daniele Orellana
We actually had people reach out to us and let us know that they use it to wash their chopsticks. Apparently people have really high end chopsticks that I guess they don't put in the dishwasher. So you know, were just like, okay, great, we love washing your chopsticks. That's fine.

09:17
Caitlin Bricker
I love that. I also love that the non alcoholic world is evolving so much and there are still people out there who are not drinking alcohol but still want to drink out of a nice glass. And this sponge is a perfect solution for people who still want to be classy and not just use like a regular pint glass to pour their wine in.

09:39
Daniele Orellana
So we also have noticed that as the low ABV world has grown and the market has flourished, people still want to have the ritual of having a nice beverage. So we're happy to see that while maybe people aren't consuming as much alcohol or consuming it differently, we're not losing that luxurious moment of having a nice drink when you get home.

10:00
Caitlin Bricker
Totally. And I am one of those people. So you're not going to lose your market share to a growing non alcoholic Movement. That is for sure.

10:12
Daniele Orellana
I feel the same way. I mean, I come home and I like the idea of having a nice drink with my dinner, whatever I just spent time making. But I don't really like the way that alcohol makes me feel. And I definitely don't like the way that it makes me feel during the week when I have to wake up early the next day. So I totally hear that.

10:32
Caitlin Bricker
Love that. Priya. So you mentioned that you and your husband Lee are working in healthcare. So you're in the medical profession. How do you balance running MITTS while maintaining your medical careers? And what skills do you feel transfer between medicine and building a business?

10:49
Daniele Orellana
I will say residency for both of us definitely helped, in my opinion, prepare us for this moment. Just meaning residency is really intense. You don't really have much time to yourself or time in general. So you really learn how to manage almost every second of your day. And I think too, between the two of us, Google Calendar Shout out like has saved us a million times because we have a joint calendar. Anything that is for both of us to be present has a special color and it just keeps us on track. That and just communication is a big thing. We have like little Mitts meetings at the end of every day. So when the two of us come home, we either go outside for a walk or we just kind of sit down.

11:33
Daniele Orellana
It's like, okay, what happened today on your end, what happened from your end, any decisions we need to make. Cool break.

11:39
Caitlin Bricker
I love the organization too. Google Calendar really is a lifesaver. My husband and I also have a shared calendar and it is a game changer.

11:49
Daniele Orellana
Huge. It just makes it a lot easier to be on top of where you need to be and who needs to be there. Right. Like there's obviously things only he has to go to or maybe only for me or it just didn't work with one person's schedule, but we're okay with that person doing it. So it's just like less friction point for us in terms of organizing everything.

12:10
Caitlin Bricker
So how do you split up your.

12:12
Caitlin Bricker
Roles in mitts given that you're both working in medicine? What do you take on and what does Lee take on?

12:18
Daniele Orellana
Very good question. Another thing that definitely helps us in our partnership is we are very different and very similar, but where we're different, it's the other person's weak spot. So Lee is incredibly organized as you would want any surgeon to be. He's very type A and very risk averse. So he's like our supply chain person, our finances person. If you've ever been in a meeting with Lee and I. Lee is the one always asking the money questions where it says, like, the thought doesn't really enter my mind much. I'm just kind of like, Lee does the time, the money, and like the logistics of things. And then I try to handle more of the personal relationships and the marketing component, just because for me, that feels more natural. I always say that pediatric dentistry is very similar to marketing.

13:07
Daniele Orellana
Anything with a kid, it's like, oh, he doesn't want to carrot. Well, what about a silly orange stick? Do you want that? And in their mind, it's like, you know what? I'll have the silly orange stick. Never had one of those before. You're like, great carrots.

13:20
Caitlin Bricker
I'm going to have to try that on my daughter. That is so funny.

13:25
Daniele Orellana
All the time in the office with kids, when they come in, especially when they're little, like, mostly the under four, especially about flavors. They're very intense about flavors. And so, you know, they'll see the two fishing, they're like, I don't want it. I'm like, oh, well, do you want sparkle paste? Did you know Elsa gets sparkle paste? And they're like, why? So again, just very. I feel like that's where for me, in my opinion, the marketing component feels a little bit more natural versus for my husband, who's a surgeon. He's like, I want results, I want goals, I want KPIs. Like, he needs to know definitively or some a little bit more flexible.

14:02
Caitlin Bricker
That sounds like a really great balance.

14:05
Daniele Orellana
We try. It's tough, but we try. I mean, we could not do it if there were not two of us. If this was one person doing this, for sure it would be close to impossible. I don't know how single founders do it. I'm always in awe of them because it's. It's a lot.

14:19
Caitlin Bricker
We have a lot of solopreneurs in our community and I am equally amazed by them. It couldn't be me, I can tell you that much.

14:27
Daniele Orellana
Even just splitting the responsibilities between Lee and I, like I was saying earlier, at times feels so overwhelming and I have another person who I can offload things onto. And still, it's just there's so much that goes into building a business and creating a brand. It's tough.

14:44
Caitlin Bricker
So as a first generation entrepreneur, how has your upbringing influenced what you're doing today?

14:51
Daniele Orellana
Yeah, I definitely grew up in a house where risks were encouraged. Both of my parents immigrated to this country from Honduras in the late 80s and they came as babies like 19 and 24, I think my dad was. So the desire to take risks and to dream I think has always been built into me and my upbringing. My parents were not the kinds of parents who ever told me that I could not or that I should be scared. They were always the parents who were like, you want to do gymnastics? Sure. You want to be an astronaut, 100%, you can do it. So it's just something that has lived on through me, pushed me through dental school and residency and now taking on myths. I feel like my parents upbringing and their story definitely prepared me to feel more comfortable taking a risk.

15:42
Daniele Orellana
I want to do something that makes it worth it for them in the sense that they left so much family behind and they took such a big risk and they're very proud of me for sure. Like becoming a doctor for any immigrant parent is like, you did it like you couldn't have accomplished anymore. But I still want to create something and kind of like put a name to our name. So that's the goal.

16:10
Caitlin Bricker
That makes a lot of sense. And I like that too. I really like that your parents pushed you to take risks because I feel like most parents are like, oh, don't touch that, or don't run too fast, or you know, just encouraging you to be cautious.

16:24
Daniele Orellana
Correct. Yeah. No, I think because mine came from a place where a lot of opportunity did not and doesn't really exist still they were like, you are in the land. Opportunity, like run wild. And I have to say, even for as weird and crazy as things are right now, I do still think this is like being born here is still a very incredible thing. It's a privilege in its own. But yeah.

16:50
Caitlin Bricker
So being in this role of an entrepreneur, have you ever had a moment where you've been like, man, I really wish I had somebody that I could bounce ideas off of other than your husband or I wish I had a mentor. And when those moments pop up, who are the people that you turn to or how do you push through?

17:08
Daniele Orellana
So definitely, I mean, when we started this entire process, when I tell you that we legitimately started with like googling, how do you create a product? Like, that's how zero knowledge we had. There have been many times where I feel genuinely afraid because I don't know the answers and the risks are pretty big. And I don't know anybody who owns a brand or really built a business, especially in the CPG space. So what I have learned to do too is I rely a lot on startup cpg. That was probably the best find that I came across on Instagram specifically, and that is an incredible wealth of knowledge. I can just hop on there and ask, like, hey, has anybody heard of this company? Or when did you guys start using, you know, a marketing team? Or what's the deal with meta ads?

18:01
Daniele Orellana
Is it supposed to be this expensive and impossible? So for me, startup CPG has been incredible. Outside of that, I rely a lot on our marketing and our engineering firm, our marketing team, who helps us with the branding. They have been so kind and so generous. They're called Make Super Good. The one of the guys who runs it actually lives in our building, and that's how we met. And he has, like, popped into our apartment. He'll just talk to us about everything, go to market strategy, you know, timeline when to take investors, what we should consider. So we've been very fortunate that the people who started with us from the beginning have been kind enough to lean into those roles of mentorship a bit more than, I think, maybe a traditional marketing firm, especially if it's a big company, not so much.

18:48
Caitlin Bricker
What kind of advice have you received from them since going to them initially to now?

18:54
Daniele Orellana
They were very adamant of, like, grow slowly. You don't need to rush to. You don't need to be the Graza of sponges, where you're like, selling out on your first day of going in. And they were also very much like, master one place first. Right? Like, make sure the wine people are bought in and then you can start considering, like, the cleaning and houseware space. Don't do everything all at once. Just kind of, you know, check each box individually. And they've always told us too, from the beginning, be very receptive to feedback, even if it means you need to pivot. Like, just. It means it's completely different than what you plan to do. That's okay. Like, just go along with it. So they've been great.

19:36
Caitlin Bricker
I love hearing that. It is very refreshing knowing that there are founders out there, like yourself, who are taking feedback that sometimes might be hard. And like, you're saying it might make you pivot your entire brand and you're taking that feedback and really considering your audience, your market, and incorporating it to make your brand better.

19:55
Daniele Orellana
Totally. Every piece of feedback we get, we consider. And it stings a little bit sometimes just because it's your baby, it's this thing you've created. And so it feels personal. So Lee and I have a rule where we're like, okay, take five minutes to feel personally slighted by it, and then, like, really, we'll talk about it. And we're like, well, maybe that is true though. Or maybe like, that's not our market, or like, maybe that's not our demographic and that's okay too. But for sure, being able to receive feedback and then actually act on it is really important. You can't take it personal.

20:34
Caitlin Bricker
So is that the advice that you would give other founders?

20:37
Daniele Orellana
I would say yes. Get as much feedback as often as possible and as early as possible. Because feedback is like the cheat sheet to success, right? It is your audience or an audience telling you what they think and what they want. So if you waste time feeling personally upset by it versus working on it, you're just. It's like getting the answer to a test and just throwing it out the window because it's not the answer you thought was right.

21:05
Caitlin Bricker
I couldn't have said it better myself. I have oftentimes found myself on the other side of things because I'm obviously not creating a brand. So I've had to deliver not the greatest news to brands about, you know, like mold found in a product or.

21:21
Caitlin Bricker
Broken during shipping or whatever it may be.

21:24
Caitlin Bricker
And it does not feel good to be on that side of things delivering the bad news. So I can't imagine what it feels like to be on the receiving end of it. But it must take a lot of strength and sometimes self control to be able to take that and really just like think about it and incorporate it.

21:42
Daniele Orellana
I will say that's probably another thing that healthcare prepared us really well for. Attendings are incredibly knowledgeable and they're the people who mold your knowledge in your specialty, but they can be incredibly harsh. Like the field of healthcare in general is definitely, I would say, in all of the industries. Maybe finance is a little like this too. Like they're harsh. Lee has horror stories, but the feedback you get is not nice and it feels very personal.

22:14
Caitlin Bricker
Oh, man. All right, I have a question. Because this is such a different product from other products that will have an expiration date on the box, how are you manufacturing mitts? And what about the product not having an expiration date feels safe or not so safe to you?

22:33
Daniele Orellana
So we actually manufacture in China and it's made out of an open cell polyurethane material, which is what helps it dry faster and then also makes it less prone to mold. But having it manufactured in China, as you can imagine right now, is. Was scary when we made that decision. Now feels really scary because of everything going on. But at the same time, it's just not feasible to manufacture in the US for what we're doing. And so we're looking at alternatives. But in the same token, we don't have that shelf life on our product. So we, you know, there's this very famous quote, the tale of the ancient farmer, where it's like you think that something bad happening to you is bad in the moment, but it's actually good in the long run.

23:21
Daniele Orellana
So when we first started, were upset we couldn't manufacture in the US it felt like one we really wanted to manufacture in America, but we also wanted proximity to the product so we could check in on it more frequently. But again, were just like, it's just not feasible. It doesn't exist here. There's maybe they told us maybe one or two guys who still do tooling for the mold for sponges here. So were upset about that. But now we had to place such a large order at the time that we're in a good position currently in terms of how much we have on stock that we're hoping by the time we need to replenish, hopefully something will have been sorted. So felt scary at the time, but definitely I feel like is an overall win that we don't have that shelf life.

24:09
Daniele Orellana
I can't imagine being a skincare product or a food product where the second it lands here in the port, you need to already know where it's going to go and you need to get it moving because if not, it expires.

24:21
Caitlin Bricker
And then talk to me about shelf life as far as what it looks like when a customer receives your product. Like, how long can somebody use mitts for and then have to buy another one?

24:32
Daniele Orellana
I would say depending on how you use it, you can go anywhere as long as three to four months. I actually just switched out my last one and just mostly because it started getting, like little rips in between the claws. But I, like I said I use it for everything. I don't use it for wine glasses only. I use it to wash my knives, to wash, scrub my pot sometimes. So I definitely put it through the wringer. But I use it every day for a majority of things. Anything that's not going in the dishwasher gets washed by mitts in our house. So most people, I would say, can get a good three to four months out of it. If you're washing a lot of pots and like heavy duty, stuck on food.

25:13
Daniele Orellana
Yeah, probably maybe less like a month and a half to two months. But the idea is you shouldn't need to replenish it that often. The goal is that it should live for a few months on your counter and then once it starts ripping or you feel like it's not working as well, then you can move on to the next one. But you can also toss it in the dishwasher if you feel like you just want to hygienically get it cleaned.

25:37
Caitlin Bricker
That's great. I was really impressed when I saw the price point for it because for such a beautiful product, I thought, wow, okay, this isn't going to break the bank. I got double duty. I get something that's going to be useful and something that looks good. And now knowing that you can hang onto it for a quarter, basically pretty.

25:58
Daniele Orellana
Much a whole financial quarter goes by and you'll still have the same one on there.

26:03
Caitlin Bricker
It's so funny.

26:05
Daniele Orellana
And if you don't, you still have the base which like again, when I'm waiting like a day or two to switch mine out or anyway, I can still toss my rings in there. It's still serving some function.

26:16
Caitlin Bricker
We're coming up on time, but I would love for you to tell the listeners where they can find Mitts and follow along on your journey.

26:24
Daniele Orellana
You can find this on Instagram at Use your Mitts and you can find us online at Mitts Store.

26:31
Caitlin Bricker
Amazing. Well, I am really looking forward to following along on your journey. I think your product's going to blow up. I'm really excited about it. I have never seen anything like it. It's super unique. So I'm super excited for you and Lee. Super excited to see you land more retailers and looking forward to more news coming out about mixing.

26:52
Daniele Orellana
Thanks Caitlin. I appreciate it.

26:54
Caitlin Bricker
Thank you. Talk to you soon. Bye everyone.

26:58
Caitlin Bricker
All right everyone, thank you so much for listening. If you enjoyed this episode, do us a solid and leave us a five star review on ratethispodcast.com startup cpg I'm Caitlin Bricker, the host of the Founder Feature series and editor at Startup CPG. Feel free to find me on LinkedIn or reach out to me on Slack and get on my radar. I'm always keeping my eyes peeled for.

27:21
Caitlin Bricker
New and emerging brands to spotlight.

27:23
Caitlin Bricker
If you're a potential sponsor who would like to appear on the podcast, please email partnerships startup cpg.com and finally, as a reminder for anyone listening, if you haven't already, we would love for you to join our free CPG community on Slack. You can sign up via our [e-mail] see you around.