We're kicking off our Friends of the Doctor series with Erin Kleinberg, founder of the coveted body care brand, SIDIA.

SIDIA is inspired by the self-care lessons of Erin's late grandmother, Sidia. Sidia taught Erin to take care of herself first before others, to trust your intuition, and to lead with humor, intelligence, and grace. SIDIA enriches those intentional, intimate rituals, to invite you on a sensorial journey to Come Home to Yourself.  

At what age did you know you wanted to start your own business? And what did that business look like? 

"At a young age, I knew my path would be unconventional. My parents always knew my brother would be a doctor (veterinarian), and they always looked at me with a bit of a sweet and loving question mark lol. I never did that well in school, always schmoozing for grades and excelling with my social life.  When I was a kid, I crafted bead jewellery and sold it to friends and family. And then in university, I started making tops from scarves that gained popularity. That was when I realized I could create and share products with the world. As a serial entrepreneur, starting at the age of 21, I successfully launched a clothing line sold in Barneys, Nordstrom, Lane Crawford, and 80 stores worldwide within a few years. This early success paved the way for co-founding The Coveteur."

"Since selling garments out of my dorm room, it has felt natural to build and share—it’s truly my passion! Graduating from university in Toronto’s limited fashion job market compelled me to forge my own path. During university, directing a large charity fashion show taught me valuable lessons in entrepreneurship, from fundraising to showcasing designs. Managing everything with my oversized navy BlackBerry phone, that experience shaped my entrepreneurial journey and fueled my ambitions."

What inspired you to start SIDIA?

"SIDIA was inspired by a mix of personal experiences and my professional journey. After working with so many founders and helping to launch new moments for legacy and luxury brands, I felt a deep urge to create something of my own. I wanted to honor my grandmother's legacy and share the self-care rituals she instilled in me. Our tagline, "come home to yourself," embodies that personal connection."

What's it like working with family?

"My mom was headed for a career in accounting, but when I was born my parents decided it would be best for her to be home with us. She was a stay at home mom for years, until I pulled her in 17 years ago. Since then she has run finance, accounting, admin and general (her words) Mother F*cker in Charge-ness across my 4 companies. The collaboration is so seamless because of our deep love and trust, which brings a unique warmth and commitment to the business. After all, she is IRL Sidia’s daughter :) At SIDIA, our connection to the matriarch is at the core, and family plays a vital role in shaping the brand’s DNA. Their influence grounds our values and guides our decisions, fostering a strong sense of unity and purpose in all aspects of our work. It may seem odd to some but in my gut I know that Sidia is watching down, beaming with pride helping us to steer this ship!"

What does your daily skincare routine look like? 

"I swear I am not just saying this, but Liza saved my skin journey truly. She sent me the collection and shielded me from continuing to use so many products I get gifted constantly, and now I primarily use this system. I live and DIE by the Gentle Hydrating Cleanser (leave it on for 5 or 10 like they say!) and the Intense Replenishing Serum is my all time favorite skincare product. As Hannah Baxter put it - it’s like a cashmere sweater for your face! I had all this dryness around my mouth area and after 2 days with this serum, it was all good for good. The Anti-Aging Repair Moisturizer is a go to and of course the mineral SPF!!!!"

"My daily body care routine starts with our SIDIA gentle Body Exfoliant, followed by our  hydrating Body Serum. I absolutely cannot take a shower without using our body exfoliant. The WIRED scent lights up the shower and I love how easy the packaging makes the ritual."

"These moments in the bathroom create a cherished ritual and a bit of "me time" that I truly value. It’s a time for self-care that grounds me and sets a positive tone for the rest of my day!"

Tips/advice for women who are looking to start their own business? 

• Listen to your gut—intuition and instinct rule everything. 
• Seek advice from others, but ultimately make decisions based on your own judgement.
• Expect setbacks; its all about resilience, grit, collaboration, and resourcefulness. 
• Remember your purpose of why you’re doing what you’re doing and what sets you apart.
• Just go for it and don’t be afraid what people might think. It’s easier said than done but get comfortable with being uncomfortable and constant change. 
• Once you are ready get people around you that are smarter than you and show them your vision daily. It takes a village! 
• Launch now, perfect later!