April 2020

Kristen Sonntag of Sunday Diamond - Part I: The Brand

Name: Kristen Sonntag
Brand: Sunday Diamond
Established: 2017
Hometown: NYC

What motivated you to start?

Prior to starting my own business, I was a television producer, creating arts and culture programming for PBS in New York. After becoming a parent and a Reiki practitioner, I wanted to build a creative livelihood around healing work.

What would you consider your hero product from your brand?

Spirit Work is my line of ritual mists that encompasses the healing vibrations of essential oils, crystal and Reiki energy, and sound. Every bottle comes with a music and guidebook download.

What standards / non-negotiables do you take into consideration when thinking about enhancing or developing new products?

I source all of my materials ethically and sustainably. My ingredients are 100% Organic, and my packaging is made and printed in the USA.

What do you think are some of the biggest challenges for "beauty/ wellness" brands today?

Just being a small business owner today has a host of challenges. I wish there wasn’t so much pressure around branding and aesthetic and perceptions of success. I wish the wellness sphere didn’t have to adhere to the capitalist system that’s the cultural default for businesses. I would love to see a world where we can have a mindful balance of integrity while achieving financial success.

What has been one of your proudest moments since creating Spirit Work?

I’m proud every time I get to partner with other ethical, inclusive, women-owned businesses, whether its my local screen printer or another neighborhood boutique on the other side of the country.

What can we expect in the future?

I’d love to offer more sound mediations, and perhaps expand my line!

What advice would you give customers who want to make the most out of your brand?

Begin with an intention. Every moment is a chance to create space to heal ourselves.