Business Echo - Michelle Webber

In partnership with WeBC, Okanagan Echo is proud to spotlight women entrepreneurs who are building, rebuilding, and redefining business in British Columbia.

Through this collaboration, we are highlighting founders whose journeys reflect resilience, strategic growth, and community impact - women who are not only scaling companies, but creating spaces of belonging and economic opportunity. Welcome to Business Echo.

At the heart of this feature is a story that didn’t begin with a perfect plan, but with a refusal to settle. Michelle Webber, founder of SONDR, set out to challenge an industry that wasn’t working—for her, and for many others. What followed was not a straight path, but a journey marked by bold decisions, unexpected setbacks, and the kind of resilience that transforms obstacles into opportunity.

Her story is a powerful reminder that building something meaningful requires more than vision—it demands tenacity, self-trust, and the willingness to keep going when things fall apart. Michelle didn’t wait for ideal conditions. She moved, rebuilt, and pushed forward, shaping a brand that stands firmly in its values while reaching for something bigger.

In this Business Echo feature, we dive into Michelle’s journey—her mindset, her challenges, and the defining moments that continue to shape her path as a founder building with purpose and intention.

OE: Please tell us a little about yourself, what is your story

MW:  I’m Michelle, founder of SONDR, a purpose-driven personal care brand built to make clean, effective products more accessible. From the beginning, SONDR was created with a long-term vision, not as a side project but as something meant to grow, evolve, and make a real impact. 

Building it has meant navigating manufacturing challenges, scaling complexities, and learning firsthand what it actually takes to bring a brand to life. My story is really about figuring it out as I go and rooted in resilience, tenacity and curiosity through the wins and the setbacks. 

OE: What does the name “SONDR” represent, and how does it reflect your mission?

MW: SONDR, or ‘Sonder’ is a word coined by author John Koenig and it means: the realization that everyone around you has an equally as complex and vivid life as your own. A friend of mine suggested the name, and when I looked up the definition, it seemed perfect for a brand that was founded with the goal of ending animal testing, so we slightly expanded the definition from humans to all living things.

OE: What was the exact moment you realized the personal care industry wasn’t working for you - and that you needed to build something different?

MW: I wasn’t looking to start a new company. I worked full time in non-profit and owned two service based businesses here in the Okanagan.

I always looked for the bunny logo on the labels of the products I was purchasing, to ensure I wasn’t contributing to animal cruelty. After learning about all the loopholes that a lot of mainstream brands use to maintain this certification while still either directly or indirectly contributing to animal testing, I did a deep dive on all the products in our home. It took a lot of effort, but was doable, except when it came to deodorant. Either it was tested on animals, or it didn’t work like I needed it to, or it created an unsightly and incredibly uncomfortable rash on my skin. So without overthinking it, I decided that if the big boys couldn’t do it right, this little girl would do it for them :)

OE: Can you share a moment in your career that you’re particularly proud of?

MW: A defining moment for me was when everything seemed to fall apart before we had even launched.

Our Canadian manufacturer, who we had worked with for more than 3 years to create our formula went out of business right before launch, and our first production run, worth $80k came back with nearly half the product unsellable. Most people would have thrown in the towel and given up. I rebuilt everything - found new formulation partners, new manufacturing plan, stronger systems and in doing so, built a more resilient business and a stronger brand than we would have had otherwise.

OE: What’s a piece of advice you’d give to women looking to start their own business?

MW: Be the loudest voice in your own decision-making.

You are the only one who truly knows what you’re capable of. The people who love you want to protect you and because entrepreneurship is inherently risky, that often shows up as caution or hesitation. Others, especially those who feel stuck or unfulfilled, may become uncomfortable when your drive reflects what they’re not pursuing themselves. Sometimes, they’ll try to pull you back into what feels familiar.

Listen to others, but filter everything through your own conviction. Weigh it against what you know about your abilities, your passion, and what you actually want. And don’t wait for the perfect moment - because it doesn’t exist. Start before you feel ready. Trust yourself. And go for it.

OE: What does success mean to you, beyond revenue?

MW: Beyond, and even ahead of revenue, success to me means living a life aligned

with my passions.

It’s about having the freedom, both in time and money, to experience what the world has to offer, while also creating something that inspires others to step into their own potential. But most importantly, success is internal. It’s being able to lay my head down at night and feel genuinely proud of who I am, how I showed up, and what I’m building.

OE: If you had unlimited funds for one day, what’s the first thing you’d do for your

business?

MW: If I had unlimited funds for one day, I would execute a bold, full-scale brand exposure campaign. A high-impact, multi-channel campaign designed to make SONDR impossible to ignore, combining elevated creative, strategic partnerships, and immersive activations all at once to drive real momentum.

We’ve already proven the product works. The unlock now is awareness and with unlimited funds not tied to other interested parties would allow us to scale without ever compromising our values or standards.

OE: What’s your favorite spot to relax or find inspiration?

MW: Not a place so much as who I am surrounded by. I feel the most relaxed and inspired when I am surrounded by people who are equally as passionate about their endeavors as I am about mine. Passionate, driven people inspire me beyond words. I also feel most relaxed around them, because I feel free to take my mask off and not dim myself down in order to make others feel comfortable.

OE: What’s one thing about you that people might not know?

MW: There are lots of things, but one that my husband thinks is disgusting is that I have an unhealthy addiction to maple syrup. Not the sugary, fake stuff, the real, fresh out of the tree maple syrup. I drink it right out of the jug whenever I need a little sugar fix! I’m French Canadian, so I think I come by it honestly.

OE: How can we reach you? 

MW: Website: sondrfresh.com

Email:  hello@sondrfresh.com

Socials: @ sondrfresh

About WeBC

WeBC is a not‑for‑profit that exists to make entrepreneurship more accessible for women across BC. Through business loans, free and low-cost programs, one‑to‑one support, and community, we help women turn ideas into resilient businesses. Learn more about WeBC and the support available at www..we-bc.ca