Coworking with Samantha Diamond

On Wednesdays, we wear pink spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.

Samantha Diamond is co-founder and CEO of Bird&Be, a wellness brand selling prenatal vitamins and at-home fertility tests that launched at Ulta Beauty last year.

How would you describe your job to someone who doesn’t work in retail? As CEO of a fast-growing health brand, my job is always a range of macro to micro. Working on the business—thinking about roadmap, capitalization, team structure—and working in the business to troubleshoot logistics or make packaging updates. At Bird&Be, we’re growing fast and still in the thick of building, which means there is very little down time and my calendar is generally packed. I move from product development discussions with our medical advisory board, to speaking at a fertility conference, to personally delivering a shipment to a clinic. What is always in demand is agility and resilience, and of course, stamina (which is why taking care of your own health is probably the most important thing you can do!)

One thing we can’t guess about your job from your LinkedIn profile? Public speaking makes me sweat.

What’s your favorite project you’ve worked on? One of my favorites has been co-hosting events for physicians and clinic teams at medical fertility conferences alongside other women-led companies in our space. These events are rooted in collaboration and they’ve become one of the most joyful and impactful ways we build relationships and shift the culture of fertility care. They’re efficient, intentional, always a good time, and aligned with our mission: to increase access to education, support proactive reproductive health, and achieve better outcomes. Plus, when women come together to support one another and prioritize collaboration over competition, the result is always a win.

Which emerging retail trend are you most excited about right now, and why? I’m so energized to see Ulta embracing wellness in a real, thoughtful way with their new reproductive health category. They’re making space for important conversations and prioritizing women’s physical health. Bird&Be was the first fertility brand to be part of this initiative, and it’s powerful to see both our female and male fertility products merchandised side by side. Fertility is not just a women’s issue, and the fact that Ulta is helping couples “share the load” is a massive step forward in reducing stigma and normalizing inclusive fertility care. This is the way we change the conversation.

What’s your go-to coffee order? Double Americano, black.

Worst piece of advice you’ve received? Don’t name your company Bird&Be.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? At 15, I was a little obsessed with my MAC bronzer. Like most teens in the late 90s/early 2000s, I likely had some “bronzer blindness” and definitely overdid the glow! Today, my cart looks very different. I’ve traded the powdered tan for protein and am an evangelical, repeat customer of Wilde chicken chips. Try them, you won’t be disappointed!