How The Kind Friend Grew From An IG Account To An International Brand

“How often do we hear about being nice or being more kind?”

After some thought, Jamie Lee and her husband Deeps de Silva opened an Instagram page to spread cuteness and motivate their followers.

The Kind Friend Instagram page was launched in January 2019 and in less than a year the page has managed to attract over 50,000 followers.

Today, they have more than 80,000 subscribers.

Jamie, co-founder and CEO of The Kind Friend, told Vulcan Post in an interview that the brand’s followers often interact with his Instagram account.

From there, she realized that people of all ages and ages were trying to figure out “how to lead happy, meaningful lives and deal with stress and anxiety.”

She then began to conduct surveys via the brand’s Instagram Stories and realized that there was a strong product-market fit between her followers and journaling.

This awareness led to the birth of The Kind Friend – journals with specialized models.

From Instagram page to full business

the diary kind friend
Image Credit: The Kind Friend

Jamie shared that on The Kind Friend’s Instagram Stories, the duo found that people were open to journaling, but having blank pieces of paper was “intimidating.”

So, she decided to come up with templates to make the logging process easier for her clients.

The former head of regional growth partnerships at Carousell decided to create a landing page to check if her subscribers were ready to buy magazines with models.

To his surprise, more than 4,000 people registered in less than 20 days.

It was the tipping point, and she decided to quit her full-time job and work on The Kind Friend instead.

The Kind Friend officially launched on November 22, 2019, and within three weeks all reviews were sold out.

Currently, notebooks are available in five different colors, and each notebook will set you back S $ 30.

Each diary includes 26 weekly templates that help users set goals, track their habits and moods, and get them thinking about their week.

The brand also ships to more than 27 countries and has more than 40 corporate customers, including Google, Facebook, Accenture, and Spotify.

How relevant is a newspaper today?

the diary kind friend
Image Credit: The Kind Friend

In today’s world, going digital is all the rage. So, it can be hard to imagine people scribbling for hours to spruce up their journals.

However, Jamie confirms that there is indeed a demand for his physical notebooks.

“We’ve sold thousands and thousands of journals and no customer has ever told me they want an app,” Jamie said.

Instead, customers were asking for more models, colors, etc.

According to Jamie, 32, almost two-thirds of our lives are spent on digital devices and people crave time where they can sit still and dodge their gadgets.

Additionally, she shared that there is a lot of science behind writing as movement stimulates our working memory and helps us solve problems.

“When people have to think about meetings, they’ll say we’re going to have a whiteboard session – No one ever suggests having a typing session,” Jamie said.

In addition, The Kind Friend’s clients come from all over the world and consist of many different age groups.

For example, Jamie explained that parents have also started using the product with their young children in order to incorporate thinking and mindfulness into their routine.

Make the world a better place

the nice friend
Image Credit: The Kind Friend

Journaling is something Jamie takes to heart.

At the age of 12, his family immigrated to Australia from Taiwan. Despite being outgoing, she struggled to make friends due to the language barrier.

In addition, she was also trying to cope with her parents’ divorce.

“I got cranky and distracted, and I was lucky my mom decided to take me to see a therapist,” she said to herself.

It was through her therapy sessions that she learned the science behind journalism and how it can greatly contribute to mental and physical well-being.

She continued to write throughout her life and in college it became a way for her to follow her goals and ambitions.

This year, due to the Covid-19 pandemic, Jamie’s focus on journalism has changed and it has become a way of showing gratitude to those around him.

She also noticed that The Kind Friend’s Instagram followers were using the quotes they posted to show they care about their friends and family.

In the Asian context, people tend to be more careful when showing gratitude.

Therefore, the team decided to turn some of their most popular quotes into “gratitude cards”.

Since she is concerned with promoting mental health and mindfulness, The Kind Friend also organizes workshops and presentations on the subject.

Even though the brand has evolved significantly from an Instagram page to multiple product lines in just over a year, it will still be focused on cuteness.

“Our brand will always remain true to our value of making the world a better place, and our product lines will always be associated with it.”

Featured Image Credit: The Kind Friend


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Jothi Venkat

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