During a tumultuous time while pursuing her Master’s degree at the University of Waterloo, Mikhailla Matthias was frustrated that she could not find the proper self-care gift box. So, she took the initiative to educate herself on wellness and self-care practices and create the perfect one for herself and others who have similar needs. Thus, the idea of a wellness gift box, I-Deserve, was conceived.

Now, in the year 2025, I-Deserve is a fast-growing small business wellness sustainable gift box brand in the Greater Toronto Area. Last month, we connected with Mikhailla to learn about her journey as a small business owner, how she plans to utilize her business to support Canadian communities, and her plans for the sustainable brand.

Below is a detailed summary of my Q&A with Mikhailla.

What was your inspiration for the business?

I Deserve was born at the University of Waterloo and was inspired by my struggles with burnout and isolation while pursuing my Master’s degree. As an international student without immediate family in Canada, it was the first time in a long time that I truly felt alone. I remember calling my best friend, crying, and telling her how hard it was—balancing school, part-time work, and experiencing my first winter. I felt like I needed an intervention… a self-care package of some sort—but not the kind that makes you feel better for two hours only to go right back to feeling overwhelmed.

I started researching self-care boxes, only to realize that the market was flooded with packages filled with skincare and haircare products. I felt disappointed because I’ve always believed that self-care is so much deeper than that. Shortly after, I came across a research study on the 8 Pillars of Wellness, which explained how investing in each pillar allows you to glow up into the best version of yourself truly. That’s when the light bulb went off—why not create a self-care gift box with a holistic wellness approach using these eight pillars?

Fast forward to graduating and moving to Toronto for my first big-girl job, I struggled to balance a demanding corporate career while prioritizing self-care. I noticed that many professionals, especially women, often put their well-being last—caught up in work, responsibilities, and the fast pace of life. I wanted to create a solution that made self-care intentional, accessible, and easy to integrate into everyday life. By curating wellness boxes based on the 8 Pillars of Wellness, I Deserve helps people prioritize their mental, physical, and emotional well-being in a natural and sustainable way.

Your business name is I Deserve. Is there any significance behind the name?

Yes! The name “I Deserve” is deeply intentional. It reminds us that self-care, rest, and wellness are not luxuries—they are necessities.

As an ambitious, serial academic scholar and a firstborn Caribbean daughter, I spent years feeling guilty for taking time for myself. There was always another goal to chase, another responsibility to fulfill. But true wellness begins with the belief that we are worthy of care and nourishment.

The name I Deserve encourages people to embrace the mindset that they deserve to feel good, rest, invest in their well-being, and become the best versions of themselves—without guilt or hesitation.

How do you balance work and entrepreneurship?

Balancing a full-time corporate career while growing I Deserve has been challenging, but I’ve learned to be intentional with my time. I schedule deep work sessions, batch content and prioritize high-impact tasks to maximize efficiency. I also set boundaries and try my best to keep them—knowing that I need rest and self-care just as much as my customers do. My weekends are sacred for personal time, and I dedicate specific days to business planning and execution. It’s not always easy, but staying connected to my mission motivates me to keep pushing forward.

What does wellness mean to you?

Wellness is about balance, self-awareness, and sustainability. It’s not just about spa days or meditation—it’s about how we care for our minds, bodies, and souls every single day. True wellness is holistic, which is why I Deserve is built around the 8 Pillars of Wellness.

Wellness means making intentional choices that nurture every aspect of our well-being—whether setting boundaries, building meaningful relationships, prioritizing financial health, or simply taking a deep breath in the middle of a busy day. It’s about playing the long game, even when the present moment feels uncomfortable or lacking.

Sometimes, that means sticking to your budget, skipping the daily Uber Eats, and romanticizing meal prep instead—even when you’re seriously craving that $30 BOGO sushi from your favorite spot. Wellness isn’t always instant gratification; it’s about making choices today that support the best version of yourself tomorrow.

What challenges do you face with your business?

One of my biggest challenges is shifting from one-off purchases to a subscription model. While I’ve proven demand with $5,000 in first-year sales, the next step is converting customers into long-term subscribers—which requires a well-planned launch campaign, strong customer engagement, and the right resources to execute effectively.

Another major challenge is finding the proper funding to make these growth strategies possible. Scaling operations, managing bulk inventory, and enhancing fulfillment processes require upfront investment. Without sufficient capital, purchasing inventory in bulk is difficult, which would help lower costs and improve profit margins.

Additionally, raising brand awareness and competing with larger wellness brands requires strategic marketing, influencer partnerships, and increased visibility. Standing out in a saturated market requires consistent storytelling, strong branding, and targeted outreach, all of which require expertise and financial support.

Mentorship, funding, and networking will be critical in helping I Deserve scale sustainably and achieve its vision of becoming Canada’s leading wellness subscription box company.

How do you plan to utilize wellness to help communities in Canada?

At I Deserve, we are committed to making self-care more accessible and intentional. Many people—especially corporate professionals and marginalized communities—struggle with stress, burnout, and a lack of wellness resources. I aim to partner with businesses, organizations, and community groups to integrate wellness into workplace cultures through corporate wellness gifting and education.

I also prioritize working with small, diverse Canadian brands to support local businesses and ensure that every product in our boxes represents quality, sustainability, and inclusivity.

In December 2024, I organized an in-kind donation drive of wellness boxes for Women’s Health in Women’s Hands (WHIWH) to support survivors of gender-based violence (GBV). This initiative was deeply personal, as I witnessed firsthand the power of community and care—showing these women that they are seen, valued, and deserve wellness.

How do you utilize your business to change the perception of wellness?

Wellness isn’t a one-size-fits-all concept—it looks different for everyone. That’s why I Deserve is built around the 8 Pillars of Wellness, encouraging people to explore various aspects of self-care beyond just skincare and bubble baths. Whether it’s emotional wellness through journaling, physical wellness through movement, or financial wellness through mindful spending, my goal is to help people create sustainable self-care habits that fit into their real lives.

Through my social media platforms, I share relatable, practical tips on integrating wellness into everyday routines—whether taking a five-minute mindfulness break between meetings, setting boundaries at work, or finding joy in small moments. I want people to see that self-care doesn’t have to be overwhelming—sometimes, it’s as simple as drinking water, stretching, or saying no without guilt.

With I Deserve, I’m not just selling wellness boxes—I’m building a community and a movement that redefines what self-care looks like, making it more inclusive, practical, and accessible for everyone.

What are your long-term goals for your business? (1 year and 5 years?)

My 1-Year Goals:

• Successfully launch the I Deserve subscription model, securing 100+ subscribers within the first 6 months.
• Reach $50,000 in sales through subscriptions, corporate partnerships, and bulk orders.
• Expand marketing efforts, leveraging influencer collaborations, corporate gifting, and strategic brand partnerships.
• Streamline operations and logistics to efficiently fulfill subscription orders.

5-Year Goals:

• Establish I Deserve as Canada’s leading wellness subscription box company, serving thousands of subscribers nationwide.
• Develop customized corporate wellness solutions, offering curated employee wellness boxes for businesses prioritizing workplace well-being.
• Expand into physical retail partnerships, featuring I Deserve boxes in select wellness boutiques and corporate offices.
• Build a strong community-driven brand with an educational wellness platform, offering free self-care resources, events, and online content.

You can support the I Deserve wellness brand box to meet your self care needs in the Greater Toronto Area.

• I Deserve Website
• Instagram: ideserve.co

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