This content is the fourth installment in an interview series with the 2020 Target Takeoff Baby cohort. Participating companies are sharing, in their own words, details about their innovative companies. All interviews have been conducted by the Target Takeoff Program Management team. 

Meet Gryph & Ivy Rose 

Rachel Finger, Co-Founder

Takeoff: What inspired the start of Gryph & IvyRose? 

Gryph & IvyRose: It was a collaborative passion between founders, but Rachel’s personal experience really brought everyone together. After giving birth to identical twins at 28 weeks who then spent 3 months in the NICU, she was faced with overwhelming health concerns. She became desperate, seeking out an acupuncturist and herbalist, Orion, to treat the twins. The results were profound, and it was then that the team realized that they wanted to offer these powerful, natural solutions to parents everywhere. 

Orion Nevel, Co-Founder

Takeoff: When meeting someone new, how do you explain what Gryph & IvyRose does? 

Gryph & IvyRose: We’re taking one less argument out of your day as a parent! Whether by offering a tear-free hair brushing, a tasty probiotic your kid actually wants to take, or proactively curbing a temper tantrum, we’ve got your back – naturally. We’re a comprehensive wellness brand for kids and families. 

Takeoff: What makes you most excited about working with Target Takeoff? 

Gryph & IvyRose: Target’s dedicated resources to this program and commitment to innovation is truly what sets them apart. To be recognized as a like-minded brand is a huge motivator for us and reinforces our belief that our products resonate with parents everywhere. We’re excited to step back and assess our business from Target’s point of view and identify strengths and weaknesses, our biggest opportunities, set new goals and how best to achieve them. 


Takeoff: As a founder, how are you functioning today that is different than how you were functioning at the beginning of 2020? What keeps you motivated? 

Gryph & IvyRose: The fact that our customer retention rate is consistently over 50% is a huge driver. Switching from in-person events, store activations and trade shows at the beginning of the year, we’ve focused on ways to connect and grow digitally. We continue to build loyal consumers which reinforces our mission that we are providing purpose-driven products. 

Takeoff: What makes you the most excited about Gryph & IvyRose? 

Gryph & IvyRose: The opportunity to influence the health trends of future generations! We’re focused on developing products with purpose that are innovative and easy to use. Our intention is to continue to address the issues parents are facing everyday with plant-based, preventative and ongoing solutions. 

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