Introduce yourself

My name is Wendy, I’m the founder and CEO of The Dream Edit. We make tools so you can work and play better on the journey to hitting your dream goals! 

What inspired you to join the natural health sector?

I was very sick in my teenage years which brought me on this massive journey of self discovery and ultimately the path to my own healing which traditional medical intervention could’t offer me unfortunately. Little did I know it would lead to a life dedicated to helping others, and I have been a therapist in private practice for the last 18 years. Funny what life throws at you, because looking back on it now, I wouldn’t change a thing. I wouldn’t be who I am now without those very challenging years and I’m grateful for my journey. My first jobs naturally then were in Health Stores in Dublin, I would always get given out to for spending too much time on the shop floor with each customer! I am obsessed with the root cause of imbalance, have been studying the mind and body since I was 14 and there is nothing that gives me more of a high than helping others. The Dream Edit is a natural extension of my clinic in Dublin, and it was a dream to bring the range to life!

Where did you get the idea for your brand?

As a nutritionist, I always recommended supplementation plans to my clients, but the more I learned about the mind and body over the years, the more I understood it’s impossible to not look at the body holistically and to be honest, if someone came into me looking to support their stress levels, along with lifestyle interventions/mindset coaching or further testing, I could end up recommending about 5 different clean brands of vitamins, minerals, herbs and amino acids that I felt would really support their mind/body connection.. but to be honest, it would get pretty damn costly and inconvenient for the customer to buy all those separate supplements just for 1 pain point. So I went on a journey of finding targeted formulas to simplify the supplementation experience for my clients, that had the ingredients and the types of herbal extracts I wanted all in the 1 capsule. This in itself was really challenging, but to find ones that were also genuinely clean and third party tested for heavy metals and pesticides etc was impossible. I have exceptionally high standards in my clinic, and the combined supplements I found were full of junk fillers and binders and I know from my background in medical herbalism, that herbal extracts/powders are renowned for being off the charts loaded with heavy metals, so third party testing was absolutely non-negotiable.. and they just didn’t exist, so I went off and developed them myself with the assistance of an incredible R&D team in Austria. The Dream Edit supplements are literally the dream - targeted to specific pain points, exceptionally clean, optimally doses and incredibly effective, sheer bliss!

What makes your brand unique?

Even though we are a new brand, our USP is really our quality which is hard matched in the industry. We have meticulously perfected our formulas ingredients and how they interact with each other over time, like literally blood sweat and tears kind of vibes have gone into developing them! We manufacture in Austria and third party test everything arduously in Germany because their standards are insane. I am currently studying Master level Medical Herbalism, writing my thesis at the moment! so I oversaw everything with our R&D team in Austria which was crucial because I can see from so many formulas, that the knowledge on the nuances of how herbs interact together are really lacking. Herbalism really is an art form. We also absolutely love our brand name and supplement names! With names like Think Big!® and No Guts, No Glory!®, they are upbeat and keep people focused on why they need to look after themselves on this journey called life! We have gotten so many compliments from people saying they love seeing the supplements on their kitchen counters or office desks, and it motivates them to plough on!

What are your company’s core values?

Exceptional quality and integrity - non-negotiable. Be bold and unapologetically ambitious always, make a difference and innovate with heart.

How do you support your community?

We’re a growing brand with a big heart for our community! Our tagline is Nourishing Ambition® for a reason! Providing as much value as possible so people can both believe in themselves and go after what it is they want and also keep wellness at the forefront is what makes us very happy! We also have big plans to build partnerships to make wellness more accessible through events, education and giving back whenever can.

What has been the most rewarding part of your brands journey?

Gosh, every step forward feels rewarding but if I had to pick it is having others trust in us to help them thrive and become their best selves. It’s such an honour to be part of anyone’s health and growth journey, honestly .. I well up even thinking about it. I received an email a few months back from a customer taking our brain booster Think Big! He told me the ritual of taking it with his coffee at his office desk every morning gave him the courage and belief in himself to go for the promotion he really wanted. He said it not only gave him a great boost in focus and productivity, but the name Think Big! really packed a punch for him and made him think bigger for himself! He got the promotion and said he doesn’t think he would have gone for it if he hadn’t been taking The Dream Edit’s supplement. Where’s the tissues??

What in your opinion makes Irish brands unique?

People buy from people and sure we’re great craic haha .. I feel Irish brands are rooted in authenticity, storytelling and a deep connection to community. There’s a real sense of pride in our craft - whether it’s how something is made or why it’s made. Irish brands also bring a balance of tradition and innovation, with a genuine human touch that sets us apart globally.

What is your favourite product from your brand?

Think Big! - work smarter, not harder is what I say. Think Big’s combination is the exact combination I have been taking since I was 25. It’s gold dust and it’s the dream to have all the ingredients in the one capsule now! Literally saved me back in the day when I was juggling 2 kids under 5, doing another master’s degree, opening and running a new clinic full time and trying to stay married!

Tell us about something that has shaped your brand?

I originally set up The Dream Edit to nourish my customer’s ambitions. I work mostly with CEO’s and executives in clinic, so I made the supplements for them essentially. A marketing director client of mine who had herself and all her family taking The Dream Edit’s supplements sat me down one day to ‘chat’ .. ie. give out to me! basically telling me I was absolutely crazy to keep the brand to myself and my clinic, that they were too good to keep the company so small and to properly grow it so everyone can benefit! That day really shaped all my decisions from there and it’s been full steam ahead since!

What do you hope to accomplish in the future?

The companies ambition is to not only expand our supplement range, which is already in the works, but to branch out with many wellness products to become the ultimate go to wellness company globally when needing to look after yourself chasing those dreams!