Founder of $100 million company wants work-life balance for employees: 'They didn't sign up...'

Nicole Bernard Dawes is the founder and CEO of Nixie beverage, which is now sold in over 11,000 stores and backed by $27 million in funding. (Image credit: Nixie)

A Boston-based entrepreneur, who is the founder of a $100 million company, has recently said that although she can never switch off from work, she wants her employees to be able to do that and have a work-life balance.

“I think I probably am a little bit of a hypocrite, because I don’t unplug. I never do,” Nicole Bernard Dawes told Fortune. “I never want to be the person that’s holding up a member of our team.”

Dawes, who built Late July into a $100 million organic snack brand before selling it to Campbell’s in 2017, and later launched sparkling water line Nixie in 2018, says the responsibility of being a founder means constant availability. “I signed up for this. I am the entrepreneur, I did this to myself—a self-inflicted situation. [My employees] didn’t sign up to be entrepreneurs,” she told the publication. “I am very comfortable taking downtime, but also making sure I’m available.”

Her stance contrasts with leaders who expect staff to mirror their relentless work ethic. “I feel very strongly that it should not extend to the team,” Dawes said.

Rooted in experience

Dawes grew up in the food business, working in her mother’s health-food store and observing her father run a $4.87 billion snack empire. That upbringing shaped her approach: while she admits she can’t fully switch off, she prioritises family dinners, daily walks, and exercise. “You have to choose what’s the most important thing in that moment. I’ve never really, truly, been able to shut off completely,” Dawes told the publication.

Passion makes the sacrifice worth it

After decades of entrepreneurship, Dawes says passion eases the weight of sacrifice. “Sometimes when I wake up in the morning like, ‘I can’t even believe I’m this lucky that I get to do this job.'... it doesn’t feel like working,” she said.

With Nixie now sold in over 11,000 stores and backed by $27 million in funding, Dawes continues to scale her business—while ensuring her team doesn’t pay the personal price she once saw her parents endure.