How a 2000lb Oak Tree and a Storm Named Helene Strengthened Our Brand Vision

The Calm Before the Storm

We had everything lined up to launch Wipenesium, a product we wholeheartedly believe in, with the launch scheduled for the following week. But on the morning of September 27th, at 3:45 am, life took an unexpected turn. Helene, a storm that wreaked havoc across Western North Carolina, swept through, and a 2000lb oak tree crashed down onto our house, landing just feet from our bedroom.

When Fear and Anxiety Hit

Physically, we were unharmed, but emotionally, the storm hit hard. My lifelong fear of storms combined with the shock of what had happened made the anxiety and PTSD difficult to process. Initially, it felt like our house was just one of the unlucky few, but as daylight broke, the devastation became clearer. Our neighborhood, McMillan Hidden Valley, had been battered by the storm, but it wasn’t just us—homes across Asheville, Lake Lure, and the surrounding areas had suffered far worse. The sheer scale of the destruction across WNC was staggering.

Rising to the Challenge Together

As I tried to manage the fear and anxiety, my husband embraced the urgency of the moment. With calm determination, he grabbed his chainsaw and got to work. Alongside our neighbors, who also jumped in to help, he worked tirelessly to clear a path out of our community, cutting through almost 100 trees. It was a true team effort, with everyone pitching in to help each other. The next day, he headed over to my parents’ neighborhood, where neighbors were also stepping up to clear the damage. That spirit of community was everywhere we turned.

Finding Strength in the Chaos

Despite the magnitude of destruction all around us, including our own home, I found myself mentally unraveling. I worried not only for our safety but also for my teenage son, who was thankfully safe at his dad’s. My mind raced with what could have happened and the overwhelming emotions of simply surviving.

In those two weeks without power, with no phones or digital distractions, my husband and I had time—time to reflect, time to reconnect, and time to reset. We had space to think deeply about what Wipenesium really meant to us. It wasn’t just a product; it was a brand built on the foundation of health, balance, and teamwork. In the stillness, we found a renewed sense of purpose, not just for the business, but for our relationship as co-owners and partners.

Building a Brand with Purpose

This experience reshaped how we viewed our brand. We saw Wipenesium as an opportunity to build something that could help people, just as we were helping each other and our neighbors during the storm. It’s a holistic product designed to provide relief, but beyond that, it represents a partnership between my husband and me—where we both lean into our strengths and support each other’s weaknesses.

Looking Ahead with Clarity

As we worked together through those challenging weeks, we learned the value of balance, patience, and resilience—qualities we want Wipenesium to embody. The storm delayed our launch, but in many ways, it gave us time to refine our vision. We also became even more committed to creating a brand that not only offers relief but also promotes a healthy work-life balance. We want to foster a company culture where employees are supported in their own lives, not by calling them “family,” but by helping them prioritize their own families and personal well-being.

Ready to Launch Stronger than Ever

As power was finally restored and life began to resume, we felt more prepared than ever to bring Wipenesium to the world. Helene may have caused widespread devastation, but it also brought us perspective, clarity, and a deeper connection to each other and our community.

We’re ready to move forward, stronger and more united, with Wipenesium standing as a reflection of resilience, partnership, and the belief that together, we can create something that truly helps others.