Tony & Faye Ouyang
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Doppeltree | Doppelgänger Goods
Tony started Doppeltree | Doppelgänger Goods in 2017. They detail the beginnings of their company in their Starter Story interview: 
Q: How did you get started on Doppeltree | Doppelgänger Goods?
I (Tony) launched our first product - an Organic Cotton Cold Brew Filter Bag - back in December 2017 - mostly as a side hustle/hobby alongside my marketing exec position at a financial services technology startup in San Francisco. I had a simple (financial) goal in mind when I started: find a way to pay for my expensive $15 lunches in the city :)
The reason I picked cold brew was because: I’m an avid coffee drinker (personal interest - check), I saw people going nuts for it everywhere (demand - check), I wanted to sell a simple product that wasn’t going to literally break during shipping (no product quality issues - check), and I needed to make money off of it (margin - check).
> Selling on Amazon is great to get started, but start thinking about how you can diversify away from it as soon as you’ve hit a good rhythm with your sales.
A few months later Faye decided to get in on the business as well, so she followed her interest in the natural and organic self-care category. As a Mom with 2 little girls (3 if you count me too =), 2 aging parents that recently moved closer to us constantly calling for tech support, and a demanding day job, she was always looking for a moment of pampering. That’s where the idea of natural self-care products came to mind, and where we landed on the under-eye masks.
Insofar as expertise and background, Faye and I met getting our MBAs at the University of Michigan Ross School of Business (GO BLUE!) and between that and my marketing and Faye’s supply-chain and new product development job, PLUS a DIY attitude, we’ve been able to grow our business in a stepwise fashion.