Today we’d like to introduce you to Rebecca Alvandi.
Hi Rebecca, we’d love for you to start by introducing yourself.
In 2014, after growing up in New York, attending NYU and living in the concrete jungle for 10 years after graduating, I traded in the rat race, along with my closet size studio in Greenwich Village for a splendid one bedroom apartment five blocks from the beach in my happy place of Santa Monica. Los Angeles had always been a second home for me; a place I visited family at least once or twice a year. It felt easy to make the transition there and what would become a life altering five years.
At the time, I was six years in on launching a line of organic menstrual care products with my father in New York. As grateful as I was for all that he taught me about the grit of CPG start ups, it was time to redefine my role at the company and in life.
The cross country move amplified my love for healthy living. I took daily walks on Ocean Ave and down to the beach, and spent hours watching surfers glisten in the waters off the PCH. It was during this time where I found my inspiration for the next chapter of my life – my new natural products consulting business called “New Flow Solutions, LLC;” and a new title at work and general outlook on life as “Chief Flow Rider.”
Those same Santa Monica waters of the Pacific Ocean where I drew my inspiration from, were also a source of fear for me, as I had nearly drowned in them when I was a child. I hadn’t gotten back in the ocean until I moved to Santa Monica and felt a deep desire to learn how to surf. Catching my first wave was the biggest thrill and really solidified the biggest lesson I’ve learned in life – no matter how scary life might get, jumping in and flowing with the fear will help get me through it, just like the famous Jon Kabat Zinn quote says, “You can’t stop the waves, but you can learn to surf.”
So that’s just what I did, and although I don’t get to surf anymore, the ocean has become a good friend. Since then, I’ve been part of the Founding Team at another disruptive natural products brand called Arber and have been consulting others in their new flow start ups!
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Absolutely not. To keep going with the surfing analogy in my previous response, there have been unpredictable ocean-like ebbs and flows throughout my 20 year start up oriented career. Tidal waves and days with no waves; both of which can create chaos.
The biggest wipeout was the compounded pain of leaving my first start up, right after leaving my first marriage. Starting from scratch was scary at first but also created the opening for what was to be my next big splash of a brand with Arber. I wasn’t sure how I was ever going to find a product category that would get my as excited as periods and pads until I found plants!
It took sitting in the post storm waters for some time and waiting in the “lineup.” I had to step out of my comfort zone of the ten year business that had become so routine for me at that point and learn how to market my skills and experiences. For someone who loves to work, but needs to be passionate about what they’re doing, it was hard to wait for the next opportunity that would give me butterflies.
In keeping the faith, it came back to me twofold, not just in the form of a new business opportunity but also in a deeper way of being – completely surrendered to the powers of G-d.
We’d love to learn more about your work. What do you do, what do you specialize in, what are you known for, etc. What are you most proud of? What sets you apart from others?
I currently head up Business Development and Sales for Arber Organic Plant Wellness Products. What sets me apart from others is I lead with passion, integrity and intuition – developing products and go-to-market strategies that leave partners and their customers delighted in new and innovative ways. My approach is creative and results-driven, while fostering a collaborative team environment focused on meaningful impact. I won’t take on a project or opportunity unless I’m willing to treat it like my own and give it my all.
I’m most proud of the sustainability standards and wellness benefits offered by both of the last two companies I’ve worked full time with. As a true Aquarius, protecting the planet and peoples’ spirits is of utmost value to me, which is also what let me to my latest personal venture – the launch of ‘Remember, Reclaim and Rejoice’ Women’s Wellness Retreats. It’s a passion project I created as a way to pay back the universe for all the teachers and guides it sent me along the path to get to where I am today.
The next retreat will be happening February 1st through February 3rd, 2026, on the Jewish holiday of the trees called Tu Bishvat. The two night getaway in the wisdom filled mountains of the Catskills, will give women the opportunity to tap into their divine feminine essence by immersing in nature walks, yoga, and meditation, with teachings of what has been one of my biggest guiding lights ever since my story in Santa Monica began – the Torah.
What do you like best and least about our city?
That it’s a safe haven for the homeless and that it’s a safe haven for the homeless.
No, but seriously, I love that it’s a walking town. It has both a big city vibe with small town charm; it’s just the perfect size to easily get around and offers a nice mix of small and big businesses to shop in, except for the Barnes & Nobles that went out of business back in 2019 or so – that is what I possibly like least about it what is happening to Santa Monica – it’s becoming too pricey for the originals and diversity to survive.
Contact Info:
- Instagram: @ChiefFlowRider
- LinkedIn: https://www.linkedin.com/in/rebecca-alvandi-1040b335/
