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When I look back on the early days of Nellie's, what I remember most isn't a product launch of a sales number, it's a feeling.
A mix of curiosity, convictions, and more than a little uncertainty.
Nellie's didn't begin with a grand plan to build a brand. it began with a simple idea rooted in family values – be responsible, don't waste, and do things properly the first time. Those were lessons passed down long before there was a company called Nellie's.
The brand itself is named after my mother, Nellie, a woman who believed in practicality, honesty, and taking care of what you have. She didn't believe in excess. She believed in things that lasted. That mindset became the foundation for everything that followed.
How Dryerballs Changed Everything
The very first Nellie's product was Dryerballs, and they came from a genuine "why are we doing this?" moment.
Why were people throwing away dryer sheets after a single use?
Why were we coating our clothes in chemicals just to make them feel soft?
Dryerballs were such a simple solution it almost felt obvious. Reusable. Long-lasting. Effective. No fragrances, no waste, no nonsense.
I remember explaining them over and over, sometimes to blank stares, sometimes to people who immediately got it. Early on, there were plenty of moments where I wondered if simplicity was going to be a hard sell in a world obsessed with more.
I took them on the road and sold them direct to consumer. When people tried them, something clicked. They didn't just work, they made sense.
That was the first real confirmation that Nellie's could be something bigger.
IHA Chicago, 2006: Taking a Leap
In 2006, we officially launched Dryerballs at the International Home + Housewares Show in Chicago. I still remember standing in the booth, surrounded by massive displays, flashy packaging, and products promising the world.
We were different, intentionally so.
No gimmicks. No over complicated packaging. Just honest products with a clear purpose.
Launching at IHA was a leap of faith. It was the moment when a small idea stepped onto a global stage. And while it was intimidating, it was also energizing. People asked questions, they listened, they challenged us, and that pushed us to be even clearer about who we are and why we existed.
Growing Without Losing Ourselves
Over the years, Nellie's grew. Slowly, intentionally, and always with one question in mind: does this align with why we started?
There were (and still are) challenges, learning curved, tough decisions, moments where the easier path would've meant compromising our values. We chose the harder road more then once. Less waste, fewer ingredients, more responsibility.
We never believed sustainability should be loud or trendy. It should be thoughtful, practical, and built into the product, not just the marketing.
That philosophy has guided every innovation since dryerballs.
Why Cubes Are the Future
Today, when I look at Nellie's Cubes, I see the same thinking that started it all, just refined.
Cubes are about removing what isn't needed. No extra water. No bulky plastic. No unnecessary shipping space. They're concentrated, efficient, and designed for a future where doing more with less isn't optional, it's essential.
To me, Cubes represent the next evolution of Nellie's. Not a departure from our roots, but a return to them.
The same values my mother lived by.
The same questions I asked at the beginning.
The same belief that small, smart choices add up.
20 Years In and Just Getting Started
Twenty years later, I feel immense gratitude. For the people who believed in Nellie's early on, for the team who continues to challenge us to do better, and for the community that understands that planet friendly choices don't have to be complicated, they just have to be intentional.
We're proud of where we're been
We're excited about where we're going.
And we will remain committed to developing products that respect homes, families, and the planet, just like we always have.
From Dryerballs to Cubes, this journey has been personal. And it always will be.
— James
Founder, Nellie's Clean