Why Chia Pets?

Why Chia Pets Are Taking Over Our YouTube Channel (And What It Has to Do With Branding for Women Over 40)

When we launched Essbie, our mission was clear: help brands better understand and connect with women—especially those over 40—through smart, data-driven branding strategies. But if you’ve checked out our YouTube channel, itsabigdeal2025, you might be wondering…

Why are there so many Chia Pets?

It’s a fair question. And the short answer is: it started as a joke and turned into something way bigger.

A Nostalgic Beginning

As a Gen Xer, I grew up watching commercial-heavy television before the days of cable and streaming. During the holidays, you couldn’t escape ads for Chia Pets, the Clapper, or the Donut Hole Maker. I always kind of wanted a Chia Pet but never asked for one. I had my eye on other gifts—like getting the pants to complete my Nike Windsuit or accessories for my Bionic Woman doll.

Fast forward to the mid-2020s. I started casually saying I wanted a Chia Pet again. People thought it was funny. Some even bought them for other people—but not me. Until my friend Kari came through with two: one “certified 1990” model and one brand new. I was genuinely thrilled. I posted about it on Facebook, and friends loved it.

But instead of just planting the seeds and moving on, I decided to document the entire experience on YouTube. Because why not let everyone in on the fun?

From Hobby to Production

Things escalated quickly.

One of the Chia Pets was over 30 years old, and I wanted to give it a real shot at sprouting. So, we didn’t just stick it in the windowsill. I bought an indoor greenhouse, grow lights, and a temperature/humidity monitor. In hindsight, we could’ve Googled a simple how-to. But where’s the fun in that?

This turned into a full production. I didn’t even know how to make a YouTube channel, but we figured it out. We learned, created, and laughed a lot. The Chia Coup was born—our first video series on the itsabigdeal2025 channel.

Wait… What Does This Have to Do With Essbie?

Everything.

Right when I got the Chia Pets, I had just incorporated Essbie Frank LLC and was finishing my master’s in data science. I launched Essbie to help brands close the consumer gap—especially the gap created by overlooking women in midlife. But to build a brand today, visibility is key. Social media matters. We needed to show up.

So, we leaned into what we had: a unique story, a nostalgic product, and an opportunity to connect with real people in a fun, authentic way.

Chia Pets became our training ground—our playful, data-backed experiment in community engagement, storytelling, and content creation. And yes, it took a lot more effort than it needed to, but that’s kind of the point. We didn’t cut corners. We cared about it. And that translated.

This Is Just the Beginning

We’re already producing new content and expanding beyond Chia Pets. Topics we’re excited to tackle next include:

• Travel and solo adventures

• Beer brewing and wine tasting

• Drone racing and curling (yes, curling!)

• Shopping, home life, recipes, and more

Because here’s the truth: women—especially women over 40—are not a niche. We’re diverse, dynamic, and done being underestimated. The world keeps trying to squeeze us into one box. At Essbie, we’re building a brand that breaks out of it.

A Final (Unexpected) Bonus

And just in case you think this is all fluff—let me tell you about the time I spoke to a small group at a sustainable agriculture seminar. I brought up Chia Pets, tied them to regenerative farming and plant-based consumer trends, and backed it with real data. I held a specialist’s attention for 20 minutes. With a straight face. And it worked. I did get a follow up call.

Oh- and just wait until I explain how I used Chia Pets or at least the concept to secure my first business loan.

That’s the kind of insight and creative thinking we’re bringing to brands with Essbie, and exactly the kind of skill set we want to help women recognize and expand with themselves.

So yes, Chia Pets are our opening act. But the bigger story is just getting started.

Follow along:
🎥 Subscribe to our YouTube channel itsabigdeal2025
🌐 Explore more at essbiefrank.com
📸 Follow us on Instagram, TikTok, and wherever conversations are happening