This interview is part of Exeleon Magazine’s celebration for Women’s History Month. The entire month we are releasing multiple interviews, stories, and articles of established as well as emerging women entrepreneurs.

In this interview Jamie Mitri shares how she used engineering and biology to create the first and only live moss artwork that improves your air quality – Moss Pure.

What according to you makes one a powerful woman? How do you integrate the same thought into your leadership?

I don’t think there’s one right answer as to what makes a powerful woman. I think just being a woman in today’s society – whether you’re working a 9-5, raising kids, single, or just trying to figure it out – you are powerful.

I think the number one thing that makes me powerful is that I don’t have a fear of failure; I take calculated risks and if I do fail, I learn quickly and pivot. If I didn’t take the risks that I did, I would still be in a complacent bubble. I don’t like to be put into one box. I enjoy learning all areas of a business and I am constantly challenging myself to grow. I put my work ethic into everything that I do. I do not have a give up mentality. I work harder and smarter and face failure straight on.

Talk to us about your growing up years. What is your earliest memory as an entrepreneur?

I was born in Beirut, Lebanon during the Civil War and immigrated to Canada when I was just 8 months old and then to Smithfield, Rhode Island when I was 5 years old. My parents are both entrepreneurs – as are my uncles and cousins. I grew up greeting customers in my parents’ businesses and selling anything I could from gum to tires to falafel and hummus.

What was the idea that led to the start of Moss Pure? What was the market gap that you wanted to address?

I founded Moss Pure during a startup competition at the Massachusetts Institute of Technology in June 2020, called the MIT Lebanon Challenge. Moss Pure won First Place Startup in the competition in Track 1B Health, Energy, and Waste Management. From there, the United Nations invited me to compete in their Development Programme in August 2020, where it won the Top 10 Startup.

During the competition, I realized that moss has several benefits. But there weren’t many companies that were using live moss. Most moss companies use preserved moss or dried moss, which are no longer living. Because preserved and dried moss are no longer living, they are not able to improve air quality as only live moss can.

In talking with customers and scientists, I found that:

1. No other company was able to use moss as an effective air filter.
2. No other company was able to keep live moss alive in indoor environments for more than a few days.
3. Existing living walls and moss walls used a great amount of water and electricity and were bulky and required time to assemble.

Using engineering and biology, I created the first and only live moss design that improves your air quality and provides therapeutic relief without needing any watering, sunlight, or maintenance. I wanted to create an aesthetically pleasing, yet simple decor piece that anyone could use in their everyday, modern space.

Talk to us about the science that went behind the creation of the product.

A great deal of science is used in the creation of our products. We are not simply just putting moss on a wall frame. Although I have a strong science background, I spent months and many hours doing hands on research with moss to engineer Moss Pure.

I formulated a multi-layered design of eco-friendly materials that sustain the moss within our product in any environment – indoor and outdoor. Because of this, our products do not need watering, sunlight, or electricity. Our proprietary technology extends the life of live moss from days to years. The multi-layer also works in synergy with the live moss, so that the moss uses toxic pollutants in the air as its food source, therefore improving your air quality. Air purifying plants take decades to purify the surrounding air. Moss Pure’s technology enhances the air filtering capability of live moss.

We are the only company that has certified analytical results showing that our live moss products improve your air quality within minutes, capturing carbon dioxide, dust, allergens, pet dander, VOC, metals and certain bacteria and viruses.

I also worked with 150 customers in the U.S., gathering feedback on the aesthetics of our design. I conducted prototype, alpha, and beta testing with our customers to create the final Moss Pure products you see in our online store today.

As the Moss Guru, what role do you play in the day-to-day proceedings of the company?

I’m a very hands-on CEO. I am involved in every aspect of the business in some way – whether it’s working with a customer on a custom moss wall, helping assemble our products, pitching to a distributor, sales, marketing, PR, accounting, finances – you name it and I’m doing it or have done it. I am able to combine my passion for science and fashion and interior design every day and I’m stepping out of my comfort zone to grow the business.

Looking at your journey as an entrepreneur, if you were to start again, what would you do differently?

Absolutely nothing. Every milestone, every mistake, every failure, and every success accompanied a learning lesson, and I wouldn’t take any of it back. It has been such a rewarding and amazing experience, even on the crazy days.

What would be your advice for emerging entrepreneurs bringing-in new and innovative sustainable solutions?

Being an entrepreneur and launching a business is difficult in itself – let alone creating an innovative product in an existing market. When you create such an innovative product, you have to make sure your messaging is right so that you capture people’s attention and then you have to clearly explain why you are different from your competition. It’s incredibly challenging but if you know it’s worth the risk and you are consistent, the business will grow and everything that you’ve worked so hard for will pay off – and it is such an amazing feeling.

Finally, what does the future look like for you and Moss Pure? What are you most excited about?

I’m excited to get the word out about the company and expand it. Moss Pure has such a positive impact and story and I want to share it with the world. We are also always learning and growing, and we are releasing new products with feedback from our customers. My creative and intellectual mind is always at work coming up with something and I love it.

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