This week on the Live Purely Podcast, Elizabeth sat down with Ariana Ferwerda, CEO and Co-Founder of Halfdays, the women's outdoor apparel brand that has been shaking up the industry by being approachable, inclusive, and fun. Here, she shares a few of her non-negotiables, how she embraces personal growth, and the lessons she has learned about trusting your gut. Listen to the full conversation here.

PURELY ELIZABETH: What's your favorite Halfday product right now?

ARIANA FERWERDA: Ooh, well, I've been getting into running more and more recently, and we have this set called the Kara bra and Camille legging, and I've been wearing it like pretty much running every single day for the past couple of months. That is definitely my favorite piece right now.

PURELY ELIZABETH: What is your favorite way to spend a half day, and where?

ARIANA FERWERDA: That's such a great question. If I was taking a half day on a Friday, I would be hope to be heading to Aspen for the weekend. There's nothing better than Aspen in the summer.

PURELY ELIZABETH: What are three things or products that you're loving right now? 

ARIANA FERWERDA: I was recently in France, and I went to the French pharmacy. I've been a fan of Caudalie for a long time but it's half the price there. I bought the cleanser, and it's definitely become one of my favorite products. 

I have also been cooking a lot more recently, and I am obsessed with my new pans that I got from Our Place. They're pink!

The third thing would be my new pair of Hokas. They've been such a great running shoe! 

PURELY ELIZABETH: What is the best advice you've received? Personally or professionally.

ARIANA FERWERDA: This is so hard because I feel like I've been given so many good pieces of advice, but a piece of advice that one of my advisors, who is the former CMO for Canada Goose, has given me is about brand positioning and how you think about building a marketing strategy. They built a jacket for the Arctic, and they only showed it in the Arctic, and they really remained true the story. They stood strong on building a product for the coldest place in the world, but then you would see people wearing it in Venice, California on Abbot Kinney on a 50 degree day just because they thought it was cool.

I think that that's such good advice for anybody building a brand and something that we go back to time and time again. It's so easy to get lost but you just have to know who you are and what you're doing, and that's how you build something.

PURELY ELIZABETH: What is a belief that you've outgrown?

ARIANA FERWERDA: The idea of limitations. We are trained through out our lives to believe that there's a cap on what we're meant to do, what we can do, or what we can achieve. I'm actively working on pushing past that belief because I think that the second you put your mind to something, and truly, wholeheartedly believe that you can do it, I think you can. 

PURELY ELIZABETH: What is your one non-negotiable to thrive on your wellness journey?

ARIANA FERWERDA:  My morning walk. It brings my stress down, boosts my endorphins, and I also really think it reduces anxiety. Rooting myself in that helps me make better decisions because i've grounded myself first thing in the morning.