Co-founder Jacob Xi started SIJO alongside childhood friend Anni Stromfeld after reconnecting and bonding over their common interest in entrepreneurship and a desire to build an ethical and sustainable business in the health/wellness area. His vision was to transform the way consumers think and feel about the home. 

With a great deal of experience in marketing and the tech industry, known for having a quick pace and high stress, Jacob sought out to use his skills to build a brand alongside co-founder Anni. After working through concepts, the home space, and in particular, better, healthier sleep, felt like a natural direction. His passion allowed him (and Anni) to precisely identify the demands of the SIJO customers, using innovative fibers and materials to create the best possible products.

Jacob, Anni and their team focus on creating sustainable, performance driven products that not only boast healthy benefits and unparalleled quality, but that have a simple, modern aesthetic that suits any home.