Nixie, the fast-growing sparkling water company built into a $100 million brand, is drawing attention for placing employee wellbeing at the centre of its culture — even in the high-intensity environment of consumer startups. The company is taking a clear stance: while leadership may choose to operate in “always on” mode, employees should never feel pressured to do the same.
Founder Nicole Bernard Dawes has been vocal about separating her own nonstop work habits from what she expects of her team. She admits she rarely disconnects, but insists that her personal choice should not define the company’s expectations. Nixie, she says, is structured to ensure employees have established boundaries, predictable schedules, and genuine downtime — protections that help prevent burnout and promote long-term wellbeing.
This philosophy has grown into a core part of the company’s identity. The team is encouraged to prioritise life outside work, unplug after hours, and take time off when needed. Meetings are structured to respect personal time, and employees are not expected to be available around the clock. The company is working to build a culture where wellbeing is not treated as an optional benefit, but as a foundational part of how the organisation operates.
Nixie’s focus on employee balance stands out in the competitive consumer goods sector, where long hours and round-the-clock availability are often seen as unavoidable. Yet the company argues that high performance comes from energised, supported teams — not exhausted ones.
Dawes may thrive in a demanding, always-available lifestyle, but she is clear that her team “didn’t sign up for this.” At Nixie, employee wellbeing is intentionally protected, making balance a priority even as the brand continues its rapid national expansion.