Startup Stories: Everyday Objects that Help Manage Stress
A conversation with Samantha Sweig ’25, whose startup Calmware turns everyday objects into tactile mindfulness support tools that promote mental health and well-being.
Founder: Samantha Sweig ’25
Venture: Calmware creates discreet, tactile tools for stress management. Integrating calming strategies into everyday items, such as keychains and mugs, Calmware promotes mental health as a natural part of self-care.
What was the moment when you had the idea for this startup?
I’ve dealt with ADHD and anxiety throughout my life, and while therapy and coaching have helped me immensely, I hit a low point during my first year in the MBA program. I was overwhelmed and struggling to focus in class, repeatedly reaching for my phone as a distraction. I’d fidget with hair elastics or bracelets, only to accidentally drop or fling them, leaving me feeling self-conscious that peers would notice.
The ceramics studio I had joined became my refuge—a place where I felt focused and present. After losing yet another hair elastic, I decided to experiment in the studio, crafting tactile tools that could provide the sensory stimulation I needed without being obvious. Bringing these ceramic tiles to class transformed my experience. I was more focused, engaged, and less dependent on my phone.
When friends and family also responded positively to these prototypes, I realized there was broader potential here. I was inspired to build a brand that addresses the stigma surrounding mental health through beautiful, practical products.
What’s the problem you’re trying to solve or the gap you’re trying to fill?
Stress, anxiety, and mental health challenges are something most people face, but existing mental health resources aren’t always accessible, discreet, or easy to use in public settings.
Calmware bridges that gap by incorporating grounding and calming techniques directly into aesthetically pleasing items like keychains, necklaces, desk accessories, and mugs—everyday objects that blend naturally into your lifestyle.
While not a substitute for professional care, Calmware products help individuals engage with mindfulness techniques often taught in therapy, bringing these benefits into daily life.
What was the most important resource Yale SOM contributed to your startup?
Mentorship and guidance from Yale SOM’s Program on Entrepreneurship has been invaluable. Regular meetings with faculty like Professors Teresa Chahine and Jennifer McFadden, and staff like Chelsea Spata helped me turn my passion project into a structured business, providing the confidence and strategy to test the market and grow Calmware.
Classes like Gal Zauberman’s Science of Experiences and Wellbeing and Zoe Chance’s Mastering Influence and Persuasion also left a deep impact on me, shaping my approach to connecting with customers and partners.
Most importantly, the support from my peers has been incredibly meaningful. Their willingness to share their own mental health experiences and test products has been crucial to Calmware’s development.
What’s the biggest milestone your startup has hit so far?
Our biggest milestone has been getting Calmware products into therapy offices and trauma centers after many conversations with clinicians during product development. This move validated our offerings and lent credibility to Calmware’s potential as a supportive tool for mental health care.
Today, we’re in five therapy offices across Connecticut and Massachusetts, with ongoing discussions to expand into additional centers.
