From Fashion to Food: A Second-Time Founder On How She's Reinventing Gelatin

Purna Khatau, Founder of wobble

Meet wobble, a new take on the nostalgic gelatin treat, created by Purna Khatau, entrepreneur, mom of three, and co-founder of cult fashion label RHODE.
Before wobble, Khatau spent a decade building RHODE. What began as an idea between two college friends grew into a globally recognized fashion brand known for its bold prints, playful point of view, and joyful approach to getting dressed. Founded in 2014, RHODE grew from a resortwear concept into a full ready-to-wear brand carried by leading retailers around the world, including Net-a-Porter, Bergdorf Goodman, Saks Fifth Avenue, Neiman Marcus, Shopbop, and more.
In 2024, Khatau found herself building again, this time inspired by her three kids and one of her own favorite childhood treats. Khatau brings the same instinct for color, joy, and world-building somewhere unexpected: the gelatin aisle.
wobble is a playful reimagining of gelatin made with grass-fed bovine gelatin, real fruit juice powders, prebiotic fiber, protein, and collagen peptides, with no artificial colors, flavors, or sweeteners. 
wobble launches with three flavors, Strawberry, Sour Berry, and Mango, and a simple invitation: play with your food.

In this episode:

• Purna’s path from fashion founder to wobble, and how her kids’ health sparked the idea to modernize a category that hasn’t innovated in decades

• The road to launch: 50+ sample rounds, building the right team, investing in fashion-inspired photography, and running production one week postpartum

• Her best advice for new founders: bring in experts early, know your numbers, only build something you’re obsessed with, and let go of perfection