On the TechTO stage ×1
First seen on the TechTO stage in 2026. Every talk is searchable — ask the archive about Isabella ↗
In their words
you don't really have to be super innovative to build something amazing from a product that's already created.
one thing I'm taking away from luxury fashion is it's not just the product, it's the emotional connection to the product.
So, whether it's gum, whether it's a drink, whether it's hand sanitizer, you make it into a luxury brand, whether it's fashion or not.
Around the web ×2
Quick answers
What is Isabella Baboury's background?
WWD (2025-03-26, republished by Yahoo) reported her appointment as president of PatBo, the Sao Paulo lifestyle brand, succeeding Cara Chen, and listed earlier roles as a director at Burberry, Christian Louboutin and Chloe in Canada and a vice president at Saks Fifth Avenue. South Muskoka Doppler (2023-03-03) described her as Director of Christian Louboutin Canada and founder of The Birthday Wish Project. On the TechTO stage she said she was VP at Christian Louboutin, director at Burberry and global president at PatBo (0:17).
What is VitaGum?
On stage she described a chewing gum with 12 essential vitamins, made in a small town two hours outside Rome, without aspartame or sugar (2:38), launching direct-to-consumer first and then hyper-local in Toronto with retailers and a private members' club (6:21 and 9:45). vitagum.com, read 2026-10-19, was a waitlist page stating the product was not shipping yet, and its story page names her as Founder & CEO.
Who is her co-founder?
TechTO's description of the October 2026 talk names Theodore Essery as co-founder, with a background in traditional finance; he introduced himself on stage and said they came together about a year earlier (1:05). vitagum.com's story page names only Baboury.