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Sassa Akervall
June 30, 2018

CEO post: Glory of... someone else's fame?

Who wouldn’t like to bask in the glory of being rich and famous, perhaps even associated with a well recognized brand, like Louis Vuitton, Prada, Cartier, Adidas, Levi’s...hey, the list goes on and on. Whooah, wouldn’t that be so sweet? Aaahh, to be one of them! And wouldn’t it be so great to look for something online and find it at an unbelievably low price? It can absolutely happen. But it may not be what you think it is.

Now, why am I talking about this? Well, guess what? We have found counterfeit SISU on Amazon. Don’t even get me started…

My point is that there are so many counterfeit copiers on the internet who have no scruples in tagging on to the the fame that many businesses have worked so hard to gain. In fact, I just read an article that there are more than 600 brands that are blatantly being sold as the real thing - for a sliver of what it is supposed to cost. And I get it, everyone loves to save a buck here and there. Me too, if I can. But like the old saying goes; If it is too good to be true, then it probably is… My point is that there is so much work, time and money that goes into creating a brand.  To then see it stolen by a shady “company” too lazy and not creative enough to create something of their own… grrrr!

Let me get tell you why I’m so personally offended by this.  We have many hard working people here at SISU who put in loads of hours every week to make sure that our customers get the best dental protection on the planet along with the best dental warranty and outstanding customer service. In fact, I’m actually furious because I care so much about our products and I adore each and every one on my team. They all deserve so much better than this!

When we first started out at the kitchen table of our home, we were happy to have an embryo of an idea.  We turned this idea into a product that let us grow into a full fledged brand that delighted our customers, and had retailers lining up to carry our products. Can you imagine our pride and happiness at creating a good mouthguard for our customers?

With the growth came added opportunities to hire more fabulous people both from Michigan and elsewhere, to create a team, and expand into our own facility. What a feeling to be able to give people jobs, to be able to spark the Michigan economy and to be a part of a journey that still takes us to new places every day! Someone jokingly said that this company is moving at 150 miles per hour - every day. And we all love it!

The first attempt to copy our products came from one of the largest competitors. We were more baffled than anything else. For years we had heard that a flat and hard mouthguard is just not how it’s done… yet, here they were. New products on the market from well known brands.  But, funnily enough, we kind of felt like this was a feather in our hat. Our small company had created something that our huge competitors found interesting enough to try to tweak and make their own version of. Of course, they didn’t do a very good job with their products. So, we actually decided to just ignore them.

However, a couple of days ago we found exact copies of our products on Amazon at a much lower price (again, if it is too good to be true….). So, we ordered a couple and confirmed that these guards are in fact counterfeit copies of our SISU Mouthguards. The packaging is off by subtle details not everyone would notice.  What is worse, the product is a complete disaster that cracks and is virtually impossible to mold. I don’t even dare to think about what would happen if someone was injured while wearing one of these fake SISUs.

To avoid anything like this from happening in the future, only buy from our store on Amazon or from our website (unless you know the store is legit). If the store you are looking at doesn’t have any reviews, you can be pretty certain it’s a fake store. Please know, we are a big distributor to Amazon and we are working diligently together to get these fraudulent stores shut down, one after another. We will continue to monitor their activities, to protect both you, our valued customers, as well as ourselves.

Meanwhile, please take care of yourself, make sure you have a genuine SISU and know that my team will stand by our genuine product 100%. Every day, all year round.

Thank you for your loyalty.



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