business model



Basem Harb
Founder & CEO
An ardent entrepreneur and executive in the technology space, Basem has proven experience in business execution - building technical, sales, marketing teams with capabilities to deploy assets globally.

From his first venture, CSG Visual (launched as a student at UC San Diego), to this most current launch, the overriding goal has been to uncover and grow market opportunities. He understands that more than ever, consumers want to purchase from brands that align with their values in authentic and meaningful ways. Basem has also committed time to non-profit work and has served as a board member for the YMCA of La Jolla and Teach the Teachers Collaborative.

As a displaced person from war-torn Palestine, Basem understands first-hand how global power dynamics can deny access to equity in historically excluded communities. A social activist from the age of 15, Basem’s passion for impacting the lives of communities affected by war, poverty, and underrepresentation has been a critical underpinning of his life. He now turns his attention to helping historically excluded communities to change stigmas, promote access, and build generational equity.

Cyndi Smith
Chief Operations Office & Co-Founder
Cyndi is an educator at heart. Her passion for and commitment to equity in education as the means to opportunity continues as she joins the Fierce & Kind leadership team, managing business administration and fundraising. Cyndi’s career is rooted in both the public and private sectors of education; she spent 12 years as a public high school English teacher, during which time she also served five years as an instructor and coach for teaching candidates at Northwestern University’s School of Education and Social Policy, where she completed her Master’s Degree in 1997. From teaching, she transitioned to a corporate career at McGraw-Hill Education, where she quickly rose to the role of VP, Global Product Development, and continued on in leadership roles in global business development successfully launching US products to global markets.

Lenny Raney
Social Media and Outreach
Lenny is a Los Angeles based educator, DJ/creative, and brand strategist with a specific focus on justice oriented projects. During his seven year career as a special education teacher and administrator in New Orleans he became keenly aware of the limitations and shortcomings of the system as it is designed. He then found his passion in music and event curation as a DJ, working as resident DJ for Solange Knowles and founded his own successful event and brand: Ascendance. In this field he learned the ways art and nightlife can create momentum around solving community needs. He is proud to be a part of the Fierce & Kind team and excited about developing long term marketing and community engagement strategy in support of such an audacious and important mission.

Mackenzie Rutherford
Social Media Strategist
Mackenzie specializes in social media and branding strategy for startups and small businesses. Mackenzie is also a former social justice organizer with organizations such as the Claremont Colleges Leftist Coalition, JusticeLA, and Critical Resistance. Mackenzie has her Bachelor’s in Politics from Scripps College and recently completed the degree requirements for her Master of Science in International Business from SOAS University of London. She has been recognized as a 2020 Newman Civic Fellow, Scripps College Samella Lewis Scholar, and Scripps College Bekki Lee Memorial Scholar. In her free time, Mackenzie enjoys to going to the gym, traveling, trying new things, and spending time with her family.
Omar Harb
Market Analyst
Omar’s background is in strategy and technology consulting, working at JLL and PwC to help clients envision the future of work and develop their technology strategy. His expertise is in financial modeling, data analysis and visualization, business case development, and strategic roadmapping. He sits on the board of an education non-profit based in Chicago, chairing their career development committee and transportation task force to improve and sustain career opportunities and pathways for recent high school graduates. As a first-generation American, Omar joins the Fierce & Kind team to continue to invest in and support underserved communities for generations to come.
Kevin Carpenter
Product Management
Kevin has a background in advertising sales and ran a creative agency for 9 years, specializing in action sports. That agency created award-winning print and video content for the largest companies in action sports. More recently, serving as the Director of Contract Sales and Product Development for Levecke Corporation, Kevin was directly responsible for growing contract sales over 2000% in under 4 years. Kevin was also responsible for all Product Development, creating brands from concept to shelf and all product redesigns. Kevin is currently a consultant in the beverage alcohol space working with all types of companies from well-established, national brands to start-ups. He is considered an expert in production, operations, development and procurement.
Ashtin Berry
Food & Beverage Industry Consultant 
Ashtin Berry (she/her) is a lot of things. For one, she’s someone who has made a point of it being as hard as possible to condense who they are into two small paragraphs, but here we are. Ashtin is an activist, educator, sommelier, mixologist, sociologist, beverage consultant, human being, and creator of not just cocktails but change. By 25 she had a decade of experience in hospitality, and by now, she’s been the beverage director of a half dozen spots and worked with many brands you’ve heard of. In that time, Ashtin’s also earned Imbibe Magazine’s 2019 Bartender of the Year and Observer’s 50 Most Influential People in Dining and Nightlife and 50 Best bars 2020 Icon.

 As an activist—and this is all while doing everything stated above—Berry has developed an intersectional framework for building spaces that has culminated in her present day focus of consent-based communication and building open, honest spaces where employees are people that can do more than simply survive. In 2016, her creative content agency Radical XChange was born, and she launched the yearly multi-day symposium Resistance Served to celebrate and contextualize the contributions of the African Diaspora in hospitality. She’s been recognized for her advocacy work as a member of the World’s 50 Next. And in that time, she’s still managed to find time to read, travel, and track down amazing shoes.

Use of Proceeds

If the offering's maximum amount of $1,069,999 is raised:

UseValue% of Proceeds
Marketing and Promotion$250,00123.4%
Hiring & Compensation (Sales, Marketing, Logistics)$225,00021.0%
Inventory (Aged Distilled Spirits)$380,00035.5%
General & Administrative$77,0007.2%
Research & Formulation$85,5698.0%
Intermediary fees$52,4304.9%


This is an offering of Common Stock, under registration exemption 4(a)(6), in Fierce & Kind Ltd.. This offering must raise at least $10,000 by October 31, 2023 at 11:59pm ET. If this offering doesn’t reach its target, then your money will be refunded. Fierce & Kind may issue additional securities to raise up to $1,069,999, the offering’s maximum.

If the offering is successful at raising the maximum amount, then the company’s implied valuation after the offering (sometimes called its post-money valuation) will be:

$1.35 per share
$14,569,999implied valuation


These financial statements have been reviewed by an independent Certified Public Accountant.

SEC Filings

The Offering Statement is a formal description of the company and this transaction. It’s filed with the SEC to comply with the requirements of exemption 4(a)(6) of the Securities Act of 1933.

We’re also required to share links to each of the SEC filings related to this offering with investors.

Understand the Risks

Be sure to understand the risks of this type of investment. No regulatory body (not the SEC, not any state regulator) has passed upon the merits of or given its approval to the securities, the terms of the offering, or the accuracy or completeness of any offering materials or information posted herein. That’s typical for Regulation CF offerings like this one.

Neither Netcapital nor any of its directors, officers, employees, representatives, affiliates, or agents shall have any liability whatsoever arising from any error or incompleteness of fact or opinion in, or lack of care in the preparation or publication of, the materials and communication herein or the terms or valuation of any securities offering.

The information contained herein includes forward-looking statements. These statements relate to future events or to future financial performance, and involve known and unknown risks, uncertainties, and other factors, that may cause actual results to be materially different from any future results, levels of activity, performance, or achievements expressed or implied by these forward-looking statements. You should not place undue reliance on forward-looking statements since they involve known and unknown risks, uncertainties, and other factors, which are, in some cases, beyond the company’s control and which could, and likely will, materially affect actual results, levels of activity, performance, or achievements. Any forward-looking statement reflects the current views with respect to future events and is subject to these and other risks, uncertainties, and assumptions relating to operations, results of operations, growth strategy, and liquidity. No obligation exists to publicly update or revise these forward-looking statements for any reason, or to update the reasons actual results could differ materially from those anticipated in these forward-looking statements, even if new information becomes available in the future.

More Info


  • Sep 18, 2023
    "Fierce & Kind Joins Growing Local Spirits...

    “Fierce & Kind Joins Growing Local Spirits Industry” San Diego Business Journal Check out Fierce & Kind Spirits’ latest press coverage in the San Diego Business Journal, highlighting our recent investment news, mission, and sales success. Fierce & Kind Spirits’ sponsorship as the Official Spirits of the 2023 Cymbiotika San Diego Open earned international attention for our award-winning spirits and our commitment to empowering FIERCE women.
  • Aug 28, 2023
  • Aug 16, 2023
    Something's brewing on the court...

    Something’s brewing on the court…
  • Jul 18, 2023
    More growth announcements! Total Wine & More...

    More growth announcements! Total Wine & More just added Fierce & Kind to the shelves of 10 additional stores throughout California, including San Marcos, Carmel Mountain, Tustin, Temecula, San Dimas, Roseville, Redondo Beach, Rancho Cucamonga, Palm Desert, and Fresno. You can find Fierce & Kind Spirits in 38 retail shops, both national and local, throughout California. Inventory is going fast - in fact, our Cask Strength Bourbon is almost completely SOLD OUT. It’s time to go back into production. Share the Fierce & Kind story with your friends and family - now is a great time to invest! - Basem and Cyndi
  • Jun 26, 2023
    Fierce & Kind Breakthrough: Now in 2 major...

    Fierce & Kind Breakthrough: Now in 2 major national retail stores! Fierce & Kind’s award-winning Straight Bourbon and American Vodka are now available in 10 Total Wine & More Stores throughout San Diego, Orange, and Los Angeles counties. Plus, you can find us in 8 BevMo! stores throughout San Diego. These are huge wins for a brand that has only been on the market for six months. Check our website SHOP page to track our growing list of accounts! If you’re not in Southern California, you can still purchase online in 42 states.
  • Jun 22, 2023
  • May 26, 2023

    TWO MORE PRESTIGIOUS AWARDS FOR FIERCE & KIND! The recent Ascot Awards, hosted by spirits veteran judge, Fred Minnick, awarded Fierce & Kind American Vodka a DOUBLE PLATINUM Award - the highest award in the competition. What’s better than a Double Platinum medal? A side of GOLD! In the FIERCELY competitive bourbon division, Fierce & Kind Limited Release Cask Strength Straight Bourbon Whiskey, 112.6 proof, earned a GOLD medal - awarded for its signature Fierce & Kind quality - smooth and approachable - the critics commented on its “sneaky soft palate” for a high proof bourbon. This limited release is almost SOLD OUT! If you’d like to add this unique expression to your collection, visit our website to purchase today - it makes a very special Father’s Day Gift!!

    Purchase your bottle today!
  • May 12, 2023
  • May 1, 2023
  • Apr 21, 2023
  • Mar 14, 2023
  • Mar 9, 2023
    Fierce & Kind American Vodka gets GOLD! In its...

    Fierce & Kind American Vodka gets GOLD! In its first ever competition, F&K American Vodka was awarded the GOLD Medal in the TAG International Spirits Award held in Las Vegas last month. Now we know - the critics agree with our customers that F&K American Vodka is remarkably smooth and sippable! The Fierce & Kind brand is spreading quickly through our hometown of San Diego as we expand to more stores and OFFICIALLY into some great San Diego restaurants who are developing specialty Fierce & Kind Cocktails to include on their spring cocktail menus. Head to our website to order a bottle and make an investment! Don’t miss your opportunity to join us. Drink. Invest. Do Good.

    https://fiercenkind.comTAG Award Certificate_Gold.pdf
  • Feb 13, 2023
    Hey investors! We’ve been hard at work since...

    Hey investors! We’ve been hard at work since our launch on Jan 3. We entered the retail market in San Diego in 3 high traffic bodegas in the popular North and South Park neighborhoods, adding new stores weekly. We are already receiving re-orders to keep the shelves stocked! Our big splash in San Diego comes next weekend. We’ve partnered with San Diego Magazine as a sponsor of Cocktail Kickoff - a tailgate event for San Diego’s rugby team. We’ll be competing for the Ultimate Kickoff Cocktail with our Fierce Old-Fashioned crafted by a talented local mixologist.
    Our customers LOVE the accessible nature of our Bourbon, both experienced and new bourbon drinkers alike. Our vodka fans claim it’s the smoothest they’ve ever tasted. So, order some bottles, host a tasting party, talk to your friends about investing, help us spread the word - we’re only in our sixth week of sales and amazed at the positive reception from the market! With all of our gratitude, Basem and Cyndi
  • Jan 4, 2023
    We are LAUNCHED! The first batches of Fierce &...

    We are LAUNCHED! The first batches of Fierce & Kind Straight Bourbon and American Vodka are on sale now on our website. We’re sipping a glass of Bourbon and watching our 1st day sales climb! Pick up a couple bottles of spirits YOU proudly own to share with your friends and family. We can’t thank you enough for your support of the company and belief in us. With gratitude, Basem and the Fierce & Kind team.

    Order now!1
  • Jan 3, 2023
  • Dec 8, 2022
    Fierce & Kind is excited to announce that our...

    Fierce & Kind is excited to announce that our American Vodka and Straight Bourbon Whiskey are available for purchase the week of 12/19. You can now drink with purpose and own what you drink, just in time for the holidays! Go to our Shop Spirits page on to purchase and sign up for product availability notifications. For festive holiday cocktail recipes, product updates, and to learn more about the mission of Fierce & Kind, check out our Instagram, @fierce.kind. Fierce & Kind - Build your personal equity while fueling community equity. Shot 2022-11-30 at 2.58.48 PM.png
  • Nov 16, 2022
    Primary offering of 792,592 shares at $1.35
  • Nov 16, 2022

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