Joanna Griffiths is the founder and long-time leader of Knix, the company that mainstreamed leakproof underwear and reshaped how people talk about women’s intimates. She built Knix from a personal passion for women’s health, confidence, and community into a widely recognized brand—and even after a major partial exit, she remains actively involved in its growth and direction.
Joanna first introduced Knix to a national audience on season 9 of Dragons’ Den, where she struck a deal with Jim Treliving. In 2022 she sold a majority stake in Knix for CAD 410 million, a milestone transaction that was reported as the largest disclosed sale of a private direct-to-consumer company led by a female founder in Canadian history. She retained a 20% ownership and continues to serve as president of the company.
This week she returns to the Den as a dragon herself. Below, Joanna shares the financial lessons, personal habits, and role models who have influenced how she approaches entrepreneurship, wealth, and life.
Who are your financial heroes?
I admire entrepreneurs who combine conviction with the relentless follow-through needed to build lasting businesses. One person I particularly respect is Codie Sanchez—she’s created a strong business and media presence and uses that platform to teach and inspire others. Her guidance tends to be pragmatic and actionable, which I find especially valuable.
How do you like to spend your free time?
When I have downtime, I prioritize family and close friends. I value experiences more than possessions: travel, skiing, hiking, reading, and staying active are the things that recharge me.
If money were no object, what would you be doing right now?
Even with the financial freedom that came from my exit, I would still be building Knix. I’m fundamentally a creator, and Knix aligns with the causes I care about—women’s health, confidence, advocacy, storytelling, and community. That alignment keeps me motivated regardless of financial necessity.
What’s the first thing you remember buying with your own money?
I think it was a pair of Roots Tuff boots in Grade 5—those were iconic and I loved them.
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What was your first job?
My first paycheck came from sweeping floors at a small hair-styling school near my home. It was a humble start but taught me the value of work.
What was the biggest money lesson you learned as an adult?
The most important lesson was to always set something aside for a rainy day. Even small savings create resilience and reduce stress when unexpected expenses arise.
What’s the best money advice you’ve ever received?
Don’t spend beyond your means. Impulse purchases or lifestyle inflation can feel rewarding in the moment, but the worry that follows isn’t worth it. My sense of worth comes from impact and relationships, not from material things—those intangibles are what truly enrich life.
What’s the worst money advice you’ve ever received?
Growing up, money was often a taboo topic—especially for girls—and that silence can be harmful. The worst “advice” was the implied message that you shouldn’t talk about money. Open conversations and financial literacy are essential and empower better decisions.
What do you think is the most underrated financial advice?
Understand your numbers. Whether you’re managing personal finances or a company profit-and-loss statement, financial literacy is the foundation for smart choices.
What is the biggest misconception people have about growing money?
That it happens overnight. Real, sustainable wealth is created through patience, consistent effort, and deliberate decisions over time.
What’s your take on debt?
Debt can be a strategic tool when used intentionally; uncontrolled debt is a trap. Early in Knix, I feared debt because I didn’t fully understand how to use it wisely. Learning the difference between productive leverage and risky borrowing changed my perspective.
What is the last money-related book you read?
I recommend The Psychology of Money by Morgan Housel. It’s an insightful look at how emotional and behavioral factors shape financial decisions, and it’s a useful read for entrepreneurs and everyday investors alike.
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What is something you always have in your wallet?
A credit card and my ID—simple essentials for daily life and travel.
What’s your next money goal?
My priority is continuing to create long-term, sustainable value—personally and through the organizations and causes I support. Equally important is teaching my children to respect money: to understand the effort behind it and to never take it for granted.
My MoneySense lightning round
Rent or own?
Own.
Buy or lease?
Buy when it’s an appreciating asset; lease for flexibility when needed.
Save or invest?
Invest—allow your money to work for you over time.
Budget or not?
Budget 100%. A clear plan keeps you from overspending and helps you put money to productive use.
CBC’s hit series Dragons’ Den will celebrate its 20th season with a two-episode Full Circle finale event airing Thursday, February 26 at 7 p.m. EST (4:00 PST) and Thursday, March 5 at 8 p.m. (8:30 NT) on CBC and the free CBC Gem streaming service.
Read more about My MoneySense:
- Don’t be afraid to ask for an advance: Suzanne Bowness on budgeting for freelancers
- Aimee Schalles on confronting your marriage’s hard questions early
- “What a dumb mistake that was”: Dilys D’Cruz on money lessons and painless saving
- “Our goal is to have properties all over the world”: Sara Loriot on dreaming big and building assets