Making Waves with Michelle Friedman

What inspired you to start No Wake? What does a No Wake Lifestyle mean to you?

I wanted to start a business, and I also wanted to continue to design (I’m a graphic designer by trade).  Starting No Wake merged both of these passions for me which has made this process so fun!


The No Wake Lifestyle is all about being in your ‘Happy Place’--- which, to me has always meant both where I love to physically spend time with the people that I love, but also a general mentality of positivity and happiness.  We can’t always be at the beach with our families, at dinner with our friends, or wherever your ‘Happy Place’ may be, but that doesn’t mean we can’t enjoy the everyday moments with a positive and drama-free outlook.  Our tag line is “Make Waves Elsewhere” - I love how it acts as a statement (and a bit of a warning sign!) on prioritizing and defending a positive daily environment.

What demographic are your products geared towards?

Everyone!  Young kids playing at recess, teens hanging at the beach on the weekend, parents cheering on the sidelines, friends catching up over cocktails ---- these are all opportunities to prioritize the things that make us happy and No Wake is a reminder to keep it positive!

Are there any new products planned for the future?

Oh Yes!  We have new hoodie designs due to us this week. Also long and short sleeve tee shirts for the summer.

Also, stay tuned for our new “Warrior” hat which we are most excited about.  No Wake is sponsoring the 2019 Dad’s 100 mile trek on June 27-28 to raise money to help find a cure for Type 1 diabetes (T1D)  ( We are going to donate 100% of the GROSS proceeds associated with the sale of The Warrior to JDRF.  It’s a unique opportunity for us to help a wonderful cause and support great family friends.  Plus – the Dad’s Trek is going to be a total blast!  People should check it out.

Who do you find to be the most inspiring person in Hingham?  

Over the past couple years we’ve had several friends in Hingham go through personal challenges and hardships, and I’ve been most inspired by the immediate, thoughtful, and caring ways that our friends within the Hingham community have found ways to help.  It’s gratifying and comforting to know we live in a community where people instinctively ‘step-up’ when needed.

If you could pass along one message to your 21 year-old self, what would it be?

Wear more sunscreen!    But, I’d also say “Don’t worry! Keep making good decisions and everything will be just fine.”

When presented with two options, when did you make a choice that totally changed the course of your life?

I grew up in rural Vermont so deciding to go to college and then move to Boston after school was a defining moment.  And, not telling my husband to ‘take a hike’ when he walked up to me in a bar in Boston the night we met is probably another one!

What is the most memorable moment of your career?

Sitting with my husband and kids many nights last summer talking about wanting to start No Wake and all the great ideas we had for the positive message, product designs, fun names for the hats, etc. was really memorable.  We had so much fun brainstorming together – lots of laughs. Then one morning in July I woke up and decided I was going to take the next step and really do it!

What do you love most about Hingham?

I love the Hingham community and feel lucky that my kids get to grow up here.

Favorite local spot?

North Beach.  I walk there with my kids all times of the year.  It’s quiet, beautiful, and the time we spend there is uninterrupted.

If you had a different career, what would it be?  

A photographer.

What is one thing on your bucket list

To find the time to learn a new skill. I would love to take art classes to learn how to become a painter.

Do you have a hidden talent?

I have a pretty solid mid-range, baseline jumpshot.

Favorite vacation spot?

Anywhere warm with a beach that can serve my husband and me a great margarita!

What's one thing people may not know about you?

My first job was pumping gas in my Vermont hometown. It was cold during the winter!

Michelle Friedman grew up in Northern Vermont and moved to Massachusetts after attending college in Maine. Michelle and her husband have lived in Hingham for 10 years and have 2 sons and a daughter. Michelle recently launched No Wake, a  Hingham-based lifestyle brand with a relaxed, no-drama vibe. In addition to running No Wake, Michelle owns a successful graphic design business. (And even designed the Anchor logo!)

Hingham, meet Michelle.

1 thought on “Making Waves with Michelle Friedman”

  1. I meet some relatives last night at Michael Francis concert. I saw your hat on I believe your nephews head and it sparked a conversation. Are they for sale? Would like to support.
    Thanks Anthony


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