By MoneySense Editors on February 24, 2026 Estimated reading time: 5 minutes

Joanna Griffiths on the money lessons that shaped her life and business

By MoneySense Editors on February 24, 2026 Estimated reading time: 5 minutes

The Knix founder shares her money mindset, including saving for a rainy say, spending wisely, and maintaining a healthy dialogue around money.

Joanna Griffiths is the founder of Knix, the innovative brand that has redefined women’s intimates and turned leakproof underwear mainstream. Joanna turned her passion for women’s health, confidence, and community connection into a thriving business—and she continues to help build it even after a successful exit.

Joanna first appeared on Dragons’ Den in season 9, where she secured a deal with Jim Treliving. In 2022, she sold a majority stake in Knix for $410 million CAD—the largest disclosed sale of a private direct-to-consumer brand by a female founder in Canadian history. She retained a 20% stake and remains president of the company.

This week, she returns to the den as a dragon. We caught up with her to hear the money lessons, habits, and heroes that have shaped her approach to wealth, entrepreneurship, and life.

Who are your financial heroes?

I am deeply inspired by entrepreneurs that have had the conviction to believe in something and the dedication to see it through to financial success. If I had to call out a single person right now, it would be Codie Sanchez. Not only has she built an incredible business and media empire on her own, but she is using her platform to help........

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