Feeling under-appreciated as an employee, a nonexistent work-life balance, financial struggles, getting out of bad relationships – these are the most common triggers that push women to become entrepreneurs. Tell us about your trigger?

Coming from a family that owned a small business, even as a young girl I always wanted to be an entrepreneur. I have always had that drive and spirit. I worked in corporate America for 18 years where I gained the skillset to eventually lead to and allowed me to become an entrepreneur. 

The trigger for me to become an entrepreneur was the lack of work-life balance at my previous job in corporate America and the pressure to “be on” 24/7. It was a struggle as I wanted to have a successful career while also being available and present to my young kids.

As an entrepreneur and with 18 years of corporate America experience, I knew I could make both work – have a successful and passionate career but also prioritizing my family. At the foundation of the company, is a product we truly love – Lekkco Belgian Dark Chocolate Spread. It is a marriage for me personally and professionally where my skillsets, passion for good food, and blending of our family’s heritage of Belgium and the U.S. all come together.

How did you come up with your business idea?

Lekkco Belgian Dark Chocolate Spread was born from the love of great food. My family would travel to Europe quite often as my in-laws live there and I was shocked that chocolate was served at every meal. It was so delicious, and we would always bring chocolate spreads back to the U.S. since it was not available here. 

The idea originated on the back terrace of my in-laws in the South of France in 2014. My husband and I asked ourselves, “What if we launched our own brand and own product of chocolate spread to the U.S market?” So, I used my CPG background to do research to see if the idea made sense. And, three years later in 2017 we sold our very first jar of Lekkco Belgian Dark Chocolate Spread. 

Have you had support from someone, even if just encouragement? Who was that and how did it help you?

Absolutely, my husband has been my greatest supporter. We have always been equal partners in our marriage, and I think that is what makes this so unique – we equally encourage each other and he is a co-founder of the company. I also had so many friends and family members encouraging us, cheering us on and helping us. Professionally, my network of strong mentors was able to gut check or poke holes in ideas. We are very, very lucky to have such a great support system.

Female entrepreneurs are often underestimated and overlooked. Have you ever felt at a disadvantage?

As a female entrepreneur, I have not felt a disadvantage. I’ve seen a beautiful rise in supporting female entrepreneurs and small businesses. However, during my time in corporate America, I absolutely felt at a disadvantage. I felt that females in my workplace overall had higher expectations and lower pay than our male counterparts. I felt that this was especially true for working moms in my workplace where they seemed to be working three times as hard managing their careers, household, and families. This was one of the driving forces to also start my own company – to create a place of equality.  

Some say it’s hard work, others say it’s talent and resourcefulness that play a crucial role for success in entrepreneurship? Which traits have been instrumental for your success so far? And why?

Hard work, talent and resourceful are all critical pieces of entrepreneurial success, but another big piece for me has been the team you surround yourself with. When starting a business, you come with your idea and set of skills, but you need to match any vacancies with experts in those areas. We’ve done this at Lekkco where we have a fantastic management team that has each brought a unique skillset to the table. We are a small but mighty team, and you won’t find anyone that hustles harder than the Lekkco team! 

Patience and flexibly are also critical traits to success. You can write the perfect business plan but inevitably, situations pop-up that you did not plan for and you need to be patient and flexible to address those or adjust the plan.

What excites you the most about being an entrepreneur?

Going from ideation to execution where we bring to life the concept, the brand, sales, distribution, and marketing plan as well as building something from scratch has always excited me the most as an entrepreneur. 

Being an entrepreneur is like building a house – start with your foundation which is a solid business idea and team. Then, you start building the framework, walls, interior, etc. until you finish the house.

Share with us some of the worst business advice you’ve ever received?

The worst business advice I have received is simply, “This will never work; you should give up.” But I recognize that as fear. Being an entrepreneur is not the “safe” option – it is uncertain and can be unpredictable. Some people are just not cut out for that journey or would not take that risk.

You’ve got a high stake investment opportunity. Pitch your business in 150 words.

Addressing the white space in the spreadable category, Lekkco brings an all-natural, healthier alternative to chocolate spreads with its core four flavors that address a diverse consumer demographic while building the category.

What’s the best piece of advice you’d give to inspire aspiring entrepreneurs?

Do your homework on your product/industry. Make sure it is a viable product/service idea. Ask yourself what makes you a point of differentiation? Bring your skillset to the table and build your team with experts in their area. Have a business plan, allow for flexibility and pivot as needed. This is a marathon, not a sprint.

Be prepared, it is a beautiful rollercoaster of a journey. Have patience, flexibility, and keep your eye on the horizon and end goal. Never stop hustling!

What are your goals for the upcoming year?

As we enter 2021, you have to look at what we know and what we don’t know. The world has become different since March 2020. People’s lives have changed, been re-prioritized and consumer behaviors are different. One thing for certain is that people need to eat and want to feel good. We believe chocolate makes people happier. We will continue to deliver our delicious chocolate spreads across the U.S. and drive our messaging of a healthier product while spreading the Lekkco love.

Feeling under-appreciated as an employee, a nonexistent work-life balance, financial struggles, getting out of bad relationships – these are the most common triggers that push women to become entrepreneurs. Tell us about your trigger?

I am a serial entrepreneur, but I was not ready for the first company I started in my 20’s, and a steady paycheck was vital. I owned 2 other companies in my 30’s and 40’s, one which did well and one that did not. I also ran 2 very successful MLM businesses for a few years.

This time around I had achieved what I wanted for my career in corporate America and was ready to begin again. I had published my first leadership book but was so busy I couldn’t promote it, and I wanted to write more and speak and train. Initially, the goal was for a lifestyle business.

Today, my companies are going places I could have never dreamed.

How did you come up with your business idea?

My primary company, “Shock Your Potential,” began as a platform for me to speak and train groups through conferences and companies training sessions. I love the idea of “Shock” because we all may have dreams and ideas, but many of us need someone to kick us in the pants, jolt our energy, shock us into action. Plus, I am a bit shocking myself. Very colorful hair and playful teaching style, I try to remind people that although I am very serious about business, serious can have many meanings.

Once Covid hit, however, I had some serious revelations. I had been running a B2B company, with more than 95% of my business income coming from when I would hop on a plane somewhere in the country, or world, and go to speak. That obviously took a hit! So we adapted quickly, built out the “Shock Your Potential App” for on-demand professional development training, changed up our entire marketing strategy to go B2C, and our future looks much different.

Along the way this year I also had another revelation for a second company. My entire team is remote from Kenya. They are amazing! And after having so many people ask how they could get a team like mine, it just made sense to start a company connecting talented Kenya professionals with small businesses like mine. Thus “KukuaBiz” was born.

Have you had support from someone, even if just encouragement? Who was that and how did it help you?

Being an entrepreneur can be very lonely, and often very scary. There are times when I have just gone into a shell, forging forward, afraid to ask for help or encouragement. There is a strong need to look like we have it all together.

This year I learned that it was not only foolish to do so, but that I was hurting my entire team (and company) in the process. I have invited 4 people whom I respect greatly, who have seen and done much more than I have, to be on my advisory board. We will meet 3 times in 2021, virtually, for 2 hours. I will prepare my business update for them, ask their input and support.

Asking them was easy. Doing the next part the second week in January, will be much harder. However, it is helping me get a laser-like focus on my budget projections, business plan and marketing strategy. And each of these people are “truth-tellers,” meaning none will hold back from telling me the truth, no matter how much it may hurt.

Female entrepreneurs are often underestimated and overlooked. Have you ever felt at a disadvantage?

Honestly, no. I haven’t. I also have never been paid less than male counterparts. Why? Because I always negotiated well, and hard, for myself. And I think the confidence I gained from that carries over into how I am viewed today by others. 

One thing I should have done earlier, however, and am doing right now, is get certified as a woman-owned small business. Less than 1% (I think this is correct) of women get this certification, mostly because it is so darn time consuming and very confusing. I hired a specialist to help me through the process and we will be done soon.

Some say it’s hard work, others say it’s talent and resourcefulness that play a crucial role for success in entrepreneurship? Which traits have been instrumental for your success so far? And why?

Creativity, talent and sheer determination are driving factors in my success. But the greatest detriment I face is that fact that I hate the details. Until I was able to hire employees, I would get in my own way with the massive list of “must do’s” like accounting. The tiny, but critical details are the things that keep a business running, but I don’t find them enjoyable in the least.

What excites you the most about being an entrepreneur?

I love building and creating, and I enjoy the chase of opportunity. I love seeing a challenge and then finding ways to overcome it. 2020 certainly put more challenges in front of me than I thought I could handle, and there were several times that I thought we’d have to scale back, but I found new income sources, am seeking sponsors who know my audience is perfect for their products or services, and am building something I would have never built before had it not been for pure survival. 

Entrepreneurship is not for the faint of heart, but it certainly can give you an adrenaline rush like none other.

Share with us some of the worst business advice you’ve ever received?

“Just pick a lane. One lane.” 

I read a book about building your speaking business when I first started Shock Your Potential. The author said, “You can’t make a name for yourself if you are trying to speak on leadership and sales and…” That concept really bothered me, and initially because I am passionate about leadership and sales and customer service/experience. So for a short time, I limited myself, which also made me limit my views of my own company.

I began to think I could ONLY be a speaker/trainer. 

When I realized that it didn’t feel right, and began to follow my gut, I began to have many more doors open. I began to spend time each day journaling about what this company could become. And I began to see opportunity everywhere.

At one point, however, I was following too many stray paths and someone said “You are operating a mile wide, but only an inch deep. You can’t get any traction.” He was right as well. I went to the polar opposite.

Now anything we do has to pass a test. Does this support our mission? Will it be a revenue driver? Does it match our values?

Unless it meets all 3 qualifications, we pass it by.

You’ve got a high stake investment opportunity. Pitch your business in 150 words.

Have you achieved everything you want in your career? If not, “Shock Your Potential” is your partner. We develop superb leaders, inspire dynamic salespeople, and guide professionals in every field through their career journey. 

CEO Michael Sherlock has “Been There, Done That” in her career. Before launching her global training company, she was VP of Sales for 2 different global medical device companies, responsible for more than 500 employees and nearly $100 million annually. What she learned about promoting, developing, and training employees will take your career to new heights.

Download our “Shock Your Potential App” today and access free and paid content that is delivered with passion, humor, and sometimes not-so-gentle reminders that we are all responsible for our own growth and development. You owe it to yourself, and to your career, to take this step to secure your future

What’s the best piece of advice you’d give to inspire aspiring entrepreneurs?

If I could go back to that first company that I launched and lost in my early 20’s, I would have found a business coach. Knowing what I know now, I could have absolutely made that first training company work. I simply did not know how to run a business.

Most entrepreneurs are good at whatever they are doing, but very few are good at running a business. It takes a lot of work, on the business, and on yourself. 

Hire a coach, join a Mastermind, gather an Advisory Board, anything that will give you outside perspective to help you achieve your goals.

What are your goals for the upcoming year?

We are relaunching our app officially in January with changes from what we learned in our Beta launch, are engaging sponsors for the first time for both our App and our podcast, and I will release 2 books: the much-awaited “Shock Your Potential” book as well as my first novel.

Any final words to end this interview?

If there is one thing I know about myself is that I am a REALLY good karaoke singer in Post Falls, ID (think very small town), but I am NOT a good karaoke singer in downtown Nashville. 

Learn where you fit and where you don’t so that you don’t get hurt feelings (or worse, hurt your business) by trying to operate at a level you aren’t ready for yet. It doesn’t mean you have to give up on big dreams. Just make sure that you don’t try to force them too quickly without training and a plan.

Connect and partner with Shock Your Potential on Enterprise League

Feeling under-appreciated as an employee, a nonexistent work-life balance, financial struggles, getting out of bad relationships – these are the most common triggers that push women to become entrepreneurs. Tell us about your trigger?

My trigger didn’t really come from any bad experience. It came to me in an Ah-Ha moment. I always had an entrepreneurial thirst but wasn’t actively pursuing anything at the time. I was standing in my tub when the Ah-Ha moment hit. It was then that I knew that I had a mass market idea on my hands. I realized that if my idea was as good as I thought it could be, I could give up my part time job and have a business of my own. That is when I decided to research it and pursue it.

How did you come up with your business idea?

I was filling a bucket over and over to bathe the dogs and clean the showers. It was messy and time consuming. I thought, “There’s got to be a better way!” That was my aha moment… right there in the tub. The Rinseroo was born when I decided that it was time to “kick the bucket”.

Have you had support from someone, even if just encouragement? Who was that and how did it help you?

Definitely! It was one of my lifelong college best friends, Carolyn Favorito, Esq. We met our freshman year while attending the University of Delaware. Lucky for me, she also happens to be my patent attorney!

When others told me that they didn’t think that I could get a patent, she told me that I could and encouraged me to pursue it. I hired her and she fought for my patent as if it were her own. If it wasn’t for her, I may have given up. She was my biggest cheerleader and motivator.

Female entrepreneurs are often underestimated and overlooked. Have you ever felt at a disadvantage?

Honestly, no. Thankfully, I feel that we women are really making headway in the field of entrepreneurship, especially when it comes to inventing. We are often the ones who come up with the solutions to everyday problems and I think that many buyers and consumers understand that. Shows such as Shark Tank have featured many successful women inventors and entrepreneurs and I think that the public has taken notice and we have rightfully earned their respect.

Some say it’s hard work, others say it’s talent and resourcefulness that play a crucial role for success in entrepreneurship? Which traits have been detrimental for your success so far? And why?

Thankfully, I don’t think that I have too many detrimental traits. There is a part of me that would like to just take a long vacation and stay away for awhile but I think that I will wait until the time is right to act on that impulse

What excites you the most about being an entrepreneur?

I love working on my dream and working for myself. When your own reputation and success is on the line, it’s amazing how far you can push yourself and how innately motivated you can become. Being motivated and having a purpose and a goal can really make a person feel good and that is what I love about what I am doing.

Share with us some of the worst business advice you’ve ever received?

I got a lot of great advice from others who had been in my shoes at one point. I found that most inventors are proud of their accomplishments and are very willing to share their insight without charging for it.

My engineer was also very helpful. He had years of experience and his advice really helped with my trajectory.

Sadly, there are also a lot of so-called “invention help” companies out there who like to prey on inventors. They will drain your pocketbook quickly if you let them. If you really dig, you will find that their motives are mostly their own. They have often done very little to help make dreams become realities. Thankfully I was made aware of their bad business practices ahead of time and knew to steer away and am happy that I didn’t take their bait.

You’ve got a high stake investment opportunity. Pitch your business in 150 words.

We are the makers of the Rinseroo brand. We started with an idea that we knew could help millions make shower cleaning and dog bathing fast and easy. Since launching, we have become a top seller online and are now scaling into brick and mortar stores nationwide and internationally. We are also creating line extensions in the bath space and are growing this into something big!

What’s the best piece of advice you’d give to inspire aspiring entrepreneurs?

I would always encourage an aspiring entrepreneur to pursue whatever it is that makes them happy but don’t jump in and do something without doing your homework first. If you do your homework and find that your idea isn’t what you dreamed it might be, be prepared to accept that and walk away. Not every idea is worth pursuing but every idea is worth investigating.

What are your goals for the upcoming year?

My main goal is to continue to provide excellent customer service to our customers and grow the Rinseroo brand. Consumer feedback is key to our success and growth. I can make things better based on their suggestions, gain new customers when they refer friends and sell again to them when that great new line extension comes along. Never underestimate the power of your customers.

Connect and partner up with Lane Innovations on Enterprise League

Feeling under-appreciated as an employee, a nonexistent work-life balance, financial struggles, getting out of bad relationships – these are the most common triggers that push women to become entrepreneurs. Tell us about your trigger?

Discovering a great idea for an underserved market was my trigger for becoming an entrepreneur.  I’d held jobs working for other people since I was in my early teen years babysitting and working a pizza joint. I had great bosses into adulthood with careers that allow me some flexibility and worldwide travel. In fact, before my current company, Rustico Tile & Stone, I’d already failed as an entrepreneur with a new and risky franchise business.   

During the fallout of that failure, I never would have dreamed that it would have everything to do with the success I enjoy today.  It forced me to scramble for a way out and led me to discover handmade Mexican tile. I had a unique sales skillset just waiting for the right product!

Upon discovering that I could pave the way for my own success, there seemed to be no other alternative for my career goals other than another stab at entrepreneurship. Of course, taking steps forward meant taking significant steps back. I started my next entrepreneurship journey at the bottom of an industry with zero knowledge and zero experience. But that posed an exciting adventure that has played out for over the past 15 years and counting! 

How did you come up with your business idea?

Over 15 years ago, I was liquidating a failed eBay franchise store. I’d bought into the eBay franchise idea in hopes that selling other people’s stuff on eBay would be the next big thing. It wasn’t. But, my eBay experience helped me to develop an eye for opportunity.  

Living in south Texas at the time, I explored the idea of handmade Mexican Saltillo tile.  This type of terracotta tile is a readily available resource on the border of south Texas and Mexico, but no one at the time was shipping it across the country because it’s difficult to ship. So, I experimented with selling Saltillo tile on eBay by consigning with a local distributor for the product.

And it blew up with success. I quickly learned everything I could about this clay tile and freight shipping. I did not want to sell it for someone else’s business.

At the time, my husband and I were only dating. He ran a different successful business.  We put our heads together, pivoted in life, and pursued developing a business in Mexican tile.  

Today, we run the largest manufacturing and distribution for Saltillo tile, and we distribute other Mexican tiles and stones. We’re an online business with our headquarters just outside Austin, Texas. While we ship our products worldwide, I no longer sell tile on eBay.

Have you had support from someone, even if just encouragement? Who was that and how did it help you?

I’m fortunate to have had support from many people in my career life – parents, mentors, and friends. But interestingly, the most poignant support that I continue to cultivate comes from our customers and competitors. 

Being an online distributor, we don’t meet most of our customers face-to-face. People are much bolder in their communication when it’s done virtually or over the phone vs. in-person. We hear the good, the bad, and the indifferent, whether we ask for it or not! I take it all to heart, both personally and professionally.  

When I get negative feedback about our mistakes, we implement changes from those learned lessons. That makes us better.

When I get positive feedback, we rinse and repeat as often as possible. Success breeds more success.

Also, I study our competitors closely and frequently. Since I’m an extremely competitive person, I’m easily motivated when a competitor makes gains in our market share. This encourages me to seek greater improvement.

But ultimately, at the end of the day, I lean on my husband for the most support. He’s my one constant that I can always fall on for encouragement.

Female entrepreneurs are often underestimated and overlooked. Have you ever felt at a disadvantage?

Yes. I used to experience hurt feelings when our local community would acknowledge my husband as our business owner without regard for my role. In fact, some of our closest friends have referred to me as my husband’s “helper.” I laugh about this now because I’ve come to a place where I don’t need the “glory.” But during our business’s infancy, I couldn’t believe that it would automatically be assumed that I had no leadership role in our business. I often thought “Hey, this Saltillo thing was my idea!”

Today, when big problems arise, I jokingly ask my husband to bear the load since I’m “only the helper.” I’ve figured out how to leverage this to my advantage.  

Also, I am often underestimated being a female in the male-driven construction industry.  This could be a disadvantage to someone who doesn’t hold confidence. I’ve worked very hard to become an expert in my field. I’d like to believe that comes across quickly in a conversation with anyone who unfairly underestimates me.

Lastly, sometimes I feel disadvantaged as a female because I’m the mother of our 2 children. My husband is a very hands-on father, but I don’t think men often feel the same guilt as at-work mothers. 

Yes, my kids see me as a strong, self-driven woman who works hard to provide for her family.  But there are times they don’t get the best of me after a long day. Sometimes, my kids get the leftovers, and I feel a tremendous amount of guilt, knowing they’re not always getting my best. 

All the while, I also try to protect my marriage from the daily pressures of running a business. It’s easy to fall into the trap of transactional conversation with my husband. We are great teammates and business partners. But, it requires intentionality to cultivate and maintain an enduring romantic relationship outside our business endeavors. Of course, it’s helpful that I absolutely adore my husband. God has blessed us in tremendous ways.

Some say it’s hard work, others say it’s talent and resourcefulness that play a crucial role for success in entrepreneurship? Which traits have been instrumental for your success so far? And why?

Also, I’m extremely competitive. I want to be the best at any of my life’s pursuits and develop the skills necessary. In the beginning, I knew nothing about tile, freight shipping, running a website, SEO, or online marketing. I had a graduate-level education but no real experience with developing something from nothing.  

My drive for excellence led me to learn everything I could about our industry, competitors (direct and indirect), the freight industry (we ship 2,500-pound pallets worldwide), and thriving as an online presence.

And what I can’t learn through education and experience, I seek through mentors. I’m a big believer in surrounding oneself with wise people. I believe this wisdom only comes with experience and age. So, I regularly seek relationships with people (older than myself) whom I admire for reasons of business success, parenting, and faith. 

This is my holistic approach to developing a better self – for my family, our employees, and the community. But I’m not just a taker! I also believe in being this type of person for someone more youthful than myself. It’s a humble privilege to help develop others for their own life success.

What excites you the most about being an entrepreneur?

The most exciting thing about being an entrepreneur is effecting change through serving others. This starts at home, of course. I love that I can work alongside my husband every day. While it’s not all unicorns and peaches, we are one another’s most consistent support system. I love that my kids have only seen us as business owners. At 9 & 10 years old, their career goals (right now) are to be business owners (a bakery owner and veterinary clinic owner). They hear conversations about business every single day – the good and the bad. I love the example we’re setting for them. They know that success doesn’t come unearned.

I also love that we can serve our community and other families and friends. Giving feels good, real good. But it’s best when there’s concrete evidence of bettering someone’s life.

Share with us some of the worst business advice you’ve ever received?

People say that a business or a job shouldn’t be about money. I think this is terrible advice. A business (for-profit or non-profit) exists to produce a product or service. If that isn’t pursued under the goal of making money, then it’s all for nothing. It’s great to make money… make a lot of it so it can be given away (after financial obligations are met). 

You’ve got a high stake investment opportunity. Pitch your business in 150 words.

As the world’s largest manufacturer for Saltillo tile and distributor for Mexican tile, Rustico Tile & Stone continues to lead the industry for 15 years running. Year over year, we maintain revenue and market share growth. Not only do we create beautiful spaces with artisan products, but we also have fun and serve our community through financial success. 

Located outside Austin, Texas, our success lies in long-term logistical and supplier relationships throughout Mexico, low overhead, disciplined expenses, efficient warehouse operations, robust organic presence online, and incredible staffing. 

We’re the industry-leading experts in Mexican tile and stone.

What’s the best piece of advice you’d give to inspire aspiring entrepreneurs?

The best advice that I give anyone aspiring to be an entrepreneur is to be kind. Work hard, yes, but be kind in the process. Business doesn’t have to be ruthless and cut-throat. Relationships are important. You WANT people to like you and do business with you. The easiest way to achieve that is to be kind.

Don’t be a doormat, however. Pursue a competitive edge in your industry through work ethic, disciplined spending, strategic planning, and vigor. But be kind to those along that path of excellence. Your kindness will develop your reputation for being someone who others want to be like. And yes, that peripheral attribute helps to protect the bottom line in the process.

What are your goals for the upcoming year?

Professionally, I’m working on developing a new website and rebranding for our company. This will coincide with the development of a new product line and the growth of existing product lines.  

I’ve been working from home during 2020 (Covid) while proctoring at-home school. I’m (desperately) hoping to be able to send our kids back to school. I’ve loved the extra time with them but they need their friends too!

And personally, we’ve recently become a licensed foster family. I’m hoping to offer a loving and secure home to some children placed with us this year.

Any final words to end this interview?

An entrepreneur’s #1 job is sales. If you don’t like sales, find a way to change how you feel about it. If you approach sales as the opportunity to educate your customers, then it can be a lot of fun. It’s fun if you intend to genuinely solve your customers’ problems with the most relevant product or service you offer. And if you don’t have a product or service that will accomplish that goal, be honest with your customer. Don’t sell for the sake of revenue only. Sell because you care about your customers, even if that means sending them to a competitor. You’ll find that breeds a reputation of honesty and trust for you and your business. And that is your best long-term marketing strategy.

Connect and partner up with Rustico Tile & Stone on Enterprise League

Feeling under-appreciated as an employee, a nonexistent work-life balance, financial struggles, getting out of bad relationships – these are the most common triggers that push women to become entrepreneurs. Tell us about your trigger?

It wasn’t really a trigger for me, rather it came down to timing. My husband and I had moved from California to New York. After passing the NY Bar, I had begun to temporarily practice law waiting for the firm where I practised in California to need an associate in their New York office. 

It was more of an opportunity presented to me in a field I was very interested in (Food!) and I had the support of my husband to make the change. Interestingly, when my business partner and I were deep into creating our business plan and meeting with possible investors, my law firm reached out to tell me they had an open position for me, and I declined. I guess once I was on the journey to make The Doughnut Project a reality, the idea of going back to researching and writing memos and briefs in an office for 10 hours a day didn’t seem like the right decision. I was very fortunate to be able to give up a six-figure salary and take such a risk. Most people do not have that opportunity. 

How did you come up with your business idea?

The decision to launch The Doughnut Project was actually a situation where the stars aligned. I met my future business partner Troy Neal when my husband and I were travelling back and forth between California and New York. 

He was a bartender at a restaurant we would go to in NY. He was super charismatic and lots of fun. We instantly hit it off. He told me that he wanted to open a doughnut shop. I pulled out my phone and showed him all the pictures that I had taken of doughnuts when they would be brought into the law firm where I worked and how happy they would make me feel. I told him that I was going to be moving to NYC and I wanted to be involved somehow. I think he thought I just wanted to be an investor, but little did he know I was going change my entire life to make The Doughnut Project a reality.

Once I had moved to NYC, we met over a long period of months to write a business plan.  We decided that we wanted to make our doughnuts like none other. We took inspiration from food and cocktails to create the flavors for our doughnuts using ingredients like beets, olive oil, ricotta cheese, black pepper, bacon, etc. It was our unique take on flavors that got us noticed. Four months after opening, our “Everything Doughnut” put us on the global map of places to visit in NYC.

Have you had support from someone, even if just encouragement? Who was that and how did it help you?

My husband was extremely supportive and was the person who actually encouraged me to take the risk and leave practising law to become an entrepreneur. He has owned his own business for over twelve years and thought I would be good at running my own business. I am sure other people, such as legal colleagues, thought I had gone insane!  

Female entrepreneurs are often underestimated and overlooked. Have you ever felt at a disadvantage?

I have never felt at a disadvantage but having a male co-founder it seemed that he was always thought to be the person responsible for the business’s success.

Some say it’s hard work, others say it’s talent and resourcefulness that play a crucial role for success in entrepreneurship? Which traits have been instrumental for your success so far? And why?

I have always been a motivated and driven person.  Once I have a goal, I do everything in my power to achieve the goal. That said, I have always found it difficult to delegate and to trust that other people will do as good of a job as I would, so I tend to micro-manage. Unlike being an attorney where I could control my success, having a doughnut shop takes a team of people. I have made great strides in learning to let go and empowering others. 

What excites you the most about being an entrepreneur?

Share with us some of the worst business advice you’ve ever received?

I told a prominent Food Network chef and personality who at the time had a restaurant in NYC that I was going to open a unique, gourmet doughnut shop. He told me “Don’t do it!”  I thought that was a horrible thing to say to me, but of course, it actually made me want to do it even more to prove him wrong…which I did.

You’ve got a high stake investment opportunity. Pitch your business in 150 words.

The Doughnut Project is a globally known doughnut brand that is trademarked and has great potential for licensing opportunities. The brand is known for its unique flavors and collaborations with brands to create custom doughnuts for events and product launches. Known as one of the best doughnut shops in the United States, the brand has received tremendous press about its hand-crafted doughnuts and has been featured on national and international television shows.  

What’s the best piece of advice you’d give to inspire aspiring entrepreneurs?

First, you have to love the concept or product that you are selling. Owning a business is an everyday endeavor which becomes a part of your life. You do not turn off business thoughts and contemplation just because you are at home making dinner, out with friends, or on vacation. So, you REALLY need to like what your business is about.  

Second, you need to partner with people who have skills that you do not. That makes for a more well-rounded team who can all bring something to the table. 

Third, you need to have the support of your spouse, partner, family member, or significant other because without their positivity and encouragement, it will only add stress and pressure to a situation already overwhelming. My husband is a sounding board and hears not only about our successes, but also my complaints, fears and worries. He offers his advice as a business owner himself. It is good to have that source of “therapy” to release negative feelings so you can move on to more positive solutions.

What are your goals for the upcoming year?

A lot of my plans are contingent on the length of the pandemic. When tourism is allowed to return, people return to office buildings, and there are events and weddings, etc. there will be more opportunities to sell doughnuts. When the pandemic subsides, I plan to slowly add staff and increase doughnut production. I will continue securing collaboration partners. I will also re-ignite conversations with people who want to license our brand to open The Doughnut Project internationally. 

How has your business changed since the pandemic?

The COVID-19 Pandemic actually changed our business model. Pre-COVID, my former business partner and I had stepped away from daily operations to focus on growing the brand. We had two business locations open 7 days a week and 25 employees. I was miserable!  It was so stressful trying to keep two locations running smoothly. In late March, when NYC was shut down due to the pandemic, we had to lay off all but 1 employee. We closed our second location. My former business partner and I, along with our head pastry chef Maddie Chunka, kept the original location up and running 5 days a week with limited hours. 

We became extremely busy, specifically on the weekends. People were looking for some form of normalcy during this challenging time and would drive from all over (Connecticut, New Jersey, Long Island) to get our doughnuts. We kept creating new and exciting weekend specials and posting on Instagram which would bring customers back each weekend to get the latest doughnut. We realized many efficiencies with such a small team and made many improvements to how we operate. I realized that I was so much happier back in the daily operations of the business.

My business partner recently left the business to move back to Seattle to be with his family. I now manage every aspect of the business. I have 3 powerhouse female pastry chef employees who hustle as much as I do and care about our brand. I now work the front of house again. We have a line wrapped around the corner on Fridays, Saturdays and Sundays and the four of us crush it! The pandemic has been devastating to so many businesses, but it actually helped me get my business back to what I loved about it in the first place

Feeling under-appreciated as an employee, a nonexistent work-life balance, financial struggles, getting out of bad relationships – these are the most common triggers that push women to become entrepreneurs. Tell us about your trigger?

I was working 16+ hours a day, feeling very overwhelmed, and had no time for myself, my health or family and friends. I envisioned a life where I could spend my time as I pleased, had a career I was passionate about, and was excited to wake up in the morning! I decided to start a business and my sister Tia wanted to join me in this adventure.

How did you come up with your business idea?

I had a vision of a skincare line inspired by self-love. We as women are often extremely hard on ourselves, especially during our skincare routines. We concentrate so heavily on our flaws, whether it’s acne, wrinkles, or dark spots… instead of celebrating our true beauty and strength within. 

So my sister and I sat down one night and thought about how we could encourage women to practise self-love daily. We wanted to name each product after an affirmation. And a few weeks later we thought of a name, Dear Self. It worked perfectly. Dear Self – I am beautiful.

And that is how Dear Self was born.

Have you had support from someone, even if just encouragement? Who was that and how did it help you?

Our mom and dad have watched us persevere through every up down you can imagine, and they never hesitated to encourage us every step of the way. 

My boyfriend, Chris, is also extremely supportive of our business. He is a firefighter and has been asking us to make samples so that he could give them out to everyone at his station for their wives to try out. It’s really motivating to see the people you love most believe in you so much, as well as all of our day-one customers who have supported Dear Self throughout the entire journey.

Female entrepreneurs are often underestimated and overlooked. Have you ever felt at a disadvantage?

I have found myself in male-dominated areas, circles, and professions all throughout my life. At age 5, I was in an all-boys T-ball team. At age 10, I won an all-boys surf contest. And aside from being a business owner, I am a software engineer, which is probably regarded as a mostly male-dominated profession. I have probably been underestimated and overlooked more times than I can count on both hands and feet. Sometimes it feels like a disadvantage and other times it feels more like a driving factor behind my success, because it pushes me to prove those people wrong.

Some say it’s hard work, others say it’s talent and resourcefulness that play a crucial role for success in entrepreneurship? Which traits have been instrumental for your success so far? And why?

I really believe that knowing the right people and having the right connections goes such a long way. But that’s not the end all be all. What really works for us, was developing a truly memorable and enjoyable customer experience. From the unboxing experience to the overall presentation of our products, we put so much thought into every single detail and we always put our customers first.

What excites you the most about being an entrepreneur?

The most exciting part about being an entrepreneur is how hands-on we get to be throughout the entire process. From the creative and graphic design aspect, to the packaging and fulfilment process, to curating the brand image and developing a social media presence. We love overseeing every step of the way. It is such a surreal feeling to see our ideas come to life. And to hear our clients and customers say that they are just as obsessed with the products as we are is the most amazing feeling.

Share with us some of the worst business advice you’ve ever received?

The worst business advice I’ve ever received is to never share your business idea with anyone because people might steal it. 

This is not very good advice in my opinion, because not everyone is out to get you. If you do decide to tell someone, it’s obviously in your best interest to tell someone that you trust. Who knows, they might point out something that you may have missed, give you an even better idea, or enhance your original idea in some way, shape or form. At the very least, they express their honesty and tell you that it is a great idea and provide you encouragement, or tell you it’s the worst business idea they ever heard and tell you to stop wasting your time.

You’ve got a high stake investment opportunity. Pitch your business in 150 words.

Our mission is to provide a high-quality skincare line that encourages you to practice daily self-love. Each product is named after a positive affirmation designed to redirect your habitual thinking patterns. Dear Self believes in the power of plant-based ingredients, natural skincare and never harming animals in the process of developing our formulations. Our expert chemists ensure all of our products are non-comedogenic, paraben-free, safe for sensitive skin types and free of synthetic fragrances. We love our planet and that is why we aim to make this skincare line as eco-friendly as possible. We have committed to packaging in glass bottles to help put an end to the mass consumption of plastic.

What’s the best piece of advice you’d give to inspire aspiring entrepreneurs?

Believe in yourself so much, that failure is just not an option, thought, or possibility in your mind. Remember, your thoughts become your reality.

Even if this particular idea/business doesn’t work out, you will find something that does and you will keep persevering until you get there. Know that you will be successful one day and believe it through and through.

What are your goals for the upcoming year?

Our biggest goal is to sell Dear Self in retail stores like Sephora, Ulta, Sprouts, and Whole Foods.

Any final words to end this interview?

Some of our biggest accomplishments this year were being featured in Forbes, Maxim and The Beet. We couldn’t be more grateful for all of the press we have garnered this year.