We recently connected with Nicolle Mendoza and have shared our conversation below.

Nicolle, appreciate you joining us today. What sort of legacy are you hoping to build. What do you think people will say about you after you are gone, what do you hope to be remembered for?

This is a tough one, but it’s something I think about often; especially on the particularly hard days when I wonder if what I do really matters. And after going back and forth with my answer, at the core of it, I want my legacy to be that of someone who cared. Cared enough to shake things up, kick the proverbial hornet’s nest, and push for change where it was needed. But more than that, I want to be known as the person who found solutions where others found roadblocks. The one who wasn’t afraid to experiment, make mistakes, and turned bold ideas into real impact.

Everywhere I go, I strive to leave things better than I found them; whether it’s a city, a brand, or a community. It’s actually that mindset which led me to my current role and what continues to drive me forward.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Hi, I’m Nicolle, and I’m a multidisciplinary creative director. I am the owner of TumbleWeed Social, a branding agency that specializes in cities and downtowns. I craft the visual identities of locations.

I always struggle to explain this and one day I swear I’ll have it down pat, but for now, this is what I have:
Have you ever been to a location that’s just quintessentially them? The kind of place that sticks with you? Like how you know when you’re in Vegas, or you walk into a spot and think, “This feels like Tuscany.” That essence, the personality of a place, that’s what I do.

Of course my job is to deliver a beautiful, cohesive design, but I like to go further into what a location stands for. Every city has a distinct personality- London isn’t Madrid, and New York isn’t San Diego. My work is about finding that voice, addressing any challenges or reputational shifts, and building from there. I define the visuals, the tone, the fonts, the color palette, and sprinkle in some extra ideas to help bolster the identity we’re trying to solidify.

That’s actually where the “multidisciplinary” part of my title comes in. It means I can do many different things. I don’t just give you a pretty image, but I can also come up with a realistic 3D mockup so you can visualize it. I don’t just go straight into designing, I take the time to study what’s driving residents to do certain things.

I took the scenic route to my current role. I started off studying clinical psychology, ended up in business, moved into banking, and then landed in the engineering industry. I always liked what I did, but something was missing. I had always been a creative kid, and that had stayed present throughout my life. No matter what job I had, I somehow found myself handling marketing in one way or another. Then, while working in engineering, I learned about 3D modeling, and that was it. The creative spark hit full force.

I moved into project management, where I oversaw projects from design to engineering to manufacturing. It was fun. I worked with big-name clients like Chipotle, Samsung, and Bath & Body Works (RIP). I’d go all out, making little models, SketchUp drawings, and throwing out ideas left and right.

Then, COVID hit, and suddenly, I was stuck at home in a newly leased apartment with no job. I had always worked, that’s how I put myself through college, so finding myself up in the air, I knew I had to do something. Nothing ever changes unless you make a move. So with literally nothing to lose, I started my business. Both my parents were entrepreneurs; it had to be in my blood, right?

It was hard. I learned everything as I went. I got bruised so many times and failed even more. But I kept going. I was stubborn, and I finally got the hang of it. I really thank my teacher for making us read The Last Lecture in 5th grade for this way of thinking. The walls are there to see how badly you want something.

After I settled into the rhythm of things, I was fortunate enough to be able to collaborate with Downtown Ontario, which gave me my final puzzle piece: place branding. I immediately fell in love with that niche of branding. Bringing forward hidden gems, showing people how you see a city, helping it shine… I loved it. From then on, I kept going, coming up with new ideas to help people reimagine their cities and bringing a breath of fresh air into locations. I guess you could call it romanticizing your city. There’s nothing wrong with that.

I’m most proud that I never let the people who doubted me make me afraid of executing an idea. I won’t say who because, at the end of the day, those experiences helped me know myself better. They taught me to trust myself more.

What I want people to know about me and my work is that I always present results that I’m proud of and that I truly believe it’s up to you how you color your reality.

Has your business ever had a near-death moment? Would you mind sharing the story?

Oh my gosh. Yes. There was a moment when I really didn’t know if my business would make it, it happened when I first started TumbleWeed Social. I was still learning the ropes when a repeat client approached me with the biggest project I had ever landed: $10,000. And during the middle of the pandemic? It was a dream come true.

Having worked with this client before, I went ahead and accepted the job. My mistake was I didn’t send a contract and I didn’t ask for 50% upfront. I figured I could trust him, naive, I know. I completed the work, delivered everything, sent the invoice… and then? No payment.

I had poured almost all my resources into finishing the project, and suddenly, I was left hanging with no cushion. I think my brain went numb, and I went straight into troubleshooting mode. I pivoted HARD. Offered new services, took on projects I normally wouldn’t, and even took out a small loan. I was overworked, burnt out, and too proud to give up, haha. At one point I was left with only $0.30 in my bank account but somehow I made it through.

Eventually, I got paid, but only about 60% of what was owed. Needless to say, I never worked with that client again. He tried reaching out later, but never again would I put my business (or my sanity) on the line like that.

From that experience I learned the importance of contracts and asking 50% upfront. I never do any work without it. For anybody working without contracts- don’t. Go find a trusted lawyer and work on creating one. Another thing I learned is to always have a cushion. You never know when you may need it.

I was lucky that this happened early on when I was the only one affected. Now, more people depend on me, and I take those lessons seriously.

I used to be embarrassed to tell this story, but if it helps even one new entrepreneur avoid the same mistake? It’s worth sharing. I was green; learn from my mistakes.

Let’s talk M&A – we’d love to hear your about your experience with buying businesses.

In 2022, I bought a beauty salon in Ontario. At that point in my life, my business was stable, and I was looking to start investing. I was living in a mixed-use historic building, and the salon at street level caught my eye. The area was going through a lot of positive changes: new apartments, façade improvements, brand new businesses. It felt like the right time to invest.

I spoke with the salon owner, and she mentioned she was looking to retire. The business had been in that location for 27 years! Almost my exact age at the time. It felt like a sign. I knew nothing about being a cosmetologist, but I knew someone who did—my mother. She had owned a salon before and had been wanting to start her own again.

The salon itself needed a lot of work, renovations and updates to meet code. I took a few days to think it over and after talking to my mother (the key piece) we came up with a plan and I decided to go for it. My mother would manage the day-to-day operations, and I would handle the marketing. We put in an offer and got a great deal since there was so much to fix, but we saw potential. The location was right in the heart of downtown.

We had done our due diligence and knew the business didn’t have much to show in terms of financial records or books. Essentially, we were starting from zero, and we were okay with that because we believed in its potential. The purchase process was straightforward; a simple contract overseen by a notary. We paid the full amount upfront.

We had money saved up to start renovations, file new licenses, and negotiate a new lease with the landlord. Thanks to an aggressive marketing strategy and a strong focus on client experience, the salon became successful, generating revenue within just a few months.

I would say to anyone looking to purchase a business, always make sure you take into account that you WILL have to invest, so make sure you have funds saved up and extra for the unplanned expenses that might pop up. We encountered a faulty draining system that we had to address, it was pretty costly. Another thing is: always have a plan. My mother and I knew exactly what we wanted to offer and we went after it full force. It worked because we were on the same page.
And finally, find a knowledgeable manager you trust. For me that was my mother. It was her knowledge and business ethic that really made the salon successful.

Buying a business can feel daunting, but with the right preparation, a solid plan, and a great manager, it’s much more manageable.

Contact Info:

• Website: https://www.tumbleweedsocial.com
• Instagram: @tumbleweedsocial
• Facebook: https://www.facebook.com/tumbleweedsocial/
• Linkedin: https://www.linkedin.com/in/nicollemendoza/