We were lucky to catch up with Micayla Bedoian & Sahara Embry recently and have shared our conversation below.

Micayla Bedoian &, thanks for taking the time to share your stories with us today Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

When we started Refined, I (Micayla) walked away from a 6-figure 9–5 that looked great on paper… but felt like a dead end. I was stuck in a role that didn’t light me up, and I knew my heart wasn’t in it for the long haul. Bottom line: I couldn’t keep building someone else’s dream.

Meanwhile, Sahara had already built two successful businesses in the real estate world and was scaling her third. When we started dreaming up Refined, it wasn’t just about design. It was about doing things differently – building a studio that actually gave a damn about the business behind the brand. Not just pretty logos or cute websites. We wanted to create brands that work for you; brands that are strategic, intentional, and built to grow.

So I took the leap of faith and went all in. I never gave myself a plan B, not because I couldn’t have one, but because I don’t believe in backup plans when you’re building something that matters. It had to work. So I made it work.

We didn’t start with a team, a studio, or a waitlist of dream clients. I went 10 months without a paycheck and built Refined in the dining room of my 1-bedroom apartment.

Fast forward two years: we’ve helped over 50 small businesses, family-owned operations, and personal brands raise their prices, sell out launches, land national press features, and finally feel like their brand reflects the level they’re operating at.

Refined turned two on June 28th and it exists because we took the risk most people talk themselves out of.
Walking away from stability was the biggest leap I’ve ever taken but it’s the reason I get to wake up every day and do work that actually means something to me. And honestly, I wouldn’t change a thing.

Micayla Bedoian &, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

We’re the founders of Refined, a brand and web design studio that helps women-owned businesses turn their big-picture vision into brands that actually work.

We came from two very different paths: Micayla walked away from a cushy 6-figure 9–5 to go all-in on design, while Sahara had already built two successful businesses in real estate and was scaling her third. But we shared the same belief – that when women are equipped with the tools, clarity, and confidence to back their vision, they build some of the most impactful brands in the world.

So we built the studio we wished we had – one built on clarity, credibility, and design that actually drives results. Refined was never about creating trendy logos or surface-level visuals. It’s about doing things differently. Today, we specialize in brand and web design for small businesses, creative entrepreneurs, and service-based brands – helping them clarify their message, elevate their visuals, and build brands that move the needle.

Our clients come to us because they’re doing incredible things in their business… but their brand isn’t keeping up. Maybe they DIY’ed their site years ago and it’s still limping along. Maybe their visual identity feels disconnected from how they talk, serve, and sell today. Or maybe they’re leveling up, launching something new, or shifting direction and they want their brand to reflect that growth. That’s where we come in.

We offer full-service brand identity, custom Showit and Shopify websites, one-week intensives, and educational resources. Since launching in 2023, we’ve partnered with over 50 women-owned businesses and personal brands – from bridal shops and fitness studios to real estate teams and construction companies. Our work has helped clients raise their prices, sell out launches, land national press, and finally feel like their brand reflects the level they’re operating at.

We’re most proud of the trust our clients place in us. The way they let us into the messy middle – the pivots, the growing pains, the big dreams that haven’t fully taken shape yet. They choose us to help bring clarity to what’s next. And when they launch, they don’t just have a brand that looks refined; they walk away feeling more confident, aligned, and ready for the next phase of their business.

Can you tell us about a time you’ve had to pivot?

When we first started Refined, we assumed most clients would come to us for a full brand transformation (ie. strategy, identity, website, the works). And while some did, we quickly realized many business owners weren’t quite ready for everything all at once. They needed a foot in the door. A smaller win before the big leap.

So we pivoted. Not by changing our mission, but by adjusting how we delivered on it. We introduced high-impact, streamlined offers like our Mini Package and Website in a Day. Same level of clarity and attention to detail, just faster, simpler, and more accessible.

But here’s the thing: that Website in a Day offer? It didn’t feel right. Sure, it was trending. Other Showit designers were offering it, and it looked like an easy “yes.” But every time we ran one, we felt rushed. The strategy got skimmed. The design felt like a race. And most importantly, it didn’t reflect the care and customization we’re known for. We knew we could give our clients more, without making the process overwhelming.

So we pivoted again. We turned Website in a Day into Website in a Week – a package that still offers efficiency and momentum, but with enough space to actually think, collaborate, and refine. And that shift made all the difference. It didn’t just help us stand out from the noise – it led to better results, more aligned websites, and stronger relationships with clients who trust us to go beyond the trends.

That adjustment made our services more accessible and impactful. Because those “smaller” projects often led to long-term partnerships, larger investments, and major brand wins down the line.

It was a reminder that pivoting isn’t always about chasing what’s popular or scrapping the plan entirely. Sometimes, it’s about pausing, listening, and choosing the more aligned path, even if it’s slower. Other times, it’s about zooming out, spotting the gap, and building a smarter bridge between where your clients are and where they want to go.

Where do you think you get most of your clients from?

Word of mouth/referrals… every single time.

Refined has grown because our clients keep talking about us. And we don’t take that lightly. We focus on making the experience just as impactful as the final product: strategy that actually makes sense, design that feels like them, and a process that’s collaborative, clear, and (dare we say) enjoyable.

We’ve learned that when people feel seen, supported, and proud of what we create together, they want to share it. That kind of trust is what drives referrals.

We also show up consistently on social media and stay aligned across every touchpoint – our website, our social media accounts, our pitch emails, even our podcast. So when someone lands on our page after a referral, it clicks. It’s not just good design – it’s a point of view, a standard, and a clear promise of value.

At the end of the day, people refer people they believe in. And our clients believe in us because we listen, we deliver, and we treat their business like it’s our own.

Contact Info:

• Website: https://refinedmarketing.com
• Instagram: https://www.instagram.com/refinedmarketing_/
• Facebook: https://www.facebook.com/profile.php?id=61553105627175
• Youtube: https://www.youtube.com/@riseandrefinepodcast

Image Credits

Taylor Harris Photography