Starting a business or creative project is scary for many reasons, but one that is often overlooked is the anxiety related to whether this is really “the one.” To some, this isn’t a valid consideration while to others this is the only consideration. Some argue that what you work on, along with who you work with are the two most pivotal decisions you’ll make and so we’ve asked folks to tell us about how they came up with their ideas and how they knew this idea was the one.

Kevin Castillo

The idea of my brand came along in my sophomore and junior year of high school. I would spend my time drawing, taking photos, and doing designs during class, so I decided to make mockup names for my brand. Started off as A1 I made a logo design and everything, but I didn’t feel like it captured what I showed so I decided to change it. After several years of doing designs and names I came up with GROMCE, the idea came to mind after tagging my nieces name on my sketchbook, her name is Grace and as I kept tagging, I started to add other letters to it and from there it came out as GROMCE. Read more>>

Mary Wu

The idea for Coby’s Cafe was born from two pivotal moments in my life. Back in 2007-2009, while I was living and working in Korea, I visited a dog cafe for the first time, even though I didn’t have a dog of my own at the time. I’ve always been a dog lover, and stepping into that space was a transformative experience. I was struck by how the cafe seamlessly blended a welcoming social atmosphere with the joy of being surrounded by dogs. It left a lasting impression on me. Read more>>

Delaina Baker

After owning a social media marketing agency for almost 10 years, I noticed that along with helping service based business clients, the questions I received the most were from female executives learning that social media was now a non-negotiable. The struggle with overwhelm and not feeling the confidence to turn on the camera and hit “post” was continually holding them back. Read more>>

Shannon Du Plessis

There is a scene in the movie Pirates of the Caribbean where Captain Jack Sparrow runs about, yelling, “Why is the rum gone?” When my husband, Kruger, took me to see the African penguins in South Africa, where he grew up, in 2010, he had a similar reaction. Where have the African penguins gone? We didn’t know at the time that our visit coincided with the year the penguins were declared an endangered species. The penguins, found only in South Africa and Namibia, “had me at hello” to use another movie quote. The seed for setting up a foundation to protect them was planted during that visit. Read more>>

Kathie Giorgio

Thirty years ago, I was contacted by my local Park & Rec department. Their creative writing instructor left suddenly, and they wanted to know if I was willing to teach. My first thought was, Oh, hell, no. But my then-husband basically insisted I try it, and so I did. And I loved it. By the end of that first year, when word got out that I was teaching, and not only was I teaching, but my students were getting published, I was teaching 60 hours a week. Continuing and Community Education departments at colleges and universities in Wisconsin and Illionois asked if I would teach. I was also asked by several online schools. Read more>>

Mayra Ramirez

The idea behind Made in Radiance came to me while I was creating salves for my mother, father, and nephew. During the 2019 pandemic, I cultivated a forest garden that provided us with fruits, vegetables, and herbs right in my backyard which made it more special because it became my space for creativity and self growth. This experience sparked a deep passion in me to study these plants and connect with them on a spiritual level, aligning with the cycles of the sun and moon. It was during this time that the name Made in Radiance was born. I realized that the process of harvesting and crafting plant medicine was sacred to me, as it echoed the wisdom of my elders and ancestors, who had mastered the art of plant medicine—a tradition I grew up with. Made in Radiance embodies the creation of things fueled by radiant energy, whether from nature or spirit. Read more>>

Diane Dimemmo

I currently have two companies: Asbury Park Vibes & APV Entertainment. In 2018, I retired from a company I spent 20 years building with my husband, because I was battling breast cancer. Never happy with sitting around, I began experimenting with and loving photography and then boom … I got facial skin cancer. Recovering from radiation and facial surgery isn’t easy; so, I started wandering around Asbury Park, NJ taking photos which was very therapeutic for me. Read more>>

Haley Hoover

Winnie & Lu’s story is deeply intertwined with my journey as a mother. After having two wonderful boys, my husband and I hoped to expand our family further. When we learned that a third child wasn’t possible for us, it was a difficult moment that led me into postpartum depression and anxiety. During this challenging time, we welcomed two rescue Border Collies, Winnie and Lula, into our home. While they brought joy to our lives, I still felt a strong urge to create something meaningful. This desire, combined with my experiences as a former nanny and a mother, became the catalyst for Winnie & Lu. Read more>>

Saanvi Dogra

Science fairs have always been the highlight of my educational journey, sparking innovation and a passion that has only grown stronger over the years. In my freshman year of high school, I had the incredible opportunity to become a finalist at the International Science and Engineering Fair (ISEF), standing alongside students from 80 countries on a global platform. Each finalist had an inspiring story. Despite resource constraints and lack of access to education, they harnessed ingenuity and determination to conduct groundbreaking research with the resources available to them. Read more>>

Christopher Nemeth

Working for others in the skincare industry was a good experience—it taught me so much about different techniques, products, and client care. But deep down, I knew I had to forge my own path and follow my passion. I wanted the freedom to create something uniquely mine, where I could focus on the personalized care I felt was often missing in larger salons. The idea for Come and Glo came from my desire to do more than just treat skin concerns—I wanted to create an experience where clients leave glowing not only on the outside but on the inside as well. The name reflects that transformation. Yes, they leave with radiant skin, but more importantly, their confidence is restored, and they feel like the best version of themselves. Read more>>

Isha Kalra

The idea for my creative services business came during a transformative time in my life—becoming a mom. It was overwhelming but also inspiring. I started sharing snippets of my journey on Instagram, mixing humor, honesty, and creativity. To my surprise, it resonated deeply with others, and when brands began reaching out, I realized this passion could grow into something more. Read more>>

Susie Luo

Through my journey in this creative field, I’ve truly felt my own passion and the energy it brings me—it has healed me in many ways. This is a worthy pursuit, something special and not just going with the flow. It has helped me discover who I really am. It’s not just a job; it’s a path that connects deeply with my soul and allows me to communicate with my inner self. It’s unique and meaningful, not a choice made by chance, but a goal I’ve pursued with intention, helping me to find my truest self. Read more>>

Lisa Woodhead

The business was founded over 15 years ago around the time that markets were taking a hit. Personally I needed to do something to help get some income coming in and started thinking about what the Orlando area offered to people and where I could fit in. Obviously tourism forms a major part of our state income and I focused on this and how I could tap into that demand. As an ex-pat (Brit) I knew from experience that vacations here are made up of booking a flight, booking a place to stay and then booking separate car rental and airport transfers. So I though why not combine the last two and offer something a bit different? Read more>>

Lauren Vlach

I’ve always loved sharing my life on social media, curating an aesthetically pleasing Instagram feed, editing photos, and creating TikTok videos. Over time, I grew my personal TikTok account to over 120K followers and had the opportunity to partner with some amazing brands. But despite my growing presence online, I knew I was still searching for something more- something that would combine my passion for creativity with my love for photography and videography. Read more>>

Herman Dolce

The idea for my business came during a pivotal moment in my life. My wife, Janel, was pregnant with our first daughter, Bella, and we took a baby moon to Italy. As I enjoyed the trip, a thought kept nagging me—I had used up all my vacation days, and soon after Bella was born, I’d be back at work, with limited time to spend with her during those precious first months. I felt stuck, and I knew something had to change. Read more>>

Kia Troutman

My idea came from my what I experienced during the time spent at home with my thoughts as I tiredly navigated between burn-out and postpartum depression. It was Spring 2020 and my world was shifting quickly. My two small businesses were closed due to COVID19 and I was at home with a newborn. I was tired mentally and physically from being on the go all the time while pregnant and soon thereafter. I was so drained that simple tasks like showering felt daunting. I was so busy I did not recognize that I had postpartum depression! It hit me like a ton of bricks when life suddenly shifted. Read more>>

Maksym Toporin

The idea for our business was inspired by a unique concept from South Korea—automated photo studios. We were captivated by how this approach addresses three key challenges in a single solution: Accessibility: Automated photo studios make professional-quality photo sessions available to everyone living in or visiting San Diego. By automating the process, we eliminate the need for a photographer at every session, significantly reducing costs and simplifying the experience. Read more>>

Laura Brooks

After over 10 years of social services, I desperately needed a break. My whole identity was my job. So I found a boring job to be completely detached from work. After a few years, I was curious to return to social services in a different way, to find fulfillment in labor. Each idea felt like it was close, but didn’t feel right. The few months leading up, I had experienced some massive shifts in my life. I needed a change in pace and knew immediately that I wanted to invest in photography. All of my loves came together in outdoor boudoir. My love for the outdoors, my passion for s*x positivity, my values of body liberation, my favorite way to express love and admiration through words and hype, and my craving for creativity and new community.  Read more>>

Becky Kaapuni

In 2022, I found myself craving real connection. Despite the success I’d found in my EA career, something was missing. I was spending countless hours behind my computer, excelling at supporting others, but feeling disconnected from people who truly understood my world. The idea came from a really human place – I just wanted to have dinner with other EAs. No agenda, no forced networking, just genuine connection with people who understood our unique challenges and victories. I figured if we all had the EA role in common, the conversations would flow naturally. Read more>>

Alexandra Aiken

My business started in college at UCSC in 2008 with my enjoyment of sewing. I’d always watched my mother and grandmother sew, and took a class in college that expanded my sewing and designing skills. As most college students do, I enjoyed coffee to help keep me going through my studies. The paper coffee cup cuffs weren’t thick enough to protect my hands from the heat and I wanted something more eco friendly and reusable. I’ve always had a love of bats and volunteered and apprenticed with them at the Oakland Zoo before and after college. Therefore, I created a reusable coffee cup cozy shaped like a bat. From there I saw an embroidery machine at the fabric store and was intrigued. After investing in a small machine, I was hooked! While I loved the foggy mornings in Santa Cruz, it could get very cold. So I then created items like hooded scarves with pockets and embroidered accents, as well as sturdy tote bags that withstood a LOT of library books. I am always creating new things, especially when I can’t find something after I’ve looked everywhere else. Read more>>

Cindy Witteman

My business began with a simple willingness to embrace opportunity. I knew I wanted to start something meaningful, but I wasn’t quite sure what it would look like. I still remember sitting in front of the computer after forming the LLC, staring at a blank website, wondering what direction it would take. The first step was adding the book I co-authored, and from there, everything started to come together. Read more>>

Nairemy Gch

It all began in 2015 when lace bralettes became an essential accessory for any fashion enthusiast. They were elegant, feminine, and added a special touch to any outfit. However, in my city, Maracaibo, Venezuela, finding one was nearly impossible. Local stores didn’t offer anything similar, and online options weren’t feasible. Read more>>

Katy Bone

The idea for Blessings for Barrett was born out of a deeply personal and emotional journey. When we lost our son Barrett, our family experienced an overwhelming outpouring of support, which truly helped us navigate the darkest moments of our grief. However, amidst this support, we saw a gap: while my husband Tyler and I received care and comfort, our daughter, Poppy, was grieving too—yet there wasn’t as much focus on her loss. Watching her navigate the pain of losing her sibling without the same resources or attention sparked something in us. Read more>>

Amanda Daubert

The idea for Front Rail Photography was a combination of my love for live music and photography, plus a huge boost of support from my husband and daughter. I have always loved going to concerts, and like so many, I enjoyed taking photos from my favorite spot – the front rail. After borrowing a friends professional camera to test out at shows, and then investing in one myself, Front Rail Photography was originally just a name/place for me to share my photos. However, as my love for this amazing art grew, and I continued to practice and develop my skills, this passion project quickly became a business, and much to my surprise, it grew into something I never could have dreamed of. Read more>>

Kayla Robinson

I started as a self-taught microblading artist and gradually expanded my skills to include other permanent makeup services like lip blush and eyeliner tattoo. A year into offering PMU services, a client asked if I would train her in microblading. I agreed, and we spent six days training together. By the 6th day, she confidently microbladed her first client with my guidance. That moment marked the completion of her training and the start of my first permanent makeup course. I began to create a 6-day, 1-on-1, in-person Microblading Course with models included to provide the best hands-on experience. Read more>>

Maxwell Adew

I worked in the non-profit sector previously. I was passionate about global problems and challenges and how we can address them. During that period I was privileged to have visited over 30 African countries at the time. Each time I travelled to any African country, friends, family, and colleagues always asked me to buy them something like Africanprints, shea butter, black soap, African honey, and the rest. Everybody always wants something from Africa. On this particular trip we went to Morocco and visited a village in Marrakech where local women produced argan oil. When we got there, I realized that the women producing the oil with their bare hands are basically manual labour and not even in a small or medium size factory. Read more>>

Carl Manners

When I first started creating candles, it was for my family—specifically, my brother. I wanted to make something that could serve as a ritual, a tool to help people accept their emotions. My brother and I both share a deep love of music, so I paired each candle with a carefully curated playlist, blending the power of scent and sound to evoke emotion and provide a sensory experience. Read more>>

Gabriel Porrata

When I opened Latitud Coffee, it wasn’t just because I love coffee—it was because I wanted to bring a little piece of home with me from Puerto Rico. For as long as I can remember, coffee has been more than just a drink in my family. Three o’clock in the afternoon was sacred: my grandma would put the “greca” on the stove, my “Tios” would come home from work, my cousins would drop whatever they were doing, and we’d all gather on the table to drink coffee and talk about life. It was that one moment when everything slowed down, where coffee tasted like home, like laughter, like stories from the past. Read more>>

Cay Colombo

When I was a kid, my mom pioneered a ministry called Made With Love. The ministry was created to show compassion to the families in the community for various reasons- illness, hospitalization, loss- by making a homemade meal & bringing it to them with a card of encouragement & love. 20 years later, the mustard seed my mom’s ministry planted in my heart has driven its roots deep into my soul as the Holy Spirit has intricately weaved together the various threads of my talents, passions, abilities, giftings, & experiences into this incredible endeavor we call Chubby Noon’s Kitchen. As the years pass, what was once a dream is becoming physical reality before our eyes and it is absolutely pure joy to have found a way to love my God & love His people in a way that I enjoy on so many levels. Read more>>