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.

Jenni & Jessi Lowe & Wassgren

We had been talking about opening up our own salon for over a year. We wanted to incorporate the Finnish lifestyle somehow since we both have Finnish heritage. We were brainstorming Finnish words/terms for a salon name and then we thought of Sisu. Sisu is a term that stands for determination, tenacity, bravery, and resilience. It was a term we both often heard growing up so it felt meaningful to us, which led to the creation of SISU Beauty & Co. Read more>>

Payton Smith

I started PS I’m Blogging during the height of the pandemic. I was struggling to find purpose and meaning in my day-to-day life and needed a project that fueled me. After entering corporate America, I found it challenging to maintain some of the hobbies and interests I had growing up. During a time when life shut down, I felt it was imperative that I return to what always used to make me happy. Read more>>

Kasio DeGraffinried

I have always been into makeup. From watching my mom apply to seeing some of idols on tv. Trying to imitate their looks always brought me joy. In High School is where I began to test the waters with eyeshadow, eyeliner and mascara. It wasn’t until one day my teacher literally stopped in the middle of lesson to tell me that she really loved my makeup, did I realize I was on the right track and might be going somewhere. Years have gone by and I still practiced makeup up, but only on myself and expanded to foundation, blush, lipstick etc. I would go to YouTube university for some things and learn on my own with others. Read more>>

Tanya Mahrous

In June 2009, my life as I knew it changed forever. I didn’t’ know it at the time, that a single visit to a resale boutique in my hometown would lead my life and career into this amazing journey with Second Life. It truly was a serendipitous day that pushed me into the life of helping animals that I had dreamed about for the past few years. Before opening Second Life, I worked in the airline industry for 10 years. Read more>>

Seemi Rizvi

Going from idea to execution, for my business was not straightforward. Totally a reflection of my life though Bits and pieces that does not make much sense but still flowing in a particular direction. I can try to divided it into three parts. Read more>>

Ashanti Davis

While being a lead stylist at a wedding boutique(Bridal Bliss Homewood), during their consultation with me one of my brides literally said on her wedding she only wanted me to handle her gown and help her get dress. I said it would be my pleasure. So after that experience I did my homework and learned this is actually something people do for a living and make good money as well. Then BOOM!! WGS Bridal Styling and Concierge was born! So every Bridal appointment I would have with new brides, I would let them know services I offered with WGS. I also expanded my business needs as well because every Bride is different and I wanted to make my business covered every need. Read more>>

Mr.Dot & Ms.Shay Nelson

We decided to start our on Radio Show, due to the a Houston, Texas based Artist by the name of Trae Tha Truth, He was an rap artist that was band by the Radio Station here in Houston. So the ideal my husband and I had was to do something to help the unsigned and underground Artist be heard. We created THE TOWER RADIO SHOW. Our show teaches the artist the music business, artist development, marketing skills and music workshops. Read more>>

Essence Edwards

ESSentials Body Care & More started as just a conversation between my friends and me at the beginning of 2020. We began discussing what type of business we would create to produce another stream of income while at the same time catering to the needs of others. I immediately thought about different skincare brands I had purchased that did not agree with my skin when having mild eczema breakouts and how I could create something to treat the condition, which seemed highly complicated and almost impossible. Read more>>

Ashley Graham

The Conscious Publicist is a boutique concierge that helps Conscious Media Archetypes™ achieve success through public relations, communications, and media activations. Our team supports organizations, industry leaders, and visionaries with various services, including public and media relations, communications planning, leadership consulting, media training, and executive contributor activations. Read more>>

Kathryn Grube

After graduating with a bachelor’s degree in interior design n 1998 from East Tennessee State University, I started my career in residential kitchen and bath design and small-scale interior design projects. While pursuing my interior design degree that I was very fortunate to be mentored by an adjunct professor there who specialized in using color in design who held an incredibly successful high end interior design firm stemming from her own education including a master’s degree with a focus on color design from the University of Tennessee. Read more>>

Martine Resnick

I had been working in corporate jobs for almost twenty years. Jobs I mostly enjoyed across media, beauty, and consumer products both in the UK and in the US, The companies were fun and (for the time) “good” companies to work for. This was great in my 20s, but in my 30s, as I got older and had kids, the shine started to wear off. I was no longer motivated to travel for work or work on cool projects, I was exhausted juggling two kids under two with corporate life, which wasn’t designed for womxn, let alone working moms. Read more>>

Keiare Isler

The idea of my business came about during the beginning of the pandemic in July of 2020. I was laid off from my full time job working as a banquet server for the Marriott. During that time I was lost and discouraged on what my next steps were. I knew that regardless of what was going on I needed a source of income not only for myself but for my necessities of everyday life. Sitting at home for months put me in a bad space mentally. Read more>>

Haley Smith

I was looking for a summer job in high school and I found a job through friends at a well known Florist in Louisville Kentucky. I started as their inventory assistant way back in their warehouse. I wasn’t thrilled about the position but it was a job and looking back, it really forced me learn every basic step of how a floral operation worked. Then during my summer and holiday breaks I was promoted specific arrangements that were simple then leveled up to harder daily orders. Read more>>

Carmen Castillo

RC Party Accents started back in 2019 when my husband and I were looking for extra income. My husband has been the principal provider while I have been taking care of our daughters. We really were looking for something we could do from home. As a mother of three girls, I am always looking for ideas to celebrate their birthdays and I started noticing this new trend of using wooden backdrops and props in party decor. Read more>>

Kimberly Merritt

My initial quest with LSquared was to solve the problem of unflattering nude lip glosses. Nude lipgloss is a staple in every womans makeup bag…IF she can find a good one. As a woman of color, it was always difficult to find nude lip products that complimented my skin tone, that were also of great quality and affordable. Local beauty supplies and makeup counters would always offer their version of nude gloss but there was always a sacrifice at stake. Many women of color have darker lips. Read more>>

Alexa Hunter

I came up with the idea for Curlture Me during the pandemic. The idea of coming up with a brand that created a safe place and culture for everyone to embrace their curls, was something that resonated so much with me. When i was in school, I went to a predominantly white school from Kindergarten all the way through college. In middle and high school mainly, was when I really struggle with trying to “fit in.” Read more>>

Linda Griffin

As a young girl growing up in Louisiana, I was always told I had an “old soul”. I thought that meant I was old-fashioned but grew to realize that it meant I was wise for my age. Although I enjoyed dodge ball and kickball as much as the other kids, I spent a great deal of time sitting on front porches of elderly neighbors talking about whatever came to mind. They were mostly single females, and they never once turned me away and told me to go play with the other children. They talked to me like I was their friend and made me feel my opinions mattered. Read more>>

Angie Brown

When it comes to the idea of Remove the T, I definitely can’t take credit. In 2015 I found myself at a low place in life and was feeling defeated. I was sitting in my living room and like a flood the memories of my childhood came rushing in. All my life I have been told I can’t or I won’t and for a very long time I believed it. At that moment in my living room as I was reminded that I can’t, the Lord reminded me that You CAN.(period) Read more>>

Jenn Tice

We started our company over 21 years ago during 9/11, with the activation of my husband deploying. Our grassroots in our farmer’s markets developed our relationships with our farmers and artisans and really drove the partnerships. I wanted to build a company with a focus on community-supported ingredients from our local farming and artisan partners. We believe in not just good ingredients, but the importance of the impact within our community. Some of our farmers and partners we have worked with for nearly 18 years. Sourcing local for us means that as we grow, so does our purchasing within our community, and we have a featured ingredient from them in over 90% of our products. Read more>>

Victoria Lowman

I have been a hairstylist for going on a decade. I have done hair in all different aspects and situations. I found my passion in one on one experiences in a private area where the guest feels and is a top priority. I had just built my first studio in May of 2020 and I was blown away at how much my guest experience elevated. Read more>>

PAUL SOLTYSIAK

I scheduled an event at the ballpark called “Play Catch at Sullivan Field”. It was there that I met our other co-founder, Andy DeVries. Andy is about 10 years older than me, so we did not cross paths until this time, but we both shared very similar experiences in growing up at the ballpark. (Called Valley Field, at the time of our youth.) As we played catch, we told stories and agreed to meet for lunch at a local watering hole on the WestSide of Grand Rapids. Read more>>

Stephanie Cobb

When it comes to telling the story behind the idea behind the business I get excited each and every time. From the name, to the colors & even the logo was orchestrated by God. The idea I truly believe already existed within me. The many areas of brokenness I’ve experienced in my life was the start. While going through each experience allowed me to see deep inside there was a purpose behind it. Not fully understanding it until I saw my dad take his last breathe before my eyes. To experience losing a parent was an event I wasn’t expecting in that way. Read more>>

Janessa Bookout

Covid era shutdowns changed a lot of things for all of us… one of the biggest things for me was my coffee habit. I was a coffee shop regular… For over a decade. I was spoiled from working in restaurants and very particular about my coffee but I thought “hey, I can survive a couple weeks with good old regular drip coffee.” But those weeks turned into months and finally I had enough! Read more>>