We recently connected with Kara Marie Cruz and have shared our conversation below.

Alright, Kara Marie thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

Nearly a decade ago, I created a guided journal and even sent prototypes to therapists who found them helpful. I thought I was on to something—but something didn’t sit right. The journal felt too structured, too prescriptive. It wasn’t meeting people where they were. I shelved the project, not fully understanding why it didn’t align.

It wasn’t until years later, when I started reading tarot professionally during the pandemic, that it all started to make sense. I had been offering readings to friends and family for years, but that period showed me just how many people were craving clarity—something to help them process what they were going through. Tarot became that tool. Not as a way to predict the future, but as a way to reflect, to reconnect, to pause.

Even then, I knew there were limits. One-on-one readings are powerful, but they’re also personal and time-bound. I wanted to create something people could turn to anytime—a tool that didn’t require a tarot reader to interpret it. Something that made self-inquiry feel natural and empowering.

That’s when it clicked: what the journal had been missing was tarot. Unlike fixed prompts, tarot invites you to explore what’s already within you. It doesn’t lead—it listens. It mirrors your thoughts, your questions, your emotions, and gives you space to make sense of them in your own way.

That realization became the seed for what would eventually grow into VIA and PAX. At first, I didn’t know what the deck would look like, but I knew how I wanted it to feel—personal, purposeful, and intuitive.

I wasn’t designing it for everyone. I was designing it for people like me—people who had once felt disconnected from themselves, unsure of where to begin. I started to imagine a tarot-oracle hybrid that blended reflection and action. Each card would include an affirmation, a keyword, and a journal prompt—creating space for awareness, focus, and movement.

Once that vision took shape, everything else followed. I spent months refining each card’s message and layout. I tested different materials and sizes until I landed on bridge-size cards—easier to shuffle, more portable, and great for daily use. I designed companion pieces—guidebooks, workbooks, and tarot cloths—to help integrate tarot into a regular ritual of reflection.

Then came production—the phase that often feels daunting, but where I felt most at home. I’d spent over 15 years in product development and quality control, specifically in the food and supplement industries, turning ideas into tangible, high-quality products. That experience gave me the tools to approach this process with precision and intention.

I didn’t want a basic solution. I wanted a tactile, thoughtful experience. That meant sourcing from multiple vendors—cards, packaging, foil detailing—all from different specialists. It would’ve been easier to streamline, but I wasn’t willing to compromise on what I envisioned.

Of course, it wasn’t seamless. Some prototypes fell flat. Some vendors couldn’t meet the specs. But I revised, tested, and refined. Again and again. With every pass, the deck became more aligned with what I had hoped it could be.

Now, after years of dreaming, building, and fine-tuning, I’m preparing to launch this project on Kickstarter. It’s not just about a deck—it’s about offering a tool that helps people reconnect with their intuition, reflect with clarity, and move through life with intention.

Looking back, I see how everything led to this. The journal that never launched. The readings I gave during times of uncertainty. The setbacks, the pivots, the persistence. Every step helped shape what this offering has become.

And while the Kickstarter is technically the next step—it really does feel like the beginning.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I never set out to become a tarot reader, and I certainly didn’t expect to build a brand around it. But looking back, I can see how every step of my journey brought me here. My background is in health and wellness, product development, and manufacturing, where I spent over 15 years turning ideas into tangible, high-quality products. But alongside that structured, results-driven career, I’ve always been drawn to self-inquiry, mindfulness, and understanding the human experience. That’s what ultimately led me to tarot—not as a tool for prediction, but as a way to hold space for reflection, clarity, and personal growth.

I started Reflective Tarot because I believe that self-reflection is a form of self-care. In today’s world, we’re constantly absorbing information, reacting to external pressures, and losing sight of our own voice. Tarot gives us a moment to pause, reconnect, and tune into what we already know. It’s not just a mirror—it’s a guide. And my mission with Reflective Tarot is to make that practice more accessible, intuitive, and actionable—whether through readings, content, or the products I create.

My approach to tarot has always been practical and grounded. I don’t just read cards—I help people uncover their own insights, ask better questions, and identify the next step forward. That same philosophy extends to everything I create under the Reflective Tarot brand. Whether someone is booking a reading, engaging with my content, or using one of my decks, my goal is the same: to help them see themselves more clearly, trust their inner voice, and take aligned, actionable steps in their lives.

At the heart of Reflective Tarot is a simple belief: tarot doesn’t have to feel distant, mystical, or hard to access. It can be a thoughtful, grounded tool for everyday life—something you return to when you need clarity, perspective, or a moment of stillness. I approach tarot as both an art and a practice. It’s why I care so deeply about design, not just in how the products look, but in how they feel to use. I want everything I create to be beautiful, yes—but also intentional, approachable, and made to support meaningful reflection.

Reflective Tarot is more than just a brand—it’s a philosophy of using reflection as a way to navigate life with more clarity, confidence, and intention. It’s about creating space for self-awareness, fostering inner trust, and embracing growth as an ongoing journey. While my deck hasn’t officially launched yet, I’ve seen how this approach has resonated through my readings and content. The feedback I’ve received affirms that people are craving more than just another tarot reading or product—they’re seeking something that truly supports their personal growth. That’s what continues to drive everything I create.

As the brand grows, my focus is on expanding the ways people can engage with tarot as a lifestyle practice—through readings, resources, and products that integrate tarot into everyday life. My upcoming Kickstarter is the next step in that evolution, and I’m excited to continue building Reflective Tarot into something that helps people find clarity, balance, and a deeper connection with themselves—one reflection at a time.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

I came into this process with a head start. My background in project management, product development, and quality control—particularly in the food and supplement industries—gave me a solid foundation in sourcing materials, managing vendors, and upholding high production standards. But even with that experience, stepping into the world of printing, packaging, and specialty product manufacturing brought a whole new learning curve.

This wasn’t just about finding someone who could make a tarot deck. It was about finding the right partners—people who understood the level of care and craftsmanship I was aiming for, and who were willing to collaborate to make that vision a reality. I knew from the beginning that I wasn’t interested in cutting corners or opting for mass-produced shortcuts. I wanted every element of the deck to feel intentional, refined, and well-crafted, which meant sourcing from multiple vendors—each with a specific strength. One specialized in card printing, another in custom packaging, another in foil detailing and finishes. Piecing it all together took time, but staying true to the vision was never something I was willing to compromise.

One of the most important things I’ve learned is how crucial it is to communicate clearly and visually. A detailed spec sheet makes a world of difference—especially when it outlines exact dimensions, materials, finishes, and tolerances. But even that isn’t always enough. Visual mockups, prototypes, and physical samples help bridge the gap between what I envision and what manufacturers interpret. It’s not just about asking for a product—it’s about showing what you mean and guiding the process.

Because of my background, I approached this project with a realistic mindset. I expected delays, unexpected costs, and miscommunications—and I built contingency plans into both the timeline and budget. Manufacturing is rarely linear. It’s an ongoing process of refinement and problem-solving, and I’ve always approached it that way. To me, the best vendors are more than just service providers—they’re collaborators. I prioritize relationships with manufacturers who are willing to have a dialogue, adapt, and problem-solve with me.

At the same time, I’ve learned that flexibility is essential. Some of the most thoughtful design decisions I’ve made came from having to adapt to a constraint—whether it was related to cost, logistics, or material availability. Constraints can push you to think more creatively and, often, lead to better outcomes than what you initially imagined.

Manufacturing this deck has been one of the most challenging and rewarding aspects of the process. Even with over a decade of experience, I’m still learning and evolving. But each challenge has helped bring this vision to life in a way that feels aligned with the values and intentionality behind Reflective Tarot.

Can you open up about how you funded your business?

Reflective Tarot has been entirely self-funded from the beginning. I made an intentional decision early on to invest in the business myself, using personal savings to cover the costs of prototyping, design refinement, and sourcing high-quality materials. Coming from a background in product development and manufacturing, I understood that bringing a physical product to life—especially one that reflects a certain standard of craftsmanship—would require significant upfront investment.

My approach was clear: I wanted to get as close to a finished product as possible before launching a crowdfunding campaign. I wasn’t comfortable asking people to support something I hadn’t fully tested and refined. That meant ordering multiple rounds of samples, working with various manufacturers, and making countless adjustments—each step requiring financial commitment before a single sale was made.

While I’ve covered the research, design, and development phases myself, the next stage—full-scale production and distribution—will be funded through Kickstarter. I see crowdfunding as more than just a funding mechanism. It’s a way to validate interest, engage with a community, and invite others to take part in the launch. I’m not looking for outside investors or taking on debt; I want Reflective Tarot to grow sustainably, through genuine connection and shared enthusiasm.

Self-funding has allowed me to maintain full creative and operational control, ensuring that every decision—from materials to messaging—stays true to the vision. It’s required careful planning and a deep level of commitment, but I wouldn’t do it any other way. This isn’t just a business idea—it’s something I’ve personally invested in because I believe in its purpose. With the Kickstarter launch on the horizon, I’m excited to take the next step and invite others to help bring it to life.

Contact Info:

• Website: https://thereflectivetarot.com/
• Instagram: https://www.instagram.com/reflectivetarot/
• Facebook: https://www.facebook.com/thereflectivetarot
• Linkedin: https://www.linkedin.com/in/kmariecruz
• Youtube: https://www.youtube.com/@reflectivetarot
• Other: https://www.kickstarter.com/projects/kmariecruz/viapax-tarot-a-pathway-to-peace-clarity-and-balance

Image Credits

Anna Marie Cruz