We recently connected with Lani True and have shared our conversation below.

Lani, thanks for joining us, excited to have you contributing your stories and insights. One deeply underappreciated facet of entrepreneurship is the kind of crazy stuff we have to deal with as business owners. Sometimes it’s crazy positive sometimes it’s crazy negative, but crazy experiences unite entrepreneurs regardless of industry. Can you share a crazy story with our readers?

One of the wildest, most unforgettable moments I’ve had as a business owner happened back in the summer of 2019. I was invited to be a vendor at an event called Community Healing, and I brought my handmade crystal jewelry to share with the attendees. I had no idea what to expect, but I was so excited to be there and offer my work in a space that aligned so deeply with the energy of my brand, True Spirit Co.

As I was setting up my table and getting into the rhythm of the event, someone I never expected to see walked in — Jhené Aiko. Yes, the Jhené Aiko. I’ve been a fan of hers for years, so in that moment, I was completely fan-girling on the inside while trying to stay calm on the outside. She came over to my table, browsed my pieces, and purchased two items. I offered her a third piece as a gift, just to show my appreciation.

A few months later, I experienced one of the most surreal surprises of my career: I spotted one of the rings she purchased — a chrysoprase crystal ring — in her music video for None of Your Concern with Big Sean. Then, I saw it again in P$$Y Fairy,* and again during her Tiny Desk Home Concert live performance she did in October 2020. These songs were part of her Chilombo album, and seeing my work subtly woven into her visual art felt deeply affirming. It wasn’t just about the exposure — it was the feeling of knowing that something I created with love was chosen and worn by someone I admire, in such meaningful, expressive moments of her art. I didn’t know she would wear it, and I certainly didn’t know it would show up in music videos. It was just a gift, and the way it came full circle felt like God reminding me, “You’re on the right path.”

Now, on the flip side, one of the hardest — and honestly craziest — parts of running a business has been managing everything on my own. When you’re the artist, the packer, the marketer, the accountant, the website manager, and everything in between, it can be overwhelming. And the hardest part isn’t even the physical labor — as exhausting as it can be. What’s been most challenging is the emotional weight.

Imposter syndrome creeps in often, especially when you’re funding and running everything yourself. There were (and still are) times when I questioned whether I was being delusional for following this path, or if people would see value in what I was offering. The emotional rollercoaster can be so intense, because when you’re passionate about something, you feel everything. But I remind myself that I get to wake up and bring something beautiful into the world — something that has meaning and energy — and that’s worth holding on to.

Even on the hard days, those moments of support — whether it’s someone sending kind words or buying a piece — help me keep going. And moments like seeing Jhené wear my ring in a music video? That’s the kind of crazy that makes it all worth it.

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.

I started my business in 2019 during one of the darkest seasons of my life. I had just moved back home to New York after living in L.A., one of my favorite places to be. Leaving was heartbreaking, but life was asking me to pivot, and for a while, I struggled deeply—mentally, emotionally, and spiritually.

Creating has always been something I’ve turned to for healing and good feelings. Over the years, I’ve worked with different mediums, but at that time, I was drawn to healing crystals and energy work. I’d become more mindful of my aura, my alignment, and the importance of spiritual clarity. I wanted to wear crystals that I felt aligned with—not just in a practical way, but in a way that was fun and stylish. That’s what first sparked the vision for my jewelry brand, Truespirit Co.

I was inspired by a friend at the time who had been creating her own pieces, as well as by memories of watching my mom and my aunt make jewelry growing up. Once I got started, I fell in love with the craft. I would spend hours diving down YouTube rabbit holes, teaching myself different techniques, and losing track of time while creating. Back then, I was also working two jobs—one at a healing center in New Jersey and the other at a yoga studio on the Upper West Side. Still, I’d stay up until 3 or 4 a.m. making jewelry, completely lit up by it.

I launched the brand without knowing what to expect, but with a lot of hope and excitement. I even took a business course to learn how to build something sustainable. I’m proud to say Truespirit Co. is entirely self-funded, run by me, and filled with purpose.

What I offer today is handmade crystal gemstone jewelry—each piece designed with intention. My style leans toward minimal, wearable designs that feel clean and elevated, though I do enjoy playing with statement pieces from time to time. I also craft crystal smoke wands, which have become a popular accessory in my shop.

Many of my pieces are infused with Reiki energy and set with specific intentions, especially for custom orders. I want them to feel like sacred reminders for whoever wears them—reminders to stay aligned, feel empowered, and keep going. Whether you believe in energy work or not, I pour a lot of love, gratitude, and care into every single piece.

The meaning behind the brand name Truespirit Co. is rooted in the desire to help others connect more deeply with their true spirit. Each piece is created with the hope of supporting someone’s self-healing journey—helping them feel more in tune with themselves, more aligned with their truth, and more empowered to walk their path with intention.

What sets Truespirit Co. apart, I think, is that I don’t just create for myself—I create with a vision of someone else in mind. A lot of times, I make things I wouldn’t personally wear, but I can see it on someone else and just know it’ll suit their energy or their style. Seeing how my customers style their pieces is one of my favorite parts of the process. And nothing beats hearing someone tell me they get so many compliments when they wear one of my designs. That lights me up every time.

Even as life has shifted and I haven’t been able to release as consistently over the last two years, the brand is still very much alive. I’m doing my best to return to it when I can, and I’m so grateful for the people who continue to support and check in. I hope to bring more to life this year—more pieces, more content, more connection.

Looking ahead, I’m also in the process of building a new extension of my creative work through something I call The Soft Love Approach. While it’s not directly under the Truespirit Co. umbrella, the intention is similar—creating experiences and content that support emotional healing and self-compassion, especially for those of us who tend to be too hard on ourselves. It’s all about learning to lead with softness instead of pressure. I hope to connect with more women from the Truespirit Co. community through this new offering as well.

At the heart of it all, I want people to know: what I make comes from love. What I share is real. And even if I’m moving through my own journey, I’ll always try to show up with intention, creativity, and care.

Do you have any stories of times when you almost missed payroll or any other near death experiences for your business?

A few years ago, shortly after the pandemic, I had what felt like a breakthrough moment for Truespirit Co.—and also one of the hardest moments I’ve experienced in business.

At that time, a TikTok video of me wearing my jewelry went viral, reaching 1 million views. It was the biggest moment I had ever had on social media, and that month I received over 150 orders—more than I had ever fulfilled in such a short time. It was exciting, affirming, and truly felt like the beginning of something beautiful.

But it was also incredibly overwhelming. I was still running the business entirely on my own—handmaking every piece, handling customer service, and packaging and shipping everything myself. The sudden growth highlighted the areas where I didn’t yet have the systems or support to scale, and the pressure to keep up became very real, very fast.

A wave of new customers came in from TikTok—many of whom weren’t yet connected to the organic, close-knit community I had built on Instagram over the years. While I was deeply grateful for each order, I also noticed that the personal connection wasn’t always there. And unfortunately, with that distance came a few chargebacks—people claiming they hadn’t received their order, even when I had delivery confirmation from USPS. As a small, self-funded business, those chargebacks hit hard. I tried disputing them, but like many small business owners know, the system often favors the buyer—even when we have proof.

At the same time, my processing times slowed down due to the volume, and I wasn’t able to keep up in the way I wanted to. I realized I hadn’t scaled properly to sustain the growth, and that was a tough pill to swallow—especially because part of me felt like I was finally being seen. But running a handmade jewelry brand, especially alone, means wearing every hat. And with the economy feeling uncertain, living alone in L.A., and fully supporting myself, I had to make a really hard call.

That experience led me to return to working full-time for other companies. It was a grown-up decision—one I made to protect myself financially and physically. But I’ll be honest, it was heartbreaking. It didn’t feel aligned with my soul or my spirit at the time, but it was what I needed to do to stay afloat.

That chapter also brought up some of the deeper things I’ve had to work through, like imposter syndrome, and questioning whether I could still believe in myself after everything. But ultimately, I see it all as part of the journey—one that taught me a lot about what I need to sustain not just my business, but myself.

We’d love to hear the story of how you built up your social media audience?

My advice would be: connect, connect, connect. Build your presence with a purpose that’s not only rooted in your passion for what you’re creating, but also in a genuine desire to help others through it. Whether you’re making something by hand, offering a service, or building a brand—let people into the experience. Let them feel what it’s like to be part of your world.

One of the ways I really started to grow and form a deeper connection with my audience—especially with the women in my community—was by inviting them into my creative process. I’d ask for their opinions often, and to be completely honest, their input meant a lot to me. I know we hear a lot online about not seeking outside validation, and while I do believe in self-validation, I also believe it’s okay to care about what your community thinks—especially when you’re creating for them.

I wanted to know what kind of jewelry they actually liked to wear, what kinds of crystals they were most drawn to, and what felt meaningful to them. I’d share my design experiments in my stories—some were hits, some were misses—and they’d vote and offer feedback. It made the process collaborative and fun, and I think that mutual exchange really helped build trust and connection.

Later on, I also started doing live sales on Instagram, which became a favorite for a lot of people. It gave them the chance to ask questions in real time—like how a pair of earrings moved, how heavy they were, or what a necklace looked like on. That kind of real, interactive experience helped my audience feel more connected to both the products and the person behind them.

So I’d say—find ways to organically involve your audience. Let them into your world. And make it a two-way connection.

Contact Info:

• Website: https://true-spirit.co/
• Instagram: @truespirit.co
• Youtube: https://www.youtube.com/@truespiritco.

Image Credits

Charles McDougald was the photographer for the image with the beige hat. All other images were captured by me.