We were lucky to catch up with Nicole Rourke recently and have shared our conversation below.

Hi Nicole , thanks for joining us today. What did your parents do right and how has that impacted you in your life and career?

Growing up as the oldest of four children, I had the privilege of watching my mother embody strength, compassion, and resilience every single day. She was a nurse practitioner in pediatric cardiology, working on the hearts of babies—a job that demanded not just immense skill, but an unwavering calm under pressure. I remember how her presence could ease any storm. She was the most gentle, loving person I’ve ever known, and her drive to help others shaped my view of the world.

Her dedication wasn’t limited to her profession—it extended to how she loved and supported us. Even after long, emotionally taxing days, she was there to listen, to nurture, and to inspire. She taught me the power of staying grounded and intentional, no matter the chaos around me.

When I was 27, my universe was turned upside down. My mother was diagnosed with ocular melanoma, which spread to her liver within nine months. Losing her was the hardest thing I’ve ever endured. She left behind not only four children and my father but a legacy of love, purpose, and passion for humanity.

Her passing changed me forever. It taught me how precious life is and how important it is to live with intention. Everything I do is fueled by that lesson. I created The Ethereal Agency in her honor because I felt a need to connect with her in some magical way. Helping women build their businesses and strengthen their brands feels like an extension of what she did—healing hearts in a different form.

Her example continues to guide me. In my work, I strive to embody her gentleness, her focus, and her capacity to bring calm to chaos. In my life, I aim to live with the same passion and purpose she exemplified, knowing that every moment is a gift.

Nicole , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am a seasoned entrepreneur, creative visionary, and advocate for wellness, empowerment, and authenticity. Born and raised in New York, I carry the city’s spirit of resilience and determination with me. In 2013, I left the relentless hustle of New York for California, seeking a life of deeper impact and creative freedom. It was there that I launched The Ethereal Agency, a reflection of my passion for innovation and my desire to help brands make meaningful connections with their audiences.

With over a decade of experience in beauty, wellness, and consumer packaged goods (CPG), I’ve dedicated my career to representing groundbreaking brands at the intersection of health, beauty, and intimacy. Through Ethereal, I specialize in launching mission-driven brands and crafting experiences that resonate deeply and leave a lasting legacy.

In addition to my work with Ethereal, I’m the founder of Vibrate Venus, a company rooted in sexual wellness and female health. Inspired by the divine feminine and practices like Kundalini yoga, Vibrate Venus exists to empower women and celebrate their innate strength. This drive to break taboos and foster connection has also led me to create events like Sex on the Beach, Truth and Beauty, and the upcoming LILITH: Healing the Divine Feminine. Each of these events is a safe space for transformative conversations that inspire and unite.

If you’re a brand looking for support with copy, branding, events, design, product development, or retail placement, we’re here to help. The Ethereal Agency offers strategic, tailored solutions to elevate your brand and connect with your audience in authentic and impactful ways.

As a passionate poet and lifelong advocate for women’s health and empowerment, my mission is to create lasting change for future generations. Everything I do is fueled by a desire to show my daughter, Nevaeh, what it means to live with strength, compassion, and authenticity. Together, I believe we can build a world where those values thrive hand in hand.

Have you ever had to pivot?

The ability to pivot is not just a survival skill—it’s a superpower for any business owner. Flexibility and openness to new opportunities can unlock incredible growth, even in areas you never initially envisioned. For me, the business of pivots has been transformative, and embracing this mindset has allowed my company to evolve in ways I couldn’t have imagined.

Over the past three years, two significant pivots stand out for my business: events and retail. Neither was part of our original plan, yet both became vital to our growth and impact.

The Pivot to Events
The decision to host events stemmed from personal experiences and a deep desire to foster community. It started as a way to explore topics that were personal to me, like body positivity, sexual wellness, and healing. What began as a passion project quickly grew into something extraordinary—a series of events that brought people together in meaningful ways, created lasting connections, and elevated the brands we partnered with.

The Pivot to Retail
Retail was another pivot I felt called to explore, and it turned out to be a game-changing decision. Expanding into retail allowed us to not only represent incredible brands but to also help them reach new audiences and achieve growth in spaces where their missions could shine. It was a step that required trust in my instincts and a willingness to step into uncharted territory, but it has been incredibly rewarding.

The Lesson in Pivots
Every business should constantly think about its future self. Where do you feel that spark of excitement? That’s your pivot. The key is to embody that vision—to fully embrace it and trust that moving toward what excites you is the right direction. Pivots aren’t about abandoning what you’ve built; they’re about evolving it in ways that align with your passions and the needs of your audience.

Flexibility isn’t just a good practice; it’s the foundation of long-term success. Embrace the pivot, and you just might discover a future far greater than you ever imagined.

Can you share a story from your journey that illustrates your resilience?

In 2022, I faced one of the most heartbreaking moments of my life. I was 20 weeks pregnant with my second child when I experienced a devastating miscarriage. The grief was overwhelming, but through that pain, I found a sense of purpose that has since shaped not only my personal journey but also my professional path.

That loss became the seed for what would grow into one of my proudest achievements: the creation of Sex on the Beach. I needed a way to heal, to reconnect with my body, and to rediscover intimacy with my partner at the time. This journey of self-love and recovery inspired me to curate an event that celebrated body positivity, sexual wellness, and deeper connections.

The first Sex on the Beach event featured 15 plant-based, sustainable brands and a meaningful partnership with Free People. It was about more than just showcasing products—it was about building a community, breaking taboos, and fostering healing in a safe, uplifting space.

Now, as we approach our fourth year of Sex on the Beach, I’m humbled by how much this event has grown. It’s become a platform for transformation and empowerment, a place where people can feel seen and supported. Turning my pain into purpose has been one of the most resilient acts of my life, and it continues to fuel everything I do.

This journey has taught me that even in our darkest moments, there’s potential for something beautiful to emerge. We just have to be brave enough to create it.

Contact Info:

• Website: https://www.theetherealagency.com/
• Instagram: @etherealcleanbeauty
• Linkedin: https://www.linkedin.com/in/nicole-rourke-a361865/