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

Sarah, thanks for joining us, excited to have you contributing your stories and insights. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.

The biggest risk I’ve taken was walking away from my executive career in tech to start Flock White Doves with my parents. I remember sitting in back-to-back meetings one day, my phone buzzing with texts from the babysitter, and realizing I was missing everything. My kids were growing up, and I was watching it happen through chaotic weeknights and weekend catch-ups. I had worked so hard to get where I was – the title, the salary, the respect in the industry, but I was exhausted and my family was paying the price.

Everyone told me I was crazy to step away at the peak of my career. “You can’t get these years back,” they’d say, meaning my career trajectory. But that’s exactly what I was thinking about my kids’ childhoods.

My parents had hired doves for a few birthday parties and they were so special, so when the previous owners needed to sell the business, we decided to take the leap. We have always loved animals, and we loved what the doves symbolize. We also loved the idea of being part of people’s meaningful moments. When I told them I was considering leaving my job, they asked if I wanted to build something together. It felt terrifying and perfect at the same time.
So I took the leap. I gave my notice, we took over Flock White Doves, and I suddenly went from managing multimillion-dollar budgets to learning about dove care and shepherding this special business into new hands.

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’m the co-owner of Flock White Doves, a family business I run alongside my mom and dad. We provide white dove releases for weddings, memorials, celebrations, and other meaningful life events here in our local community.
My path here was unconventional. I built and sold my own talent management company before I turned 30 and went on to lead creative partnership teams at large global tech companies. I moved from LA to Santa Barbara during the pandemic because I wanted to raise my family here and then my parents followed me shortly after. We got into the business after the previous owners needed to move and sell it. We were so grateful to them for showing us the way! M

My parents handle the actual doves and do all of their care and training and releases, while I work on marketing and handle all the booking calls. We’re not just releasing birds at events; we’re creating moments of hope, peace, and transition for people during some of the most significant times in their lives. Whether it’s a couple starting their marriage, a family honoring a loved one who’s passed, or someone celebrating a milestone, our doves represent new beginnings and the beauty of letting go.

What sets us apart is that this is truly a labor of love. We care for our birds with incredible attention – they’re healthy, well-trained, and treated like family. We’re not a massive operation; we’re a small, local business that brings a personal touch to every event. We bring a lot of peace and closure especially to grieving families and we always feel honored to be a part of, what is usually a very hard day.

We also have a lot of fun! If you’re looking for a really special, eco-friendly way of celebrating please reach out!

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

Yes- I always suggest the book “Unreasonable Hospitality” by Will Guidara. It is instrumental to anyone in the service business. It’s about adding those unexpected touches that surprise and delight customers. An example for us is when we go to meet with potential clients, wedding coordinators, venues, funeral homes etc. we always bring a beautiful and delicious dove cookie. It makes us memorable and starts the partnership off on a sweet note.

Looking back, are there any resources you wish you knew about earlier in your creative journey?

I think it’s so important to network with other local businesses, it’s one of the harder parts about marketing but we get so many referrals from other businesses that we have contacted. You never know where one conversation will lead you!

Contact Info:

• Website: https://www.flockwhitedoves.com/
• Instagram: https://www.instagram.com/flockwhitedoves/
• Linkedin: https://www.linkedin.com/in/sarahpenna/
• Yelp: https://www.yelp.com/biz/flock-white-doves-goleta?osq=Flock+White+Doves&dd_referrer=https%3A%2F%2Fwww.yelp.com%2F

Image Credits

Soraya Simi