We were lucky to catch up with Shay Henning Spaniola recently and have shared our conversation below.
Alright, Shay thanks for taking the time to share your stories and insights with us today. What did your parents do right and how has that impacted you in your life and career?
My parents didn’t just support my passions, they modeled how to live a life driven by them. They showed me that creativity isn’t confined to a single path, but rather a current that flows through everything you do. This lesson has been the cornerstone of my journey as a creative entrepreneur, shaping my diverse ventures and giving me the courage to continually evolve. And perhaps most importantly, they taught me that success, and often money, follows passion, not the other way around.
My dad, a musician at heart, embodied this fluidity. He chased his love of guitar into a successful 80s band, then transitioned that passion into music production. But he didn’t stop there. When the industry shifted digitally, he embraced the change, diving headfirst into computers and coding. I remember him predicting in the 90s that everyone would control their homes from their phones – a concept that seemed like science fiction at the time! He turned that vision into reality, building a thriving home security and automation company. He taught me that passion isn’t static; it evolves, adapts, and leads you to unexpected places. He showed me that God, the ultimate creator, encourages us to create, and that following that natural flow is a spiritual act in itself. He never focused on the potential financial rewards; he focused on the joy of creation, and the success followed.
My stepdad, Michael, demonstrated the power of seeing needs and meeting them with creativity. He was an urban planner who loved revitalizing Detroit, creating safer, more walkable, and culturally rich communities. His passion for mid-century art and design wasn’t just a hobby; it was the seed for his entrepreneurial ventures. He created outdoor movie theaters with a retro vibe, transforming a simple night out into a special experience. He opened a Wes Anderson-esque grocery store in a Detroit food desert, providing a beautiful and practical space for the community. He even launched a lounge with a stunning outdoor patio, understanding the need for a comfortable and stylish gathering place. He showed me that creativity isn’t just about art; it’s about problem-solving, understanding people, and building community. He also had a travel agency, which, while it ultimately shifted focus, afforded me the incredible opportunity to travel extensively. He wasn’t driven by a specific financial goal with each venture; he was driven by the desire to create something meaningful, and that pursuit often led to financial success.
The most valuable lesson they both instilled in me was the acceptance of pivots. The “system” often tells us to choose a career path and stick to it, but my parents showed me that life isn’t linear. My stepdad’s grocery store, despite its brilliance, ultimately closed due to unforeseen competition. But he didn’t see it as a failure; he pivoted, focusing on his successful lounge. My dad’s music production business evolved with technology, leading him to a completely different but equally fulfilling career. They taught me that there’s no shame in changing direction; in fact, it’s essential for growth and happiness. They taught me that following your passion, even if it means changing course, is the path to true success – a success that often includes financial rewards, but isn’t solely defined by them.
This mindset has shaped my own career. I started with painting, then transitioned to photography, traveling to 50 countries as a photojournalist. When I wanted to start a family, I pivoted again, launching Bunglo, a home decor company that turned my paintings into fabrics. My dad, ever the encourager, told me to get my designs into big stores. I thought it was a long shot, but I took his advice to heart. I tracked down buyer information, and to my surprise, my handmade pillow samples caught the attention of major retailers. Neiman Marcus placed an order for 3,000 pillows! That success fueled me, and soon Bunglo products were also being sold at Bloomingdale’s, Anthropologie, and West Elm. I wasn’t chasing a specific revenue number; I was driven by the desire to share my art and create beautiful things, and the financial success followed. Even that venture evolved. As I helped other entrepreneurs, I discovered a passion for branding and business coaching, which led me to sell Bunglo and start Marigold Branding. And I know that this, too, may evolve someday.
My parents nurtured my interests without judgment, from dance classes and sports to art lessons and even my early entrepreneurial ventures like selling hemp necklaces and paintings. They never told me to “focus” on one thing, understanding that exploration is crucial for discovering your true passions. They taught me that creativity is a lifelong journey, a dance with the flow of inspiration. It’s not about reaching a destination, but about enjoying the dance itself. And now, as a parent myself, I strive to nurture my daughter’s passions in the same way, allowing her to explore, experiment, and discover her own unique creative flow. Because, just like my parents showed me, that’s where the magic truly happens. And that’s where true success, often accompanied by financial rewards, is found – not by chasing money, but by chasing passion.
Shay, 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’m a creative entrepreneur, driven by a deep belief that passion fuels purpose and that success follows when you align with your authentic self. My journey hasn’t been a straight line; it’s been a winding path of exploration, evolution, and embracing the unexpected. I started with painting, then explored photography, traveling to 50 countries as a photojournalist, which broadened my horizons and ignited a passion for storytelling. When I became a mother, my creative focus shifted again, leading me to launch Bunglo, a home decor company that translated my art into vibrant fabrics for pillows and bedding. I saw a need for unique, expressive home goods, and I filled it. Bunglo found its way into major retailers like Neiman Marcus, Bloomingdale’s, Anthropologie, and West Elm, which was an incredible validation of the vision.
But even Bunglo was a stepping stone. As I worked to build the brand, I discovered a genuine passion for helping other entrepreneurs bring their own visions to life. I loved guiding them through the process of branding, web design, marketing, and business strategy. Seeing their dreams take shape became more fulfilling than creating my own products. This realization led me to sell Bunglo and launch Marigold Branding, where I now focus on empowering other creatives.
At Marigold Branding, we offer a holistic approach to brand development. We don’t just create logos and websites; we delve deep into the heart of each business, uncovering its unique story and crafting a brand identity that resonates authentically with its target audience. We provide brand strategy, messaging, visual identity design, website development, and marketing support, all tailored to the specific needs and goals of each client. 1 We help our clients clarify their vision, define their ideal customer, and communicate their value proposition in a compelling way. We solve the problem of feeling lost or overwhelmed in the branding process, providing a clear roadmap and expert guidance every step of the way.
We’d love to hear a story of resilience from your journey.
The pandemic hit my business, Bunglo, like a tidal wave. My international manufacturer shut down, sales plummeted, and suddenly I was staring at a garage overflowing with organic cotton bed sheets that no one was buying. To say things were challenging would be a vast understatement. I was in the throes of postpartum recovery, navigating a divorce, and feeling completely overwhelmed. It felt like everything was crumbling around me. There were days when getting out of bed felt like a monumental task. But even in the midst of the chaos, a tiny spark of resilience flickered within me.
I knew I couldn’t just give up. I started a practice of positive affirmations, speaking life into a seemingly hopeless situation. I visualized solutions, clinging to the belief that there had to be a way forward. One day, while searching for organic cotton face masks on Amazon, I had an “aha” moment. There were virtually none to be found! And then it hit me: I had a mountain of organic cotton sheets sitting idle. The idea felt like a lifeline. I knew that breathing in non-organic materials, especially during a pandemic, wasn’t ideal, and I had the perfect solution right in front of me.
I started reaching out to local seamstresses in Austin, many of whom were suddenly out of work due to the pandemic. I gave them my organic cotton sheets and a face mask pattern, explaining that they could sew from the comfort of their homes and drop off the finished masks at my house. It was a win-win: I could utilize my inventory, and they could earn much-needed income.
I then sent samples of the masks to Anthropologie, knowing their customer base would appreciate the organic and ethically sourced materials. They loved them! Because I was one of the first to market with organic cotton face masks, demand was incredibly high. In that first month alone, we sold 100,000 masks. It was an absolute whirlwind.
Looking back, that period was one of the most challenging, yet ultimately rewarding, times in my entrepreneurial journey. It taught me the true meaning of resilience. When faced with what felt like insurmountable obstacles, I found a way to not only survive but thrive. I saw a problem, a problem that felt deeply personal and overwhelming, and a solution presented itself. It truly felt like divine intervention, a moment where God was guiding my path and providing a way out. That experience reinforced my belief that even in the darkest of times, there is always a glimmer of hope, a seed of possibility waiting to be nurtured. It showed me that resilience isn’t just about bouncing back; it’s about bouncing forward, stronger and more determined than ever. And it reminded me that sometimes, the greatest opportunities arise from the most unexpected challenges.
What do you think is the goal or mission that drives your creative journey?
My creative entrepreneurial spirit is fueled by a deep desire for freedom – freedom of time, freedom of location, and the freedom to truly be present in my life. It’s not just about building a successful business; it’s about building a life that allows me to thrive creatively and personally. My mission, at its core, is to design a work life that supports my values, rather than dictating them.
One of my biggest drivers is my daughter. Being able to pick her up from school at 2:30 pm every day is non-negotiable. If she has a sick day, I’m there, fully present, without the guilt or stress of trying to juggle work and family. That level of presence is essential to me. It’s not just about being physically present; it’s about being emotionally and mentally present, too.
I’ve seen so many entrepreneurs, even those who work for themselves, trapped in a cycle of constant calls, endless emails, and the feeling that they’re never truly “off.” That’s the opposite of what I want. I don’t want to trade one boss for another – myself. I want to create a business that serves me, not the other way around.
That’s why I prioritize setting strong boundaries. I’m intentional about how I spend my time and fiercely protective of my personal space. I also understand the power of automation. By streamlining and automating as much of my business as possible, I free up my time and energy for the things that truly matter: creative flow and family time. This allows me to focus on the work that lights me up, the projects that truly resonate with my passions.
The beauty of this approach is its flexibility. Life throws curveballs. The market shifts. My interests evolve. Because my business is built on a foundation of freedom and adaptability, I can pivot and adjust as needed. I’m not locked into a rigid structure. I have the space and the flexibility to embrace change and explore new avenues as they arise. My goal isn’t just to be a successful entrepreneur; it’s to be a free entrepreneur, one who has designed a life and a business that work in harmony, allowing me to be creative, present, and fully engaged in all the things I love.
Contact Info:
- Website: https://www.marigoldbranding.com
- Instagram: @marigoldbranding
Image Credits
Headshots – Chelcielouphotography.com / the rest Marigoldbranding.com
(Travel photos are from my travels, home decor shots are from my previous company bunglo – included a screenshot of the homepage from my last collection, mask shots is show the masks that went viral and the alchemy juice photo is from my branding client for Marigold. I built their brand when they just had an idea, designed their first store front, website and did their marketing, they’re now number one juice company in texas and have 3 locations)