Deciding to start a business is an unusual decision. It’s often considered irrational and yet for many it’s the best decision they’ve ever made. So we asked folks to think back to when they were starting their businesses and to tell us about their decision making process.

Caroline Binz | T&T Herbology Founder, Rootworker, & Spiritual Healer

The thought process behind starting my own business, T&T Herbology LLC, was to provide much needed products for the community. As the Store Manager of the Dancing Moon for the past year, I have had the fortunate opportunity to meet many people along their path. During this process I noticed continued consistent needs not being met by the products offered. With my background as a root-worker and energy healer, I decided to take my skillset to the next level by providing safe, healthy, and uplifting products for the community and myself. Read more>>

Riley Jordan | Event Planner and Coordinator

Starting Riley Jordan Events was a natural step for me, driven by my passion for creating memorable experiences. Growing up in North Carolina, I was inspired by the joy of celebrations and realized I could combine my love for event planning with my background in hospitality. Read more>>

Ashley Villa | Entrepreneur, Imperative Shop Founder

My thought process behind starting Imperative Shop stemmed from a desire to offer good quality clothing that is accessible to most people. Growing up with a single mother, I always had a love for fashion, but many of the items I wanted were out of reach due to their high price. I often found myself shopping the clearance sections because I couldn’t afford what boutiques had to offer. I noticed that many boutiques priced out people like me, pushing them to shop at larger department stores. So, I wanted to create a boutique where people could enjoy fashionable, high-quality items without breaking the bank. Read more>>

Stacey Paige | Spiritual Life Coach & Yoga Instructor

I wanted to do something that was meaningful to me. Many years ago I went into business for myself as an event planner. I was very successful in that venture financially, but it didn’t fulfill me. I didn’t feel like I was making a big, positive impact in the world. I’ve gone through a couple of really challenging times in my life. One was in my physical health. I was given a prognosis by doctors that I would be spending the rest of my life essentially in bed. I refused to accept that. It didn’t feel right. I embarked on a journey to vibrant health and wellness. With the insight, information, understanding and tools I gathered, I knew I could help others who were dealing with similar (even if not as profound) situations. Yoga was a big part of that journey.  Read more>>

Dusta Rhymes | Entrepreneur and Podcast Host

When I started Down Home Dirt Podcast, I was driven by a combination of passion and a desire to solve a problem I had experienced myself. I saw a gap in the information available to help entrepreneurs start a business that aligned with my interests and skills, and I believed I could make a meaningful impact by sharing stories, resources and connecting people. Read more>>

Jessica Gardner | Educator, Author, Content Creator

tarting my own business came from a deep passion for education, personal growth, and helping others. I wanted to create something meaningful that combined my skills as a teacher, my experience as a self-published author, and my commitment to supporting students—especially those with unique challenges, like neurodivergence or emotional regulation issues. Read more>>