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.

J Lau Farrow-halston

I had just moved to San Diego and realized the extent of drag shows was only in Hillcrest and the scene was already very set and established. There wasn’t much opportunity for new to town professional drag entertainers as not only were less than a handful of venues to perform at. Read More>>

Ida Desolina Candelaria

I always knew that art was a big part of who I am. I choose jobs that incorporated art in some way, such as, graphic design, sign painter and illustrator but the thought that I was always creating art for someone else is what drove me to not only start my own business but to start painting for me.. Read More>>

Lisa Gutierrez Martinez

When thinking about starting my business, I took time to consider all the intersections of my life and reflect. And, fortunately as a late bloomer, I pulled from the experiences under my belt, many of which were interesting and enriching. But there were also elements that made see what the future might look like if I didn’t take control—such as not seeing joy in the eyes of my co-workers, working only for a paycheck, and having a life that only existed outside of office hours. I wanted to something more; I wanted to create an interesting and charming life/lifestyle and share it with others. Read More>>

Eric Freitag

I was 16 years old and I had a problem… There I was, at a grocery store in Oregon, and I’d just landed my first job. I thought I was going to be rich! Then reality hit, and within the first hour I realized I had very little motivation to go beyond the minimum expectations of the job. I was paid hourly and there was nothing I could do beyond watching the clock to make more money. I kept showing up to that job and many others, but I hated it! There was just no motivation. Read More>>

Joanne Yun

Starting my own creative business has always been in the cards. When I was working full time, I almost always had something else going on simultaneously to help keep me in touch with other industries and make some side money. It wasn’t until 2024 where I started to seriously feel like it was time to make the leap, and so I made the crazy decision to quit my day job to pursue my business in January 2025.  Read More>>

Diane Bentley Raymond

For many years I was a marketing consultant. I loved telling stories about my clients’ products. I worked with photographers and the media and had a “lightbulb” moment one day. Just as I was discussing with the photographer what angles and just how things should best be captured to tell the story that was the MOMENT! I knew without a doubt I wanted to be behind the camera telling stories.
Next question was whether I was willing to change course and jump off the cliff into a new career late in life. Without hesitation, the answer was YES. Read More>>

Mike Reyes Rafael Alvarez

Honestly, we feel like the thought process was pretty simple. We wanted to showcase music that we really like, such as jazz but in the style we like performing them in. We have been playing and writing music together since our time at SDSU around 2013(ish), and after doing it for so long, it felt only natural to try and formalize what we had into a band. We were able to record and release our first album, “Crossing Over” in 2023 and have been playing gigs around town since the pandemic. We are currently working on producing a second album of originals which is influenced by Bossa Nova, Funk, Jazz and Rock. We are very excited for that and are looking forward to sharing it with everyone. Read More>>

Ellie Mendez

I’m a very big crafty snd DIY kind of person, I always feel like if I see something I can make it and I’ve always been interested in baking/decorating and I had always done treats for friends/family so after my first son’s second birthday in 2018 I thought, “I can do this, how hard can it be?” Not realizing how hard it would actually be. Now doing this full time as a mom of two is difficult but rewarding as I get to stay home with my 4 month old. Read More>>

Nicole Bistic

Starting ImagiDough was driven by a combination of personal experience and a desire to help others. As a mom of a child with sensory sensitivities, I wanted to create a product that would offer a safe, engaging, and comforting environment for sensory exploration. I realized that there was a need for sensory tools that could provide both educational value and fun, so I combined my background in education with my passion for supporting kids. Read More>>

Sam Ruth

My mom, Katie, has always wanted to own her own business, and we’ve been brainstorming ideas regarding what would eventually become Daisy Ruth Gifts for many years now. I remember her saying “when Mike (my dad) retires from the navy, I’m going to start our children’s store, and you can help out with it if you’d like.” Read More>>

Ruwan Randeniya

Both Diana and I have been interested in photography for over 20 years. While we dabbled in it on the side shooting for years – whether it was the College yearbook and newspaper, a few weddings for friends and family, or documenting our adventures together – now seemed like the right time to jump in fully and start our own studio. Read More>>

Meghan Decker

I actually had no intention to create a nonprofit. I had been told by multiple people who had gone through the process of creating a nonprofit tell me that I would be crazy to do it. So I put the thought out of my mind and it wasn’t until I saw how many people this disease affects and how quickly it drains your finances that I realized I needed to do this. Read More>>

Karla Talisse

When I first stepped into the construction industry as an estimator in the lighting and electrical side in San Diego, CA, something clicked. I immediately felt a spark – this was more than just a job, it was a passion that lit me up. Although I didn’t see the estimator role as my final destination, I was grateful for it because it gave me my foot in the door. Read More>>