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.

Yolanda Pineda

After over 25 years in the hair industry, I decided it was time to turn my lifelong passion into something of my own. In February two years ago, I opened a full-service hair salon in San Marcos, CA with the goal of creating a welcoming space that reflects my dedication to beauty, creativity, and exceptional service. Over the years, I noticed gaps in the client experience and in the overall care and attention given to both hair health and personal connection. I wanted to build a salon where both clients and stylists feel genuinely valued, inspired, and supported. Owning my salon has allowed me to shape a positive culture, offer curated services, and bring a fresh, elevated experience to our community. It’s been incredibly rewarding to watch that vision come to life every day. Read More>>

Isabella Ferro

The idea for starting my business came from wanting more time with my kids and a deeper sense of purpose. After over a decade as an accountant, I realized I craved something more creative, something of my own. My husband gifted me a flower arranging class during a tough season of new motherhood, and it completely lit a spark in me. I dove deeper, took a workshop with a professional florist, and fell in love with the art of floral design. Read More>>

Santiago Osorio

Providing something different, better Read More>>

Aria Morgan

Starting Daily Downdog was an organic unfolding, not a calculated business move. For years, I had taught yoga in studios, trained teachers, supported births, and worked with individuals recovering from injury or illness. But no matter the setting, I kept seeing the same truth: people didn’t need more information—they needed permission to feel, to move inwards, to trust their bodies. People needed space to pause and listen to the silence within, to move with honesty as opposed to perfection. Read More>>

Stephanie Matinpour

After 20+ years working in the Healthcare Industry, I bring a unique perspective to wellness. As a licensed clinical pharmacist, I’ve seen many patients struggle with chronic conditions and ailments that often could have been prevented with diet and exercise. My own health and wellness journey over the years has centered around my passion for promoting health and well-being. In practicing Pilates and other forms of exercise, I have seen the powerful transformation Pilates has on the mind-body connection and overall holistic approach to functional wellness. Read More>>

Sharon Sheriff-White

I worked in tourism and in 2008, the strength in my legs was failing due to a situation I have had since childhood.

I worked as a sales presentative and a tour guide/translator for clients visiting from Spain and Portugal. It was physically taxing and I needed to do something where I could sit and earn.

I understood the hotel and tour industry and so a travel company was a natural fit. Read More>>

Christi Henry

The Mixer Mama was born from over a decade of mixing drinks behind a bar, a passion for creating unique flavor experiences and the desire to be present with family.

Two babies later, late nights and long hours behind a bar became a nonstarter. Being a mom is my highest priority, but finding a way to maintain an identity beyond that was vital. Making fun, unique cocktail mixers between naps helped me hold on to my pre-mom identity. After a few “science experiments” and mixing up some fun concoctions, my a-ha moment arrived. Why not turn that passion and creativity into something that can be shared beyond our kitchen?!? Read More>>

Ann Therie

After having worked a corporate job until 2020, I needed an outlet and first started crocheting as a hobby. For my miniature dogs, I needed to find something to create realistic noses and stumbled upon needle felting. I loved the process and then saw people making 2D artwork with needle felting. After following 2 online courses and having sold a few pieces, I was hooked and started the process of creating my own business for it. That was in 2023 and I haven’t looked back. Read More>>

Christophe MEYER

First, we love California, and we are fans of American Classic Cars. We discovered Palm Springs during a journey twelve years ago, and fell in love with the place. We thus scoured the area to get to know it better and met with storekeepers and real estate agents. We also had a look at pastry shops and noticed that our future business had its place and that it would have to be in Palm Springs. Read More>>

Josie Ruiz

Aurastry was born from my two greatest passions in life, spirituality and photography. For over seven years, I’ve run an online metaphysical shop, guided by a lifelong passion for spiritual wellness. I’ve dedicated myself to helping others through crystal healing, astrology, and energy work. At the same time, photography has been a part of my soul for as long as I can remember. I studied Art and Photography at California State University, Northridge, but my love for capturing moments started way back in elementary school.  Read More>>

Heather Culver

I actually never intended to work for myself in this business. I started out working at a traditional big box gym, where I was happily accepting clients as they came in and building relationships with members. At that time, I took on men, women, aging adults, and even some kids, with no real goal of having a particular niche. Because of the huge cut the gym took from my client commissions, I decided to reduce the cost of my services and venture out to a large warehouse-style gym that only charged a small fee to utilize the space. That was on March 6, 2020, which turned out to be a HUGE blessing, as the entire world shut down exactly one week later. Read More>>

Elizabeth Leahy

I started my own business as an interior designer to apply my passion for design by assisting people in creating harmonious spaces. Read More>>

Amy Storlie

I’ve always loved design and the way a thoughtfully styled space can completely shift how it feels. For years, I was a teacher while raising my kids, but once they were a bit older, I felt like it was finally time to do something just for me. During COVID, when the world slowed down, I used that time to pour into my idea of opening my own staging company. I got certified, took online interior design classes, and started laying the foundation for what would become my staging business. I also saw a real gap in my area when talking to local Realtors. There wasn’t a strong, boutique-style staging option that focused on both design and function. So I decided to build it myself. Read More>>

Sean Smith

I always been someone who like to run on my own type of schedule and ideas Read More>>

Brandon Harrison

It was to do something that I love and can make a difference in people’s lives. I love marriage, I love public speaking and I love meeting new people! It’s a business where I get to operate in my passions and have such a great time. Read More>>