Starting a business is a commitment and requires dedication, resources and sacrifice. We asked some of the rising stars in our community how they thought through the idea of starting their own businesses.

Jason Amancio Kervin Alfonso

Our thought process behind starting our own business stemmed from a desire to work for ourselves and build something meaningful. We wanted to create a positive work environment for others while also having more control over our time. The goal was to spend less time tied to a 9-to-5 schedule and more time with our families, all while pursuing our passion for providing top-notch cleaning services. Read more>>

Ashley Malakoff

My name is Ashley and I am the owner of Just Ash Jewels and Accessories! We are a fun and funky jewelry and accessory company that specializes in unique, handmade creations that bring a nostalgic yet sophisticated vibe! I started my journey into this business in 2021, in Maryland, right after the pandemic. I had a 9-5 desk job and I was itching to do something more creative with my free time. I started doing small pop up markets and my brand gained lots of popularity. Fast forward a few years, life got in the way and I took a brief hiatus. I ended up moving here to San Diego in October of 2022. Once being here, I saw the endless possibilities for farmers markets and pop up events and told myself it was time to get back to my creative outlet. Read more>>

Emily Wadham

I have been making art to give to people since I was very young- I’ve always loved bringing someone joy with something I’ve made. I never even really thought about starting a business however until a few years ago. The high school I was working at 6 years ago was holding a small craft fair in the gym, and the lady running it suggested I try it out. So I made some watercolor christmas cards and small paintings and participated. I actually did pretty terrible for my first craft fair lol but I did sell a few cards and it made me happy to make other people happy with my art! From there I got pretty hooked and kept trying new stuff until I reached where I’m at now with Wild Moon Art Studio. Read more>>

Janine Gale

My thought process in starting my own business was two-fold. One of the biggest reasons I took a big leap of faith was because there was a need… an enormous need and a big gap in the system. Since Covid and the introduction of smartphones, kids have been struggling with many issues. Social skills, confidence, resilience, and communication are among the most prevalent I have noted in my conversations as a school counselor for over 20 years. As the only school counselor in one of my former schools, I had a caseload of over 1200 students with one part-time social worker. Students came shuffling through the counseling doors in droves to seek support for themselves, their friends, and issues between them and their friends. Read more>>

Katie Bogue Miller

I’ve always been an entrepreneur, in fact this is my 4th start-up–so it’s in my blood! It’s hard to work for someone else after that long. For Love Goodly, we wanted to take the risk to start something that helped people, animals and the planet. It was a tall order but well worth the hustle. Not only do we help women make healthy choices when it comes to their skincare, but everything is always cruelty free, nontoxic and a portion of each of our subscription boxes goes to an animal advocate charity. Read more>>

brianna dunlap

I wanted to start my own business to have more time with my two year old daughter and to be able to make my own schedule. Read more>>

Kyle Fitchhorn

As a police officer of over 12 years, and a current motorcycle officer and accident reconstructionist, I’ve investigated hundreds of accidents throughout my career. I repeatedly saw motorcycle accidents that were largely preventable, except for the rider’s lack of skill and judgement. Read more>>

Barb Hauser

I started this journey back in college in Seattle, when I had decided to switch gears from music to art and photography. My career took off running the art department for
a commercial printer. This path took me through marriage and three kids – and then
I started working at a home based business selling cooking utensils. I enjoyed teaching
others how to cook and eventually expanded into product development, public speaking and mentoring others for the next fifteen years. Read more>>

Ilya Altshteyn

My brother and I had a dog that couldn’t eat kibble at all — she would get really red and itchy, and lost most of her hair. We tried every kibble out there. Then, we started cooking for her — and it totally worked! After seeing how much better fresh food was for dogs, and seeing how few options there were already out there, we decided to turn cooking for dogs into a full-time thing. Read more>>

Maris Holland

It wasn’t so much an exact “process” of starting my business, rather my passion finally found the right moment to shine. Having been an ER nurse for seven years, five of which I was in the Navy, I realized I was experiencing quite a bit of burn out with healthcare. I trialed part time initially just for a breather, but I’ve really enjoyed having extra time to work on my personal astrological research. The flexibility comes with a dip in income, but I feel so much lighter. It’s also allowed me to reassess how and where I’m spending my time, energy, and money. It’s been a welcome, wonderful change where I get to spend more time chatting and writing about what I love. Read more>>

Apollonia Gallegos

I’ve always been fascinated by the intricate and powerful journey of womanhood. Witnessing my first birth at the tender age of nine sparked a lifelong interest in the magic of the female experience. Women are capable of extraordinary feats. They can lead boardroom meetings while breastfeeding, shape public policy while bleeding, teach entire classrooms while growing the next generation. The balancing act can seem effortless, but beneath the surface, many women are navigating and grappling with complex challenges connected to their biology. Read more>>

Fiona Fox aka Vegas St. James

After years of being in-and-out of school with 7 major changes, I finally landed on majoring in Communication with a minor in Cultural Dance Studies, graduated last year with honors and multiple Presidential positions, being a Political Science T.A. and Features editor/writer for the University paper with a toddler on my hip with pride. Read more>>

Thaddeus Burcham

Starting TBD Graphics and TBDMX.co stemmed from two distinct but complementary visions. With TBD Graphics, the focus is on providing high-quality design and graphics for factory racing teams, large corporations, and organizations. We’ve had the privilege of designing for some of the biggest names in motocross racing and creating essential graphics for police vehicles across California—a responsibility and honor we take seriously. Read more>>

Ladonna Liggins

My thought process behind finally making the jump to start my own “brand”, @ladonnabespamming, and establish myself as a content creator stemmed a lot from the overwhelming desire to finally just START something and put myself out there. The internet is forever, it’s concrete, once you begin the process of trying to establish yourself in ANY kind of community, let alone an internet niche, it is almost impossible to back away and just give up. That’s something I really needed as someone who struggles to commit to ventures like this. Even on the days that I didn’t feel like getting up or going out to make content for my budding “brand” and online community I DID. Read more>>

Nicole Donnelly

My dad was the inspiration behind starting my business. He worked in the wholesale side of the industry and recommended that I get involved in the residential side when an opportunity arose. I had worked in his factory through high school and college so it was a natural progression to take what I learned from him and apply it in a way that served homeowners directly. His support, insight, and belief in my abilities gave me the confidence to take that leap, and I’m grateful every day for his influence. Read more>>

Samantha Binkley

I started my business because I desired a change and wanted to align my professional life with my personal values. This transition involved reflecting on how I envisioned my life and what inspired me to live better both professionally and personally. I have always enjoyed cooking and entertaining with a healthy twist. Healthy On You began as healthy cooking classes and eventually evolved into my current role of manufacturing and distributing organic spice blends. Read more>>

ROSA MILANO

I think it was as part of my desire to bring my family with me to this country, I emigrated by marriage, leaving my career as a lawyer and my children in Mexico and in order to continue with my love for my profession, I decided to open a business that would provide service and support to the community, help turn that desire into reality, having your people with you, sharing your achievements and sorrows, holidays and part of our life. Read more>>

Joe Welnick

My first thought was not that I wanted to start my own business, but rather that I wanted to be the master of my own time. Being a business owner and working for myself seemed like the best way to do this. It’s more work, but It’s my work, and any learned experiences get to be applied in a way that benefits me and the people I work with or hire. Read more>>

Vanessa Dougherty

After being self employed for over 20 years, always renting a room out of plastic surgery centers, I felt I was ready to pass on my knowledge and have my own space, I really wanted to set up my own office, I am creative and I wanted to create a atmosphere for my clients that they would feel safe and comfortable in. Somewhere they would want to come back to and refer their friends. I also wanted to create my own team of artists and support them in their artistic journey. Plus if I wanted to teach I needed more space to have in person trainings. Read more>>

Sher

Creating Kaya Coffee brand with the focus of encouraging and supporting people, as well as other small businesses in helping promoting their brands through a cup or can of coffee. The goal would be to provide more than just an amazing can of cold brew. It’s about sending motivation—a small nudge to help someone push through their day. Coffee is always a conversation starter, so if anyone is looking to promote / market their business, use Kaya Coffee, as it also roots for you. Read more>>

Sue Kenney-Pfalzer

I had been getting Reiki sessions for almost 30 years when someone suggested that I learn Reiki Level One so that I could do Reiki on myself for healing a back problem I was having. I first had a Reiki session with the teacher and immediately after asked if I could join the Reiki Level One class that would be happening that weekend. Once I completed Level One, I was hooked and quickly completed Levels Two and Three/Master. I decided to open my own Reiki practice because I get so much joy out of sharing this healing energy technique with others. By sharing Reiki, I believe that I am making the world a more positive place, one person at a time! Read more>>

Keniece Perscell

The thought process behind starting HER Realty Group was deeply personal and intentional. I wanted a name that speaks to inclusivity and empowerment. While “HER” references women, it symbolizes something universal, as we all come from a woman. My mission with HER Realty Group is to educate, uplift, and encourage people to see real estate as an accessible investment. I believe in making real estate achievable for everyone, and through HER Realty Group, I aim to guide people in building lasting wealth and security for themselves and their communities. Read more>>

Michelle Kinley

Being a photographer, I noticed that most other photographers provided an expensive and limited package to clients from a photography session and controlled the photos. I wanted to provide a comprehensive photo session where the client had full control of the photos that I gave them, and I wanted to provide an affordable package to these clients. Being a family/lifestyle photographer, I wanted to appeal to the young families beginning their lives with each other. As phones get more and more advanced with photo technology, professional photography is becoming a dying art. I want to offer something that everyone can afford and enjoy, because memories are all we have once we have captured a moment in time with a photograph. Read more>>

Camille Cruz

I was a criminal defense attorney, when I found out I was pregnant. Halfway through my pregnancy I discovered I was going to have a child with severe disabilities. I knew he would need several therapies per week and I wanted to facilitate everything he needed. I chose to do something that allowed me the freedom and flexibility to be there for him and still have a creative outlet for myself on weekends! Read more>>

Mya Romo

When I was growing up I watched my parents working at the mercy of someone else. Clocking in and clocking out every day, unfortunately not being appreciated, being capped at the amount of money they can make, and missing out on family fun. All of which I did not want in my future. I wanted to create my own schedule, work at the times I wanted and never miss out on anything. I didn’t want to be under appreciated or under valued. Working for yourself and owning your own business is very hard work don’t get me wrong, I have plenty of long nights and early mornings but the only person I answer to is myself. If I have family trips, emergencies, etc. Read more>>

Melinda Galea

The idea behind starting Fancy Chancey began while my daughter, Chancey, was still in high school. We wanted to create a flexible side business that she could eventually take over by the time she graduated and started college, allowing her to avoid working long, unpredictable hours. Our hope was that it would be busy enough by then, and thankfully, things took off quickly. Our clientele grew, and we developed a loyal following, turning what started as a side hustle into a full-time business. Now, we work alongside each other at every event, which has been an incredible journey. The name “Fancy Chancey” comes from her name, Chancey and her nickname, fancy, and reflects the personal connection we have to the business. Read more>>