Shan Berries, founder of Shades by Shan. (Credit: Courtesy of Shades by Shan)

1,000 Stories

 A Beauty Brand Giving Back to Single Working Moms

Shan Berries launched Shades by Shan to bring affordable high-performance cosmetics to the market – and to help single parents through her nonprofit.

January 9, 2026

By Victoria Flexner

Shan Berries was raised by a hard-working single mom, who she says “sacrificed everything to give us a better life.” It was those values that ended up becoming the fuel and heart of her beauty brand, Shades by Shan, which she launched with her sister Erika in 2018. Today, the San Francisco-based entrepreneur is bringing affordable products that rival prestige brands to the cosmetic market, while also giving back to other single parents through her 501c3 nonprofit, The MamaBerries Foundation. 

Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.

How is your business different from others in your industry?

A portion of every sale goes directly to our 501c3 nonprofit. I know firsthand the challenges that single-parents households face, and I wanted to create a brand that not only makes people feel good but also gives back to families like mine. That social mission is at the heart of everything we do.

Tell us about your biggest success so far. 

Seeing our products on shelves at JCPenney was a huge milestone. We went from selling products from my mom’s basement to being sold by a major retailer, in stores where our brand is featured alongside industry giants. 

What is your top challenge and how have you addressed it?

Starting from scratch. I didn’t come from the beauty world, so I had to teach myself everything. From understanding the industry’s ins and outs, to figuring out how to get in the room with the right people – building those relationships, earning trust and proving that I belonged was no easy task.

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Have you experienced any significant personal situations that have affected your business decisions?

Growing up, I watched my mom work multiple jobs to take care of us – which shaped not just my work ethic but my entire “why.” I always knew that if I ever started something of my own, I wanted it to mean more than just selling a product. That’s why we launched our foundation — so that every purchase gives back to single-parent families who need that extra support, just like we once did.

What is your biggest tip for other startup entrepreneurs? 

Don’t wait until everything is “perfect” to start – otherwise you’ll never launch! I started my business while I was a radio host, and it went from being a side hustle to my full-time role. The most important thing is consistency, keeping the bigger picture in mind, and having fun along the way.

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What is your go-to song to get motivated on tough days?

“Dreams” by Alex Ross, featuring Dakota & T-Pain.

Who is your most important role model? 

My mom. She showed me resilience, hard work and compassion. Everything I’ve built is rooted in her example, and in the sacrifices she made for me and my sister, Erika.

Instagram: @ShadesbyShan
Facebook: @ShadesbyShan
TikTok: @ShadesbyShan
YouTube: @ShadesbyShan

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Skye Ding, founder of ANNOVA. (Credit: Courtesy of ANNOVA)

1,000 Stories

She Brings Function and Vibrance to Everyday Items

Skye Ding launched her homegoods brand, ANNOVA, to bring modern, colorful flatware to the kitchen.

September 24, 2025

By Victoria Flexner

Skye Ding says her favorite home spaces are her kitchen and office – and she wanted to bring splashes of color and vibrant designs into both. What started as a personal project to revamp some of her most lived-in rooms quickly became a full-time gig – and eventually her business, ANNOVA, a home-goods brand based in Los Angeles. Ding’s collection offers stylish, eye-grabbing, stainless steel utensils for both adults and kids, as well as unique desk organizers and globes. Today, Ding says she’s learning the answers to entrepreneurship as she goes, and is happy to help people make their homes feel more uniquely theirs along the way.

Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.

How is your business different from others in your industry?

Our bold use of color, unexpected design details and commitment to making practical things feel joyful. Our flatware isn’t just functional – it’s also expressive. With playful, unique handle shapes and a spectrum of vibrant shades to choose from, our utensils turn even the simplest meal into a special moment. Every piece we design is meant to bring a little more variety, story, and joy into the everyday.

Tell us about your biggest success so far. 

Donating over $20,000 worth of ANNOVA products to the autistic community. Specifically, to children and families who benefit from having safe, colorful, sensory-friendly tools around. It means so much to know that our products aren’t just beautiful – they’re also helping. This donation was a reminder of the real impact a small brand can have.

What is your top challenge and how have you addressed it?

At first, it was hard for me to manage the supply chain. I tried different things to see what worked best for my customers’ needs. I had to work hard to establish a good relationship with suppliers. 

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What is your biggest tip for other startup entrepreneurs? 

When I first began, I thought I had to have all the answers. I thought I needed to have the perfect supply chain, perfect branding, and the overall best-selling product. But the truth is, you learn so much more by doing than by planning. I wish I had known earlier that progress matters more than perfection.

How do you find inspiration on your darkest days?

By returning to my “why.” I think about the families who use ANNOVA products and the joy something as simple as a colorful spoon or organizer can bring. A single message from a happy customer can provide the motivation I need to keep me going.

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What is your go-to song to get motivated on tough days?

“Confident” by Demi Lovato. This song reminds me of my own inner strength.

Who is your most important role model?

The members of my women’s entrepreneur support group. They lead with strength, and an unwavering belief in themselves and others. Without their encouragement, I may never have found the confidence to take that first step toward starting my own business. They’ve been a constant source of strength, inspiration and honest feedback. It’s so important to have that when you’re building something from the ground up.

Instagram: @annovame
Facebook: @annova

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Chelsie-Jean Fernandez, founder of Boogs & Boop. (Credit: Courtesy of Boogs & Boop)

1,000 Stories

An Emotional Support Dog Inspires a Business Venture

Chelsie-Jean Fernandez created a line of adjustable harnesses for pups of all sizes after adopting a Dachshund.

September 23, 2025

By Victoria Flexner

Chelsie-Jean Fernandez grew up in Hawaii surrounded by pets. “Animals have always been a natural and important part of my life,” she says, After she was diagnosed with anxiety and depression, Brooklyn-based Fernandez decided to adopt a dog – which is how she found herself caring for a longhaired dapple Dachshund named Isles. It didn’t take long for Fernandez to realize that there weren’t many dog harnesses on the market that fit her dog’s unique shape. “That’s when I decided to take matters into my own hands,” she recalls. Using her professional background in fashion and product development, she launched Boogs & Boop in 2022, which offers a line of dog accessories including leashes, collars and harnesses designed to fit every size and shape of dog. While Fernandez is still balancing a full-time job alongside her growing business, she says she wouldn’t trade the hectic life for anything. “What started as a passion project has evolved into a fulfilling endeavor that helps me stay grounded amid life’s challenges.”

Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.

How is your business different from others in your industry?

Our harnesses, which adjust to a wide range of dog body types. We offer a more customizable fit, catering to dogs with unique proportions – think Corgis, Dachshunds, French Bulldogs, Shih Tzus and others. This focus on proper sizing means no dog has to settle for ill-fitting gear. We also prioritize making our products budget-friendly, ensuring that high-quality, well-fitting walk gear is accessible to all dog owners. We are additionally committed to supporting female entrepreneurs and artists, partnering with talented makers to bring unique prints to life. And, we’re committed to making a difference through our “Boops for Good” initiative, where a portion of each purchase helps support rescue shelters throughout the U.S.

Tell us about your biggest success so far. 

This year, we officially launched a wholesale operation via online marketplace Faire, a pivotal step in our growth. Expanding beyond direct-to-consumer sales and into retail partnerships has allowed us to reach new audiences and share our dog gear with even more pet families. It’s a proud milestone that reflects both the quality of our dog accessories and the strength of our mission.

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What is your top challenge and how have you addressed it?

Driving consistent traffic to our site and increasing brand awareness without the support of an advertising budget. To address this, we’ve leaned into organic growth strategies — community-building, engaging with followers on social media, and hosting pop-ups, though these do require significant time and creativity to maintain momentum. To ensure financial sustainability, every decision – from covering pop-up fees to expanding inventory – is carefully weighed. We focus on reinvesting revenue back into the business when possible, and prioritizing the most impactful growth opportunities to scale steadily while keeping operational costs manageable.

Have you experienced any significant personal situations that affected your business decisions? 

After being diagnosed with depression and anxiety, I brought Isles into my life to help cope. His companionship provided immediate comfort, which eventually inspired me to start my business as a passion project. While managing a small business certainly comes with its own set of challenges, it is also a breath of fresh air, and a true source of joy. Seeing dogs in our gear always lifts my spirits and reminds me of the purpose behind what I do. Balancing my company with my day job has given me an outlet for self-expression, helping me maintain a sense of purpose while allowing me to prioritize my mental health.

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What is your biggest tip for other startup entrepreneurs? 

Embrace experimentation, but do so wisely. When you’re starting out, it’s easy to get excited and want to try everything. But not every strategy or idea will work for your business. It’s important to test things out in a smart way — whether it’s new products, marketing approaches or partnerships. Make sure you’re assessing the risks and being strategic about where you put your time, energy and resources. Every failure or misstep can teach you something valuable, but you can minimize the impact of slip-ups by taking calculated risks and learning from the results. 

How do you find inspiration on your darkest days?

I draw inspiration from stories of other women entrepreneurs who have overcome obstacles, because they show me that setbacks are just stepping stones to growth. Spending time with family and friends helps me reconnect and gain a fresh perspective. And of course, taking Isles out for a walk always brings me a sense of peace, and reminds me to embrace the present – to find joy in the little things.

What is your go-to song to get motivated on tough days?

“Round and Around” by Kolohe Kai. Its message always grounds me and helps me keep moving forward. Their music reminds me of where I came from. 

Who is your most important role model?

My mom and my nana. My mom’s unwavering work ethic has been a constant source of inspiration, showing me the importance of perseverance and dedication, even in challenging times. And my nana always taught me that while anything is possible, it’s important to slow down sometimes and give myself grace when faced with obstacles. Their wisdom and love have been my foundation.

Instagram: @boogsboop
Facebook: @boogsboop
TikTok: @boogsboop

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Charlotte Wissel, founder of Artemis Virtu. (Credit: Courtesy of Artemis Virtu)

1,000 Stories

Each Piece of Her Furniture is Tailored to Clients’ Tastes

Charlotte Wissel’s design company, Artemis Virtu, collaborates with customers on crafting furniture that’s made to suit their individual tastes.

August 26, 2025

By Victoria Flexner

For Charlotte Wissel, furniture has always been about more than function or necessity – it’s also an alternative form of expression. Wissel told us, “I see each piece as a blank canvas with the potential to become a work of art.” In 2020, the Fort Lauderdale, Florida, designer launched her company, Artemis Virtu, through which she aims to combine craftsmanship, storytelling and bold design into something tangible and lasting. Wissel also takes upholstery to another level by integrating custom materials and original artwork into every project. 

Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.

How is your business different from others in your industry?

We treat upholstery as an art form, not just a service. While many upholstery businesses focus solely on repair or restoration, our work goes far beyond function — we design statement pieces that transform a space. We’re not just reupholstering furniture; we’re creating one-of-a-kind pieces that reflect the client’s vision, style and story.

Tell us about your biggest success so far. 

Seeing my work featured in homes I never imagined I’d have the opportunity to be part of. Over the past year, I’ve had the honor of creating custom pieces for private clients whose taste and stature I deeply admire — individuals I never expected to connect with, let alone have my artwork in their personal spaces. 

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What is your top challenge and how have you addressed it?

Like many creatives-turned-entrepreneurs, I quickly learned that talent alone isn’t enough to build a business. One of my first challenges was navigating the startup phase — figuring out pricing, sourcing materials and positioning myself in a niche market. I had to learn how to run a business while still being the creative force behind every piece, which meant wearing many hats and making decisions that didn’t always come naturally at first.

As the business began to grow, scaling up became the next big hurdle. I found myself reaching capacity quickly, with more requests than I could handle solo. It forced me to evaluate how I could grow without compromising the quality or uniqueness of my work. I’ve since streamlined my process, established stronger boundaries around production timelines, and begun forming partnerships that allow me to take on more without losing the personal touch.

Have you experienced any significant personal situations that affected your business decisions? 

As we began to gain traction, I was thrilled to see demand increase. I hired staff, took on large-scale projects, and worked with designers on high-volume orders. On the surface, it looked like success — but in reality, I found myself drifting further and further from the soul of what I had created.

Many of the pieces I was producing no longer felt like mine. I was executing someone else’s vision, with little input or creative freedom, simply because they had seen my past work and wanted me to replicate it. It became clear that I was on the verge of turning my studio into a production line, and that was never what I wanted this business to be. So, I made the conscious decision to recalibrate — to scale with intention, not volume. 

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What is your biggest tip for other startup entrepreneurs? 

Trust your instinct and protect your craft. In the early stages, it’s easy to feel pulled in every direction by trends, advice or what you think people want from you. But your vision is the core of your business – it’s what will set you apart.

How do you find inspiration on your darkest days?

I’ve learned to take a step back and reconnect with my “why.” I reflect on the pieces I’m most proud of, the clients who trusted me with their vision, and the moments that reminded me that I’m doing what I love. 

But more than anything, I remind myself how lucky I am to create art as my work. As a child, making art brought me peace and calm — it was my favorite escape. Some days, it’s just about remembering that same feeling. Even now, when things get tough, reconnecting with that quiet joy of creating helps me find clarity and reignites my inspiration.

What is your go-to song to get motivated on tough days?

“Sympathy for the Devil” by The Rolling Stones. That song has such a raw, powerful rhythm — it always gives me a jolt of confidence and focus when I need it most.

Who is your most important role model?

While I wouldn’t call him a traditional role model, one of my greatest creative inspirations is the artist Dean West. His dedication to detail is extraordinary — he often spends days, even weeks, orchestrating every element of a single photograph, waiting for the perfect moment and light, even when nature works against him. His piece The Wrangler is a personal favorite of mine. It’s a masterclass in patience, precision and storytelling through visual art.   

Instagram: @artemisvirtu

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Julie Williams of Leaf People. (Credit: Courtesy of Julie Williams)

1,000 Stories

Her Plant-Based Skincare Line is Withstanding the Test of Time

Herbalist Julie Williams has been in the all-natural beauty business for over 20 years.

April 15, 2025

By Victoria Flexner

Julie Williams launched skincare line Leaf People in 2003, with a vision of creating the cleanest skincare products around. Williams, a trained herbalist, says her products marry botanical science with Western medical herbalism – creating formulas that are certified organic from ingredients that are ethically harvested and pesticide-free (among other things). Williams oversees the production of her products at the company’s headquarters in Carbondale, Colorado – and in an effort to give back to the planet, proudly donates 2% of all profits to charity. 

Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.

How is your business different from others in your industry?

Our products are formulated by a medical herbalist. We use Buddhist medicine-making practices and other energy practices during the manufacturing process. Our ingredients are certified organic, ethically wild-harvested, certified herbicide- and pesticide-free, gluten-free and vegan. All of our products are also packaged in a mix of recyclable and compostable materials, and printed with vegetable- and water-based inks.

Tell us about your biggest success so far. 

Helping to heal a debilitating case of eczema on a woman’s hands. Nothing else had worked for her!

What is your top challenge and how have you addressed it?

Customer service. Solving problems for customers in a positive way, and achieving harmony in every situation with them, can be difficult. I’ve found that managing expectations and approaching all situations with compassion is the best approach. I’ve had to train my staff on how to uphold our policies while still honoring them as human beings. It can seem like a juggling routine at times, but with the right intention, honesty and dedication to your company, it can be balanced and beneficial for all involved.

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Have you experienced any significant personal situations that have affected your business decisions?

Life is a roller coaster, and it doesn’t stop just because you own a business. In the years since I started up, I have had to overcome my own illnesses and move family members in with me to care for them. I also got married, then divorced, and had to relocate both myself and my company. Things happen, but I see them as the beautiful threads in the fabric of life. If you can develop good boundaries and healthy habits early on, you’ll stay ahead.

What is your biggest tip for other startup entrepreneurs? 

It’s going to be 1,000 times harder than you can imagine, so buckle up! And once you’re in, you’re in. Accountability and a fierce “never-give-up” attitude are required. Stay connected to your joy and laugh at (or with) yourself as much as possible.

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How do you find inspiration on your darkest days?

I remember that I chose this, and regardless of what is happening, I wouldn’t want to be doing anything else. Also, plants make me very happy.

What is your go-to song to get motivated on tough days?

“Lifetimes” by Katy Perry.

Who is your most important role model? 

Julia Butterfly Hill, the founder of the non-profit Circle of Life and a savior of trees. Although her methodologies are a bit radical, her unwavering determination to save our natural spaces is inspiring. She brings attention to healthy forest management and respect for the role trees play on this Earth. I admire her fight against forest abuse, depletion and disregard.

Instagram: @leafpeopleskincare
Facebook: @leafpeopleskincare
YouTube: @leafpeopleskincare

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Alejandra Avila, founder of PartyAnimal. (Credit: Courtesy of PartyAnimal)

1,000 Stories

Helping You Throw a One-of-a-Kind Celebrations for Your Pet

Alejandra Avila creates personalized pet birthday party decorations through her company, PartyAnimal.

February 21, 2025

By Victoria Flexner

In 2021, Alejandra Avila was visiting family in Mexico when she found a stray puppy on the street. The dog was in rough shape, but Avila felt an immediate connection – and decided to bring her home to Los Angeles with her. A year after that, the puppy, now named Lenni, was healthy and thriving in her new life. Avila decided to throw a doggie birthday party to celebrate the milestone – which was when the idea for her business, PartyAnimal, came to life. Today, the dog-loving Los Angeles-based founder plans customized birthday party decor packs for pups across the country, and counts every happy dog a success. 

Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.

How is your business different from others in your industry?

Each product included in our party packs is thoughtfully handmade in Los Angeles, with your dog’s name, age and face. We make sure every detail is tailored to your dog, and done so with love and care.

Tell us about your biggest success so far. 

Seeing the excitement of pet parents as they celebrate their beloved dogs — and seeing the joy on the dogs’ faces — is one of the most rewarding parts of what we do. We’re also proud to partner with local rescue shelters, to help dogs in need find their forever homes. 

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What is your top challenge and how have you addressed it?

Scalability has definitely been a challenge. Our focus has always been on craftsmanship and attention to detail, so we’re working hard to scale while maintaining the standards that make our brand unique.

Have you experienced any significant personal situations that have affected your business decisions?

As an immigrant woman, I’ve often found myself questioning and doubting my abilities — something I’m actively working to overcome. Having experienced challenging work environments in the past, I understand how important it is to feel valued and supported. Now, as a business owner, I am deeply committed to creating the sort of workplace where everyone feels respected, heard and empowered.

What is your biggest tip for other startup entrepreneurs? 

Surround yourself with people who genuinely want to see you succeed, and take care of those around you in turn. Building a supportive community is essential, especially when you’re starting something new. As you grow, it’s equally important to recognize the people and experiences that have helped shape your success – it’s a key part of staying grounded and appreciating how far you’ve come.

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How do you find inspiration on your darkest days?

My dogs are a constant source of inspiration. They remind me every day of the power of unconditional love, and help me find joy in the simplest moments.

What is your go-to song to get motivated on tough days?

“Man at The Garden” by Kendrick Lamar. Recently, I’ve been listening to this song and telling myself: “I too deserve it all.”

Who is your most important role model? 

My sisters. They inspire me everyday, and encourage me to be my best self. Through their strength and wisdom, they’ve shown me the power of womanhood, and the incredible resilience that we women possess. 

Instagram: @getpartyanimal
TikTok: @getpartyanimal

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Chloe La Rosa, left, and Gina Greenwood, right, co-founders of Kickback Club. (Credit: Courtesy of Kickback Club)

1,000 Stories

Conversation Decks Designed to Forge and Fortify Connections

Gina Greenwood and Chloe La Rosa created cards with thought-provoking prompts that foster deep conversations.

January 30, 2025

By Victoria Flexner

Gina Greenwood and Chloe La Rosa created their conversation decks in response to the social isolation that persisted past Covid lockdowns. Greenwood told us that she noticed “a growing void in genuine human connections,” and that she and La Rosa wanted to help bridge this gap by providing a tool that facilitates meaningful conversations. And so, the Kickback Club was born – a company that sells decks made up of 100 carefully-crafted conversation cards. In addition to their main product line, the San Francisco-based co-founders also offer customers the option to create their own bespoke decks – allowing individuals and businesses alike to create conversation cards tailored to their specific personal or professional needs. 

Here’s our lightly edited Q&A with Gina Greenwood, from The Story Exchange 1,000+ Stories Project.

How is your business different from others in your industry?

Our combined background in brand strategy and experiential design informs our product development – ensuring that each deck is not only engaging, but also strategically crafted to enhance social interactions. Unlike many conversation decks that prioritize entertainment, we are focused on fostering genuine connections through deep discussions.

Tell us about your biggest success so far. 

Launching on online marketplace Faire. It’s been incredibly rewarding to see our products reach new states and make their way into more brick-and-mortar locations.

What is your top challenge and how have you addressed it?

As our audience expands, maintaining meaningful engagement with customers becomes crucial. We need to ensure that our messaging resonates and that we’re fostering a sense of community, even as we grow. Entering new states and stores means adapting to different customer preferences and regional cultural nuances – understanding and catering to these differences can be a challenge.

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Have you experienced any significant personal situations that have affected your business decisions? 

My co-founder and I both got married this year. With our business being less than a year old, it was important for us to prioritize our personal lives. However, this decision temporarily halted our momentum during a critical phase of our growth.

What is your biggest tip for other startup entrepreneurs? 

Understanding your supply chain is key. Know who you are buying from, and ensure you have a partner in each step along the way.

How do you find inspiration on your darkest days?

We do what we do because we believe in it. Never stop believing in yourself.

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What is your go-to song to get motivated on tough days?

We have Kacey Musgraves playing in the background of most team meetings.

Who is your most important role model? 

Belgian therapist and author Esther Perel inspires us through her profound understanding of relationships and her ability to articulate the complexities of human connections. Her emphasis on the importance of intimacy, desire and communication resonates deeply with our mission, as fostering meaningful conversations is at the core of what we do.

Instagram: @kickbackclub.co
TikTok: @kickbackclub.co

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Nikki King, founder of Lax & Daisy. (Credit: Courtesy of Lax & Daisy)

1,000 Stories

Her Picnic Set Makes Outdoor Dining Easy – and a Vibe

Nikki King’s Lax & Daisy company makes luxe picnic sets designed to turn your picnics into an aesthetic experience.

January 10, 2025

By Victoria Flexner

A few years ago, Nikki King quit her corporate job, sold most of her belongings and adopted a nomadic lifestyle that prioritizes experiences over things. King says that “stepping out of the ‘matrix’ … was a scary and uncertain move,” but that she had to take the leap because, “I knew I wanted more.” Not long after changing courses, King launched her business, Lax & Daisy, which produces a line of high-end picnic sets stored inside of colorful print backpacks. They come with every accessory one could need for a meal outside. King, who now splits her time between Austin, Texas, and Los Angeles, says it is her mission to get people outside and into the sunshine, because she believes in its transformative and restorative power. She’s presently focused on expanding her company while looking out for the well-being of the world’s employees, in part by offering discounts to any employers who give their staff ample chances to get outside during the average work day. 

Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.

How is your business different from others in your industry?

Our commitment to quality and thoughtful design, with a deeper mission. While many competitors focus solely on function, we go further by using high-end materials to ensure that our products are durable, aesthetically pleasing, and built to last. 

Beyond the products themselves, we’re focused on driving real change in workplace wellness. We’ve introduced the “Team Sunshine Pledge,” a commitment that tasks corporations with prioritizing employee well-being, encouraging time outside, and creating healthier, happier work environments. This approach isn’t just about selling products — it’s about inspiring systemic change. 

Tell us about your biggest success so far. 

Taking a leap of faith and leaving the security of my corporate job to pursue a life of adventure, purpose, and connection with nature. I wanted to grow, expand and take risks that would create long-term joy and freedom – not just for me, but for those who resonate with this mission. I didn’t want to look back at life and regret waiting until retirement to truly live. I strive to inspire others to carve their own paths toward a life of meaning and sunshine. 

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What is your top challenge and how have you addressed it?

Being entirely self-funded has been both my biggest challenge and my greatest opportunity for growth. It can feel daunting at times — there’s no safety net, and every decision carries weight. However, I also find it exciting and empowering to fully invest in myself and my vision. And in moments of doubt or fear, I turn inward. I’ve learned to quiet my mind, tap into my intuition, and take inspired action based on what my inner voice tells me. 

Have you experienced any significant personal situations that have affected your business decisions?

In a previous job, I witnessed a company mistreating its employees – particularly women – and it left a lasting impact on me. I knew I wanted to be part of the change, to build something that values people, prioritizes well-being, and proves that success doesn’t have to come at the cost of humanity. Beyond that, I realized the world desperately needs more women rising up as entrepreneurs and leaders. When women step into leadership roles, it creates space for new ideas, innovation, and systems of care that challenge outdated norms. 

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What is your biggest tip for other startup entrepreneurs? 

Build something that truly lights up your soul. Don’t just look for a gap in the market and try to fill it — find the thing that excites you, energizes you, and keeps you up at night with possibility. When your work aligns with your passion, you’ll have the motivation to push through even the toughest days. Challenges will come, but if you believe deeply in your mission, it won’t feel like work — it will feel like purpose. 

How do you find inspiration on your darkest days?

I turn to nature, because it reminds me that we are never truly alone. Sometimes it’s as simple as placing my hand on a tree and feeling its strength — its roots run deep, grounding me in a way that nothing else can. Other times, I’ll go to the ocean, stand at the shoreline, and say hello to the waves. The ocean feels alive, like a powerful friend reminding me of the vastness of the world and the endless possibilities it holds. These moments remind me that I’m part of something bigger, something supportive and timeless. 

What is your go-to song to get motivated on tough days?

“Love“ by Facesoul. The lyrics, “Step into the moment, let yourself free now, all you need is love to find your way,” have a way of grounding me and reminding me to let go of whatever is holding me back. It’s a reminder to trust the journey, find freedom in the present moment, and know that love will always guide me forward. 

Who is your most important role model? 

Without question, my mom. I watched her overcome incredible odds to rebuild her life when I was little — going back to school and starting her own business while navigating the aftermath of abuse. Her strength, resilience, and determination taught me that no matter the circumstances, we have the power to create a new path for ourselves. She is a living example of perseverance, and has shown me that success isn’t just about reaching goals — it’s about staying true to yourself and rising above challenges with grace and perseverance.

Instagram: @laxanddaisy

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The post Her Picnic Set Makes Outdoor Dining Easy – and a Vibe appeared first on The Story Exchange.

Deanna Ratnikova, founder of The GO Deck. (Credit: Courtesy of The GO Deck)

1,000 Stories

Her Card Decks Help People Explore Their Urban Backyards

Deanna Ratnikova launched The GO Deck to bring people together, outdoors, and on the move to their cities’ hottest spots.

January 8, 2025

By Victoria Flexner

Like many of us during Covid lockdowns, Deanna Ratnikova took to taking long walks outside. As the San Diego-based entrepreneur explored more of her urban environment, the seeds of an idea were planted: What if she created a card deck that encouraged people to get outside and explore where they live in earnest? Ratnikova toyed around with the idea for almost a year, until a health scare made her realize she would always regret not taking that leap. So, Ratnikova launched The GO Deck, which makes and sells city-centric card decks that help users explore various locales with prompts and ideas for outdoor activities. Ratnikova finds joy in helping others get away from their screens and out into the world to make connections – and memories. 

Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.

How is your business different from others in your industry?

In both the gift and travel industries, there is no other product designed to introduce people to free-to-visit outdoor spaces within urban environments, while also helping them connect with other people. 

Tell us about your biggest success so far. 

When my daughter told me she wants to run the business with me when she gets older. She also likes to provide feedback and share me new ideas. Seeing her enthusiasm for what I’m doing, and her desire to be a part of it, is a success for me.

What is your top challenge and how have you addressed it?

The thoughts in my own head can be debilitating at times. When negativity creeps in, I remind myself how fortunate I am that my health issues haven’t turned into anything serious yet – and that I should savor the opportunity I have to pursue this entrepreneurial journey. Regardless of the outcome, this has been an amazing learning experience, and the products have already made a positive impact in my own life.

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What is your biggest tip for other startup entrepreneurs? 

The biggest lesson in the production process has been to learn proper timing. Things moved forward fairly quickly at the beginning of my start-up journey, with the design proofing and sample print. But once we moved into bulk production, there was significant lead time and shipping delays to grapple with. I now set deadlines in my product development phase to ensure everything arrives on time (for example, in time for the holiday season). I also always ask vendors to send samples before we move into bulk production!

How do you find inspiration on your darkest days?

I remind myself that I would rather die trying than to look back and feel regretful of not giving life my best effort.

What is your go-to song to get motivated on tough days?

In the first few months of the pandemic, the only person I had close interaction with was my daughter (who was 3 at the time). It’s definitely the loneliest I’ve ever been, and the song “Numb” from Elderbrook had just been released. It touched upon feelings of isolation –  the very loneliness that spurred me to start walking more, which in turn sparked the idea for my business. Whenever I hear this song, I think of how I hope my cards alleviate those feelings for others.

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Who is your most important role model? 

As a follower of Christ, I strive to live a life that honors Him and His teachings – though I often fall far short.

Instagram: @thegodeck
Facebook: @theGODeck
YouTube: @theGOdeck

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Susie Hewson, founder of Natracare. (Credit: Courtesy of Natracare)

1,000 Stories

She Developed Some of the World’s First Organic Period Products – Before it Was Cool

Susie Hewson is the founder of 35-year-old company Natracare, one of the first businesses to ever make and sell all-natural menstrual products.

January 7, 2025

By Victoria Flexner

Susie Hewson says that when she set out to develop organic tampons and pads, she didn’t mean to start a business. But as Hewson became increasingly determined to remove toxic chemicals from feminine hygiene products, she found herself following an entrepreneurial path, launching Natracare 35 years ago to bring her dream to life. In the decades since, Hewson has been a staunch advocate for ensuring people’s right to safe and natural menstrual products, working with environmental groups and women’s organizations alike on access while also  supporting legislation like New York Congresswoman Carolyn Maloney’s Tampon Safety and Research Act of 1997 (now called the Robin Danielson Menstrual Product and Intimate Care Product Safety Act). Today, the Natracare CEO is living in Bristol, England, where she oversees her company and continues to set the bar high as a simultaneously ethical and sustainable company.

Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.

How is your business different from others in your industry?

We have earned several certifications and awards for exceptional environmental and ethical integrity. We regularly submit to independent and accredited testing for detecting heavy metals, PFAs, pesticides and glyphosate to validate our organic and natural status. These test results are publicly available on our website. 

Tell us about your biggest success so far. 

Creating an organic and natural shopping category for period products, which previously had not existed. We carved out our space in the sector and shook up the status quo amongst corporate brands. Now, this is the fastest growing sector in period care, and I will continue to push for more regulatory oversight and transparency. 

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New Jersey Schools Will Now Provide Free Period Products 

What is your top challenge and how have you addressed it?

Once you realize that something needs to be changed, and you decide to be the one stepping forward to take on that task, then life starts to exist on the frontlines of action. It has been so for me since I first put my head over the metaphorical parapet in 1989! For this reason, balancing work and life is a major challenge for me. So if I can delegate tasks, then I try to do so. 

Have you experienced any significant personal situations that affected your business decisions? 

If you are running a business where you are responsible for other people’s livelihoods, then your personal situations need to be balanced and figured out as part of your business management strategy. On December 24th, 2019, I had breast cancer surgery, followed by radiotherapy during the Covid lockdown. I was back at my desk after the holiday break, and every day during my treatment period. Having something to focus on outside of cancer helped me recover my sense of control and think positively.

What is your biggest tip for other startup entrepreneurs? 

Never underestimate how hard the tasks are going to be. Business challenges can be especially hard on your financial safety net. I was a self-funded startup, so it was important to the security of my family to manage the finances – and therefore, my business decisions – with sharp focus. 

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Her Beauty Brand Is Committed to Ending Period Poverty

How do you find inspiration on your darkest days?

Gardening and walking in nature. And when I say gardening, I don’t mean small pots on the terrace kind of stuff – I thrive on garden reclamation and regeneration. It’s the big work of shaping and designing, and ripping, chopping, digging and planting. I have designed and built some awesome organic and wildlife gardens in my time, and have the injured wrists to show for it. Mother Nature is a generous healer.

What is your go-to song to get motivated on tough days?

You can’t beat dancing around the room to “Mr. Brightside” by the Killers. 

Instagram: @Natracare
Facebook: @Natracare
YouTube: @Natracare

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The post She Developed Some of the World’s First Organic Period Products – Before it Was Cool appeared first on The Story Exchange.