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.

Johnny Cruz

Aquarium Records is about giving myself and other musical artists an outlet for creativity. When COVID-19 hit, it was like a record scratch, pausing everything that seemed to be coming together for me. Just a few years out of college, I was hitting my stride with auditions, and I was excited about joining a community of creatives. I still remember walking back stage after an audition that I absolutely nailed – my body was on fire and it felt like the stars were aligning just for me. But instead, the pandemic forced us all in doors. Read More>>

Samanfah Wilson

Starting my business was a natural progression rather than a planned venture, it happened quite organically for me.

It all started as I was working as a stage-dancing unicorn in London and professional mythical creature for hire. I loved making my own costume pieces and decided to see what would happen if I listed them on Etsy as a bit of a side project. I was so excited the day I sold my first creation, and kept reinvesting whatever I made into new materials and experimenting with different ideas. Eventually, I had saved enough to create my first small range of clothing- including our sequin overalls which we still make to this day! Read More>>

Jennifer Tinucci

In 1992, I graduated from the University of Colorado in Boulder, CO with a Bachelor of Science degree in Business Administration and an emphasis in International Marketing. When I was growing up, I was the editor of my High School Newspaper. As an adult, one of my children was in the entertainment industry and I did a lot of PR work for him. Read More>>

Andres Brown

The process was something natural for me. My vision of the tattoo business is quite different from the rest, both from the client’s and the artist’s perspective. I always prioritize the comfort of both artists and clients. After all, our product is a luxury, not a necessity, and that should be reflected not only in the business itself but also in the quality of the work. Beyond just creating tattoos, I wanted to build an experience, one that feels exclusive, thoughtful, and truly elevated. Read More>>

Kate Burr

Now or never. That was the first thought that crossed my mind when I decided to venture out on my own and launch A LA MODE Co., my boutique consultancy specializing in cultural marketing, partnerships, and brand strategy. It was the same feeling I had when Ben Shenassafar and Jared Meisler approached me to partner on the opening of The Benjamin—our love letter to classic American dining in the heart of Hollywood. Read More>>

Veronica Ogbeide-shoyinka

I became a mother and wanted to stay close to her son. I felt the need to quit my demanding job in social work and relocated to LA for more support. I cooked for people for fun, and people enjoyed the taste if my food so much that they offered to hire me for events. Soon after a few friends suggested I make the food available on a more consistent basis, and that was when I decided to open a restaurant. Read More>>

June Kochi

I’ve always been fascinated by people’s stories and the power of images to capture emotions and moments in time. My thought process behind starting my own photography business was driven by a desire to connect with people on a deeper level and help them tell their stories through compelling visuals. Whether it’s weddings, family portraits, or headshots, I love the process of collaborating with clients to create images that are meaningful and lasting. Read More>>

Isabel Carmen

Owning a salon has been a dream of mine for as long as I can remember. Before even enrolling in cosmetology school, I knew this was my path. It took time and growth—both as a stylist and as a person—to find the courage to take that leap. But when the opportunity came, it arrived unexpectedly and has turned into one of the greatest adventures of my life. It feels like it was always meant to be—a calling to create and nurture a space not just for my clients, but also for other talented stylists to thrive. Read More>>

Saman And Daniella Tabibian

Our journey with Knocked began as a love story intertwined with purpose and passion. Since 2014, we’ve built our relationship on shared dreams and complementary strengths, merging our backgrounds in business with an entrepreneurial spirit to create something meaningful together. The catalyst for Knocked emerged during the pandemic when our focus, like many others, shifted intensely toward health and wellness.  Read More>>

Njideka Obijiaku

I grew up in a household that showed me the value of and power in the ‘have a job AND a small business’ mindset. I am a first generation American (born to Nigerian immigrants) and even after obtaining 2 degrees (Bachelors & Masters) I realized that not just any education will suffice. Institutional education is not the same as financial education. Read More>>

Krickit Hodges

Oh man. I think 10 years ago my arrogance was just driving me to build a space where I answered to no one. The thing about owning a small business… you answer to so many humans LOL.
Back then I knew I wanted a space to call my own. I knew I wanted to build community. I also knew being a career trainer is very difficult, so I wanted to learn how to set myself and my colleges up for success. Read More>>

Karie Miller

Honestly, I am not sure I really had a thought process when I started my own business. It just happened and as a daughter of a longtime business owner, being a business owner myself was in my blood. I never reacted well to being told what to do, so being my own boss was ultimately the only answer for my future. I wish I could say that I sat down one day and wrote a business plan, got a loan, did a ton of marketing and prepared a perfect path to success, but it was much more organic.  Read More>>

Kwaku Otchere

I’ve always believed that connection is everything. Growing up in Ghana, I learned early on that relationships, conversations, and shared experiences shape the way we see the world. My father encouraged curiosity—he taught me that understanding people starts with listening, asking the right questions, and valuing every interaction.  Read More>>

Matt Aaron Krinsky

Mogul Productions (www.MogulProds.com) is the company I founded to develop and produce feature film, television, documentary, and stage projects.

Immediately after my undergraduate years, I moved cross country from Boston to Los Angeles and attended the Baron/Brown Studio. I completed their acting conservatory program and was then asked by two fellow classmates to direct them in a play. I grabbed the chance and also agreed to produce the show. This sparked the desire to form my own production company. Read More>>

Yomara Gourdet

When I arrived in the United States for the first time it was with the desire to improve my life, upon arriving and starting to work I realized that in this country you have to do more than just work for other people since this country is an abundant country and full of opportunities so I decided to start some entrepreneurship which were not successful but that did not make me give up so I decided to start posting videos on Tiktok about my travels, since I have always liked to travel, I posted a few videos and after a week I got my first video which went viral reaching more than 2.1 million people so that’s when I realized that was what I had to do.  Read More>>

Ryan Peel

I am a second-generation musician so I grew up in clubs and watched my dad be his own boss.

I have always been ambitious and creative, so the traditional 9-5 never worked for me. I don’t like being tied down and enjoy the freedom of entrepreneurship!

Although I love collaborating with others (and find it generally creates better art), I have a strong artistic vision and do not mind going solo. Read More>>

Dr. Lauren Catenacci

I started my business because I saw firsthand how vital small businesses are to our economy and to the American dream. These local enterprises are the heart of our communities, yet many of them don’t have the same access to resources and support that larger companies enjoy. I wanted to help by providing practical, straightforward guidance that gives small business owners what they need to succeed. Read More>>

Mindy Thomas

My thought process in starting Raving Beauty Med Spa was driven by a combination of my medical expertise, entrepreneurial spirit, and passion for helping people feel confident in their skin. As a Nurse Practitioner and business owner, I saw an opportunity to blend healthcare and aesthetics in a way that prioritizes both safety and exceptional results. Read More>>

Caroline Grace

I started Baby Kitten Rescue in 2021 after fostering for other organizations and realizing there was a huge need for animal rescues that were willing and able to care for the most vulnerable population: neonatal, critical care, and special needs kittens. I also wanted to create a rescue that made the fostering experience more supportive and empowering for the fosters. Read More>>

Jeffrey Dobbins

It was something my grandmother told me. She was a bookkeeper, back in an era when there weren’t a lot of women owned businesses. Her number one piece of life advice was to work for yourself, that way you always have the freedom to make your own decisions for your life. Read More>>

Joyce Lee

I wanted to share my excitement for food and eating with my community. Long Beach has been my home for many years now, and during that time, I’ve witnessed the evolution of its food scene where chefs and bakers alike create and collaborate to put out really amazing dishes. Seeing the community embrace these new food concepts has inspired me to be genuine and bold in my food creations as well.  Read More>>

Claudia Endler

My appreciation of beauty, art, and design drew me to fashion and my love of jewelry. Even as a little girl you could not drag me away from the jewelry store windows. When I was offered a position as a sales representative for the fashion industry, I jumped at the chance. The creativity of the independent clothing designers was extremely inspiring, especially hearing some of their stories where they started out  Read More>>

Ariadna Sanchez

My Spanish poetry collection, Visitas inesperadas, was born from a deep need to process and express my experience as an immigrant. When I left Oaxaca and began a new life in the United States 23 years ago, I carried with me memories, emotions, and challenges that shaped my identity. Poetry became my refuge a way to navigate the complexities of belonging, nostalgia, and resilience. Read More>>

Carla Kemp

My journey in starting Fab N Fit by Carla was fueled by my passion for fitness and beauty, specifically aimed at empowering women over 50, a demographic I believe is often overlooked. I wanted to create a platform where I could share personal fitness and beauty tips, demonstrating that age does not determine one’s capabilities or worth. Read More>>

David Strah

I love helping people, I love helping people heal and become more self-empowered. So it made sense to me to start my own business as a psychotherapist in service to helping people live their best lives – happier, richer and more fulfilling. Read More>>

Sémone Kessler

Starting Matter Studio was a natural evolution—something that felt both intuitive and inevitable. I’ve always believed that architecture isn’t just about buildings—it’s about storytelling, connection, and creating spaces that resonate on a human level. I wanted the freedom to design with depth and purpose, centering both the people who live in these spaces and the landscapes they inhabit. Read More>>

Edgardo Zamora

When I first started designing events in Hollywood in the 90s, luxury events featured furniture and decor that simply wasn’t up to the high caliber of the event itself. The only available furniture options came from movie set prop houses—functional but lacking in quality, versatility, and sophistication. There was nowhere to rent high-end furniture, decor, or lighting specifically designed for luxury events. I saw an opportunity to change that. Read More>>

Arlene Valdez

I’ve been baking since the age of 5. It has always been something that I have enjoyed. I used to and still bake for my dad. He’s definitely my number one supporter. I found a passion for baking cookies that I never realized I had. One day, I was talking to my friend and he asked if I’d ever considered selling my cookies. My immediate answer was no. Because the truth is, it had never crossed my mind.  Read More>>

Ivo Peshev

Starting Flair Project was a natural evolution of my passion for hospitality, mixology, and creating unforgettable experiences. I wanted to build something that went beyond just serving drinks—I envisioned an immersive cocktail experience that combined artistry, precision, and top-tier service. Read More>>

Luis Fernando Cordova

I had been singing and acting since I was a young kid, and my sophemore year of high school things started picking up. I started Booking more projects and sometimes even traveling for performances, so I decided to become a homeschool student for my junior year of high school. With the extra time on my hand I decided to start teaching guitar and voice lessons out of a spar bedroom in my parents house.  Read More>>

Brittany Antuna

Ok believe when I first started working I saw it really as “work”.
As time grew it got to evolve into a “business”.
And things just worked out from there. Read More>>