We had the good fortune of connecting with Lily Koen and we’ve shared our conversation below.

Hi Lily, we’d love to hear about how you approach risk and risk-taking.
I believe risk is critical for high reward. If you’re not doing something that challenges or scares you a little, then what are you really doing? Growth—both personally and professionally—comes from stepping outside of what’s comfortable.

When our company got funding, I had a choice: stay on a path that was stable and familiar, or take a leap into something uncertain but full of potential. I chose to take a leave of absence from UC Berkeley, a place where I excelled, had an amazing community, and felt secure, to pursue a once-in-a-lifetime opportunity. It wasn’t easy walking away from something I had worked so hard for, but I knew that the biggest rewards come from betting on yourself and the things you believe in.

Taking that risk changed everything. It pushed me to grow in ways I never expected, to embrace challenges, and to trust my instincts. And while risk always comes with the possibility of failure, I’d rather face that than look back wondering, “What if?”

What should our readers know about your business?
What sets ATLAS apart—and what I’m most proud of—is the way we’ve created a space that champions independent brands, bringing together thoughtfully curated clothing, jewelry, accessories, fragrance, and skincare under one roof. We offer a platform for emerging designers to connect with conscious shoppers in a meaningful way.

Getting to where we are today hasn’t been easy. Like any startup, we faced challenges — securing the right brands, managing logistics and operations, and navigating the complexities of launching a retail space in a competitive market. There were moments of doubt, but what got us through was resilience, adaptability, and a deep belief in what we were building.

One of the biggest lessons I’ve learned is that building a business requires giving it 100%—there’s no halfway if you want to succeed. You have to be all in, fully committed, and willing to do the hard thing, even when it feels impossible.

What I want the world to know about ATLAS is that we’re here to change the retail landscape—giving independent brands a powerful platform and customers a space to discover something truly special. We’re building more than just a store; we’re creating a movement.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend were visiting, we’d definitely drive up the PCH to Malibu to take in the ocean views! For food, we’d definitely have a classic In-N-Out stop—because no trip to LA is complete without it. One night, we’d do dinner at Divino in Brentwood, an amazing Italian spot with the coziest atmosphere and the best bolognese in the city. And for some outdoor adventure, we’d go hiking at Will Rogers, which has great trails and beautiful views of LA!

Who else deserves some credit and recognition?
I have to dedicate my shoutout to my mom. She’s an emergency room doctor—someone who has spent her life making a difference in people’s lives. Education has always been a huge priority for her, and growing up, she instilled in me the importance of hard work, perseverance, and always striving for excellence.

When I made the decision to take a leave of absence from UC Berkeley to pursue our startup full-time, she supported me wholeheartedly. She saw the passion and potential in what we were building, and rather than pushing me toward the safer, more traditional path, she encouraged me to take the leap. That kind of belief—especially from someone whose entire career has been built on stability and structure—meant everything.

Her support gave me the confidence to take a risk, knowing that no matter what happened, I had someone in my corner who truly believed in me. I owe so much to her, and I’m forever grateful.

Website: https://atlasstores.co

Instagram: @atlasstores

Linkedin: https://www.linkedin.com/in/lilykoen-ATLAS

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