I’m thrilled to share something special with you today. You know how we’re always on the hunt for that perfect font pairing? Well, I’ve found that building a business is a lot like that – it’s all about finding the right combination of passion, perseverance, and a dash of creative magic.

I’ve always believed that the best way to learn is by peeking into the sketchbooks of those who’ve walked the path before us. 

That’s why I’m beyond excited to unveil “The Designer’s Blueprint” – a behind-the-scenes look at how three amazing creatives turned their dreams into thriving businesses.

Think of this as your very own mood board for entrepreneurship. I’m sharing with you today the journeys of Ingrid, Jess, and Genna – three designers who’ve taken their unique visions and transformed them into successful ventures. From those first sparks of inspiration to navigating the twists and turns of business ownership, they’re sharing it all.

So, grab your favorite beverage (like a delicious watermelon mocktail), settle into your comfiest chair, and get ready to be inspired. 

Whether you’re just starting to doodle your business ideas or you’re looking to add some fresh strokes to your existing masterpiece, there’s something here for everyone.

Planting the Seed

Question: When did you first think about starting your own business?

Ingrid: “You know, I think the entrepreneurial bug has always been buzzing around in my head. I come from a family of entrepreneurs, so the idea of running my own show wasn’t foreign to me. It wasn’t like I was that kid with the lemonade stand on the corner, but deep down, I always knew I’d be my own boss someday. It was less of an ‘if’ and more of a ‘when’ for me.“

Jess: “I started my first business ideas when I was a little girl with a big imagination. From lemonade stands, to scanning Spice Girl magazines and books and selling copies of the best photos for 10 cents a piece in the mid 90’s in grade school. I truly don’t know why, but generating income was something that always fascinated me from a young age. I first started putting together more concrete ideas in 2011 when I took off for a one year solo backpacking through Central and South America. I was curious about learning more about the travel blogging industry and how to create sponsorship opportunities as a female Brazilian Jiu Jitsu practitioner on this wild adventure down south learning Spanish, training BJJ and writing stories of what it was like to transition from a girl to a woman. Over the years, the one constant was my approach to refining my vision. I knew if I followed the things that brought me the most joy as my north star, that eventually it would all come together into a beautiful offering for the world.”

Genna: “After COVID hit, newly married and expecting our first baby, we had to find alternative income. I had been on and off designing, mostly as favors to friends, things like wedding stationery, flyers, brochures, and party invitations. My husband suggested I start charging for my designs and time.”

My Takeaway: 

Isn’t it fascinating how different our paths can be?  Whether it’s a lifelong dream, a moment of corporate frustration, or a pandemic plot twist – that initial spark of entrepreneurship can come from anywhere! 

It’s like choosing the perfect font for a project; sometimes you know right away, and sometimes it takes a big life event to reveal the perfect choice.

What I love about these stories is how they show there’s no ‘right’ time or way to start thinking about your own business. The key is to recognize that spark when it comes, even if you’re not ready to fan the flames immediately. 

Keep sketching, keep dreaming, and trust that your unique journey will unfold in its own beautiful way. Remember, every successful business started as just an idea – your next doodle could be the start of something amazing, babes!

Drafting the Plans

Question: What steps did you take to put your plan into action?

Ingrid: “Oh, let me tell you, my approach was anything but conventional! Coming from the TV industry, where I’d spent over 8 years, I had this unique blend of skills in production, marketing, and even creating TV graphics for live soccer games. So, I started relentlessly trying to connect with anyone I thought might need my services. It was like I was creating this board of potential clients and opportunities. Was it scary? Absolutely. But each ‘no’ just became another step in my grand plan, you know? And now I look back… it’s been over 10 years and I honestly wouldn’t change a thing. I keep learning and refining my skills. Lot’s of investing in coaches, mentors, and courses to be a better strategist, designer, and conversion specialist.”

Jess: “Studio Je T’aime is the product of 15 years of refinement. A few years ago I had a branding and web design company called Earth Woman Studio, while also offering Photography services and Life Coaching separate from the studio. I saw an opportunity to merge my branding, web design and photography services and offered robust all-in-one packages for my clients. One of the first things I did in all of my businesses was be as modest as possible. I offered highly discounted packages to build all of my skills until I felt that I could back the quality of my services and later transition into more premium rates. I made sure I had a job at all times (usually 2-3), while taking on clients in my businesses. I made a decision early on to invest virtually all of my profits into personal development, business coaches and equipment to ensure that I was setting myself up for success. I built my own website and created my brand, offered clear packages, posted on social media, showed up live on stories a lot and wasn’t shy to ask my community to help spread the word for me. Community and networking have been paramount to the success of all of my endeavors. “

Genna: ”I can’t remember the exact day, but we had been discussing alternative income options (we have a baby arriving in 6 months) and Adrian asked me why I don’t start charging money for my designs. And so, Krea-tief was born! We have been in business for 4 years and I can honestly say, it hasn’t been without its own challenges, BUT I wouldn’t have it any other way. 

I didn’t really have a plan, we came up with a name, I created my Instagram page and off I went.“

My Takeaway:

Can we just take a moment to appreciate the creativity in these approaches? What strikes me is how each of these amazing women took such different routes, yet they all led to success. 

It’s like when you’re designing – sometimes you meticulously plan every detail, sometimes you go with your gut and improvise, and sometimes you do a bit of both.

There’s no one-size-fits-all blueprint for starting a business. Whether you’re knocking on doors like Ingrid, refining your offerings over time like Jess, or diving in headfirst like Genna, what matters is that you’re taking action. It’s about finding the approach that feels authentic to you and aligns with your skills and circumstances.

It’s okay to start with a rough sketch and refine as you go. The important thing is to start somewhere and be open to evolving your ‘design’ as you learn and grow. 

Navigating the Obstacles

Question: What hardships did you face along the way?

Ingrid: “Oh boy, where do I start? You know how they say ‘jack of all trades, master of none’? Well, that was me for a while. Being multi-passionate is great, but it can be a double-edged sword when you’re trying to run a business. For the first six years, I was juggling both photography and design, and let me tell you, it felt like I was constantly spinning plates. It wasn’t until I split them up that things started to click. When I started, I was often the youngest person in the room (I started Penguin Designing when I was 15… officially did the LLC at 18), trying to convince seasoned professionals that I deserve a seat at the table. Talk about imposter syndrome central! Looking back now, at almost 35, I wish I could tell my younger self, ‘Girl, you’re doing fine. Keep going. You absolutely deserve to be here.’ It’s been a journey of learning to trust my instincts and value my unique perspective, regardless of my age. But also… I’m such a people pleaser and trusting person, you know I was bound to get burn by clients… and I can report I’ve had to fire 2 in my lifetime, and it hurts like crap to know someone is taking advantage of your work and heart.”

Jess: “So many! From not feeling I had the financial resources to invest into my business. Feeling like my environment was holding me back as I’m landlocked while pursuing a career in photography and videography that almost entirely requires me to be near the sea. Especially when I was in a phase of refinement it meant that I would say no to certain clients because I was shifting directions and essentially went through quite a few periods of scarcity, wondering if I was making the right decision. One of the hardest things I have ever experienced in my career has been around the people I let in or worked with. I’ve had massive red flags client and friendship experiences. I ignored the issues at first but it really bit me in the butt years later. Now, it’s a non-negotiable to work with and surround myself with people who believe in the importance of living with integrity, honesty, and genuinely being a kind hearted person, not just when the camera or microphone is on them. I’ve definitely had to learn a lot of hard lessons in my life but I wouldn’t change a thing. I go on to develop even more skills that I didn’t have before. I really look for the good in every single situation and how I can grow as a person. In the past couple years I’ve refined my ability to discern and really trust my intuition and gut instincts in business. I don’t need to learn the hard way anymore on this one. Shiny objects or what feels like “once-in-a-lifetime” opportunities might come around that may even feel too good to be true…I’m not saying to pass them by or that it’s all a sham, but my advice would be to do some research on the person you may be doing business with and what I call now avoiding anything that would later feel like “doing a deal with the devil”. Sounds extreme, but it really was that in my experience. I guess I really needed the lesson to upgrade in my life and business haha”

Genna: “Too many to name, some even before the business started. 

From unemployment, nearly losing my husband to a swarm of bees, living in 3 different provinces in South Africa, moving home to America with a two-year old for 16 months, having another baby and moving back to South Africa whilst my husband farms in America. In the 4 years since I started my business, we have moved twice, including 140000 miles across the world to the United States, welcomed our second daughter to our family, learned to survive in a foreign country (driving on the other side of the road is scarier than you think) and navigated the very competitive market; but I also learned SO MUCH, about myself, as a mother, an individual, a wife and as a business owner! “

My Takeaway:

Can we just take a moment to applaud them? Their stories are a powerful reminder that the path to success is rarely a straight line. It’s complex, with unexpected twists and turns.

What strikes me is how each of them faced such unique challenges, yet they all persevered. It’s like when you’re working on a tricky design project – sometimes you hit roadblocks, sometimes you have to scrap everything and start over, and sometimes you realize you need to learn a whole new skill to make it work.

Hardships are part of the journey, not a sign that you’re on the wrong path. Whether it’s juggling multiple passions, dealing with difficult people, or balancing family life with business ambitions, these challenges shape us and our businesses.

Every successful entrepreneur has a story of overcoming obstacles.

Finding True North

Question: What was the turning point for you to know you were on the right path?

Ingrid: “You know, it’s funny how life gives you these little ‘aha’ moments. For me, the big turning point came when I realized the impact my work was having on my family. I mean, being able to retire my husband around 2017, take care of my mom, and support my mother-in-law? That was huge.  I tend to be a head-down, work-hard kind of person, so I didn’t always see the forest for the trees. But when I lifted my head and saw how my business was allowing me to give my family the life and support they deserved – that was my north star moment. 

It hit me that this wasn’t just about creating or running a successful business. It was about building something that aligned with my values of putting family first. Knowing that I could care for my loved ones while also helping my clients – that’s when I knew I was exactly where I was meant to be. It’s like when you find that perfect font that ties an entire design together – suddenly, everything just clicks.”

Jess: “The turning point when I knew I was on the right path was seeing how many client referrals I was getting as soon as I quit my corporate 9-5 about 3 years ago during the pandemic. Ever since, everyone I work with sends people they love my way. This was a big indication that I was onto something special. It was becoming more effortless the more that time went on. I feel so grateful, and honestly don’t know if my clients, friends and family realize the positive impact it has had on my life to know I can pursue ART as my life’s work. It has allowed me to pursue more of my creative passions, build new business ventures like my international retreats, signing with fine art print companies, and working internationally more and more as the years go on. Studio Je T’aime is a true labour of love. Everything I create is from a place of love, even if I’m frustrated, angry, in pain, grieving or sad, these are all beautiful emotions being expressed that are then channeled and transmuted into some of my best work. There are no right or wrong emotions in life or as an artist. The more we allow ourselves to feel and express, I believe the more space we have in our heart and soul to create and share our greatest gifts with the world to enjoy.”

Genna: “When I started working with International clients who recognised my work. Being able to have the freedom to spend time with my children when my husband couldn’t be there. Being a business owner and solo entrepreneur is one of the hardest but most rewarding jobs. Anything you put your mind to can be achieved. Some months are good, some are bad, it’s a rollercoaster! I booked my first client in advance last month (yes only last month), and for me, it was a huge achievement. I’m not booked out every month yet, but every day I show up and put in the hard work. “

My Takeaway:

What strikes me about these stories is how personal and meaningful these turning points are. It’s not just about business success or recognition (though those are great!), but about how the business fits into and enhances their lives and values.

For Ingrid, it was about family. For Jess, it was about creative freedom and recognition. For Genna, it was about balancing work and family life. Each of them found their ‘true north’ when their business aligned with their deepest values and goals.

This is such an important lesson for all of us in the creative world. Success isn’t just about the numbers or the accolades – it’s about creating a business that resonates with who you are and what matters most to you. 

Lessons from the Drawing Board

Question: Looking back, is there anything you’d do differently?

Ingrid: “Oh, people are going to laugh at this, but I’ve always been like the White Rabbit from Alice in Wonderland – feeling like I was always running late to everything! (my family asked me at some point “what, do you plan to die young or why the hurry?”I wish I could tell my younger self that she’s doing great, but she’s not late. 

You see, there was a moment when my business was flourishing, and I jumped into some investments that, well, let’s just say they put a damper on my growth. 

If I could go back, I’d focus more on my health so that I could serve my business better. Instead of trying so hard to grow the business that I forgot to take care of myself, I’d prioritize my mental and physical wellbeing. You can’t give from an empty cup. 

But here’s the thing – I don’t really have regrets. Every single thing that has happened in the past has created the story of where I am today. It’s like how every sketch, even the ‘bad’ ones, contributes to the final design. So maybe I wouldn’t do anything differently, but I’d definitely tell my younger self to breathe, take care of herself, and trust the process a bit more.”

Jess: “Yes and no. Yes I might have bought a film camera sooner, invested in an international photography retreat or content trip to build my portfolio quicker…and as I answer this I think I found my answer is no. I couldn’t have ever known different and I truly believe life offers us beautiful opportunities to grow and stretch as a person by testing us. I had a choice to respond to all of the teachings as I’ve pursued my business and I feel I have great stories to share. A wealth of knowledge, wisdom, memories and these are the fundamental things that differentiate Studio Je T’aime from the rest of the world and at the same time make the brand so relatable for people. Longing for, a desire to romance their life and chase their dreams. 

Everything will always come to fruition and if I had done even one thing differently, I might not have kept the child-like imagination and rich sense of curiosity that I have about people and the world. All the little things matter to me. I needed to fail when I failed to learn to pick myself back up. I needed to feel scarcity, to understand how to hold wealth, everything has a great contrast and purpose. My business, my life, my love, my pets, my clients, my mentors and everyone in between are my greatest teachers. Life is my teacher. Life is art and so I choose to live my Life AS Art as one of my best friends Carlie would say. If you’re wondering if there’s somewhere else you should be, or something else you should have done – this message is likely for you. You’re exactly where you are meant to be. You’re exactly where you need to be. And you couldn’t be anywhere else, so tune into the present moment and carry on.”

Genna: “I would have perhaps diversified my offerings slightly more from the get go, but I also learnt alot along the way. Being self-taught, we focus on what we are good at, sometimes we just need to jump in the deep end with something we are totally “uncomfortable” with! “

My Takeaway:

Each of these amazing women acknowledges areas where they might have done things differently, but they also recognize the value in their journey as it unfolded.

It’s a great reminder for all of us in the creative world: our paths aren’t always straight or perfect, and that’s okay! Sometimes what looks like a ‘mistake’ is actually a crucial part of our learning and development. It’s like how a ‘happy accident’ in design can lead to a breakthrough idea.

Your journey, with all its twists and turns, is what makes your brand and your work uniquely yours. Embrace it, learn from it, and use it to fuel your future designs and business decisions. After all, the most interesting stories – and designs – are rarely the ones that followed a straight path!

Blueprints for Success

Question: If you could offer advice to someone wanting to start their own business, what would it be?

Ingrid: “Absolutely do it! Starting your own business is one of those things where people often focus on the challenges, but they don’t talk enough about the amazing benefits of being your own boss.

Here’s the thing – there’s no such thing as “true security” in a 9-to-5 job. You’re always replaceable there. But in your own business? You’re the heart and soul. You’re irreplaceable, and you can always create more opportunities for yourself.”

Jess: “Find the intersection of all the things you love, and create a business from that. Devote yourself to your business and avoid the temptation of short term pleasures. Anything worth having requires the potential for great pain and perseverance (not always). I would highly recommend approaching business like life mastery. Master your skills and your processes and don’t ever take your community or clients for granted. Your mindset is the one thing that will carry you through moments of doubt and uncertainty along your path as an entrepreneur, so I’d start there. 

Learn more about who you are. What you like, what you love, what your strengths and weaknesses are. Develop as many life skills as you possibly can, mostly around communication and conflict resolution. It will literally change your life when you learn how to not only have difficult and much needed conversations, but they will be tremendously enriching and possibly even deepen your connections.”

Genna: “I can tell it with a bit of story: I recently hit a bit of a bump and had two very quiet months back-to-back, I started questioning everything I was doing, you see other designers “killing it” and you must be doing something wrong right? WRONG! This is where I pivoted, instead of feeling defeated (I was ready to throw in the towel completely and had even started researching 9-5 jobs again). I went back to the drawing board, to the beginning, I rebranded, realigned my services, and started a new chapter for my business. I’m not saying this is what you should do, the important point here is “there’s absolutely nothing wrong with taking a couple of steps back to move forward again – don’t see it as defeat, see it as a possibility to evolve and grow!

My biggest advice and tips: 

• Stop comparing yourself to others 
• Don’t lose focus of your OWN goals
• Stop doubting yourself and your capabilities 
• Always make sure you do everything with purpose
• Dare to dream 
• Never forget why you started (remind yourself every day)
• Celebrate your victories, no matter how small they may seem ” 

My Takeaway:

It’s like we just got a masterclass in entrepreneurship from three amazing designers who’ve been there, done that, and created beautiful businesses along the way.

But they all point to the same core truths: believe in yourself, start before you feel ready, never stop learning, and take care of yourself along the way.

There’s no one-size-fits-all blueprint for success. So, take these pieces of advice, mix them with your own unique vision, and start sketching out your business dreams. 

Defining the Finished Product

Question: What does success look like for you?

Ingrid: “Success for me is all about freedom – time freedom, financial freedom, and the ability to support and help my family. Those are the things that feel like true success to me.

I firmly believe that success isn’t a destination. It’s more of an ‘enjoy the ride’ kind of thing. I think there’s a moment where you need to sit down, look back, and see how much you’ve grown in your business. That growth allows you to have the freedom to not be so involved in the day-to-day operations but actually have it support the life you want.

I’m pretty sure that young Ingrid is smiling all the way through time because I am living the life that she wanted. The things I used to dream about, I’m doing them now. And there are so many more that I’m striving for. Knowing how hard I’ve worked for the life and business I have right now – that feels like success already.

Success looks different for everyone, and it changes depending on our season of life. It’s always evolving. For me, right now, it’s that sense of freedom and the ability to create the life I want.”

Jess: “Waking up when I want, where I want and choosing what I do with my time on repeat because of the structure my business has allowed me to follow the whispers of my soul. 

My favourite things that bring me the most happiness in life: Daytime skinny dipping. Travelling with my best friends around the world. Dinner and game nights with my family. Laughing so hard I can’t breathe. Feeling safe in my body. Snorkeling with my man gathering seashells. Taking pictures and videos. The ocean. Water. Making art. Collecting vintage things. Writing. Tea…the simple things in life make me feel the richest and most successful.”

Genna: “Success, in my book, is all about happy clients and the freedom to be there for my family. It’s that sweet spot where my passion for design meets the needs of my clients, all while allowing me to be present for life’s important moments.

When I see a client happy with the work I’ve done for them, that’s success. When I can take a break in the middle of the day to spend time with my kids, that’s success. It’s about creating a business that doesn’t just sustain me financially, but also emotionally and personally.”

My Takeaway:

I simply love how deeply personal and multifaceted they are. Success isn’t just about the bottom line or the number of clients – it’s about creating a life and a business that aligns with your values, brings you joy, and allows you to make an impact.

Each of these definitions is as unique as their design styles, and that’s exactly how it should be!

Here’s what I want you all to take away from this: Your definition of success is yours to craft. 

Like a custom font or a bespoke brand design, it should reflect who you are, what you value, and what brings you joy. 

Don’t be afraid to define success in a way that feels authentic to you, even if it looks different from what others might expect.

I encourage you to take some time to sketch out your own vision of success. What does your masterpiece look like? What colors, shapes, and textures make up your unique success story? Define it, pursue it, and most importantly, celebrate it along the way.

Where to find Ingrid, Jess, and Genna:

You can find Ingrid at: 

Website: https://penguindesigning.com

Instagram: https://instagram.com/penguindesigning

You can find Jess at:

Website: www.studiojetaime.com 

Instagram: @studiojetaime

You can find Genna at:

Website: https://www.krea-tief.co.za

Instagram: https://instagram.com/kreatief_design_studio

As we roll up this blueprint, here are a few key points I hope you’ll take with you:

1. There’s no one “right” way to start or run a business. Your path is uniquely yours, just like your design style.

2. Challenges and setbacks aren’t roadblocks – they’re opportunities for growth and creativity.

3. Success is personal. Define it in a way that aligns with your values and brings you joy.

4. Never stop learning, adapting, and refining your craft – in business and in design.

5. Community matters. We’re stronger when we support and learn from each other.

I hope these stories have inspired you to embrace your unique path.

Now, I’d love to hear from you! What part of these stories resonated with you the most? How do you define success in your creative journey?

And hey, if you want more inspiration, education, and a peek behind the scenes of font design (plus some exclusive goodies!), why not join my Serif Soirée? It’s where creative entrepreneurs come together to celebrate design, share experiences, and grow together. 

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